Clients’ Attitude Towards Viral Marketing And Retention Among Selected Cooperative

Abstract

The study aimed to determine the relationship between clients’ attitude towards viral marketing and retention among selected cooperative. The independent variable of the study was clients’ attitude towards viral marketing. The indicators of clients’ attitude towards viral marketing are perceived informativeness and redundancy. On the other hand, the dependent variable of this study was client’s retention. The researchers used the descriptive correlation method and random sampling in determining the number of respondents and the statistical tools using the study were Mean and Pearson-r. The result of the computation using r-value is 0.501 is associated with 0.000 as the P-value which is less than the alpha of 0.05. Moreover, there is significant relationship between clients’ attitude towards viral marketing and retention among selected cooperative. It implies that the clients’ attitude towards viral marketing in terms of perceived informativeness and perceived redundancy has an impact in client’s retention. In other words, clients’ attitude towards viral marketing could affect the client’s retention among selected cooperative.

Keywords: Viral marketing, retention, Clients’ attitude, informativeness, redundancy