From that finding the influence of factors to do viral ads in ler of social process: at play when ads are shared as: Brand relationship strength, Sharing motivation, Opinion seeking pro
LITERATURE REVTEW
Review the previous researches 18
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
RESEARCH METHODOLOGY 32
Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
Unlike the previous sludies has researched activities of online marketing by viral video with the basic cloments created a viral advertising as content, run-time, title length, cto Therefore, this study attempts to evaluate the activities of online marketing by viral video From that finding the influence of factors to do viral ads in ler of social process: at play when ads are shared as: Brand relationship strength, Sharing motivation, Opinion seeking propensity, Interpersonal relationship strength and Opinion giving propensity Into two processes: sharing intention process and sharing acceptance process The paper is applied structural equation modelling relied on partial least squares path modelling (PLS-SEM) and using Smart-pls software to analysis The valid data is 180 respondents, who are belongs to the young generation in Vietnam ‘Ihe survey is measured by a 5-
Likert scale and the model is tested with the index: reliability, convergent, discriminant validity, R square, and bootstrapping The resull of the current research meets all the conditions of the level of reliability, whuch assists the author conchading that all factors as discussed above have considerable impact on sharing intention and sharing acceptance of cuslomers excepl from opinion giving propensily not accepted
Keywords: Online marketing, Sharing intention, Sharing acceptance, Brand relationship,
Sharing motwation, Opinion seeking propensity, Interpersonal relationship, Opinion giving propensity.
During the period of studying, T received lots of enthusiastic a mces, generous supports and insightful conuents to overcome all difficulties and complete the research successfully
Firstly, I would like to express special thanks to my supervisor Associate Prof Pham Thi Lien for giving me the opportunity to finish my graduation project at ianoi National University — Intemational School She always provides invaluable guidance and teaches me the methodology to carry out this research as well as present it as clearly az possible Iler advices and vision have deeply motivate me I would like to greatly appreciate her very much Cor what she has gave me
Secondly, 1 sincerely thanks to Viet Nam National University Intemational School to creale a favourable environment to promote and help me lo gain experl knowledge, improve my skills as well, Their helps would inspired me to finish the study as good as possible
Finally, T would like to express my gratitude and appreciation to my friends in my university for their constant encouragement, ‘hey always raise my spirits to keep moving, on conducting the research on tims Especially, T am deeply grateful 1o my parents for their loves and sacrifices for educating and pushing me out iy limit.
CHAPTER 4: ĐATA ANAL,YSIS à so
1: Tlems consiclered for the research mode
3: Factors and variables in the research
4; List of class participation in the survey
5: List of videos in the survey
7: Construct reliability and validity in sharing intention
8: Construct reliability and validity in sharmg, acceptance
9: Heterotrait - Monotrait Ratio (HTMT) in sharing intention
10; Discriminant validity in sharing intention
11: Heterotrait — Monotrait Ratio (HTMT) in sharing acceptance
12: Discriminant validity in sharing accoptance
14: Total effects in sharing intention
16; Total effects in sharing acceptance bạ a dD
Unlike the previous sludies has researched activities of online marketing by viral video with the basic cloments created a viral advertising as content, run-time, title length, cto Therefore, this study attempts to evaluate the activities of online marketing by viral video From that finding the influence of factors to do viral ads in ler of social process: at play when ads are shared as: Brand relationship strength, Sharing motivation, Opinion seeking propensity, Interpersonal relationship strength and Opinion giving propensity Into two processes: sharing intention process and sharing acceptance process The paper is applied structural equation modelling relied on partial least squares path modelling (PLS-SEM) and using Smart-pls software to analysis The valid data is 180 respondents, who are belongs to the young generation in Vietnam ‘Ihe survey is measured by a 5-
Likert scale and the model is tested with the index: reliability, convergent, discriminant validity, R square, and bootstrapping The resull of the current research meets all the conditions of the level of reliability, whuch assists the author conchading that all factors as discussed above have considerable impact on sharing intention and sharing acceptance of cuslomers excepl from opinion giving propensily not accepted
Keywords: Online marketing, Sharing intention, Sharing acceptance, Brand relationship,
Sharing motwation, Opinion seeking propensity, Interpersonal relationship, Opinion giving propensity.
