Research the activities of online marketing by viral video in vietnam

From that finding the influence of factors to do viral ads in term of social process at play when ads are shared as: Brand relationship strength, Sharing motivation, Opinion seeking prop

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

GRADUATION PROJECT

PROJECT NAME: RESEARCH THE ACTIVITIES OF ONLINE MARKETING BY

VIRAL VIDEO IN VIET NAM

Student’s name: Tran Thi Phuong Thanh

Hanoi - Year 2020

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

GRADUATION PROJECT

PROJECT NAME: RESEARCH THE ACTIVITIES OF ONLINE MARKETING BY

VIRAL VIDEO IN VIET NAM

SUPERVISOR: Associate Prof Pham Thi Lien

STUDENT: Tran Thi Phuong Thanh

STUDENT ID: 16071110

COHORT: IB2016C

MAJOR: International Business

Hanoi - Year 2020

LETTER OF DECLARATION

I hereby declare that the Graduation Project: “Research the activities of online marketing

by viral video in Viet Nam” is the results of my own research and has never been

published in any work of others During the implementation process of this project, I have seriously taken research ethics; all findings of this project are results of my own research and surveys; all references in this project are clearly cited according to regulations

I take full responsibility for the fidelity of the number and data and other contents of my graduation project

Hanoi, (day) 26 (month) 05 (year) 2020

Student

(Signature and Full name)

ACKNOWLEDGEMENT

During the period of studying, I received lots of enthusiastic assistances, generous supports and insightful comments 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 Hanoi National University – International School She always provides invaluable guidance and teaches

me the methodology to carry out this research as well as present it as clearly as possible Her advices and vision have deeply motivate me I would like to greatly appreciate her very much for what she has gave me

Secondly, I sincerely thanks to Viet Nam National University – International School to create a favourable environment to promote and help me to gain expert knowledge, improve my skills as well Their helps would inspired me to finish the study as good as possible

Finally, I would like to express my gratitude and appreciation to my friends in my university for their constant encouragement They always raise my spirits to keep moving

on conducting the research on time Especially, I am deeply grateful to my parents for their loves and sacrifices for educating and pushing me out my limit

TABLE OF CONTENT

TABLE OF NOTATIONS AND ABBREVIATIONS 7

LIST OF TABLE 8

LIST OF CHARTS AND FIGURES 9

ABSTRACT 10

CHAPTER 1: INTRODUCTION 11

1.1 Background of the research 11

1.2 Scope of the research 15

1.3 Research objectives and research questions 15

1.4 Research method 16

1.5 The structure of research 16

CHAPTER 2: LITERATURE REVIEW 18

2.1 Review the previous researches 18

2.1.1 Viral marketing 18

2.1.2 Viral advertising 19

2.1.3 Sharing intention 20

2.1.4 Sharing acceptance 21

2.2 Conceptual framework and hypothesis 22

2.2.1 Conceptual framework 22

2.2.2 Hypothesis development 25

2.2.2.1 Brand relationship strength influence on ad sharing intention 25

2.2.2.2 Sharing motivation 27

2.2.2.3 Opinion seeking propensity 28

2.2.2.4 Brand relationship strength influence on ad sharing acceptance 29

2.2.2.5 Interpersonal relationship 29

2.2.2.6 Opinion giving propensity 30

CHAPTER 3: RESEARCH METHODOLOGY 32

3.1 Survey Design 32

3.2 Data collection 38

3.3 Research method 40

3.4 Measurement of research model 43

CHAPTER 4: DATA ANALYSIS 46

4.1 Demographic profile 46

4.2 Analysis and hypothesis testing 48

4.2.1 Assessment of Convergent validity 48

4.2.2 Assessment of Discriminant validity 49

4.2.3 Assessment of Bootstrapping 52

CHAPTER 5: CONCLUSION AND RECOMMENDATION 58

5.1 Conclusion 58

5.1.1 Sharing intention process 58

5.1.2 Sharing acceptance process 58

5.2 Recommendation 59

5.3 Limitation 60

REFERENCES 62

APPENDIX 67

TABLE OF NOTATIONS AND ABBREVIATIONS

In the research, I used these alphabets for abbreviation to easy follow The below table would be described in detail

Modeling

LIST OF TABLES

Table 1: Items considered for the research mode 25

Table 2: List of sample videos 32

Table 3: Factors and variables in the research 38

Table 4: List of class participation in the survey 39

Table 5: List of videos in the survey 40

Table 6: Demographic Profile 47

Table 7: Construct reliability and validity in sharing intention 48

Table 8: Construct reliability and validity in sharing acceptance 49

Table 9: Heterotrait – Monotrait Ratio (HTMT) in sharing intention 50

Table 10: Discriminant validity in sharing intention 51

Table 11: Heterotrait – Monotrait Ratio (HTMT) in sharing acceptance 51

Table 12: Discriminant validity in sharing acceptance 52

Table 13: R Square in sharing intention 53

Table 14: Total effects in sharing intention 54

Table 15: R Square in sharing acceptance 56

Table 16: Total effects in sharing acceptance 56

LIST OF CHARTS AND FIGURES

Figure 1:Sharing intention process 23

Figure 2: Sharing acceptance process 23

Figure 3: The PLS-SEM test results in sharing intention 55

Figure 4: The PLS-SEM test results in sharing acceptance 57

ABSTRACT

Unlike the previous studies has researched activities of online marketing by viral video with the basic elements created a viral advertising as content, run-time, title length, etc 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 term 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 The 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 result of the current research meets all the conditions of the level of reliability, which assists the author concluding that all factors as discussed above have considerable impact on sharing intention and sharing acceptance of customers except from opinion giving propensity not accepted

