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Consumer Attitudes Towards Viral Marketing in Promoting Melaka’s Historical and Culinary Tourism: A Quantitative Study

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  • Isma Addi Jumbri

    (Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia)

  • Nur Aina Ahmad Pozi

    (Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia)

  • Fauzan

    (Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia)

  • Fauziyah Nur Jamal

    (Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia)

  • Dian Kurnianingrum

    (Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia)

  • Mulyani Karmagatri

    (Faculty of Technology Management and Technopreneurship (FPTT), Universiti Teknikal Malaysia Melaka, Malaysia)

Abstract

Viral marketing has become a crucial strategy in promoting tourism destinations, leveraging digital platforms to reach a wider audience. This study explores consumer attitudes towards viral marketing in promoting Melaka’s historical and culinary tourism, focusing on key determinants such as perceived informativeness, entertainment, source credibility, and irritation. The researchers used a quantitative approach to examine consumer engagement with viral marketing content. The findings reveal that informativeness and entertainment significantly enhance consumer attitudes, while source credibility is vital in fostering trust. However, excessive promotional content leading to irritation can negatively impact engagement. The study also highlights the importance of targeting young, tech-savvy consumers and crafting culturally relevant content to maximise marketing effectiveness. Practical recommendations include leveraging social media analytics, incorporating interactive elements, and collaborating with credible influencers to enhance consumer engagement. This study advances digital marketing research by identifying effective viral marketing strategies for promoting historical and culinary tourism in Melaka.

Suggested Citation

  • Isma Addi Jumbri & Nur Aina Ahmad Pozi & Fauzan & Fauziyah Nur Jamal & Dian Kurnianingrum & Mulyani Karmagatri, 2025. "Consumer Attitudes Towards Viral Marketing in Promoting Melaka’s Historical and Culinary Tourism: A Quantitative Study," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 4134-4151, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:4134-4151
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    References listed on IDEAS

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    1. Kiani Irshad ZERNIGAH & Kamran SOHAIL, 2012. "Consumers’ attitude towards viral marketing in Pakistan," Management & Marketing, Economic Publishing House, vol. 7(4), Winter.
    2. Murat Çakirkaya & Önder Aytaç Afşar, 2024. "Bibliometric and content analysis of viral marketing in marketing literature," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2364847-236, December.
    3. Luay Tahat & Nada Almasri & Tarek Tahat & Duha Ismail & Ahmad S. Al-Ahmad, 2024. "Assessing the influence of mobile direct social media advertising on consumer attitudes: a study of Kuwaiti consumers," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2351107-235, December.
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