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The impacts of viral marketing in influencing the consumer’s purchase decisions

The rapid growth of social networks is in fact being influenced by the usage of the Internet. Viral Marketing not only boosts the sales and business of online marketers but also affects the Corporate Reputation of the organization and the company concerned. Good response to the viral messages from c...

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Main Authors: Shahar, Nurul Shafinas, Wok, Saodah
Format: Conference or Workshop Item
Language:English
English
Published: 2018
Subjects:
H61.8 Communication of information
HE7601 Telecommunication and industry. Telegraph
Online Access:http://irep.iium.edu.my/67251/2/ISMEC2018%20-%20program%20book%2031102018.pdf
http://irep.iium.edu.my/67251/8/66451_ACID%20BASE%20DISTURBANCES.pdf
http://irep.iium.edu.my/67251/
https://iiummediacomm.wixsite.com/ismec2018
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spelling my.iium.irep.672512018-11-05T08:24:31Z http://irep.iium.edu.my/67251/ The impacts of viral marketing in influencing the consumer’s purchase decisions Shahar, Nurul Shafinas Wok, Saodah H61.8 Communication of information HE7601 Telecommunication and industry. Telegraph The rapid growth of social networks is in fact being influenced by the usage of the Internet. Viral Marketing not only boosts the sales and business of online marketers but also affects the Corporate Reputation of the organization and the company concerned. Good response to the viral messages from consumers is important to influence and to persuade them when it comes to decision-making. Social networks such as Facebook, Instagram, WhatsApp and Twitter are the platforms used to circulate the digital contents especially in the social network sites (SNS). The rapid growth of the social networks’ acceptance together with the high number of users in Malaysia indirectly gives an advantage to the online business industry. Furthermore, the onslaught of technology and social media networks in communication provides marketers with a new platform in advertising their products and services. Therefore, this research is conducted to study the impacts of the viral in digital marketing in influencing consumers’ purchase-decision among Malaysians. This study is to determine the viral phenomena that will give significant impacts to consumers when deciding to buy certain products or services. The quantitative research design using the survey method is conducted and 266 respondents participated in the study. The results show that the more the messages are shared, the higher is the reputation of the organization concerned and this indirectly increases their sales. Moreover, with the Internet ease-of-use and high-speed data, most consumers are trying to gather the information about the products and services rendered through the Internet; and Viral Messages from Marketers somehow helps consumers in making purchase decisions. 2018-09-25 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/67251/2/ISMEC2018%20-%20program%20book%2031102018.pdf application/pdf en http://irep.iium.edu.my/67251/8/66451_ACID%20BASE%20DISTURBANCES.pdf Shahar, Nurul Shafinas and Wok, Saodah (2018) The impacts of viral marketing in influencing the consumer’s purchase decisions. In: International Seminar on Media and Communication (ISMEC 2018), 25th Sept. 2018, Kuala Lumpur. (Unpublished) https://iiummediacomm.wixsite.com/ismec2018
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic H61.8 Communication of information
HE7601 Telecommunication and industry. Telegraph
spellingShingle H61.8 Communication of information
HE7601 Telecommunication and industry. Telegraph
Shahar, Nurul Shafinas
Wok, Saodah
The impacts of viral marketing in influencing the consumer’s purchase decisions
description The rapid growth of social networks is in fact being influenced by the usage of the Internet. Viral Marketing not only boosts the sales and business of online marketers but also affects the Corporate Reputation of the organization and the company concerned. Good response to the viral messages from consumers is important to influence and to persuade them when it comes to decision-making. Social networks such as Facebook, Instagram, WhatsApp and Twitter are the platforms used to circulate the digital contents especially in the social network sites (SNS). The rapid growth of the social networks’ acceptance together with the high number of users in Malaysia indirectly gives an advantage to the online business industry. Furthermore, the onslaught of technology and social media networks in communication provides marketers with a new platform in advertising their products and services. Therefore, this research is conducted to study the impacts of the viral in digital marketing in influencing consumers’ purchase-decision among Malaysians. This study is to determine the viral phenomena that will give significant impacts to consumers when deciding to buy certain products or services. The quantitative research design using the survey method is conducted and 266 respondents participated in the study. The results show that the more the messages are shared, the higher is the reputation of the organization concerned and this indirectly increases their sales. Moreover, with the Internet ease-of-use and high-speed data, most consumers are trying to gather the information about the products and services rendered through the Internet; and Viral Messages from Marketers somehow helps consumers in making purchase decisions.
format Conference or Workshop Item
author Shahar, Nurul Shafinas
Wok, Saodah
author_facet Shahar, Nurul Shafinas
Wok, Saodah
author_sort Shahar, Nurul Shafinas
title The impacts of viral marketing in influencing the consumer’s purchase decisions
title_short The impacts of viral marketing in influencing the consumer’s purchase decisions
title_full The impacts of viral marketing in influencing the consumer’s purchase decisions
title_fullStr The impacts of viral marketing in influencing the consumer’s purchase decisions
title_full_unstemmed The impacts of viral marketing in influencing the consumer’s purchase decisions
title_sort impacts of viral marketing in influencing the consumer’s purchase decisions
publishDate 2018
url http://irep.iium.edu.my/67251/2/ISMEC2018%20-%20program%20book%2031102018.pdf
http://irep.iium.edu.my/67251/8/66451_ACID%20BASE%20DISTURBANCES.pdf
http://irep.iium.edu.my/67251/
https://iiummediacomm.wixsite.com/ismec2018
_version_ 1643618171494596608
score 13.211869

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