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

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...

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Main Author:	Binijin, Flayceana Mayverlyne
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/91444/1/91444.pdf
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id	my-uitm-ir.91444
record_format	uketd_dc
spelling	my-uitm-ir.914442024-03-14T08:28:11Z Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin 2019 Binijin, Flayceana Mayverlyne Marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling 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 irritation will influence the consumer attitudes towards viral marketing in Sabah. Overall, there are 121 total numbers of respondents that has been participated in this study and data has been collected from them. From the collected data most of the heavy Facebook users are from the early 20's which spent more than 4 hours per week. The findings also shows that there are some positive relationships achieve among the variables which influence the consumer attitudes towards viral marketing. In addition, there are some negative attitudes impose by the consumer towards viral marketing which involve the relationship of irritations and source credibility towards viral marketing on Facebook. The result shows that both source credibility and irritation has no significant relationship to the consumers' attitude towards viral marketing compare to informativeness. 2019 Thesis https://ir.uitm.edu.my/id/eprint/91444/ https://ir.uitm.edu.my/id/eprint/91444/1/91444.pdf text en public degree Universiti Teknologi MARA, Sabah Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Marketing Marketing
spellingShingle	Marketing Marketing Binijin, Flayceana Mayverlyne Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin
description	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 irritation will influence the consumer attitudes towards viral marketing in Sabah. Overall, there are 121 total numbers of respondents that has been participated in this study and data has been collected from them. From the collected data most of the heavy Facebook users are from the early 20's which spent more than 4 hours per week. The findings also shows that there are some positive relationships achieve among the variables which influence the consumer attitudes towards viral marketing. In addition, there are some negative attitudes impose by the consumer towards viral marketing which involve the relationship of irritations and source credibility towards viral marketing on Facebook. The result shows that both source credibility and irritation has no significant relationship to the consumers' attitude towards viral marketing compare to informativeness.
format	Thesis
qualification_level	Bachelor degree
author	Binijin, Flayceana Mayverlyne
author_facet	Binijin, Flayceana Mayverlyne
author_sort	Binijin, Flayceana Mayverlyne
title	Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin
title_short	Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin
title_full	Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin
title_fullStr	Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin
title_full_unstemmed	Consumer attitude towards viral marketing on Facebook: a case of tourist destination in Sabah / Flayceana Mayverlyne Binijin
title_sort	consumer attitude towards viral marketing on facebook: a case of tourist destination in sabah / flayceana mayverlyne binijin
granting_institution	Universiti Teknologi MARA, Sabah
granting_department	Faculty of Business and Management
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/91444/1/91444.pdf
_version_	1794192262650920960

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

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