Consumer Attitudes Towards Viral Marketing in Promoting Melaka’s Historical and Culinary Tourism: A Quantitative Study

Isma Addi Jumbri, Nur Aina Ahmad Pozi, Fauzan, Fauziyah Nur Jamal, Dian Kurnianingrum and Mulyani Karmagatri
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Isma Addi Jumbri: Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia
Nur Aina Ahmad Pozi: Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia
Fauzan: Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia
Fauziyah Nur Jamal: Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia
Dian Kurnianingrum: Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia
Mulyani Karmagatri: Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 4134-4151

Abstract: Viral marketing has become a crucial strategy in promoting tourism destinations, leveraging digital platforms to reach a wider audience. This study explores consumer attitudes towards viral marketing in promoting Melaka’s historical and culinary tourism, focusing on key determinants such as perceived informativeness, entertainment, source credibility, and irritation. The researchers used a quantitative approach to examine consumer engagement with viral marketing content. The findings reveal that informativeness and entertainment significantly enhance consumer attitudes, while source credibility is vital in fostering trust. However, excessive promotional content leading to irritation can negatively impact engagement. The study also highlights the importance of targeting young, tech-savvy consumers and crafting culturally relevant content to maximise marketing effectiveness. Practical recommendations include leveraging social media analytics, incorporating interactive elements, and collaborating with credible influencers to enhance consumer engagement. This study advances digital marketing research by identifying effective viral marketing strategies for promoting historical and culinary tourism in Melaka.

Date: 2025
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