Keywords: Online marketing, Sharing intention, Sharing acceptance, Brand relationship,

Sharing motivation, Opinion seeking propensity, Interpersonal relationship, Opinion giving propensity

CHAPTER 1: INTRODUCTION

This chapter will introduce for the reader overall information of the topic: Research the activities of online marketing by viral video in Viet Nam In term of viral video, the author would deeply concern consumers’ behavior and attitude through two concepts: ads sharing intention and ads sharing acceptance This part will provide background, the reason why the author chooses the topic as well as introducing the research objectives and research questions

1.1 Background of the research

The Internet has become an indispensable part of people’s day New digital technologies have changed the ways of communication, collaboration and interaction According to Internet statistics by CBC channel (Anon, 2011), the number of Internet users is increasing rapidly in every second In 2011, the number has reached one billion and continued rise up to two billion users in 2010 After five years, there are more three billion people using the Internet in over the world According to a recent report article of The New York Times approximately 42% of the world’s population has access to the Internet as of February 2016 (Anon., 2016) With the ongoing development of the new technologies in today's world, traditional advertising has transformed to viral marketing’s alternative strategies Traditional advertising must keep updated its model because it is no longer sufficient to build brand awareness and lead to purchase decision

Besides, we are living in an age when changes in communications, business models, information technologies are reshaping almost every aspect of modern-day life The world of digital media is changing at a phenomenal pace Its constantly evolving technologies, and the way people are using them, are transforming not just how we access our information, but how we interact and communicate with others leading to changing the way we choose and buy products and services

Following Phillip Kotler’s analysed that research marketing and teaching is not an exaggeration, spending time in digital marketing has achieved an enormous increase over the method of traditional marketing (Kotler, 2011) Importantly, digital marketing also show many different ways of marketing that is truly effective and save a huge cost for businesses According to IAB 2018 Video Ad Spend Study in 2018, marketer had spent more than $15 million to advertise in brand digital and mobile video, the number hold 57% in 2018 (Anon., 2018) In this year, there are huge growth in online advertising as

TV advertising consumption approximately $35 billion (source: US Online and Traditional Media 2018)

The approach of digital marketing is suitable with the behavior of consumer, they often spend lots of time and effort to search products by mass media and social networks as Facebook, Twitter, Instagram, etc By 2019, the consumption of internet media per person had surpassed 15% compared to the data in 2018 (Global use of social media sites and devices-Global Webindex) (Index, 2019) On the other hand, businesses has faced with a difficult challenge to manage effectively their budget Unlike traditional marketing, viral marketing based on social media to draw consumers to the marketing content replacement publisher content with an ad message The definition of reach in digital marketing is acquired by an organic process that consumers would see and approach viral ads which is shared by other people through social networks The content

of viral marketing is considered successful when it can reach an amount of audience and increase greatly views Because of its benefits, many scholars in over the world has studied how we can take advantage of its advantages and limit its disadvantages Most of them has tried to answer the question “What makes a video go viral?”

The scholars as Berger and Milkman (2012); Goodrich, Schiller and Galletta (2015); Hsieh, Hsieh and Tang (2012); Nelson-Field (2013) had explored the factors related to emotions as happy, sad, funny, surprised, etc., would be able to attract lost of audience, from that increase the likelihood of sharing intention and acceptance shared information

((2012), 2012), (Goodrich, 2015), (Hsieh, 2012), (Nelson-Field, 2013) The finding creates a good recipe for making video going viral that many big brands such as Unilever, Coca Cola, Apple, etc In the other side, Eckler and Bolls (2011); Nikolinakou and King (2018); Southgate, Westoby and Page (2010); Tsai and Hsiang- Ming (2014) investigated

in the tone of viral video, they found positive tone which contribute for videos going viral (Bolls, 2011), (King, 2018), (Southgate, 2010), (Ming, 2014) An typical illustration for the hypothesis is Pampers brand which is professional in producing toddler products; In

2017 Pamper had run a campaign with the viral videos “Love the Change” which evoked pleasant emotions from consumers when its message is the love of family inspired for their baby Furthermore, among of the elements created a viral video, Hayes, Shan and King (2018) always emphasized the relationship between brand and consumer, it plays a vital role for developing the direction of businesses (Hayes, 2018) When consumers have positive attitude towards to brands, they are willing and commit themselves to using the brands’ products The relationship directly affect on consumer behavior (repurchase, commitment, retention and positive word of mouth with other people) The same way of making a video going viral, the link of brand and consumer is main factor for re-sharing while relationships effect on referral acceptance

