TY  - JOUR
T1  - Consumer Attitude Toward Viral Marketing among Generation Z
AU - Ratna Masrom, Nor AU - Raja Mohd Rasi, Raja Zuraidah AU - Tamam Daut, Badru At AU - Ibrahim, Irwan 
JO  - Asian Journal of Information Technology
VL  - 20
IS  - 7
SP  - 181
EP  - 187
PY  - 2021
DA  - 2001/08/19
SN  - 1682-3915
DO  - ajit.2021.181.187
UR  - https://makhillpublications.co/view-article.php?doi=ajit.2021.181.187
KW  - Viral marketing
KW  -generation Z
KW  -social media
KW  -consumer attitude
AB  - The proliferation of E-commerce and social
networking of adoption has shaped the way how
marketing works and thus the viral marketing has proven
to be most effective and sought-after strategy that well
suited with this technological era. Viral marketing
deemed to have benefits from consuming less
implementation cost, reaching wider target audience to
being high efficiency. In spite of the potential provided by
viral marketing, issue and problem has still arise. Many
marketers are still struggling on utilizing and running the
viral marketing to its highest forms through social media
to influence the consumer. In order to mitigate such issue,
the factor of consumer attitude (perceived of
informativeness, perceived of entertainment, perceived of
source credibility, perceived of emotion and perceived of
irritation) were analysed to investigate the relationship
between consumer attitude and viral marketing. This
study used explanatory research as the research design.
The researcher used sampling technique by distributing
questionnaires to 384 respondents across Malaysia.
Statistical and Service Solution (SPSS) among generation
Z were employ to analyse the data collected. Pearson’s
correlation analysis and multiple regression analysis were
used in this study. It is recommended for marketer to
highly provide viral messages that consist of beneficial
content. Beneficial content could develop positive
consumer perception toward viral marketing. Next,
marketer should pay more attention on crafting viral
content or video consist of deeper moral values and
meaning. This could help marketer to influence the
emotion features of each individual consumer and
increase consumer recognition. Lastly, marketer should
provide reliable and credible source to their consumer as
the reliability of the source will generate a positivity or
negativity consumer perception and reaction.
ER  -