The study of the factor that influence attitude towards viral marketing among Generation Y / Noorain Mohd Nordin, Munirah Mohamed and Ezatul Hasanah Jaidon

• Main Authors: Mohd Nordin, Noorain, Mohamed, Munirah, Jaidon, Ezatul Hasanah
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Cawangan Melaka 2019
• Subjects: Social aspects. Social marketing; Marketing; Market segmentation. Target marketing; Market surveys. Including brand choice. Brand loyalty
• Online Access: http://ir.uitm.edu.my/id/eprint/30018/1/30018.pdf; http://ir.uitm.edu.my/id/eprint/30018/; http://publication.melaka.uitm.edu.my/index.php/ajobss/article/view/25
• Institution: Universiti Teknologi Mara

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