The Effects Of Viral Marketing On Consumer Responses Toward Cosmetic Products

Musa, Zarina (2017) The Effects Of Viral Marketing On Consumer Responses Toward Cosmetic Products. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In recent years, many of cosmetic product growth rapidly in the market. Consequently many marketer taking advantages of this situation by using viral marketing to promote cosmetic product. However, it is difficult to measure the effectiveness of viral marketing toward consumer responses. Second, consumer need to be greater understanding of the contexts which viral marketing works and the most effective. This research objective to determine the effects of viral marketing on consumer responses toward cosmetic product. This study had mainly adopted from AIDA model. AIDA model stand for attention, interest, desire and action. Meanwhile, this research using quantitative method. Quantitative data had been collected through respondent that answers by target respondents. A total of 384 respondent who live in Melaka were participated in this research by using non probability sample techniques. Software for Social Science (SPSS) was used by researcher to analyse the collected data. The data analysis techniques that conducted in this research were descriptive analysis, Pearson correlation and regression analysis to describe the variables numerically and found out the relationship between independent variables and dependent variable. The findings showed that social media, website and hashtag positively had relationship between customer responses toward cosmetic product. Based on this finding it would encourage the marketer to use viral marketing medium and techniques as a platform to spread the information about cosmetic product.

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