The Influence of Facebook Viral Marketing toward Brand Awareness: Case Study: M.A.C Cosmetic

The revolution in social media viral is some phenomena in marketing through promoting and marketing; it’s an important strategic plan for marketers in Malaysia as well as worldwide. Viral marketing is also a key necessity to assess the effectiveness of viral marketing in achieving advertising goals and to achieve the re-branding of products and services for companies. Therefore, this study is conducted to represent the findings from the customer s point of view regarding the level of viral marketing that influences consumer brand awareness. In addition, the relationship between viral Facebook, product brands, customer perceptions and customer attitudes towards product brand awareness are also analyzed. This article begins with an investigation on the relationship between the variables which influence the viral marketing using social media (Facebook), towards brand awareness. Total data from 165 respondents was collected through simple random sampling and has been analyzed using the multiple regression method. The results from the analysis are concluded that the cosmetic brand, customer perception and customer attitude, simultaneously have a significant influence on its consumer brand awareness while Facebook viral does not give a significant influence on the company’s consumer brand awareness.