A study on consumer’s attitude towards viral advertising on social media: a case study in an ice cream manufacturing company / Noorita bt Mohammad ... [et al.]

• Main Authors: Mohammad, Noorita, Abdul Rahman, Zanariah, Mohammad, Mardhiah, Nik Mustapaha, Nik Nur Shahira
• Format: Article
• Language: English
• Published: UiTM Cawangan Johor 2020
• Subjects: Social aspects. Social marketing; Marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising
• Online Access: http://ir.uitm.edu.my/id/eprint/42770/1/42770.pdf; http://ir.uitm.edu.my/id/eprint/42770/; https://insightjournal.my/
• Institution: Universiti Teknologi Mara

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