Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour

Nor Azimah Kamaruddin ()
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Nor Azimah Kamaruddin: Faculty of Business Management, Universiti Teknologi MARA, Malaysia Author-2-Name: Amily Fikry Author-2-Workplace-Name: Faculty of Business Management, Universiti Teknologi MARA, Malaysia Author-3-Name: Lennora Putit Author-3-Workplace-Name: Faculty of Business Management, Universiti Teknologi MARA, Malaysia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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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.

Keywords: Attitudinal; Factors; Social; Content; Source; Viral Advertisement; Viral Behaviour. (search for similar items in EconPapers)
JEL-codes: M30 M37 M39 (search for similar items in EconPapers)
Pages: 7
Date: 2019-06-18
New Economics Papers: this item is included in nep-sea
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Published in Journal of Management and Marketing Review, Volume 4, Issue2

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