Consumers' attitudes towards viral marketing in Malaysia

Selva Raja, Hemananthiny (2019) Consumers' attitudes towards viral marketing in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Based on the result of Malaysian Communication and Multimedia Commission Survey in year 2017, Selangor was recorded as the highest Internet users and also Petaling Jaya recorded as a highest population city which is 520,698 compared to other cities in Malaysia Population 2018. This study is aim to investigate the relationship between viral marketing and factors of consumers' attitude. A total of 384 online consumers of Petaling Jaya, Selangor were involved as respondents through convenient sampling. Questionnaires was major research tool for data collection. The analysis method was used multiple regression analysis for hypothesis testing in this research and was analyzed using Statistical Package for the Social Sciences (SPSS). The findings show that there is a significant relationship between informativeness, entertainment, irritation, source credibility and incentive. It is believed that this research paper will beneficial to the marketers and academicians for future reference.

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