Viral Market and WhatsApp

Viral Marketing via the New Media: The Case of Communication Behaviour in WhatsApp

The study result implies that a successful WhatsApp viral marketing strategy is more than a game of
luck. There are factors that a marketer may manipulate in order to create a viral phenomenon. Message
content is important and marketers should be more “consumer-focused” rather than “organizationfocused”
when conveying marketing messages in the form of mobile instant messages. Boring and
straightforward text advertisements that revolve around the information of the organization may no
longer be welcome among Malaysian users. A user is most likely to hit the “forward” button when he
or she has a positive attitude concerning the WhatsApp message. As one of the key factors influencing
users’ attitude is the message content, marketers should develop WhatsApp marketing message content
diligently, making full use of this factor for a successful marketing campaign. 

 

Problem statement: 

Do perceived ease of use, perceived usefulness and perceived entertainment value affect the users’ attitude towards forwarding WhatsApp messages?

Does users’ attitude affect the intention to forward WhatsApp messages?

 

Hypothesis

H1: There is a significant relationship between the Perceived ease of forwarding messages (PEOU) and
users’ attitude with respect to forwarding WhatsApp messages (AT).
H2: There is a significant relationship between the Perceived usefulness of messages (PU) and users’
attitude with respect to forwarding WhatsApp messages (AT).
H3: There is a significant relationship between the Perceived entertainment value of messages (PEV)
and users’ attitude with respect to forwarding WhatsApp messages (AT).
Fig. 3. Conceptual Framework
H4: There are mediation effects between the Perceived ease of forwarding WhatsApp messages
(PEOU), Perceived usefulness of messages (PU), and the Perceived entertainment value of messages
(PEV), and users’ intention to forward WhatsApp messages (BI).

 

Topics in this research:

  • The Evolution of Viral Marketing
  • Benefits of Viral Marketing
  • The Growth of Digital Marketing
  • Acceptance of Viral Marketing
  • Viral Marketing Message Theme
  • Message Content
  • The Impact of Users’ Attitude

 

Published by: Wan Yu Chong

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Target group: Professional
Country: Malaysia
Language: English
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Authors: Docent Ecommerce

Document type: Research Study

Publication date: 10-12-2017

Number of pages: 22

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