TABLE OF NOTATIONS AND ABBREVIATIONS
LIST OF CHARTS AND FIGURES
CHAPTER 1: ENTRODUCTION chan are neiree ul 1.1 Background of the rescarch cà cành seetsnts sinensis ul
1.3 Research objectives and research questions - coe lS 1.4 Research method ào cớ nh nneirrirnrrairerrorireorev TẾ 1.5 The strueture of research cài no "—
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
3.1 Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
During the period of studying, T received lots of enthusiastic a mces, generous supports and insightful conuents to overcome all difficulties and complete the research successfully
Firstly, I would like to express special thanks to my supervisor Associate Prof Pham Thi Lien for giving me the opportunity to finish my graduation project at ianoi National University — Intemational School She always provides invaluable guidance and teaches me the methodology to carry out this research as well as present it as clearly az possible Iler advices and vision have deeply motivate me I would like to greatly appreciate her very much Cor what she has gave me
Secondly, 1 sincerely thanks to Viet Nam National University Intemational School to creale a favourable environment to promote and help me lo gain experl knowledge, improve my skills as well, Their helps would inspired me to finish the study as good as possible
Finally, T would like to express my gratitude and appreciation to my friends in my university for their constant encouragement, ‘hey always raise my spirits to keep moving, on conducting the research on tims Especially, T am deeply grateful 1o my parents for their loves and sacrifices for educating and pushing me out iy limit.
LIST OF CHARTS AND FIGURES
Figure 3: The PLS-SEM test results in sharing intention
Higure 4: The PLS-SEM test results in sharing acceptance
Unlike the previous sludies has researched activities of online marketing by viral video with the basic cloments created a viral advertising as content, run-time, title length, cto Therefore, this study attempts to evaluate the activities of online marketing by viral video From that finding the influence of factors to do viral ads in ler of social process: at play when ads are shared as: Brand relationship strength, Sharing motivation, Opinion seeking propensity, Interpersonal relationship strength and Opinion giving propensity Into two processes: sharing intention process and sharing acceptance process The paper is applied structural equation modelling relied on partial least squares path modelling (PLS-SEM) and using Smart-pls software to analysis The valid data is 180 respondents, who are belongs to the young generation in Vietnam ‘Ihe survey is measured by a 5-
Likert scale and the model is tested with the index: reliability, convergent, discriminant validity, R square, and bootstrapping The resull of the current research meets all the conditions of the level of reliability, whuch assists the author conchading that all factors as discussed above have considerable impact on sharing intention and sharing acceptance of cuslomers excepl from opinion giving propensily not accepted
Keywords: Online marketing, Sharing intention, Sharing acceptance, Brand relationship,
Sharing motwation, Opinion seeking propensity, Interpersonal relationship, Opinion giving propensity.
LIST OF CHARTS AND FIGURES
Figure 3: The PLS-SEM test results in sharing intention
Higure 4: The PLS-SEM test results in sharing acceptance
LIST OF CHARTS AND FIGURES
Figure 3: The PLS-SEM test results in sharing intention
Higure 4: The PLS-SEM test results in sharing acceptance
TABLE OF NOTATIONS AND ABBREVIATIONS
LIST OF CHARTS AND FIGURES
CHAPTER 1: ENTRODUCTION chan are neiree ul 1.1 Background of the rescarch cà cành seetsnts sinensis ul
1.3 Research objectives and research questions - coe lS 1.4 Research method ào cớ nh nneirrirnrrairerrorireorev TẾ 1.5 The strueture of research cài no "—
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
3.1 Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
1: Tlems consiclered for the research mode
3: Factors and variables in the research
4; List of class participation in the survey
5: List of videos in the survey
7: Construct reliability and validity in sharing intention
8: Construct reliability and validity in sharmg, acceptance
9: Heterotrait - Monotrait Ratio (HTMT) in sharing intention
10; Discriminant validity in sharing intention
11: Heterotrait — Monotrait Ratio (HTMT) in sharing acceptance
12: Discriminant validity in sharing accoptance
14: Total effects in sharing intention
16; Total effects in sharing acceptance bạ a dD
TABLE OF NOTATIONS AND ABBREVIATIONS
LIST OF CHARTS AND FIGURES
CHAPTER 1: ENTRODUCTION chan are neiree ul 1.1 Background of the rescarch cà cành seetsnts sinensis ul
1.3 Research objectives and research questions - coe lS 1.4 Research method ào cớ nh nneirrirnrrairerrorireorev TẾ 1.5 The strueture of research cài no "—
