Title: How do viral videos on social media affect purchase intention?

Authors: Nguyen Hong Quan; Hoang Thi Hong Nga; Nguyen Thi Hai Ha; Pham Phuong Hien; Truong Nguyen Yen Thanh; Nguyen Thi Kieu Trang

Addresses: Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam ' Faculty of Business Administration, Foreign Trade University, Hanoi, Vietnam

Abstract: Viral videos can create social connections by encouraging sharing among individuals, thereby supporting the spread of marketing messages. The study determines the impact of social media viral videos on purchase intention through consumer attitudes and examines the differences between various elements of a viral video. Primary data from 621 valid survey samples were analysed using covariance-based structural equation modelling (CB-SEM). The result indicates entertainment and brand awareness, along with source credibility, informativeness, interactivity, and incentives have positive effects on consumer attitudes, thereby positively affecting purchase intention. Additionally, the effect of these factors differentiates between two genders. The assertion that brand awareness and interactivity have positive effects on consumer attitudes through viral videos has supplemented the brand equity theory and the halo effect. The study also provides administrators with policy implications focusing on every element of viral video on social media for effective marketing and consumer buying behaviour promotion.

Keywords: viral video; online video advertisement; social network; consumer attitudes; purchase intention.

DOI: 10.1504/IJBCG.2023.135805

International Journal of Business Competition and Growth, 2023 Vol.8 No.3, pp.202 - 222

Received: 29 Jun 2023
Accepted: 23 Aug 2023
Published online: 05 Jan 2024 *