The study of the factor that influence attitude towards viral marketing among Generation Y / Noorain Mohd Nordin, Munirah Mohamed and Ezatul Hasanah Jaidon
The rapid growth of internet and the use of e-commerce have made viral marketing an appealing marketing method for most firms and marketers to promote and advertise their products or services. However, before involving with viral marketing, firms and marketers need to learn and recognize whether the...
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Universiti Teknologi MARA, Cawangan Melaka,
2019-10.
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LEADER | 00000 am a22000003u 4500 | ||
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001 | repouitm_30018 | ||
042 | |a dc | ||
100 | 1 | 0 | |a Mohd Nordin, Noorain |e author |
700 | 1 | 0 | |a Mohamed, Munirah |e author |
700 | 1 | 0 | |a Jaidon, Ezatul Hasanah |e author |
245 | 0 | 0 | |a The study of the factor that influence attitude towards viral marketing among Generation Y / Noorain Mohd Nordin, Munirah Mohamed and Ezatul Hasanah Jaidon |
260 | |b Universiti Teknologi MARA, Cawangan Melaka, |c 2019-10. | ||
500 | |a https://ir.uitm.edu.my/id/eprint/30018/1/30018.pdf | ||
520 | |a The rapid growth of internet and the use of e-commerce have made viral marketing an appealing marketing method for most firms and marketers to promote and advertise their products or services. However, before involving with viral marketing, firms and marketers need to learn and recognize whether the customers will react positively or negatively towards it. Thus, it is important for firms and marketers to understand the factor that influence customer's attitude towards viral marketing. In this research study, the purpose is to investigate and examine whether the factor of informativeness, entertainment, source credibility, and irritation will affect attitude towards viral marketing. This study was conducted to focus on the generation Y in Johor, Malaysia. Based on the results that have been retrieved in this study, it was found that the independent variable of source credibility has a significant relationship with the dependent variable of attitude towards viral marketing. While, the other independent variables which is informativeness, entertainment and irritation is found to have no significant effect on attitude towards viral marketing. | ||
546 | |a en | ||
690 | |a Social aspects. Social marketing | ||
690 | |a Marketing | ||
690 | |a Market segmentation. Target marketing | ||
690 | |a Market surveys. Including brand choice. Brand loyalty | ||
655 | 7 | |a Article |2 local | |
655 | 7 | |a NonPeerReviewed |2 local | |
787 | 0 | |n https://ir.uitm.edu.my/id/eprint/30018/ | |
787 | 0 | |n http://publication.melaka.uitm.edu.my/index.php/ajobss/article/view/25 | |
856 | 4 | 1 | |u https://ir.uitm.edu.my/id/eprint/30018/ |z Link Metadata |