Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin

• Main Author: Binijin, Flayceana Mayverlyne
• Format: Thesis
• Language: English
• Published: 2019
• Subjects: Marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/91444/1/91444.pdf; https://ir.uitm.edu.my/id/eprint/91444/

This research was conducted to investigate on the attitude for the consumer towards viral marketing on Facebook which in this case it is focusing on the tourist destination in Sabah. The objectives of this study are to determine and identify whether the informativeness, source credibility and irrita...