A STUDY OF THE KEY ELEMENTS IN VIRAL MARKETING TOWARDS CONSUMERS’ PURCHASE INTENTION IN KLANG VALLEY, MALAYSIA

This study investigates the critical elements of viral marketing toward consumers' purchasing intention in Klang Valley, Malaysia. Five perceived were identified and tested on their relationship to purchase intentions. The five key factors are informativeness, entertainment, irritation, source credibility, incentive. To gather analyse data related this study, questionnaires distributed through online google platform consumers Valley. A total 434 respondents contributed discussion conclusion study. These frequent internet users who familiar with marketing. Therefore, it increased research's credibility. Findings obtained from indicated that four marketing, incentives, significant display a positive intention. In contrast, illustrated irritation is not for intentions, indicating Malaysia, do perceive advertising messages targeted at them causes any annoyance but as helpful during intention.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0967/a.php" alt="Hit counter" /></p>