MALAYSIA VISIONARIES CONFERENCE 2024 UNIVERSITY OF TOKYO

MALAYSIA VISIONARIES CONFERENCE 2024 UNIVERSITY OF TOKYO

1. Influence of Viral Food
Marketing Strategies,
Viral Behavioural
Intention, and
Purchase Intention of
Japanese Foods
PRESENTER ID: SB-011
Khalilah Abd Hafiz
Maruf Gbadebo Salimon, Nor Rabiatul
Adawiyah Nor Azam, Mughaneswari
Sahadevan, Eva Aqilah Abu Jalil, Nurul Najwa
Normazi, Nor Aliza Binti Mohammad Ali.

2. Introduction
The growing interest in trying
unique taste and shapes of
Japanese foods.
This trend is also driven by the
popularity of Japanese anime, and
Manga, the Japanese comic series
with cultural styles unique to Japan.
Malaysian consumers have
becoming more familiar with
Japanese culture and cuisine, hence,
the demand for Japanese food is
continue growing.

3. Research Gap
However, little is known about the motivations of
customers who choose to share content or the process
by which content becomes viral. Indeed, relatively little
research has evaluated electronic word-of-mouth (e-
WOM) communication as well as the triggers and
conditions inciting it [12].
Unlike other online advertising formats, which are
shared directly by advertisers, viral advertisements are
shared by publics who have been influenced by the
content. Therefore, the message must be effective
enough to trigger a positive consumer response [13]

4. LITERATURE REVIEW
Purchase intention (PI)
Viral behavioural intention (VBI)
Viral behavioral intentions defined as consumers’
engagement with user-generated content through liking,
sharing, and commenting (Alhabash et al. 2013).
Purchase intention refers to the possibility that a consumer
plans or is willing to purchase a specific product or service
sometime in the future (Wu et al., 2011).

5. Viral marketing strategies
Identity
Identity emphasizes the need for brands to establish a strong and recognizable identity that resonates with
consumers. discuss how innovative traditional food products can create a unique identity that appeals to
consumers (Abdullah & Putit, 2023).
Invisibility
Invisibility refers to the challenge of making a product or brand visible in a saturated market (Purnomo &
Musyafi, 2022).
Innovative Distinctiveness of an ad that utilise genuinely new and interesting forms of communication.
Insight
Insight involves understanding consumer behavior and preferences. By analyzing consumer feedback
and market trends, brands can refine their offerings and enhance their marketing messages.
Instantaneity Instantaneity pertains to the need for timely communication and engagement with consumers.
Integration
Integration refers to the seamless incorporation of various marketing channels and strategies to create a
cohesive brand experience.
Interactivity The level of interaction between the message and the targeted consumers

6. Elaboration Likelihood Model
The central route is all
about deep thinking.
When you're taking this
route, you're seriously
considering the message,
evaluating the evidence,
and coming to a reasoned
conclusion.
The peripheral route is a bit
like taking a shortcut. Instead
of deep analysis, you might
rely on surface-level cues.
The Elaboration Likelihood Model is a framework that explains how
persuasive communication can lead to attitude changes in people,
through two different pathways: the central route and the
peripheral route.

7. Conceptual framework & Hypotheses

8. Methodology
This study employs a
quantitative approach
of data collection.
Researchers adopted a
questionnaire survey
with a 5 Likert scale of
strongly agree to
strongly disagree.
1
The data collection period
spanned 1 month, after
which 108 responses
were received.
The questionnaire was
distributed online
conveniently among the
targeted respondents
who had previous
experience with viral
food.
2
The survey questions requested
the respondents to communicate
their experiences of viral
marketing campaigns or
advertising they have just
experienced via social media.
Questionnaire measurement
items for the 9 variables were
adapted from previous scholars​
(Terblanche et al., 2023; Kumar
et al., 2020).
3

9. Data Analysis
Partial Least Square Structural Equation
Modelling (PLS-SEM) to analyze the data.
1
The first phase is the outer model while the
second is the inner model (Hair et al., 2017).
The outer model, which is otherwise known as a
measurement model helps the researcher assess
the significance of measurement items loadings,
their convergence, validity, and reliability
(Salimon et al, 2017). It also establishes
discriminant validity.
2
3

11. Fig. 2. Measurement Model

12. Fig. 3. Structural Model

14. Discussion &
Conclusion
By addressing invisibility, establishing a strong identity,
fostering innovation, leveraging consumer insights,
ensuring instantaneity, promoting integration, and
encouraging interactivity, food brands can create
compelling marketing campaigns that resonate with
consumers and encourage sharing.
1
Marketers now recognize and must capitalize on new
opportunities to accelerate the spread of marketing
messages through customer-to-customer interactions, or
viral marketing.
Viral marketing departs from traditional word-of-mouth
marketing in its reliance on the agility of digital resources,
including mobile phones and the Internet.
2
This study has important implications for marketers to
achieve their communication goals efficiently and
effectively. 3

15. THANK YOU
Q & A