In deeply research, Shehu, Bijmolt, and Clement (2016) indicate some detail components for going viral video such as beginning, peak, and end that influent to sharing intention According to Freytag’s Pyramid, following five-act (exposition, rising action, climax, falling action and denouement) such as Super Bowl TV Ads, whose ads are successful since it develops based on the standard five-point, not have any story less than a five-act story (Shehu, 2016) The research focus on the connection between story genre and viral

ad video, which is the key to motivate sharing and attract viewer attention For example,

a viral video has three-act story (climax, falling action and exposition), which is better and gain much more views and shares than a viral video with only one-act story Another research of Tyler West (2011) was designed to investigate the elements as title length, run-time (West, 2011) The finding of the research proves that marketer should optimize

the file name of viral video, rename with specific keyword that describe the idea of the video in few words and ensure using the right keywords Moreover, by understanding the way of optimizing length for viral video plays a considerable role in making a viral video Most of the viral video in the world take place in a short time which does not mean your video has to limit the time constraints of the video, but your video had better to cut the excess on your branded video It significantly increase the likelihood of viewers watching entire the viral video He also explains that the length of video depends on your purpose,

if you want to provide a deep information video, you would make a long-time video or suggest viewers the further link in the description

A recent article in Hubspot with entitled “6 Viral Video Marketing Examples That Will Never Get Old” is great example of the sometimes unlikely popularity of certain YouTube videos “Dollar shave club: our blades are F***ing great”, the video below is over five years old, and yet, out of all of Dollar Shave Club’s YouTube videos of which there are more than 50 it remains the world’s leading brand, with over 24 million views (Old, n.d.) Personally, I think this has to be the most clever viral video ever produced It’s informative, highlights the businesses USPs, and best of all, is absolutely hilarious The other one is TrueMoveH: "Giving", a mobile communication provider in Thailand, triggered leaky eyeballs everywhere when it published this video in

2013 To date, it has over 20 million views and continues to be the brand’s most popular YouTube video When it comes to brands using YouTube, there are plenty of great videos out there Unfortunately, there still have plenty of bad ones even though they invested a significant resource such as Trivializing Suicide: Hyundai, just this past year, Hyundai released a commercial on YouTube that make the egregious mistake of making light of a very sensitive issue – suicide Their “Pipe Job” video showed a man attempting suicide via exhaust fume inhalation in his garage However, in the video, the man is unable to go through with it because he is in a Hyundai ix35 – a fuel cell vehicle with a tail pipe that discharges water vapor After facing criticism, the company ultimately apologized Why do some videos become wildly popular while others do not?

Appreciation the significance of factors making a viral video or a viral advertising, the author decides to analysis what factors influence to a viral video The activities of online marketing by viral video in Viet Nam A video will become popular through a viral process of Internet sharing, typically through social networks as Facebook, YouTube, Tik Tok, etc To better understanding the author will study into two processes: Ads sharing intention and ads sharing acceptance Hence, the paper attempts to help marketers or businesses having the overall view about a viral video to possibly do marketing effectively and efficiently Especially, the author recognizes that there are a few researches in Viet Nam study in this field; therefore she hopes that from the exploration

of research, they may improve their strategy and their resources to focus which factors to maximize their profit

1.2 Scope of the research

This study will focus on exploring the activities of online marketing through viral video and to answer how factors in viral video effect on ads sharing intention and acceptance shared ads The data collection will be carried out 100% at Viet Nam National University

on 11st May, 2020 - 12th and the process of analyzing is completed on May 20th, 2020 The respondents who present for young generation in Vietnam create trend and easily absorb it, especially in marketing This research will not include other problems that are not related to the objectives of the research The author conducts the research and gives the results through the utilization of questionnaire to the students as a survey and reference based on the standard criteria

1.3 Research objectives and research questions

With the provided information and theories over several decades, the author hopes to expand the existing knowledge: The activities of online marketing by viral video in Viet Nam Therefore, the research objectives will follow as below:

1 To help the reader to understand factors influence in a viral video or viral advertising

2 To recognize the role of two processes: ads sharing intention and ads sharing acceptance with a viral video or viral ad

In order to achieve these objects, two questions are addressed as follow:

RQ1: Which of factors will positively affect on ad sharing intention?

RQ2: Which of factors will positively affect on ad sharing acceptance?

1.4 Research method

The paper was employed Smart-pls to evaluate the activities of online marketing using viral advertising through the two processes: Sharing intention and sharing acceptance which enables the researchers to codify qualitative data such as texts into quantitative data in order to obtain a more systematic data for further analysis The author analysis through 3 steps as below:

• Step 1: Read the previous research which relate to the elements discussed in the part of conceptual framework

• Step 2: Establish the model to collect data and design questionnaire based on the findings of the previous research

• Step 3: Using Smart-pls software to analysis the results from survey Structural equation modeling (SEM) is the method assistance researchers to examine the relationship between variables

• Step 4: Indicate which factors have greater impact on two processes and draw conclusion for the paper

1.5 The structure of research

Based on the research objectives and research questions, the structure of research is divided into five chapters:

Chapter I: Introduction

The part will provide information to make clear the purpose and the reason why the author carries the research for readers

Chapter II: Literature review

In this part, the author investigated the previous research to gain the basic knowledge about the subject of research

Chapter III: Methodology

This part will present the method of the research and explain how the method is applied

in this paper

Chapter IV: Data analysis

As the result of research, the author will analysis indicators and variables, then examine the hypothesis

