Global Academy of Training and Research Journal

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DOI 10.35609/jmmr.2019.4.2(5)

Reference to this paper should be made as follows: Kamaruddin, N. A.; Fikry, A.; Putit, L. (2019). Viral advertisement: Conceptualisation of factors affecting viral behaviour, J. Mgt. Mkt. Review, 4 (2): 133 – 139 https://doi.org/10.35609/jmmr.2019.4.2(5)

Received: March 11, 2019 | Accepted: June 15, 2019

Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour
Nor Azimah Kamaruddin, Amily Fikry, Lennora Putit
Faculty of Business Management, Universiti Teknologi MARA, 40450 Shah Alam, Selangor Abstract

Objective - The objectives of this article are threefold; first, to identify factors affecting the effectiveness of social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and attitudinal); third, to conceptualise the factors and provide the proposition.

Novelty - The theoretical framework of this paper can be used to direct future empirical research to see how each construct affects consumer acceptance towards the advertisement and the spread of viral advertisement.

Type of Paper - Review.

Keywords: Attitudinal; Factors; Social; Content; Source; Viral Advertisement; Viral Behaviour.

JEL Classification: M30, M37, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol4.2_5.html

DOI: https://doi.org/10.35609/jmmr.2019.4.2(5)

Pages 133-139

Price: USD 25