A study of consumer's attitude towards viral advertising on social media: a case study in an ice cream manufacturing company

• Main Authors: Mohammad, Noorita, Abdul Rahman, Zanariah, Mohammad, Mardhiah, Nik Mustapaha, Nik Nur Shahira
• Format: Conference or Workshop Item
• Language: English
• Published: 2019
• Subjects: HA154 Statistical data; HF5410 Marketing. Distribution of products
• Online Access: http://irep.iium.edu.my/74927/1/Conference%202019.pdf; http://irep.iium.edu.my/74927/
• Institution: Universiti Islam Antarabangsa Malaysia

With the explosive growth of social media in recent years, viral advertising seems the best tool to release promotional message activities through interactive network based channel. This study investigated the effect of viral advertising as marketing strategy by an ice cream manufacturing company, A...