Consumers' Attitude Towards Viral Advertising Pass-On Behavior on Facebook

摘要

This study examines four attitudinal factors affecting viral advertising pass-on behaviour (VAPB) among consumers/members of Domino's Pizza Malaysia Facebook. Constructs of consumers' attitude are attitude toward social media (ATSM), attitude toward advertising in social media (AASM), attitude toward advertising in general (AAIG) and attitude toward advertised brand (ATAB). A web- based survey using a set of questionnaire was employed to collect primary data from the members of Facebook via private message. Based on the analysis on the 254 completed and usable questionnaires, it was found that the VAPB of the members is positively and significantly affected by AAIG, ATSM and ATAB. AAIG of consumer attitude exerted the strongest effect on VAPB. AASM was found to have no significant effect on VAPB. This study concludes that consumer formed favourable attitude towards social media, advertising in general and advertised brands on Facebook which in turn facilitate them to commit in viral advertising pass-on behaviour.