The effects of viral marketing on users’ attitudes toward JOOX Indonesia

This research focused on the Indonesian key elements of viral marketing that drive music streaming users’s attitudes toward JOOX Indonesia (a popular music streaming provider in Indonesia). This study collected data by using Google Forms and 373 valid responses as respondents. The factor analysis discovered that from four dimensions of viral marketing (i.e., informativeness, entertainment, irritation, and source credibility) only two dimensions emerged: entertaining message and trusted information as merged factors from the original dimensions of viral marketing. Multiple regression analysis found that both variables significantly affected the JOOX Indonesia users’ attitudes.