THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN MALAYSIA POST COVID-19 PANDEMIC

Rakesh, Sarpal and Yeoh, Chiao Ying (2022) THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN MALAYSIA POST COVID-19 PANDEMIC. Journal of Business and Social Sciences, 2022 (09). pp. 1-13. ISSN 2805-5187

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Abstract

Viral marketing played a major role in tourism marketing for the government and private sector. This marketing strategies often referred to as electronic word-of-mouth (eWOM). Extensive research studies have been carried out on the mechanism and importance of viral marketing. However, there is a research gap on the viral marketing impact on the tourist destination in the COVID-19 pandemic crisis. The purpose of this paper is to discuss the impact of viral marketing or electronic WOM (eWOM) on a tourism destination choice after COVID-19, using the theory of planned behaviour (TPB). The intended outcome and purpose of the study is look at possible adaptive marketing strategies and approaches in the endemic stage of COVID-19. The effectiveness of viral marketing in promoting tourist destinations in Malaysia is studied in this literature view to identify the influence of viral content in tourist decision-making.

Item Type:	Article
Uncontrolled Keywords:	Viral Marketing, eWOM, Social Media Marketing, Tourism Industry, COVID-19
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Depositing User:	Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited:	10 May 2022 07:56
Last Modified:	10 May 2022 07:56
URI:	http://eprints.intimal.edu.my/id/eprint/1613

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