Acceptance of Viral Marketing in Social Media by SMEs: A Survey among Malaysian Youth
This research was conducted to study the acceptance of SMEs' utilizes of social media in viral marketing by youth, by recognizing several factors of utilise social media viral marketing that may accept by the audience. Youth were chosen as the target respondents because this generation is likely to have social media accounts or spend more time on social media than other generations. Such factors include interactivity, usefulness, target market and work efficiency. These factors are then used as independent variables, where their relationships with the dependent variable— the social media utilization between the high competition of SMEs, are investigated to identify the significance and reliability of these relationships. The four independents were also used to form four hypotheses based on their relationships with social media utilization to viral marketing, which are analyzed and will ultimately determine whether social media viral marketing has significantly influenced youth acceptance to the use of social media to viral marketing by SMEs.
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