A study on consumer’s attitude towards viral advertising on social media: A case study in an ice cream manufacturing company / Noorita Mohammad... [et al.]

• Main Authors: Mohammad, Noorita, Abdul Rahman, Zanariah, Mohammad, Mardhiah, Nik Mustapaha, Nik Nur Shahira
• Other Authors: Md. Kassim, Fazdilah
• Format: Book Section
• Language: English
• Published: UiTM Cawangan Johor 2019
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising
• Online Access: http://ir.uitm.edu.my/id/eprint/37152/1/37152.pdf; http://ir.uitm.edu.my/id/eprint/37152/

With the explosive growth of social media in recent years, viral advertising seems the best tool to release promotional message activities through an interactive network-based channel. This study investigated the effect of viral advertising as a marketing strategy by an ice cream manufacturing comp...