Quảng cáo lan truyền: Phản ứng cảm xúc, thái độ và dự định chia sẻ của người xem=Viral advertising: Viewer’s emotional tone, attitudes and sharing intention

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Tác giả: Tiên Minh Đinh, Xuân Hỷ Lương, Thị Trúc Ly Phạm

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Phát triển và Hội nhập, 2024

Mô tả vật lý: tr.49-58

Bộ sưu tập: Metadata

ID: 483364

Thêm vào giỏ

Đề tài nghiên cứu áp dụng mô hình về khả năng xử lý trung gian hạn chế của Lang (2000, 2006, 2009) nhằm kiểm nghiệm tác động của cảm xúc sau khi xem video quảng cáo lan truyền (viral ad) của người tiêu dùng Việt Nam đến thái độ và dự định chia sẻ của họ. Phương pháp nghiên cứu thí nghiệm (Experiment Research Design) được sử dụng nhằm kiểm định các mối quan hệ giữa các biến trong mô hình nghiên cứu. Kết quả nghiên cứu cho thấy phản ứng cảm xúc dễ chịu (pleasant) với video viral ad sẽ ảnh hưởng tích cực đến thái độ của người xem đối với thương hiệu và dự định chia sẻ nó đến với người khác và ngược lại, phản ứng cảm xúc khó chịu (unpleasant) sẽ làm cho thái độ của người xem trở nên tiêu cực hơn và dự định chia sẻ rất thấp. Còn lại, thái độ và dự định chia sẻ sẽ ở mức trung bình nếu video ad cảm giác trung dung (coactive). Các phát hiện của nghiên cứu này đã đóng góp thêm vào kiến thức marketing trong nghiên cứu về cảm xúc và phản ứng thái độ đối với quảng cáo bằng cách khái niệm hóa giai điệu cảm xúc theo góc nhìn đa chiều cho phép không chỉ tích cực hay tiêu cực mà còn cả giai điệu cảm xúc hợp tác hỗn hợp.This research applied Lang’s model of limited intermediate information processing ability (2000, 2006, 2009) to test the impact of different emotional reactions to attitudes towards viral video advertising, brand attitude and sharing intention of Vietnamse viewer after watching viral video ads. Experimental Research Design is used to test the relationships between independent variables and dependent variables. Research results show that viral advertising brings a pleasant emotional response that will positively influence viewers’ attitudes toward the brand and their intention to share it with others. On the contrary, with unpleasant emotional reactions (unpleasant), viral advertising will make the viewer’s attitude towards the brand more negative and the intention to share will therefore be very low. For the rest, with viral video ads that bring a neutral feeling (coactive), its impact on viewer attitudes, brands as well as sharing intentions is only average, relatively. The research results will contribute to marketing knowledge studying emotions and attitudinal responses to advertising by conceptualizing emotional tone in a multidimensional perspective that allows for not only positive or negative but also mixed cooperative emotional tone.

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