Ảnh hưởng của lan tỏa video đến thái độ người tiêu dùng: Nghiên cứu trên nền tảng mạng xã hội
Tóm tắt: 1897
| 
PDF: 1389 
##plugins.themes.academic_pro.article.main##
Author
Từ khóa:
Video lan tỏa
mạng xã hội
thái độ người tiêu dùng
Tóm tắt
Nghiên cứu sử dụng dữ liệu sơ cấp từ 422 người dùng mạng xã hội nhằm xác định những yếu tố của video lan tỏa ảnh hưởng tới thái độ của người tiêu dùng trên mạng xã hội ở Việt Nam. Phương pháp kiểm định độ tin cậy thang đo bằng hệ số Cronbach’s Alpha, phân tích nhân tố khám phá EFA, phân tích hồi quy được sử dụng bằng phần mềm SPSS 20. Kết quả nghiên cứu cho thấy, tính giải trí, tương tác của video, độ tin cậy của nguồn, tính thông tin, tính khuyến khích, nhận thức thương hiệu lần lượt có tác động tích cực tới thái độ của người tiêu dùng với video lan tỏa. Nghiên cứu đã kiểm chứng các nhân tố tác động đến thái độ người tiêu dùng và đề xuất một số hàm ý quản trị cho các doanh nghiệp khi xây dựng chiến dịch viral video marketing để tạo ấn tượng và hiệu quả.
Tài liệu tham khảo
-
[1] Nguyen, Minh Ngoc. "Social Media In Vietnam - Statistics & Facts", Statista, 2021, [Online] https://www.statista.com/topics/8182/social-media-in-vietnam/#dossierKeyfigures.
[2] Huang, J., Su, S., Zhou, L., and Liu, X., “Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising, Journal of Interactive Marketing, 27(1), 2013, 36-46.
[3] Ler, S., The Attitudes of Consumers towards Viral Marketing in Malaysia, Malaysia: Department of International Business, University Tunku Abdul Rahman, 2014.
[4] Huarng, K., Yu, T., & Huang, J., “The impacts of instructional video advertising on customer purchasing intentions on the Internet”, Service Business Volume, 4, 2009, 27-36.
[5] Yang, K., Huang, C., Yang, C., & Yang, S., “Consumer attitudes toward online video advertisement: YouTube as a platform”, Kybernetes, 46(5), 2017, 840-853.
[6] Wang, S., & Nguyen, Thi Ngoc Lan, “A Study on the Attitude of Customer towards Viral Video Advertising on Social Media: A Case Study in Viet Nam”, The International Journal of Engineering and Science (IJES), 7(6), 2018, 54-60.
[7] Hinz, O., Skiera, B., Barrot, C., & Becker, J., “Seeding Strategies for Viral Marketing: An Empirical Comparison”, Journal of Marketing, 75, 2011, 55–71.
[8] Broxton, T., Interian, Y., Vaver, J., & Wattenhofer, M., “Catching a viral video”, Journal of Intelligent Information Systems, 40, 2013, 241–259.
[9] Moore, K., 71% of online adults now use video‐sharing sites, Pew Research Center, 2011.
[10] Nelson-Field, K., Riebe, E., & Newstead, K., “The emotions that drive viral video”, Australasian Marketing Journal, 21(4), 2013, 205-211.
[11] MacKenzie, S., & Lutz, R., “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context”, Journal of Marketing, 53(2), 1989, 48–65.
[12] Mehta, A., “Advertising Attitudes and Advertising Effectiveness”, Journal of Advertising Research, 40(3), 2000, 67-72.
[13] Teixeira, T., Picard, R., & el Kaliouby, R., “Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study’, Marketing Science, 33(6), 2014, 809-827.
[14] Aaker, D., & Bruzzone, D., “Viewer perceptions of prime-time television advertising”, Journal of Advertising Research, 21(5), 1981, 15-23.
[15] Son, J., Sadachar, A., Manchiraju, S., & Fiore, A., “Consumer adoption of online collaborative customer co-design”, Journal of Research in Interactive Marketing, 6(3), 2012, 180-197.
[16] Azar, S., Machado, J., Vacas-de-Carvalho, L., & Mendes, A., “Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions”, Journal of Brand Management, 23(2), 2016, 153–178.
[17] Phelps, J., Lewis, R., Mobilio, L., & Perry, D., “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email”, Journal of Advertising Research, 44(4), 2004, 333-348.
[18] Hoffman, D., & Novak, T., “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations”, Journal of Marketing, 60(3), 1996, 50-68.
