Attitudinal factors affecting viral advertising pass-on behaviour in social media
Also available in printed version
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Bachelor thesis |
| Language: | English |
| Published: |
Universiti Teknologi Malaysia
2025
|
| Subjects: | |
| Online Access: | https://utmik.utm.my/handle/123456789/54925 |
| Abstract | Abstract here |
| _version_ | 1854975109286068224 |
|---|---|
| author | Nurhidayah Mohd. Salleh |
| author2 | Shoki Mohd. Ariff, supervisor |
| author_facet | Shoki Mohd. Ariff, supervisor Nurhidayah Mohd. Salleh |
| author_sort | Nurhidayah Mohd. Salleh |
| description | Also available in printed version |
| format | Bachelor thesis |
| id | utm-123456789-54925 |
| institution | Universiti Teknologi Malaysia |
| language | English |
| publishDate | 2025 |
| publisher | Universiti Teknologi Malaysia |
| record_format | dspace |
| record_pdf | Abstract |
| spelling | utm-123456789-549252025-08-21T11:26:34Z Attitudinal factors affecting viral advertising pass-on behaviour in social media Nurhidayah Mohd. Salleh Shoki Mohd. Ariff, supervisor Management Also available in printed version On statistic 2013 for Growth of Facebook Platform by industries shown that food services or restaurant is in rank number 11 and 18.8% is user response rate. The statistic shows for global industries. But in Malaysia, the statistic for restaurant industry in social media is not determined by the researcher. In this study, the researcher was interesting to investigate attitudinal factors affecting the viral advertising pass-on behaviour (VAPB) according member of group Domino’s Pizza Malaysia Facebook page. However, current study research addressed attitudinal factor only for attitude toward social media (ATSM), attitude toward advertising in social media (AASM) and attitude toward in general (AAIG). The previous researcher lack emphasized attitude toward advertised brand (ATAB). The attitude toward advertised brand had done investigated on this factor for viral the advertising by several research. Therefore this study is to identify the effect of attitudinal factor influence the viral advertising pass-on behaviour among group members of Facebook, to determine whether there is significant differences in the attitude toward social media, attitude toward advertising in social media, attitude toward advertising in general and attitude toward advertised brand on the viral advertising pass-on behaviour according to age of Facebook group members and to examine differences in the viral advertising pass-on behaviour of Facebook group member according to their age. The conceptual model was established consisting attitudinal factors (ATSM, AASM, AAIG and ATAB) and viral pass-on behaviour. The population of this study will be all the member group of Domino’s Pizza Malaysia Facebook page. The total number of questions prepared in the questionnaire is 26 questions. The researcher was distributed 260 sets of questionnaires based on needed for 5% margin error. The sampling method use for this research is convenience. Beside that, the researcher use online survey to made a form of questionnaires and distribute the questionnaires to respondents through private message in Facebook. 254 sets of questionnaire were got back from the respondent. Moreover, for four independent variables are test on multiple regression to test which variables contribute more influence on help the user of Facebook viral the advertising. The result that research found it is all significant, except AASM. AAIG is executed stronger effect compared to ATSM, AASM and ATAB. However, the result of ANOVA to test all variables regarding age user is no differences significant. Managerial and theoretical implications of the study are discussed based on the result atiff UTM 128 p. Project Paper (Sarjana Muda Pengurusan (Pemasaran)) - Universiti Teknologi Malaysia, 2015 2025-03-17T03:38:44Z 2025-03-17T03:38:44Z 2015 Bachelor thesis https://utmik.utm.my/handle/123456789/54925 valet-20170118-150656 vital:94186 ENG Closed Access UTM Complete Unpublished application/pdf Universiti Teknologi Malaysia |
| spellingShingle | Management Nurhidayah Mohd. Salleh Attitudinal factors affecting viral advertising pass-on behaviour in social media |
| thesis_level | Other |
| title | Attitudinal factors affecting viral advertising pass-on behaviour in social media |
| title_full | Attitudinal factors affecting viral advertising pass-on behaviour in social media |
| title_fullStr | Attitudinal factors affecting viral advertising pass-on behaviour in social media |
| title_full_unstemmed | Attitudinal factors affecting viral advertising pass-on behaviour in social media |
| title_short | Attitudinal factors affecting viral advertising pass-on behaviour in social media |
| title_sort | attitudinal factors affecting viral advertising pass on behaviour in social media |
| topic | Management |
| url | https://utmik.utm.my/handle/123456789/54925 |
| work_keys_str_mv | AT nurhidayahmohdsalleh attitudinalfactorsaffectingviraladvertisingpassonbehaviourinsocialmedia |