Chapter V: Conclusion and Limitation

This chapter will answer the research objectives and research questions Besides, the author reveals the limitation of research

CHAPTER 2: LITERATURE REVIEW

This literature review examines and evaluates a number of studies, existing literature, and campaigns that get at the elements of viral advertisements In this case it is viral video that most likely to motivate sharing The literature contains content about the reasons why people share content, the method by which the content of the advertisement, reactions of the consumer that motivate sharing, and reasons why an advertisement may spread virally

2.1 Review the previous research

2.1.1 Viral marketing

The growth of social media has created a new marketing environment where the traditional marketing rules are no longer used Welker considers viral marketing as

“strategies that allow an easier, accelerated, and cost-reduced transmission of messages

by creating environments for a self-replicating, exponentially increasing diffusion, spiritualization, and impact of the message” (Welker, 2002) Marketers have new approaches to the customer mainly depending on online and social media Viral marketing has become increasingly relevant over the last decade with the uprising of social media networks such as Facebook, Twitter, and YouTube Small and large companies alike have used viral marketing techniques to promote a wide variety of products Online viral marketing is still very much in its infancy

Previously, many scholars have explained the concept of viral marketing as Wilson described viral marketing as any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the exposure and influence of the message (Wilson, 2001) Like viruses, it takes advantage of rapid multiplication to blow-up the message to thousands, to millions within only seconds through Internet Another side, off the Internet, viral marketing has been referred to as

"word-of-mouth," "creating a buzz," the only difference is not using digital media, unlike

television marketing, radio marketing, billboards, or fliers, requires on direct consumer input There are many people who have mistakenly opinion about viral marketing, it is that viral marketing activities take place through e-mail, nearly always selling an on-line mechanism Scholar Nucifora also make clear that it can be transferred to other digital media of the Web such as graphics, software downloads, screen savers, short video clips and messages distributed by mobile phones (Nucifora, 2000)

Traditional marketing allows consumers to passively absorb messages, whereas viral marketing make customer willing to take an active part in spreading a message (Stonedahl, 2010) Sexton explained the definition of “viral” is that videos, images and phrases become popular on the Internet, they are to go “viral” (Sexton, 2011) The word

“viral” in viral marketing refers to popularity and exponential spread of ideas and messages of marketer When a marketing campaign becomes popular online at a very rapid pace, then it is considered viral marketing

2.1.2 Viral advertising

Maria Petrescu and Pradeep Korgaonkar has shown the influence of viral ads on business

ịn their research, viral ads are an unconventional marketing technique which makes favour for small business and low budget campaigns with unique and compelling messages and content (Korgaonkar, 2011) Viral ads had better to fit in the content and idea of the marketer’s strategy to bring the best experiences for consumers The research has also pointed out that the ads are “commercial-free” which means they are focused on entertaining and engaging the customer, rather than presenting a call to action Generating product or brand awareness, not on transmitting traditional advertising messages or a list of information about the product are focused by viral advertising

Several studies classify the key concept of viral advertising as unpaid electronic including e-mail, web, or social media From consumer to consumer, advertising is generated and distributed based on ad content likeability, entertainment, and controversial

characteristics It is main factor of viral advertising and separates it from other form of advertising Following the research of Curz and Fill, Fattah and Welker regard to the idea

of controlling viral ads at least in a small scale (Fill, 2008), (Fattah, 2000), (Welker, 2002) As Keller defined, customer set the rules of engagement and marketers can lose some control over what consumer post online (Keller, 2009)

From the agency perspective, they explain term of viral ads that are designed to be discovered, watched, talked about, and shared in a digital social environment With emotional ads effectively made available by companies to target audiences online (websites, social media, blogs, or video sites like YouTube and Vimeo) are more likely to

go viral Typically companies as Samsung, Amazon, and Adidas employ viral video advertising as a means to gain additional exposure, as well as to establish their brands as trendsetters in a global marketplace Samsung’s viral video ad Galaxy Note 7 achieved 30.3 million views in 2016 is good example in this case, which was partly organic reach generated from social media (Advertising Age 2016) (Anon., 2016)

2.1.3 Sharing intention

To do an ad going viral, there have people to decide sharing the ad with their social networks By actively sharing an ad from official web (brand’s website), the initial behavior is considered the most important dimension for doing a viral advertising

Research in factors affection sharing intention has had many scholars measured which factor is the most important as well as examine the relationship among factors As Ali Jolaee and Khalil Md Nor, Naser Khani, Rosman Md Yusoff show seven elements impact on intention to share such as: self-efficacy, social networks, perceived extrinsic rewards, attitude, organizational support, subjective norm, trust According to the result

of the research indicate that three factors as social network, attitude and organizational support which have respectively influence to sharing intention In contrast, the group of

extrinsic rewards, subjective norm and trust only hold not considerable influence (Ali Jolaee and Khalil Md Nor, 2013)

Eckler and Bolls, Nelson-Field also found out that social media users have sharing behavior when they are positively engaged with the content of the ad For example, posting a video ad in social media may not necessarily be accompanied by a direct statement of opinion in the form of a positive comment from the sharer When consumers have a positive attitude towards the viral ad, then they find its subject of the ad congruent with their self-image (Bolls, 2011), (Nelson-Field, 2013)

