Research Article
Approach of Ethics Model on Viral Video Advertising in Malaysia
@INPROCEEDINGS{10.4108/eai.24-8-2021.2315272, author={Mohd Hanif Mohd Omar and Azahar Harun and Abdul Rauf Hj Ridzuan and Ariff Imran Anuar Yatim and Anwar Farhan Zolkeplay}, title={Approach of Ethics Model on Viral Video Advertising in Malaysia}, proceedings={Proceedings of the 2nd International Conference on Design Industries \& Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia}, publisher={EAI}, proceedings_a={DESIGN-DECODED}, year={2022}, month={3}, keywords={viral video viral marketing advertising social media ethics covid-19}, doi={10.4108/eai.24-8-2021.2315272} }- Mohd Hanif Mohd Omar
Azahar Harun
Abdul Rauf Hj Ridzuan
Ariff Imran Anuar Yatim
Anwar Farhan Zolkeplay
Year: 2022
Approach of Ethics Model on Viral Video Advertising in Malaysia
DESIGN-DECODED
EAI
DOI: 10.4108/eai.24-8-2021.2315272
Abstract
Viral video on social media is considered one of the most effective advertising methods with a high return on capital. This method is suggested to help SME entrepreneurs to promote their products and services. The Covid-19 pandemic also forced these entrepreneurs to shift from physical business to online business. The effects of the pandemic are also seen to have accelerated the Industrial Revolution 4.0 around the world. In influencing consumer behavior, the spread of advertisements on various social media platforms are increasingly rampant and cannot be controlled. Thus, there is a need for further research to be conducted on viral videos that reflect the local context which affects traditions and cultures. This paper combines the involvement of Malaysian SMEs' Muslim products into viral video. Objectively, this research paper aims to determine the principles, elements, and characteristics of the viral videos that international and Malaysian scholars currently establish and to analyse the Malaysian SMEs Muslim products that are using viral video as part of their marketing method. The thematic analysis method will be used to gather the data. Findings suggested that the application of the ethics model was proposed. It is hoped that this model could assist other researchers in studying law enforcement and make necessary improvements to the existing programs and policies for the Malaysian government.