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Attitudinal factors affecting viral advertising pass-on behaviour of online consumers in food industry

Salleh, N. M. and Ariff, M. S. M. and Zakuan, N. and Sulaiman, Z. and Saman, M. Z. M. (2016) Attitudinal factors affecting viral advertising pass-on behaviour of online consumers in food industry. In: 4th International Conference on Manufacturing, Optimization, Industrial and Material Engineering, MOIME 2016, 19 March 2016 through 20 March 2016, Indonesia.

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The increase number of active users of social media, especially Facebook, stimulates viral advertising behaviour among them, thus attracting e-marketers to focus on viral advertising in promoting their products. In global market, use of Facebook platform indicated that food services/restaurant of food industry is ranked number 11 with 18.8% users' response rate within the platform. This development calls for e-marketers in Malaysia to use Facebook as their viral advertising channel. Attitudinal factors affecting the viral advertising pass-on behaviour (VAPB) especially among members of social media is of interest to many researchers. The typical attitudinal factors used were attitude toward social media (ATSM), attitude toward advertising in social media (AASM) and attitude toward advertising in general (AAIG). Attitude toward advertised brand (ATAB) is important in fast food industry because users of social media tend to share their experience about tastes and features of the food. However, ATAB is less emphasized in the conceptual model between attitudinal factors and VAPB. These four factors of consumer attitude served as independent variables in the conceptual model of this study and their effect on viral advertising pass-on behaviour among members of Domino's Pizza Malaysia Facebook page was examined. Online survey using a set of questionnaire which was sent to the members of this group via private message was employed. A total of 254 sets of usable questionnaires were collected from the respondents. All the attitudinal factors, except for AASM, were found to have positive and significant effect on VAPB. AAIG exerted the strongest effect on VAPB. Therefore, e-marketers should emphasize on developing a favourable attitude toward advertising in general among members of a social media to get them involve in viral advertising. In addition, instilling a favourable attitude towards advertised brand is also vital as it influences the members to viral the brand among them. Managerial and theoretical implications of the study are discussed based on the results.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Consumer Attitude, Facebook, Fast Food Industry, TPB, Viral advertising
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ID Code:73242
Deposited By: Muhammad Atiff Mahussain
Deposited On:22 Nov 2017 12:07
Last Modified:22 Nov 2017 12:07

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