[19] Najib, N., Kasuma, J., & Bibi, Z., Relationship and Effect of Entertainment, Informativeness, Credibility, Personalization and Irritation of Generation Y’s Attitudes towards SMS Advertising, Universiti Teknologi MARA Selangor Malaysia: Future Academy, 2016.
[20] Cho, S., Huh, J., & Faber, R., “The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising”, Journal of Advertising, 43(1), 2014, 100-114.
[21] Bendixen, M., “Advertising Effects and Effectiveness”, European Journal of Marketing, 27(10), 1993, 19-32.
[22] Janssens, W., & De Pelsmacker, P., “Emotional or informative? Creative or boring?”, International Journal of Advertising, 24(3), 2005, 373-394.
[23] Hunt, H., “Rotzoll, Kim, J. Haefner, C. Sandage. Advertising in Contemporary Society: Perspectives toward Understanding. Columbus: Grid, 1976”, Journal of Advertising, 6(3), 2013, 44-45.
[24] Zernigah, K., & Sohail, K., “Consumers’ attitude towards viral marketing in Pakistan”, Management & Marketing, 7(4), 2012, 645-662.
[25] Chandy, R., Tellis, G., Macinnis, D., & Thaivanich, P., “What to Say When: Advertising Appeals in Evolving Markets”, Journal of Marketing Research, 38(4), 2001, 399–414.
[26] Holbrook, M., & Batra, R., “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising”, Journal of Consumer Research, 14(3), 1987, 404-420.
[27] Stewart, D., & Koslow, S., “Executional Factors and Advertising Effectiveness: A Replication”, Journal of Advertising, 18(3), 2013, 21-32.
[28] Pasadeos, Y., “Perceived Informativeness of and Irritation with local Advertising”, Journalism Quarterly, 67(1), 1990, 35-39.
[29] Sinthamrong, P., & Rompho, N., “Factors Affecting Attitudes and Purchase Intentions Toward Branded Content on Webisodes”, Journal of Management Policy and Practice, 16(4), 2016, 64-72.
[30] Aaker, D., “The Value of Brand Equity”, Journal of Business Strategy, 13(4), 1992, 27-32.
[31] Shimp, T., Integrated Marketing Communications in Advertising and Promotion, Cengage Learning, Inc, 2010.
[32] Rossiter, J., & Percy, L., Advertising and promotion management, Mcgraw-Hill Book College, 1987.
[33] Puksirivongchai, S., “Viral Video Development from Technology Determinism”, Humanities, Social Sciences and Arts, 12(5), 2019, 1076-1089.
[34] Aaker, D., “Measuring Brand Equity Across Products and Markets”, California Management Review, 38(3), 1996, 102-120.
[35] Lu, L., Chang, W., & Chang, H., “Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness”, Computers in Human Behavior, 34, 2014, 258-266.
[36] Macdonald, E., & Sharp, B., “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication”, Journal of Business Research, 48(1), 2000, 5-15.
[37] Haryani, S., & Motwani, B., “Discriminant model for online viral marketing influencing consumers behavioural intention”, Pacific Science Review B: Humanities and Social Sciences, 1(1), 2015, 49-56.
[38] Varnali, K., Yilmaz, C., & Toker, A., “Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment”, Electronic Commerce Research and Applications, 11(6), 2012, 570-581.
[39] [39] Rohm, A., Kaltcheva, V., & Milne, G., “A mixed-method approach to examining brand-consumer interactions driven by social media”, Journal of Research in Interactive Marketing, 7(4), 2013, 295-311.
[40] Schultz, D., & Peltie, J., “Social media's slippery slope: challenges, opportunities and future research directions”, Journal of Research in Interactive Marketing, 7(2), 2013, 86-99.
[41] Tsang, M., Ho, S., & Liang, T., “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”, International Journal of Electronic Commerce, 8(3), 2004, 65-78.
[42] Rettie, R., Grandcolas, U., & Deakins, B., “Text message advertising: Response rates and branding effects”, Journal of Targeting, Measurement and Analysis for Marketing, 13, 2005, 304–312.
[43] Varshney, U., “Location management for mobile commerce applications in wireless Internet environment”, ACM Transactions On Internet Technology, 3(3), 2003, 236-255.
[44] Hanley, M., Becker, M., & Martinsen, J., “Factors influencing mobile advertising acceptance: will incentives motivate college students to accept mobile advertisements”, International Journal of Mobile Marketing, 1(1), 2006, 50-58.
