An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin

Due to the increasing number of social media users, marketers are focusing on social media as a means of promoting their products. This study aims to fill gaps in existing literature, especially in practical, theoretical, methodological, and context perspectives by exploring the phenomenon of viral...

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Main Author:	Kamaruddin, Nor Azimah
Format:	Thesis
Language:	English
Published:	2024
Subjects:	Social aspects Social marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/107588/1/107588.pdf
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id	my-uitm-ir.107588
record_format	uketd_dc
spelling	my-uitm-ir.1075882024-12-09T22:45:05Z An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin 2024 Kamaruddin, Nor Azimah Social aspects. Social marketing Social influence. Social pressure Due to the increasing number of social media users, marketers are focusing on social media as a means of promoting their products. This study aims to fill gaps in existing literature, especially in practical, theoretical, methodological, and context perspectives by exploring the phenomenon of viral behaviour in video marketing on social media. The objectives of this study are; to explore the type of social media and marketing video preferred by Malaysian Gen Y social media users, to explore the factors of viral behaviour on social media marketing videos, to explore the consequences of failed social media marketing video related to viral behaviour and to propose a framework on factors of viral behaviour in the consumer research domain. The study employs qualitative method, analysing data from five focus group discussions and eight semistructured interviews with social media users. The obtained data were analysed thematically and go through constant comparative analysis. The findings reveal that Facebook is the preferred social media platform for marketing content, and some factors identified in previous studies lead to purchase behaviour rather than viral behaviour. Additionally, video duration, a previously overlooked factors, has an impact on viral behaviour. The study identifies a new category of attitude, which is the vague attitude, and highlights the negative effects of the ‘bawang army’ on social media marketing. The study recommends further research on the new category of attitude that emerges and also on the burst due to a negative attitude towards the marketing content, which is known as the ‘bawang army’. 2024 Thesis https://ir.uitm.edu.my/id/eprint/107588/ https://ir.uitm.edu.my/id/eprint/107588/1/107588.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Social aspects Social marketing Social aspects Social marketing
spellingShingle	Social aspects Social marketing Social aspects Social marketing Kamaruddin, Nor Azimah An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin
description	Due to the increasing number of social media users, marketers are focusing on social media as a means of promoting their products. This study aims to fill gaps in existing literature, especially in practical, theoretical, methodological, and context perspectives by exploring the phenomenon of viral behaviour in video marketing on social media. The objectives of this study are; to explore the type of social media and marketing video preferred by Malaysian Gen Y social media users, to explore the factors of viral behaviour on social media marketing videos, to explore the consequences of failed social media marketing video related to viral behaviour and to propose a framework on factors of viral behaviour in the consumer research domain. The study employs qualitative method, analysing data from five focus group discussions and eight semistructured interviews with social media users. The obtained data were analysed thematically and go through constant comparative analysis. The findings reveal that Facebook is the preferred social media platform for marketing content, and some factors identified in previous studies lead to purchase behaviour rather than viral behaviour. Additionally, video duration, a previously overlooked factors, has an impact on viral behaviour. The study identifies a new category of attitude, which is the vague attitude, and highlights the negative effects of the ‘bawang army’ on social media marketing. The study recommends further research on the new category of attitude that emerges and also on the burst due to a negative attitude towards the marketing content, which is known as the ‘bawang army’.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Kamaruddin, Nor Azimah
author_facet	Kamaruddin, Nor Azimah
author_sort	Kamaruddin, Nor Azimah
title	An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin
title_short	An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin
title_full	An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin
title_fullStr	An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin
title_full_unstemmed	An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin
title_sort	exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / nor azimah kamaruddin
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business and Management
publishDate	2024
url	https://ir.uitm.edu.my/id/eprint/107588/1/107588.pdf
_version_	1818588227298131968

An exploratory analysis of consumers’ viral behaviour toward marketing video experience in social media / Nor Azimah Kamaruddin

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