The Attitudes on Consumer Perceptions towards Viral Marketing: A Study on Foodpanda Food Delivery in Malaysia

Mohd Aswad Ahmad and Masri Abdul Lasi
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Mohd Aswad Ahmad: City Graduate School, City University, Malaysia
Masri Abdul Lasi: City Graduate School, City University, Malaysia

International Journal of Research and Scientific Innovation, 2020, vol. 7, issue 9, 251-259

Abstract: Introduction: Consequence of the development of social network, viral marketing has become a new popular pattern of consumption for Subang Jaya consumers. Foodpanda is the German mobile food delivery market headquartered in Berlin, Germany, which operates in a few countries and territories including Malaysia. Methodology: The data was collected using a structured questionnaire. The questionnaire was designed following a wide review of the literature n viral marketing. It was divided into four parts. The first part was based on personal profile of the consumers. (M Eltaj, 2017). Findings: The five factors; i) perceived informativeness, ii) perceived entertainment, iii) irritation perception, iv) perceived source credibility and v) incentive perception, have significant effects on attitudes of consumers towards viral marketing in Subang Jaya. Conclusions / and Recommendations: Online business website companies need to propose some rules or regulations to protect costumers’ rights. When conflicts occur, e-vendors can follow these rules to provide solutions that are reasonable and satisfying for consumers.

Date: 2020
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