The Impact of Viral Marketing on Consumers’ Intention to Use (Case study: Spotify Indonesia)

Abstract

Viral marketing is a strategy that exploit social networks to promote a product. The company that use viral marketing encourages their experienced consumers (or users) to spread information about its product with other people by using the consumer's social networks. Many digital companies use this marketing strategy to boost their market presence. Spotify as a digital company that focuses on music streaming service also uses this viral marketing. The present study aims to test the impact of viral marketing on the consumer's intention to use of Spotify music streaming application in Indonesia. The viral marketing variable is constructed into four dimensions, which are informativeness, entertainment, irritation, and source credibility. The present study conducts quantitative study by using descriptive analysis and multiple regression. The present study collected data from 455 active Spotify users in Indonesia as respondents by using online questionnaires. They responded on 18 items Likert-type questionnaire. The present study found that three out of four viral marketing dimensions influence the Spotify consumer's intention to use, which were entertainment, irritation, and source credibility. While informativeness did not influence Spotify music streaming service consumer's intention to use. Some implications and future studies are discussed at the end of this present study.

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