2.1.4 Sharing acceptance

To do advertising going more viral, the ads must be accepted The process of sharing acceptance happens when referrer shares ads with someone by clicking on the ad The relationship of sharing intention and sharing acceptance strongly intertwine each other According to Chu&Kim; Ho and Dempsey; Phelps et al , an ad would go to viral when someone make the first decision to share the ad to an online social network (Chu, 2011), (Dempsey, 2010), (Phelps, 2004) For example, when viewer watch a advertising video that has interesting content, therefore, the person intend share it on his private account on Facebook; From that other people possibly see the video By the action of introducing an

ad from an off-site location (ex: click “share” from the brand’s website or share from brand-sponsored newsfeed ad)

From the perspective of the previous researches, very little research has been conducted

in the behavior of sharing acceptance, the factor play a significant role in process making ads going viral The “viral” ads are considered successful when sharer share to sharer, by exploiting the networks among consumers, marketer may take advantage of its to create a viral ad The sharing information must be accept, the process of sharing acceptance includes the decision to choose absorb one’s information Following Jameson L Hayes,

& Karen Whitehill King & Artemio Ramirez Jr has indicated that the recipient–brand

relationship and the referrer–recipient relationship intertwine to influence sharing acceptance (Hayes, 2018) Most viral advertising researches to date has focused on how create a viral ad, passing on the process what make consumer having sharing intention and acceptance sharing information Therefore, based on the knowledge of factors affecting to ads going viral, the author will further investigate in two separate sharing process, namely sharing intention and sharing acceptance

2.2 Conceptual framework and hypothesis

2.2.1 Conceptual framework

Based on the model, Jameson L.Hayes & Karen Whitehill King & Artemio Ramirez Jr identified “a social exchange perspective on the ad referral processes” (Hayes, 2018) The research model comprises of five constructs and all the elements has adjusted to ensure that all factors are valid, hence the constructs represent as below In this study, the author will continue to research in detail the mediation of the model showing obviously throught two process: sharing intention and acceptance sharing

If an ad is to go viral, someone must make the initial decision to refer the ad to an online social network On Facebook, sharing intention is the act of introducing an ad to the onlinenetwork from an off-site location (e.g., clicking “share” from the brand's website)

or by sharing a brand-sponsored newsfeed ad Most viral advertising literature to date has focused onpassing along viral ads to the exclusion of the initial referral decision

To complete the exchange, the referral must be accepted Ads sharing acceptance is the decision to choose to expose one's self to a referred ad by clicking on the ad It is proposed that the recipient–brand relationship and the referrer–recipient relationship intertwine The recipient likely considers his/her relationship with the brand Brand satisfaction and trust (or lack thereof) derived from prior exchanges will inform the cost–benefit analysis Stronger CBRs should enhance perceived outcomes encouraging acceptance as uncertainty is reduced and greater intrinsic and expressive value is ascribed

to the brand Hence, the model should be separate to make clearly two stages from the beginning someone intention to share and to the stage of acceptance ads sharing to complete view of the customer brand relationship influence on consumers’ behaviors

Figure 1:Sharing intention process

Figure 2: Sharing acceptance process

Factors Variables Reference

Brand

relationship

strength

Brand satisfaction Hess and Story (2005)

Athanasopoulou (2014) Batra (2012)

Opinion

propensity

Opinion giving propensity Chu and Kim (2011)(Adapted from

Flynn, Goldsmith, and Eastman 1996)

Engel, Blackwell, and Miniard (1990); Rogers (1983)

Shu-Chuan Chu, Yoojung Kim, (2011)

Opinion seeking propensity Chu and Kim (2011)(Adapted from

Flynn, Goldsmith, and Eastman 1996)

Katz and Lazarsfeld (1995)

Sharing

motivation

Flynn, Goldsmith, and Eastman (1996)

Sun (2006) Angeliki Nikolinakoua and Karen Whitehill King (2018)

Hirschman, & Holbrook (1982) Patrick Mikalef , Michail Giannakos and Adamantia Pateli (2013)

2.2.2 Hypothesis development

From the conceptual framework above, the author will analysis the following hypothesis as below:

2.2.2.1 Brand relationship strength influence on ad sharing intention

Apostolos N Giovanisa, Pinelopi Athanasopoulou had refered to brand relationship in their research that consumers differentiate brands based on the relationships between

and Adamantia Pateli (2012) Angeliki Nikolinakoua and Karen Whitehill King (2018)

Interpersonal

relationship

strength

Person to person Argyle, 1999; De Leon, 2000;

Gutman, Sameroff, & Eccles, 2002; Martin, 2013

Leon, De (2000) Person to organizes Katz, Elihu/Lazarsfeld, Paul F

Sharing

acceptance

Chu&Kim (2011) Dempsey and Ho (2010) Phelps, JOSEPH E (2004) Hayes, Shan and King (2018)

