Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour

Abstract

Objective –The objectives of this article are threefold; first, to identify factors affecting the effectiveness of social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and attitudinal); third, to conceptualise the factors and provide the proposition. Novelty – The theoretical framework of this paper can be used to direct future empirical research to see how each construct affects consumer acceptance towards the advertisement and the spread of viral advertisement. Type of Paper: Review Keywords: Attitudinal; Factors; Social; Content; Source; Viral Advertisement; Viral Behaviour. Reference to this paper should be made as follows: Kamaruddin, N. A.; Fikry, A.; Putit, L. 2019. Viral advertisement: Conceptualisation of factors affecting viral behaviour, J. Mgt. Mkt. Review 4 (2): 133 – 139 https://doi.org/10.35609/jmmr.2019.4.2(5) JEL Classification: M30, M37, M39.