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/ http://irep.iium.edu.my/67251/ 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

id	iium-67251
recordtype	eprints
spelling	iium-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
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
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/ http://irep.iium.edu.my/67251/ 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
first_indexed	2023-09-18T21:35:30Z
last_indexed	2023-09-18T21:35:30Z
_version_	1777412793164627968

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

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