A study on consumer’s attitude towards viral advertising on social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.]
With the explosive growth of social media in recent years, viral advertising seems the best tool to release promotional message activities through an interactive network-based channel. This study investigated the effect of viral advertising as a marketing strategy by an ice cream manufacturing comp...
Saved in:
| Main Authors: | , , , |
|---|---|
| Other Authors: | |
| Format: | Book Section |
| Language: | en |
| Published: |
UiTM Cawangan Johor
2019
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/37152/1/37152.pdf https://ir.uitm.edu.my/id/eprint/37152/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1833065554493046784 |
|---|---|
| author | Mohammad, Noorita Abdul Rahman, Zanariah Mohammad, Mardhiah Nik Mustapaha, Nik Nur Shahira |
| author2 | Md. Kassim, Fazdilah |
| author_facet | Md. Kassim, Fazdilah Mohammad, Noorita Abdul Rahman, Zanariah Mohammad, Mardhiah Nik Mustapaha, Nik Nur Shahira |
| author_sort | Mohammad, Noorita |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | With the explosive growth of social media in recent years, viral advertising seems the best tool to release promotional message activities through an interactive network-based channel. This study investigated the effect of viral
advertising as a marketing strategy by an ice cream manufacturing company, Al Jazeera Sdn Bhd. The company had very little experience in viral advertising and has been relying on conventional marketing strategies for many years.
Thus, it is crucial for the company to assess consumer's perception toward their current advertising strategy, which plays a crucial role in brand awareness of the company. This study aimed to determine relationships between factors such as the perception of informative, entertainment, irritation and source credibility on consumer's attitudes towards viral advertising. In the study, data were collected from 115 respondents, which questionnaires were distributed on social media platforms. Then, the data were analysed using SPSS (Statistical
Package for the Social Sciences). The findings revealed a significant relationship between consumer's attitudes and two of the factors being studied which were informative and entertainment perceptions. In conclusion, marketers need to understand the effect of viral advertising because it will shape the dynamics of the business marketing strategy. Hence to cope with the rapid advancement of
technology, marketers need to be more creative in conveying the messages that would reach their consumers. |
| format | Book Section |
| id | my.uitm.ir-37152 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2019 |
| publisher | UiTM Cawangan Johor |
| record_format | eprints |
| spelling | my.uitm.ir-371522020-11-27T07:28:39Z https://ir.uitm.edu.my/id/eprint/37152/ A study on consumer’s attitude towards viral advertising on social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] Mohammad, Noorita Abdul Rahman, Zanariah Mohammad, Mardhiah Nik Mustapaha, Nik Nur Shahira Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising With the explosive growth of social media in recent years, viral advertising seems the best tool to release promotional message activities through an interactive network-based channel. This study investigated the effect of viral advertising as a marketing strategy by an ice cream manufacturing company, Al Jazeera Sdn Bhd. The company had very little experience in viral advertising and has been relying on conventional marketing strategies for many years. Thus, it is crucial for the company to assess consumer's perception toward their current advertising strategy, which plays a crucial role in brand awareness of the company. This study aimed to determine relationships between factors such as the perception of informative, entertainment, irritation and source credibility on consumer's attitudes towards viral advertising. In the study, data were collected from 115 respondents, which questionnaires were distributed on social media platforms. Then, the data were analysed using SPSS (Statistical Package for the Social Sciences). The findings revealed a significant relationship between consumer's attitudes and two of the factors being studied which were informative and entertainment perceptions. In conclusion, marketers need to understand the effect of viral advertising because it will shape the dynamics of the business marketing strategy. Hence to cope with the rapid advancement of technology, marketers need to be more creative in conveying the messages that would reach their consumers. UiTM Cawangan Johor Md. Kassim, Fazdilah Ratan Singh, Deepak Singh M Ramakrishnan, Kamalanathan Sumery, Zuraidah Sarijari, Haniza Mohd Yusof, Fairuz Husna Amat, Dia Widyawati Kamaludin, Puteri Nur Hidayah Daud, Derwina 2019 Book Section PeerReviewed text en https://ir.uitm.edu.my/id/eprint/37152/1/37152.pdf A study on consumer’s attitude towards viral advertising on social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.]. (2019) In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 2019 . UiTM Cawangan Johor, Segamat Johor, p. 34. IABC2019-011 IABC2019-011 |
| spellingShingle | Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising Mohammad, Noorita Abdul Rahman, Zanariah Mohammad, Mardhiah Nik Mustapaha, Nik Nur Shahira A study on consumer’s attitude towards viral advertising on social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] |
| title | A study on consumer’s attitude towards viral advertising on
social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] |
| title_full | A study on consumer’s attitude towards viral advertising on
social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] |
| title_fullStr | A study on consumer’s attitude towards viral advertising on
social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] |
| title_full_unstemmed | A study on consumer’s attitude towards viral advertising on
social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] |
| title_short | A study on consumer’s attitude towards viral advertising on
social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.] |
| title_sort | study on consumer’s attitude towards viral advertising on
social media: a case study in an ice cream manufacturing company / noorita mohammad... [et al.] |
| topic | Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising |
| url | https://ir.uitm.edu.my/id/eprint/37152/1/37152.pdf https://ir.uitm.edu.my/id/eprint/37152/ |
| url_provider | http://ir.uitm.edu.my/ |