The factor influence behavioral intention of consumers Malaysia to forward viral marketing

Mohd Alid, Nur Najihah (2018) The factor influence behavioral intention of consumers Malaysia to forward viral marketing. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study is designed to examine the content that should be in effective and successful viral marketing and to validate factors that influence the user to transmit the virus message. In the first part of the study discuss the principles that have been the theory of viral marketing which are Wilson‟s principles. But it is not the main objective of studying this principle. The main purpose of the researcher is to analyze the content that plays an important role in viral marketing. There are three content studied in this study whereby about social currency, triggers and stories.Next, the focus of this study is to strengthen this study by identifying the effective social media channels for viral marketing. There are,389 of respondents from Johor, Selangor and Sabah. From the analysis most of respondents spend more than five hours on Internet so can classified as active internet users.In addition, Facebook become effective social media to marketers‟ channel viral marketing in which the respondents agreed. Moreover, using advertising negatively affected their attitudes and behaviors toward Facebook advertising this means too much negative content that not attract consumers to forward it on social media. By having a result, companies should understanding the behavior of consumers to forward and sharing a viral marketing in online communities.

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