A STUDY OF THE KEY ELEMENTS IN VIRAL MARKETING TOWARDS CONSUMERS’ PURCHASE INTENTION IN KLANG VALLEY, MALAYSIA

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  • Mohd Fayuti bin Ismail Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Chin Jack Tai Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Syarifah Norhidayah binti Syed Othman Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Yong Wei Yuan Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Kee Yong Yee Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Kumaran Kanapathipillai Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

DOI:

https://doi.org/10.46827/ejsss.v7i4.1259

Klíčová slova:

perceived informativeness, perceived entertainment, perceived irritation, perceived source credibility, perceived incentives, viral marketing, consumers’ purchasing intention

Abstrakt

This study investigates the critical elements of viral marketing toward consumers' purchasing intention in the Klang Valley, Malaysia. Five perceived viral marketing elements were identified and tested on their relationship to consumers' purchase intentions. The five key factors are perceived informativeness, entertainment, irritation, source credibility, and incentive. To gather and analyse the data related to this study, questionnaires were distributed through the online google platform to the consumers in Klang Valley. A total of 434 respondents contributed to the discussion and conclusion of this study. These respondents are frequent internet users who are familiar with viral marketing. Therefore, it increased the research's credibility. Findings obtained from this study indicated that four key elements of viral marketing, perceived informativeness, perceived entertainment, perceived source credibility, and perceived incentives, are significant and display a positive relationship to consumers' purchasing intention. In contrast, this study illustrated that perceived irritation is not significant for consumers' purchase intentions, indicating that the consumers in the Klang Valley, Malaysia, do not perceive the advertising messages targeted at them causes any annoyance but as helpful during their purchase intention.

 

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Biografie autora

  • Mohd Fayuti bin Ismail, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Ts. Mohd Fayuti bin Ismail (Fayuti), PMP, received his BSc in electrical engineering from the University of Saskatchewan, Canada, in 2010. He is a member of the Board of Engineers Malaysia (BEM), a professional technologist specializing in building construction, and a project management professional certificate holder. He is currently working with one of the GLC in Kuala Lumpur, managing a few projects under his portfolio.

  • Chin Jack Tai, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Tai Chin Jack (Jack Tai) obtained his Bachelor’s degree in Finance and Investment from the University College of Tunku Abdul Rahman in 2016. In the same year, he received his B Sc in Finance from Coventry University, UK. Currently, he is the Managing Director of two private limited companies. His specializations include business consultancy and real estate investment. His current research interests are managing organization, human resource management, and marketing management.

  • Syarifah Norhidayah binti Syed Othman, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Syarifah Norhidayah Binti Syed Othman (Hidayah) earned a Diploma in Business administration from the University College Agroscience Malaysia in 2016. Currently, she is working with Pos Malaysia Bhd as a CRM Specialist (Associate II). She manages the Pos Malaysia Customer Service system.

  • Yong Wei Yuan, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Yong Wei Yuan (Steven) obtained his American Degree Program majoring in Finance and Management at Upper Iowa University in 2016. He is currently working with Aisling Consulting Sdn. Bhd. as a Payroll Specialist at Compliance. He is also in charge of a few key accounts under his portfolio. His current interests are in Human Resources Management and Operational Management research.

  • Kee Yong Yee, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Kee Yong Yee (Francis) earned a Diploma in Accounting & Finance from Inti International University in 2003. Currently, he is working in one of the waste management companies as a Regional Business Development Manager. He is in charge of Melaka and Johor region sales and operations. His current interest in research are sales, marketing management, and managing organisation.

  • Kumaran Kanapathipillai, Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Kumaran Kanapathipillai holds a PhD in Management/Business from the Management and Science University (Malaysia). He is an academic and a researcher in the areas of Management and Marketing. He supervises and assesses Masters and Ph.D. candidates. He conducts entrepreneurship, creative problem solving, and project management training in various industries. His main areas of interest and research are contemporary entrepreneurship, management, and marketing.

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Stažení

Publikováno

2022-04-29

Číslo

Vol 7 No 4 (2022)

Sekce

Articles