Marketing in Malaysian Technology Firms

A. Othman, S. Marimuthu, N. Mohamad, M.M. Abdullah, N.A.A. Rahman, J. Jamal

Abstract


Today’s world technology recognizes Internet and World Wide Web as two of the main communication mediums in technology firms. modern technology and social networking turn out to be a part of a large number of people’s lives. technology firms are challenged with this fast-moving social network in organization that encourage viral marketing too. There has been little study about the effect of viral marketing towards technology firms. This paper aims to explore the factors that influence the effectiveness of viral marketing, determine the most influential factor and identify the impacts of onlinecontents that influence the effectiveness of viral marketing. a quantitative method was used and 384 respondents from Southern Region Malaysia participated in the survey. The results showed that all the motivational factors like playfulness, community-driven, perceived ease of use, and perceived usefulness had significant impact on the viral marketing in the Malaysian technology firms. Two other factors like critical mass and peer pressure were found to be insignificant in this study. The findings may contribute to the judgement on Malaysian technology firms about viral marketing that blend firm skills, knowledge and technical leadership roles to manage emerging technologies, develop innovative solutions and complex firm’s problems.


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