The Attitudes on Consumer Perceptions towards Viral Marketing: A Study on Foodpanda Food Delivery in Malaysia.
- October 15, 2020
- Posted by: RSIS Team
- Categories: IJRSI, Marketing
International Journal of Research and Scientific Innovation (IJRSI) | Volume VII, Issue IX, September 2020 | ISSN 2321–2705
Mohd Aswad Ahmad, Masri Abdul Lasi
City Graduate School, City University, Malaysia
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.
Keywords: Attitudes of Consumers, Viral Marketing, Subang Jaya, Foodpanda, Perceived Informativeness, Entertainment, Irritation Perceptions, Source Credibility and Incentive.
I. INTRODUCTION
Viral is a term now commonly used to describe entire marketing campaigns, or elements of promotional strategies for any number of consumer goods, services and media products. The term ‘viral’ is one that has only recently become a part of our everyday media vocabulary (Janes S, 2015).
The marketing communication is the range of tools marketers use in order to attract the attention of the consumer. Due to the extensive use of internet in sharing information among young adults, marketers should focus on viral marketing as one of the new source of marketing. The growth in number of internet users has been dramatic ever since it came into existence (Haryani S, Motwani B, Sabharwal, 2015).
