Contagious Communication : The Effectiveness Of Viral Marketing In Malaysia

Marimuthu, Sanmugam (2016) Contagious Communication : The Effectiveness Of Viral Marketing In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Contagious Communication ; The Effectiveness Of Viral Marketing In Malaysia.pdf - Submitted Version Download (179kB)

Abstract

In this modern era, the present generation craves for interaction and associate with immense social networks through the sharing of information, photos, videos, opinions, entertainment and news. The sharing comes in the forms of viral marketing and provides marketing and communication managers with paralleled opportunity to reach a large number of consumers quickly. The increasing growth of the internet and the rise of social media and social networks sites, viral marketing has cemented itself in the marketing and corporate agenda. For that reason, this study was conducted to investigate the effectiveness of viral marketing in Malaysia. The data were collected using questionnaires from 384 respondents in Southern Malaysia (Selangor, Kuala Lumpur and Melaka). The results of the analysis showed that among all the motivational factors, playfulness, community-driven, perceive ease of use, perceive usefulness had significant impact on the effectiveness of viral marketing in Malaysia. There’s thought-provoking when critical mass and peer pressure were not significant in influencing the effectiveness of viral marketing. The results of this study contributes exceptional judgement to marketers and firms in the Malaysian market.

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