[45] Pastore, M., “Incentives Still Key to Mobile Advertising”, ClickZ, 2002, [Online] https://www.clickz.com/incentives-still-key-to-mobile-advertising/60958/.
[46] Thorndike, E., “A constant error in psychological ratings”. Journal of Applied Psychology, 4(1), 1920, 25–29.
[47] Djafarova, E., & Rushworth, C., “Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users”, Computers in Human Behavior, 68, 2017, 1-7.
[48] O'Reilly, K., & Marx, S., “How young, technical consumers assess online WOM credibility”, Kelley O'reilly, Sherry Marx Qualitative Market Research, 14(4), 2011, 330-359.
[49] Latané, B., “The psychology of social impact”, American Psychologist, 36(4), 1981, 343–356.
[50] Mir, I., & Rehman, K., “Factors affecting consumer attitudes and intentions”, Management & Marketing, 8(4), 2013, 637-654.
[51] Lee, S., “How do online reviews affect purchasing intention?”, African Journal of Business Management, 3(10), 2009, 576-581.
[52] Flanagin, A., Metzger, M., Pure, R., & Markov, A., User-Generated Ratings and the Evaluation of Credibility and Product Quality in Ecommerce Transactions, IEEE, 2011.
[53] Park, D., Lee, J., & Han, I., “The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement”, International Journal of Electronic Commerce, 11(4), 2007, 125-148.
[54] Baber, A., Thurasamy, R., ImranMalik, M., Sadiq, B., Islam, S., & Sajjad, M., “Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 2016, 388-400.
[55] Teng, S., Khong, K., Goh, W., & Chong, A., “Examining the antecedents of persuasive eWOM messages in social media”, Online Information Review, 38(6), 2014, 746 - 768.
[56] Cunningham, N., & Bright, L., “The Tweet Is in Your Court: Measuring Attitude Towards Athlete Endorsements in Social Media”, International Journal of Integrated Marketing Communications, 4(2), 2012, 73-87.
[57] Malhotra, N., Marketing Research: An Applied Orientation. 4th ed. Prentice Hall.
[58] Hsieh, J., “Exploring the disseminating behaviors of eWOM marketing: persuasion in online video”, Electronic Commerce Research, 12(2), 2012, 201-224.
[59] Alalwan, A., “Investigating the impact of social media advertising features on customer”, International Journal of Information Management, 42, 2018, 65-77.
[60] Logan, K., Bright, L., & Gangadharbatla, H., “Facebook versus television: advertising value perceptions among females”, Journal of Research in Interactive Marketing, 6(3), 2012, 164-179.
[61] Cheung, M., Pires, G., & Rosenberger, P., “Developing a conceptual model for examining social media marketing effects on brand awareness and brand image”, International Journal of Economics and Business Research, 17(3), 2019, 243-261.
[62] Yüksel, H., “Factors affecting purchase intention in YouTube videos”, The Journal of Knowledge Economy & Knowledge Management, 11(1), 2016, 33-47.
[63] Duong, H., Rivas, A., & Liao, Y., “Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites”, Asia Pacific Management Review, 24(3), 2018, 238-249.
[64] Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H., “Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations”, International Journal of Electronic Commerce, 13(4), 2009, 9-38.
[65] Blas, S., “Message-driven factors influencing opening and forwarding of mobile advertising messages”, International Journal of Mobile Communications, 13(4), 2015, 339.
[66] Muda, M., & Hamzah, M., “Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention”, Journal of Research in Interactive Marketing, 15(3), 2021, 441-459
[67] Norris, C., & Colman, A., “Effects of entertainment and enjoyment of television programs on perception and memory of advertisements”, Social Behavior and Personality: An International Journal, 22(4), 1994, 365 - 376.
[68] Haghirian, P., Madlberger, M., & Tanuskova, A., Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents, IEEE, 2005.
Xem thêm
##plugins.themes.academic_pro.article.sidebar##
Đã Xuất bản
Apr 30, 2022
Download
Cách trích dẫn
Nguyễn Hồng Quân, N. Hoàng Thị Hồng, . T. Nguyễn Thị Kiều, H. Nguyễn Thị Hải, và H. Phạm Phương. “Ảnh hưởng của Lan tỏa Video đến thái độ người Tiêu dùng: Nghiên cứu Trên nền tảng mạng Xã hội”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 20, số p.h 4, Tháng Tư 2022, tr 1-7, https://jst-ud.vn/jst-ud/article/view/7687.