Table 1: Items considered for the research mode

brand with consumers and emphasis on the significance of developing strong link with customer as a long-term strategy (Apostolos N Giovanisa, 2018) Because of its importance, many research as Ashworth et al.; Fournier; Batra et al.; Albert and Merunka have examined the nature of the brand relationship development process and the marketing-related outcomes of this process by using three different paradigms, namely brand relationship quality, brand love and brand commitment Furthermore, brand relationships have two types of dimensions, cognitive and affective that brand should offer both functional and emotional benefits to create the unique values and pleasure experiences for consumers (Apostolos N Giovanisa, 2014), (Fournier, 1998), (Batra, 2012), (Merunka, 2013)

Fournier also concludes in his research the power and influence of the relationship theme beyond the interpersonal domain to the world of branded goods The strength relationship between brands and consumers involve through meaningful brand and consumer actions (Fournier, 1998) The quality of the relationship are divided into six strong facets as: love and passion, self-connection, interdependence, commitment, intimacy, and brand partner quality

As Hess and Story had investigated brand trust and brand loyalty or commitment creates exchange relationships and remain a valued relationship between brand and consumer (Hess Jeff, 2005) Batra incorporates various constructs like brand loyalty, satisfaction, and attitude strength into a model of brand love system relationship (BLS) (Batra, 2012)

It does not offer antecedents and outcomes of the consumer’s love for a brand and do not explicitly use the construct of love The benefits of consumer - brand relationship (hereafter) CBR has proven effect on likelihood of referral and purchase intention, which

is better outcome compared with weak CBR

H1: Brand relationship strength has positively effect on viewers’ sharing intention

2.2.2.2 Sharing motivation

(Kankanhalli, 2005) motivation as a key determinant of sharing behavior The eWOM literature identifies three types of sharing behaviors—opinion giving, opinion seeking, and opinion passing—each of which is fueled by different motivations Opinion seekers search for information and seek advice from others (Flynn, 1996), while opinion givers exert influence on others’ attitudes and behavior Opinion passing is a behavior more likely to occur in an online social context (e.g., SNSs) where multidirectional communication is facilitated; it involves forwarding an opinion originating from another connection (Sun, 2006)

In another research, Angeliki Nikolinakoua and Karen Whitehill King (2018) has find out the impact of utilitarian and hedonic motivation on sharing behavior (King, 2018) Basically, utilitarian and hedonic is different from each other as the research a utilitarian motivation is defined as rational and goal oriented and hedonic motivation refers to the search of emotions, such as happiness, enjoyment and fantasy, experienced Hirschman,

& Holbrook (1982) pointed out that hedonic consumption: emerging concepts, methods

and propositions in “The Journal of Marketing” (Hirschman, 1982) From the result of

the result shows that consumer propelled by hedonic motivations seek the enjoyment of the process rather than its efficiency On the contrary, hedonic motivation is satisfaction from the experience itself and the emotions which creates And utilitarian and hedonic motivations exist regardless of the context in which they are promoted

With the same subject, Patrick Mikalef , Michail Giannakos and Adamantia Pateli has examine utilitarian motivation engage consumers in the buying process to build on the potential that such websites have in providing a new medium for doing business (Patrick Mikalef, 2013) The utilitarian motive is not only concerned with the product itself, but also with the medium, that is used to promote it, thus it emphasis on the characteristics that should be considered when designing it At the first step, the seeking of information about a product, whether goal-oriented or exploration-oriented, and in conjunction with

the importance in the purchasing process is noted regarding the platform which it is promoted Although the impact of hedonic motivations in relation to purchasing was noted late in comparison with utilitarian The fact that exploration-oriented consumers are influenced by hedonic aspects, which if sufficiently stimulating result in unplanned purchasing of products The result of the research concludes hedonic aspects are of importance when considering mediums of product browsing and commerce However, marketers typically provide web-stores that fulfill all functional requirements because of their association with purchasing, they should not neglect more escapist items such elements that are intrinsically enjoyable facilitate greater user participation Therefore, the author will propose the hypothesis (H2):

H2: Sharing motivation has positively effect on viewers’ sharing intention

2.2.2.3 Opinion seeking propensity

A number of recent scientific articles have examined two new measurement scales between opinion leaders and opinion seekers as Chu and Kim (Adapted from Flynn, Goldsmith, and Eastman 1996) realized the influence from consumer to other consumer

in several ways People often spread information via word of mouth or by Internet technologies, consumption is a main topic of social communication (Chu, 2011) Therefore, they are affected each other directly by giving advice and verbal direction for direction of searching on Internet They tend to imitate purchase and consumption behavior people whose they admire The behavior as get information, seek advice from others who have good knowledge and experience to create a process of social communication The research also discuss to the importance of opinion propensity that it plays an important function in making a successful marketing strategies and as Engel, Blackwell, and Miniard 1990; Rogers 1983 explained the opinion concept make a key contribution to models of consumers decision making (James F Engel, 1990), (Rogers, 1983)

The concept of opinion seeking is defined by Engel et al.1990 that “When we actively seek advice from another that person becomes an opinion leaders” (James F Engel, 1990), Katz and Lazarsfeld pointed many ways how consumer affected by others people illustrated through the two-step influence flow either verbally influence or seek verbal influence from other (Katz, 1995) It is specially important for the successful diffusion of innovations and for consumer purchase of all types of services They use interpersonal sources to reduce risk in purchase intention and brand choices Thus, the paper will discuss the factor of opinion seeking propensity into sharing intention, the hypothesis (H3):

