Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)

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The Effect of Viral Marketing on E-Commerce Shopee’s Consumer Purchasing Intention

Authors
Agung Nugroho Luthfi Imam Fahrudi1, *, Dzurrotun Nur Aisyah1
1Business Administration, Faculty of Administrative Science, Brawijaya University, Malang, Indonesia
*Corresponding author. Email: agungn_fia@ub.ac.id
Corresponding Author
Agung Nugroho Luthfi Imam Fahrudi
Available Online 1 August 2023.
DOI
10.2991/978-2-38476-090-9_5How to use a DOI?
Keywords
Consumer; E-Commerce; Purchasing Intention; Viral Marketing
Abstract

The purpose of this study is to investigate the impact of Viral Marketing on E-Commerce Shopee’s Consumer Purchasing Intention. Viral Marketing can be used to widely disseminate marketing messages by inviting the audience to share marketing messages with others. The increasing use of the internet and technological advancement have promoted the proliferation of viral marketing. Viral marketing is measured in terms of Informativeness, Entertainment, Source Credibility, and Irritation. To test the proposed model, 116 valid questionnaires were used, and then multiple regression analysis was conducted. The questionnaires were collected from undergraduate students of Universitas Brawijaya, who had used Shopee and had seen Shopee’s viral marketing messages. The results of this study show that informativeness, entertainment, and source credibility have influenced consumer purchasing intention significantly and positively. In contrast, Irritation negatively affects the consumer purchasing intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 August 2023
ISBN
978-2-38476-090-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-090-9_5How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Agung Nugroho Luthfi Imam Fahrudi
AU  - Dzurrotun Nur Aisyah
PY  - 2023
DA  - 2023/08/01
TI  - The Effect of Viral Marketing on E-Commerce Shopee’s Consumer Purchasing Intention
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 42
EP  - 51
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_5
DO  - 10.2991/978-2-38476-090-9_5
ID  - Fahrudi2023
ER  -