The effect of viral marketing on purchasing intention in Kuching / Nurul Munirah Binti Khamis

• Main Author: Khamis, Nurul Munirah
• Format: Student Project
• Language: English
• Published: Universiti Teknologi MARA, Cawangan Sarawak 2019
• Subjects: Marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/41427/1/41427.pdf; http://ir.uitm.edu.my/id/eprint/41427/
• Institution: Universiti Teknologi Mara

Viral advertising is a new version of the model for the word of mouth. Viral marketing campaign has been one of the most cited consequences of today's for retailers that plan to sell their products on the market through various online marketing strategies. Several scientists are commonly developing a strong effect for viral marketing communications to customers in order to purchase the items. Comprehending the importance of viral marketing ads for product buying purpose is very critical to marketers. Hence, in this study, a questionnaire was requested from 100 respondents to analyse the platforms of viral marketing communications regarding product purchasing intention. In addition, questions were asked to the same 100 participants to determine the level of agreement and dissatisfaction with relevant claims to assess product purchasing intention. The study concludes with the honest answers provided by the respondents with probable suggestions to market their products via viral marketing messages