Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin

This research was conducted to investigate on the attitude for the consumer towards viral marketing on Facebook which in this case it is focusing on the tourist destination in Sabah. The objectives of this study are to determine and identify whether the informativeness, source credibility and irritation will influence the consumer attitudes towards viral marketing in Sabah. Overall, there are 121 total numbers of respondents that has been participated in this study and data has been collected from them. From the collected data most of the heavy Facebook users are from the early 20's which spent more than 4 hours per week. The findings also shows that there are some positive relationships achieve among the variables which influence the consumer attitudes towards viral marketing. In addition, there are some negative attitudes impose by the consumer towards viral marketing which involve the relationship of irritations and source credibility towards viral marketing on Facebook. The result shows that both source credibility and irritation has no significant relationship to the consumers' attitude towards viral marketing compare to informativeness.