Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon

The rapid growth of internet and the use of e-commerce have made viral marketing an appealing marketing method for most firms and marketers in order to promote and advertise their products or services. However, before involving with viral marketing, firms and marketers need to learn and recognize wh...

Full description

Bibliographic Details
Main Author:	Jaidon, Ezatul Hasanah
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2019
Subjects:	Marketing Marketing research. Marketing research companies. Sales forecasting Electronic commerce
Online Access:	http://ir.uitm.edu.my/id/eprint/23451/ http://ir.uitm.edu.my/id/eprint/23451/1/PPb_EZATUL%20HASANAH%20JAIDON%20M%20BM%2019_5.pdf

id	uitm-23451
recordtype	eprints
spelling	uitm-234512019-03-19T08:18:16Z http://ir.uitm.edu.my/id/eprint/23451/ Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon Jaidon, Ezatul Hasanah Marketing Marketing research. Marketing research companies. Sales forecasting Electronic commerce The rapid growth of internet and the use of e-commerce have made viral marketing an appealing marketing method for most firms and marketers in order to promote and advertise their products or services. However, before involving with viral marketing, firms and marketers need to learn and recognize whether the customers will react positively or negatively towards it. Thus, it is important for firms and marketers to understand the factor that influence customer’s attitude towards viral marketing. In this research study, the purpose is to investigate and examine whether the factor of informativeness, entertainment, source credibility, and irritation will affect attitude towards viral marketing. This study was conducted to focus on the customer in Johor, Malaysia. In addition, it was mainly targeted to the people of Generation Y which is those who were born between the age of 1981 and 2000. Based on the results that have been retrieved in this study, it was found that the independent variable of source credibility has a significant relationship with the dependent variable of attitude towards viral marketing. While, the other independent variables which is informativeness, entertainment and irritation is found to have no significant effect on attitude towards viral marketing. Faculty of Business and Management 2019 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/23451/1/PPb_EZATUL%20HASANAH%20JAIDON%20M%20BM%2019_5.pdf Jaidon, Ezatul Hasanah (2019) Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing Marketing research. Marketing research companies. Sales forecasting Electronic commerce
spellingShingle	Marketing Marketing research. Marketing research companies. Sales forecasting Electronic commerce Jaidon, Ezatul Hasanah Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon
description	The rapid growth of internet and the use of e-commerce have made viral marketing an appealing marketing method for most firms and marketers in order to promote and advertise their products or services. However, before involving with viral marketing, firms and marketers need to learn and recognize whether the customers will react positively or negatively towards it. Thus, it is important for firms and marketers to understand the factor that influence customer’s attitude towards viral marketing. In this research study, the purpose is to investigate and examine whether the factor of informativeness, entertainment, source credibility, and irritation will affect attitude towards viral marketing. This study was conducted to focus on the customer in Johor, Malaysia. In addition, it was mainly targeted to the people of Generation Y which is those who were born between the age of 1981 and 2000. Based on the results that have been retrieved in this study, it was found that the independent variable of source credibility has a significant relationship with the dependent variable of attitude towards viral marketing. While, the other independent variables which is informativeness, entertainment and irritation is found to have no significant effect on attitude towards viral marketing.
format	Student Project
author	Jaidon, Ezatul Hasanah
author_facet	Jaidon, Ezatul Hasanah
author_sort	Jaidon, Ezatul Hasanah
title	Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon
title_short	Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon
title_full	Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon
title_fullStr	Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon
title_full_unstemmed	Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon
title_sort	factor that influence attitude towards viral marketing among generation y / ezatul hasanah jaidon
publisher	Faculty of Business and Management
publishDate	2019
url	http://ir.uitm.edu.my/id/eprint/23451/ http://ir.uitm.edu.my/id/eprint/23451/1/PPb_EZATUL%20HASANAH%20JAIDON%20M%20BM%2019_5.pdf
first_indexed	2023-09-18T23:10:42Z
last_indexed	2023-09-18T23:10:42Z
_version_	1777418782857232384

Factor that influence attitude towards viral marketing among Generation Y / Ezatul Hasanah Jaidon

Similar Items