An analysis of factors affecting consumer’s attitude towards viral marketing in melaka

Ahmad Pozi, Nur Aina (2019) An analysis of factors affecting consumer’s attitude towards viral marketing in melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) An Analysis Of Factors Affecting Consumer’s Attitude Towards Viral Marketing In Melaka.pdf Download (647kB)
	Text (Full Text) An Analysis Of Factors Affecting Consumer’s Attitude Towards Viral Marketing In Melaka.pdf - Submitted Version Restricted to Registered users only Download (1MB)

Abstract

This study was attempted to investigate the factors that effect consumer’s attitude towards viral marketing. The purpose of this research is to identify and examine whether perceived informativeness, perceived entertainment, perceived irritation, and perceived source credibility will affect consumers’ attitudes towards viral marketing in Melaka. This study also identified whether the consumers’ attitudes towards viral marketing in Melaka will affect the consumer purchase intention. Pilot testing was carried out to certify the reliability of the questions before final distribution. There are a total of 266 sets of questionnaire being distributed to consumers in Melaka. From the analysis, it represented that most of the respondents in this study are degree holder who are frequent internet users. Findings obtained from this research had also implied that there is a weak positive relationship between all the factors with the consumers’ attitudes towards viral marketing. Furthermore, it is implies that there is no significant between perceived informativeness and consumers’ attitudes towards viral marketing. The results also show that the consumers’ attitudes towards viral marketing will affect the consumer purchase intention. However, the results shows that perceived informativeness, have no significant relationship towards consumers’ attitudes towards viral marketing in Melaka.

Actions (login required)

View Item