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Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour

Author

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  • Nor Azimah Kamaruddin

    () (Faculty of Business Management, Universiti Teknologi MARA, Malaysia Author-2-Name: Amily Fikry Author-2-Workplace-Name: Faculty of Business Management, Universiti Teknologi MARA, Malaysia Author-3-Name: Lennora Putit Author-3-Workplace-Name: Faculty of Business Management, Universiti Teknologi MARA, Malaysia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - The objectives of this article are threefold; first, to identify factors affecting the effectiveness of social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and attitudinal); third, to conceptualise the factors and provide the proposition. Novelty - The theoretical framework of this paper can be used to direct future empirical research to see how each construct affects consumer acceptance towards the advertisement and the spread of viral advertisement.

Suggested Citation

  • Nor Azimah Kamaruddin, 2019. "Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour," GATR Journals jmmr219, Global Academy of Training and Research (GATR) Enterprise.
  • Handle: RePEc:gtr:gatrjs:jmmr219
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    More about this item

    Keywords

    Attitudinal; Factors; Social; Content; Source; Viral Advertisement; Viral Behaviour.;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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