The Effectiveness of Electronic Word-Of-Mouth (eWOM) On Social Media Tools towards Viral Food Advertising

Abstract

The main purpose of this study is to investigate the effectiveness of electronic word of mouth (eWOM) on social media tools such as social networking sites, blogs, microblogs and content communities towards viral food advertising. This study is also to identify the main social media tool in food advertising industry. The basic design of this study is questionnaire which was distributed throughout Malaysia. Sampling was used to collect data in Malaysia with 364 questionnaire responses received. The analysis of the respondents’ demographic profile is done by using the Cronbach’s Alpha reliability analysis whereas the relationship between the variables are analyzed using the Pearson Correlation test. The study found all social media tools to be positively related to the effectiveness of eWOM towards viral food advertising in Malaysia