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
3.1 Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
LIST OF CHARTS AND FIGURES
Figure 3: The PLS-SEM test results in sharing intention
Higure 4: The PLS-SEM test results in sharing acceptance
CHAPTER 4: ĐATA ANAL,YSIS à so
TABLE OF NOTATIONS AND ABBREVIATIONS
LIST OF CHARTS AND FIGURES
CHAPTER 1: ENTRODUCTION chan are neiree ul 1.1 Background of the rescarch cà cành seetsnts sinensis ul
1.3 Research objectives and research questions - coe lS 1.4 Research method ào cớ nh nneirrirnrrairerrorireorev TẾ 1.5 The strueture of research cài no "—
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
3.1 Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
‘TABLE OF NOTATIONS AND ABBREVIATIONS
Tn the research, T used these alphabets for abbreviation to easy follow The below table would be described in detail
Abbreviation Meaning eWOM Electronic word of mouth
CB-SEM Covariance-based SEM
NEUSREL Nonlinear Universal Structural Relational
SRMR Standardized root mean square residual cR Composite Reliability
TABLE OF NOTATIONS AND ABBREVIATIONS
LIST OF CHARTS AND FIGURES
CHAPTER 1: ENTRODUCTION chan are neiree ul 1.1 Background of the rescarch cà cành seetsnts sinensis ul
1.3 Research objectives and research questions - coe lS 1.4 Research method ào cớ nh nneirrirnrrairerrorireorev TẾ 1.5 The strueture of research cài no "—
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
3.1 Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
During the period of studying, T received lots of enthusiastic a mces, generous supports and insightful conuents to overcome all difficulties and complete the research successfully
Firstly, I would like to express special thanks to my supervisor Associate Prof Pham Thi Lien for giving me the opportunity to finish my graduation project at ianoi National University — Intemational School She always provides invaluable guidance and teaches me the methodology to carry out this research as well as present it as clearly az possible Iler advices and vision have deeply motivate me I would like to greatly appreciate her very much Cor what she has gave me
Secondly, 1 sincerely thanks to Viet Nam National University Intemational School to creale a favourable environment to promote and help me lo gain experl knowledge, improve my skills as well, Their helps would inspired me to finish the study as good as possible
Finally, T would like to express my gratitude and appreciation to my friends in my university for their constant encouragement, ‘hey always raise my spirits to keep moving, on conducting the research on tims Especially, T am deeply grateful 1o my parents for their loves and sacrifices for educating and pushing me out iy limit.
TABLE OF NOTATIONS AND ABBREVIATIONS
LIST OF CHARTS AND FIGURES
CHAPTER 1: ENTRODUCTION chan are neiree ul 1.1 Background of the rescarch cà cành seetsnts sinensis ul
1.3 Research objectives and research questions - coe lS 1.4 Research method ào cớ nh nneirrirnrrairerrorireorev TẾ 1.5 The strueture of research cài no "—
2.1.2 Viral advertising esesserseessmsnsenestusnstninsiateitenescenitenamnnsnessnee LF 2.1.3 Sharing intention sssersesessnsieetsanoneeisimniatinteneneeneeennensteaesaesneee 20
2.2.1 Conceptual framework sc sssssiseensenseneinse 2 2.2.2 Hypothesis development vscssssiessssrveetsnienintenteeisietenomstnnesaesseee 25 2.2.2.1 Brand relationship strength influence on ad sharing intention 35
2.2.2.3 Opinion seeking propensity - cee BB
2.2.24 Brand relationship strength infhience on ad sharing acceplanoe 39 2.2.2.5 Interpersonal relationship oscsecsesssvesseoisnineenieneivneeeiinvtenesnessene 2S
3.1 Survcy Dosign Hư HH 10mg nh ruiee sườn 3-2 Data collceion ni nnnnHrerenineierairarsarroeoro 2B
CHAPTER 4: ĐATA ANAL,YSIS à so
‘TABLE OF NOTATIONS AND ABBREVIATIONS
Tn the research, T used these alphabets for abbreviation to easy follow The below table would be described in detail
Abbreviation Meaning eWOM Electronic word of mouth
CB-SEM Covariance-based SEM
NEUSREL Nonlinear Universal Structural Relational
SRMR Standardized root mean square residual cR Composite Reliability
1: Tlems consiclered for the research mode
3: Factors and variables in the research
4; List of class participation in the survey
5: List of videos in the survey
7: Construct reliability and validity in sharing intention
8: Construct reliability and validity in sharmg, acceptance
9: Heterotrait - Monotrait Ratio (HTMT) in sharing intention
10; Discriminant validity in sharing intention
11: Heterotrait — Monotrait Ratio (HTMT) in sharing acceptance
12: Discriminant validity in sharing accoptance
14: Total effects in sharing intention
16; Total effects in sharing acceptance bạ a dD
During the period of studying, T received lots of enthusiastic a mces, generous supports and insightful conuents to overcome all difficulties and complete the research successfully