Consumer attitudes towards viral marketing in promoting Melaka's historical and culinary tourism: A quantitative study

Jumbri, Isma Addi and Ahmad Pozi, Nur Aina and Fauzan and Jamal, Fauziyah Nur and Kurnianingrum, Dian and Karmagatri, Mulyani (2025) Consumer attitudes towards viral marketing in promoting Melaka's historical and culinary tourism: A quantitative study. International Journal of Research and Innovation in Social Science, IX (II). pp. 4134-4151. ISSN 2454-6186

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Abstract

Viral marketing has become a crucial strategy in promoting tourism destinations, leveraging digital platforms to reach a wider audience. This study explores consumer attitudes towards viral marketing in promoting Melaka’s historical and culinary tourism, focusing on key determinants such as perceived informativeness, entertainment, source credibility, and irritation. The researchers used a quantitative approach to examine consumer engagement with viral marketing content. The findings reveal that informativeness and entertainment significantly enhance consumer attitudes, while source credibility is vital in fostering trust. However, excessive promotional content leading to irritation can negatively impact engagement. The study also highlights the importance of targeting young, tech-savvy consumers and crafting culturally relevant content to maximise marketing effectiveness. Practical recommendations include leveraging social media analytics, incorporating interactive elements, and collaborating with credible influencers to enhance consumer engagement. This study advances digital marketing research by identifying effective viral marketing strategies for promoting historical and culinary tourism in Melaka.

Item Type:	Article
Uncontrolled Keywords:	Viral marketing, Consumer attitudes, Tourism, Perceived informativeness
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	13 Aug 2026 02:44
Last Modified:	13 Aug 2026 02:44
URI:	http://eprints.utem.edu.my/id/eprint/30231
Statistic Details:	View Download Statistic

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