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.]

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...

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Bibliographic Details

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