H3: Opinion seeking propensity has positively effect on viewers’ sharing intention

2.2.2.4 Brand relationship strength influence on ad sharing acceptance

As the influence of brand relationship in the first process: sharing intention In the second process: sharing acceptance, the receiver must be accepted the information referral which consider completing the exchange resulting in multiple viral for ad (Jr., Jameson L.Hayes & Karen Whitehill King & Artemio Ramirez, 2016) also proposed that brand relationship strength affects significantly on consumers’ behavior and attitude They often base on their experiences with brand in past and make initial judgment The research points out two factors: brand satisfaction and trust which built strong relationship between consumer and brand Stronger relationship would encourage people acceptance as uncertainty is reduced and greater intrinsic and expressive value is ascribed

to the brand Brand trust influenced pre-exposure ad perceptions and had an indirect impact on attitude toward viral email content and toward the brand Hence, to provide a general view of brand relationship strength is necessary:

H4: Brand relationship strength has positively effect on viewers’ sharing acceptance

2.2.2.5 Interpersonal relationship

Interpersonal relationship may also serve as a useful lens through which to understand diverse sides, from that can absorb many opinions and save a lot of time and energy for seeking something new Argyle, 1999; De Leon, 2000; Gutman, Sameroff, & Eccles, 2002; Martin, 2013 make clear the positive interpersonal relationships have been proposed as buffer against stress and risk, a bais for social and emotional development (Leon, 2000), (Gutman, 2002) In the research of Katz, Elihu/Lazarsfeld, Paul F (1955) had proven the relationship between interpersonal influence and opinion propensity Interpersonal influence plays a main role to against the mass communication methods today, by understanding media effect as a direct influence of media content on socially isolated individuals (Katz, 1995)

Katz and Lazarsfeld analysed which way opinion leaders effect on personal networks through “the two-step flow of communication”, it is refered each individual in the flow as

“opinion leader” that provide information and interpret the ideas for each other According their research, personal influences in social groups as Facebook, Zalo, Twitter…, and their communication networks have significant contribution than mass media content (Katz, 1995)

Scholar Dr Randy Borum explains a key factor in interpersonal relationship is that trust

By evaluation the trust level (high-positive trust and low-negative trust) between people,

we can predict consumers’ behavior Trust has been defined as something that come into interpersonal relationships over time including a subject, an action or behavior and an expectation of future actions (Borum, 2010) By understanding the role of interpersonal relationships through personal contacts will make ads more credibility and hence, the paper will evaluate its influence as the hypothesis (H5):

H5: Interpersonal relationship strength has positively effect on viewers’ sharing acceptance

2.2.2.6 Opinion giving propensity

In the previous research, (Shu-Chuan Chu, Yoojung Kim, 2011) has considered opinion seeking and giving as two main roles of offline While opinion seeking behavior means searching for information and advice from other people, opinion giving behavior known

as opinion leaders may create great impact on others’ attitudes and behaviors In society,

it is possibly that a single person can play two roles as opinion provider and seeker Consumers are willing to share the information that they collected with other people within their social networks It deeply engages consumer and brand when the information recommended by their friends ỏ relationships Thanks for Internet have created a reliable and extensive environment to share product-relevant thoughts and opinions with other consumers

(Lawrence F.Feick & Linda L.Price, 1987) also examined the personal influence in opinion leaders that the relationship motivates consumers exchange and talk about the product due to their involvement with it Opinion leader is seemed as being product class specific Rogers and Cartano had written in their book “Public Opinion Quarterly” defined opinion leadership that: “individuals who exert an unequal amount of influence

on the decisions of others” (Rogers, 1983) Opinion leader (influencers) are very likely to communicate with others by virtue of their connection in the product category and it donates in the central to the theory of opinion leadership

Opinion seeking and giving opinion seem the same behavior; while opinion seeking influence on ad sharing intention, giving opinion impact on ad sharing acceptance The positive behavior enables to help business presenting a potential brand in consumers’ eyes Because of the impact of sharing intention, receiver passively gets information and increase the likelihood of ad going viral

H6: Opinion giving propensity has positively effect on viewers’ sharing acceptance

CHAPTER 3: RESEARCH METHODOLOGY

Questionnaires designed based on the previous researches in Literature review Primary data collection is given the highest priority in this study and it draws information directly from the field The nature of this study is relied on quantitative and qualitative data which

is taken from descriptive method

3.1 Survey Design

Following (Bhatnagar, 2000), video used in the study came from Youtube, the leading video-sharing site in Vietnam From five random videos were created by editing previously viral YouTube videos into 30-second commercials These videos have been edited to blur brand identity as brand logo, video title, and a standardized description Videos at least one year old were selected to reduce likelihood of recall from previous exposure

To execute the survey, the author planned out the list of sample videos, which meet the reasonable requirements At first, viral videos at least one year old were selected to reduce likelihood of recall from previous exposure Then, Following the ranking of the top 10 videos is selected by YouTube and website “Viral video chart” (Powered by Unruly) to identify ads that have high ratings and a large number of view All the videos

as table below were selected that met the above criteria

Table 2: List of sample videos

In order to investigate the factors affecting on the two process: sharing intention and sharing acceptance, the author designed the questionnaire as table below Questionnaires designed based on the previous researches in Literature review Primary data collection is given the highest priority in this study and it draws information directly from the field The nature of this study is relied on quantitative and qualitative data which is taken from descriptive method After viewing the videos, each participants was asked to report their opinion on a 5-point Likert scale: “Strongly agree, Agree, Undecided, Disagree, Strongly disagree”

