{"id":"https://openalex.org/W2803093523","doi":null,"title":"Customer satisfaction in the context of the use of viral marketing in social media","display_name":"Customer satisfaction in the context of the use of viral marketing in social media","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W2803093523","mag":"2803093523"},"language":"en","primary_location":{"id":"pmh:oai:eprints.ums.edu.my:19181","doi":null,"is_oa":true,"landing_page_url":"https://eprints.ums.edu.my/id/eprint/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","pdf_url":"http://eprints.ums.edu.my/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","source":{"id":"https://openalex.org/S4306400331","display_name":"UMS Institutional Repository (Universiti Malaysia Sabah)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I161371597","host_organization_name":"Universiti of Malaysia Sabah","host_organization_lineage":["https://openalex.org/I161371597"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://eprints.ums.edu.my/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5063896836","display_name":"Norazah Mohd Suk\u0131","orcid":"https://orcid.org/0000-0002-8422-2449","observed_orcids":["https://orcid.org/0000-0002-8422-2449"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Norazah Mohd Suki","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5063896836"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":2,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":95},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.9269999861717224},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"customer satisfaction","score":0.9739999771118164},{"id":"https://openalex.org/keywords/social-media","display_name":"social media","score":0.8140000104904175},{"id":"https://openalex.org/keywords/critical-mass","display_name":"critical mass","score":0.7440000176429749},{"id":"https://openalex.org/keywords/playfulness","display_name":"playfulness","score":0.9959999918937683},{"id":"https://openalex.org/keywords/peer-pressure","display_name":"peer pressure","score":0.9169999957084656},{"id":"https://openalex.org/keywords/social-network-sites","display_name":"social network sites","score":0.7630000114440918},{"id":"https://openalex.org/keywords/marketing-ethics","display_name":"marketing ethics","score":0.6990000009536743},{"id":"https://openalex.org/keywords/college-students","display_name":"university students","score":0.7009999752044678}],"concepts":[{"id":"https://openalex.org/C187008535","wikidata":"https://www.wikidata.org/wiki/Q204255","display_name":"Viral marketing","level":3,"score":0.8860452175140381},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.6067779064178467},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5899488925933838},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5700060129165649},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5427780747413635},{"id":"https://openalex.org/C191511416","wikidata":"https://www.wikidata.org/wiki/Q999278","display_name":"Customer satisfaction","level":2,"score":0.5281189680099487},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.48483312129974365},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.452603280544281},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.424269437789917},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.40065479278564453},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.3449205756187439},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.18247544765472412},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.13546332716941833},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.08215126395225525},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:eprints.ums.edu.my:19181","doi":null,"is_oa":true,"landing_page_url":"https://eprints.ums.edu.my/id/eprint/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","pdf_url":"http://eprints.ums.edu.my/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","source":{"id":"https://openalex.org/S4306400331","display_name":"UMS Institutional Repository (Universiti Malaysia Sabah)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I161371597","host_organization_name":"Universiti of Malaysia