病毒式广告:影响病毒式行为因素的概念化

Organizational Communication eJournal Pub Date : 2019-06-15 DOI:10.35609/JMMR.2019.4.2(5)

N. Kamaruddin, Amily Fikry, L. Putit

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引用次数: 0

摘要

目标-这篇文章的目标有三个;首先，找出影响社交媒体广告效果的因素;第二，将因素分为四个主要维度(即来源、社会、内容和态度);第三，对影响因素进行概念化并提出建议。新颖性-本文的理论框架可用于指导未来的实证研究，以了解每种结构如何影响消费者对广告的接受程度和病毒式广告的传播。论文类型:综述关键词:态度;因素;社会;内容;源;病毒式广告;病毒的行为。本文的参考文献如下:Kamaruddin, n.a.;Fikry, a;2019。病毒式广告:影响病毒行为因素的概念化;Mkt。综述4 (2):133 - 139 https://doi.org/10.35609/jmmr.2019.4.2(5)JEL分类:M30, M37, M39。

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Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour

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.

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Organizational Communication eJournal

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