Factors Variables Variable

- I have good experiences with Brand

X

- Brand X usually brings good values for their customers

- I am not satisfied if I would not buy Brand X’s products

Hess and Story (2005)

Brand trust BTS6

BTS7

- Brand X is a trustworthy brand

- I feel that I would trust and continue to use

Apostolos N Giovanisa, Pinelopi Athanasopoulou

BTS8

Brand X’s products in the future

- Brand X comes to mind when I think this

product type

(2014) Batra (2012)

Opinion

propensity

Opinion giving propensity

OGP1

OGP2

OGP3

- I often persuade my contacts on the SNS to buy products that I like

- My contacts on the SNS pick their products based on what I have told them

- On the SNS, I often influence my contacts' opinions about products

Chu and Kim (2011)(Adapted from Flynn, Goldsmith, and Eastman 1996) Engel,

Blackwell, and Miniard (1990); Rogers (1983) Shu-Chuan Chu, Yoojung Kim, (2011)

Opinion seeking propensity

- I like to get my contacts' opinions on the SNS before I buy new products

- I feel more comfortable choosing products when I have gotten my

Chu and Kim (2011)(Adapted from Flynn, Goldsmith, and Eastman 1996) Katz and

Lazarsfeld (1995)

contacts' opinions on them on the SNS

“Comment” function to show my appreciation about the products

- I feel obligated to share information and

knowledge, relevant for others on SNS

- I enjoy helping others

by posting and commenting on content

- I find that posting and commenting on content can be mutually

helpful

- I think that posting and commenting on

people's content increases the likelihood

of people do the same for me

- I earn respect from others by posting and

Kankanhalli, Tan, and Wei (2005)

Flynn, Goldsmith, and Eastman (1996) Sun (2006) Angeliki Nikolinakoua and Karen Whitehill King (2018)

Hirschman, & Holbrook (1982) Patrick Mikalef , Michail

Giannakos and Adamantia Pateli (2013)

ISM7

ISM8

commenting

- Posting/commenting would harm my personal reputation in the SNS

- Posting and commenting would improve my status on the SNS

- I would get promotion

by sharing the videos related advertising content on SNS

- I will receive monetary rewards in return for

my knowledge sharing

- Brand often offer favour if I share/post usefull information related to their products

- Sharing content and opinions on SNSs would strengthen the tie between other SNS

Patrick Mikalef , Michail

Giannakos and Adamantia Pateli (2012)

Angeliki Nikolinakoua and Karen Whitehill King (2018)

ESM14

ESM15

users and me

- Sharing content and opinions on SNSs would create new relationships with new friends on SNSs

- My content and opinion sharing would expand the scope of my association with other users on SNSs

Interpersonal

relationship

strength

Person to person

PTP1 - It is easy for me to trust

my friends

Argyle, 1999;

De Leon, 2000; Gutman,

Sameroff, & Eccles, 2002; Martin, 2013 Leon, De (2000) Person to

on SNS

- I actively participate in community of practice

- I trust people who are group on SNS

Katz, Elihu/Lazarsfeld, Paul F (1955)

Dr Randy Borum (2010)

3.2 Data collection

All experiments were conducted at routine class meetings in Hanoi National University in Vietnam Undergraduate students from a variety of majors, including science, business, and engineer, were chosen as participants for the study Before the experiment, the participants were told that this was an academic study examining their evaluation of

- Sharing my knowledge with other

Nelson-Field (2013)

- I would read all the sharing information I receive in the future

Chu&Kim (2011) Dempsey and

Ho (2010) Phelps, JOSEPH

E (2004) Hayes, Shan and King (2018)

Table 3: Factors and variables in the research

online videos Then, the researcher shows the video through a projector and distribute the questionnaire to participants after viewing, and reviewed the questionnaire when collected The experiment was a continuous process during which participants were not allowed to communicate with one another The sample size is estimated approximately

200 respondents After the experiments, participants were briefed on the purpose of the study This study choses undergraduate students as participants because they are among the most active video sharers (Santos et al 2009) The total experiment lasts 15 to 20 minutes Data for this study are collected from May 11st to 12th 2020 The process of collecting data:

• Step 1: Introduce the topic with respondents and the importance of the study

• Step 2: Interpret the abbreviations and the method to do survey (respondents will

be watched five blurred videos and they will answer the survey after watching each video)

• Step 3: Conduct survey

List of class at International School – Hanoi National University

After introducing the subject and the objectives that the author intends to gain in this paper and make sure all respondents understanding the purpose of the research to answer questions honestly By using YouTube Studio, the author edited the videos to blur brand identification as logo, video title…etc The author will show the sequence of videos as below, each video lasts the longest more than two minutes and respondents will have to complete the survey within five minutes for each video The link is shown on the Table 5 from Youtube and readers can access the video following the list as below:

1 Budweiser Whatssup 55 (s) seconds https://www.youtube.com/watch?v