Sabah","host_organization_lineage":["https://openalex.org/I161371597"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Article"}],"best_oa_location":{"id":"pmh:oai:eprints.ums.edu.my:19181","doi":null,"is_oa":true,"landing_page_url":"https://eprints.ums.edu.my/id/eprint/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","pdf_url":"http://eprints.ums.edu.my/19181/1/Customer%20satisfaction%20in%20the%20context%20of%20the%20use%20of%20viral%20marketing%20in%20social%20media.pdf","source":{"id":"https://openalex.org/S4306400331","display_name":"UMS Institutional Repository (Universiti Malaysia Sabah)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I161371597","host_organization_name":"Universiti of Malaysia Sabah","host_organization_lineage":["https://openalex.org/I161371597"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":false},"content_urls":{"pdf":"https://content.openalex.org/works/W2803093523.pdf"},"referenced_works_count":33,"referenced_works":["https://openalex.org/W3032363","https://openalex.org/W38713733","https://openalex.org/W42807241","https://openalex.org/W62824994","https://openalex.org/W1565148708","https://openalex.org/W1792076328","https://openalex.org/W1820801730","https://openalex.org/W1854642965","https://openalex.org/W1967717271","https://openalex.org/W1983796682","https://openalex.org/W1985749074","https://openalex.org/W1990513740","https://openalex.org/W2000329621","https://openalex.org/W2020884563","https://openalex.org/W2041563290","https://openalex.org/W2042846381","https://openalex.org/W2046087596","https://openalex.org/W2053713323","https://openalex.org/W2067148248","https://openalex.org/W2082849519","https://openalex.org/W2093425966","https://openalex.org/W2095507885","https://openalex.org/W2099818413","https://openalex.org/W2101699735","https://openalex.org/W2103441872","https://openalex.org/W2117940537","https://openalex.org/W2136937406","https://openalex.org/W2137075822","https://openalex.org/W2151023083","https://openalex.org/W2153130616","https://openalex.org/W2166202630","https://openalex.org/W2264067869","https://openalex.org/W2296638537"],"related_works":["https://openalex.org/W2940775510","https://openalex.org/W4403893099","https://openalex.org/W7127580305","https://openalex.org/W3164897726","https://openalex.org/W7217665319","https://openalex.org/W1128276083","https://openalex.org/W2044064476","https://openalex.org/W2889170454","https://openalex.org/W1930824740","https://openalex.org/W4415907606"],"abstract_inverted_index":{"Businesses":[0],"could":[1],"sustain":[2],"their":[3],"market":[4],"presence":[5],"at":[6,95],"traditional":[7],"brick":[8],"and":[9,17,42,66,110,161,168],"mortar":[10],"or":[11],"through":[12],"the":[13,19,54,73,76,100,111,127,129],"Internet":[14],"by":[15,141],"facilitating":[16],"encouraging":[18],"public":[20,97],"to":[21,39,52,159],"pass":[22],"along":[23],"a":[24,96],"marketing":[25,80,137,165],"message":[26,44],"known":[27],"as":[28,126],"viral":[29,79,136,164],"marketing.":[30],"Nonetheless,":[31],"it":[32],"should":[33],"be":[34],"conducted":[35],"in":[36,69,72,81,99,163],"ethical":[37],"manner":[38],"disseminate":[40],"credible":[41],"trusted":[43],"content":[45],"among":[46,93],"both":[47],"parties.":[48],"This":[49],"study":[50,172],"aims":[51],"analyse":[53],"influence":[55,155],"of":[56,75,78,103,132,150],"some":[57],"pre-defined":[58],"factors":[59],"(namely,":[60],"playfulness,":[61],"critical":[62,122,151],"mass,":[63],"community":[64],"driven,":[65],"peer":[67],"pressure)":[68],"customer":[70,133],"satisfaction":[71,134],"context":[74],"use":[77],"social":[82,144],"media.":[83],"For":[84],"this":[85],"purpose,":[86],"200":[87],"respondents":[88],"were":[89,113],"randomly":[90],"drawn":[91],"from":[92],"students":[94],"university":[98],"Federal":[101],"Territory":[102],"Labuan,":[104],"Malaysia.":[105],"A":[106],"questionnaire":[107],"was":[108],"implemented":[109],"results":[112],"analyzed":[114],"using":[115],"multiple":[116],"regression":[117],"analysis.":[118],"Results":[119],"revealed":[120],"that":[121],"mass":[123,152],"stood":[124],"out":[125],"most":[128],"important":[130],"predictor":[131],"with":[135,147],"via":[138],"SNS,":[139],"followed":[140],"playfulness.":[142],"Meanwhile,":[143],"network":[145],"website":[146],"high":[148],"level":[149],"has":[153],"more":[154],"on":[156],"potential":[157],"users":[158],"believe":[160],"participate":[162],"activity.":[166],"Conclusion":[167],"recommendations":[169],"for":[170],"future":[171],"are":[173],"also":[174],"discussed.":[175]},"counts_by_year":[{"year":2023,"cited_by_count":2}],"updated_date":"2026-09-29T14:09:16.559479","created_date":"2025-10-10T00:00:00"}