The Impacts Of Innovative Viral Video Marketing Of Consumer Attitudes In The Cosmetics Industry In Malacca

Ibrahim, Nurul Asyiqin (2019) The Impacts Of Innovative Viral Video Marketing Of Consumer Attitudes In The Cosmetics Industry In Malacca. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Impacts Of Innovative Viral Video Marketing Of Consumer Attitudes In The Cosmetics Industry In Malacca.pdf - Submitted Version Download (494kB)

Abstract

Innovative viral video marketing is the part of marketing strategies by marketers to become viral by the power “Word of mouth” and buzzwords. Innovative viral video marketing are more powerful and effective than traditional marketing campaign. This research has been to investigate the impacts of innovative viral video marketing of consumer attitudes in the cosmetics industry in Malacca. The purpose of the study is to understand innovative viral video marketing of consumer attitudes in the cosmetics industry in Malacca. Besides, this research investigates informativeness, entertainment, and credibility of innovative viral video marketing of consumer attitudes in the cosmetics industry in Malacca. Pilot testing was performed before final distribution to certify the accuracy of the questions. There are a total of 400 sets of the questionnaire being distributed to cosmetic consumers in Malacca. The result of this research will be valuable for the marketers in exploring knowledge and experiences on the relationship between consumer attitudes and innovative viral video marketing. This present research will form an evaluation of the impacts of innovative viral video marketing and approaches that analyzed consumer attitudes of innovative viral video marketing. The data analysis techniques that will be used in this research are the reliability test, Pearson correlation test, and multiple regression analysis. To produced accurate and reliable research data for the research, the researcher targeted respondents 20 and below to 61 and above. The Pearson regression shows that informativeness, entertainment and credibility have a strong moderate positive relationship with consumers’ attitudes. Besides, the result also showed that credibility has the most significant effect on consumers’ attitudes

Actions (login required)

View Item