Research the activities of online marketing by viral video in vietnam

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 LIST OF TABLE LIST OF CHARTS AND FIGURES 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 Abbreviation Meaning eWOM Electronic word of mouth SEM Structural equation modeling CB-SEM Covariance-based SEM NEUSREL Nonlinear Universal Structural Relational Modeling PLS Partial Least Squares AVE Average Variance Extracted SRMR Standardized root mean square residual CR Composite Reliability HTMT Heterotrait – Monotrait Ratio 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 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 5Likert 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 10 I often interact and V1 communicate with V2 other people or V3 groups on SNS V4 V5 I actively participate V1 in community of V2 practice on SNS V3 V4 V5 People on SNSs are V1 trustworthy V2 V3 V4 V5 I like the idea of V1 sharing knowledge V2 with other members V3 in the organization V4 V5 77 Sharing my V1 knowledge with V2 other organizational V3 members is good idea V4 V5 All things I V1 consider, I will V2 share my V3 knowledge in the near future V4 V5 I like received V1 sharing information V2 V3 V4 V5 I am willing to V1 receive sharing V2 information in the V3 future V4 V5 I would read all the V1 sharing information V2 78 I receive in the V3 future V4 V5 Once again, Thank you for spending time to complete the survey Your answer will be usefull in my project Thank you very much! 79 NGHIÊN CỨU CÁC HOẠT ĐỘNG ONLINE MARKETING BẰNG VIRAL VIDEO Ở VIỆT NAM Kính gửi anh/ chị, Tơi Trần Thị Phương Thanh, sinh viên của Khoa Quốc Tế, Đại Học Quốc Gia Hà Nội Hiện tại thực hiện luận văn tốt nghiệp với đề tài “Các hoạt động online marketing viral video ở Việt Nam” Mọi thông tin anh/ chị cung cấp sẽ chỉ được dùng cho mục đích học tập nghiên cứu sẽ được bảo mật hoàn toàn Mong anh/chị trả lời ĐẦY ĐỦ TẤT CẢ câu hỏi bảng khảo sát Tôi mong anh/chị sẽ trả lời thành thật nhất có thể Cảm ơn anh/ chị rất nhiều! Trước trả lời câu hỏi anh/chị sẽ được xem videos quảng cáo ngẫu nhiên Youtube, video được làm mờ logo nhận diện thương hiệu sẽ kéo dài 15165s cho mỗi video Sau xem xong mỗi video anh/chị vui lòng trả lời câu hỏi Phiếu khảo sát sau: PHIẾU KHẢO SÁT A CÂU HỎI CHUNG Tên: Giới tính: Nam Nữ Độ tuổi của bạn thuộc nhóm: 18-20 21-24 80 24-26 Khơng thuộc độ tuổi Trình độ học vấn : Trung học phổ thông Đại học Sau đại học Khác Sau xem xong đoạn video trên: STT Video Link V1 https://www.youtube.com/watch?v=IIT4J5E-ZMY V2 https://www.youtube.com/watch?v=M3TFBsx3Paw V3 https://www.youtube.com/watch?v=M3TFBsx3Paw V4 https://www.youtube.com/watch?v=D1fbHwwiYLg V5 https://www.youtube.com/watch?v=bQBgd5SyM5k Bạn nhận biết được nhãn hiệu X đoạn video trên: Video Có Khơng V1 V2 V3 V4 V5 Bạn dễ dàng nhận nhãn hiệu X đoạn video trên? 81 Video Có Khơng V1 V2 V3 V4 V5 Hãy viết tên nhãn hiệu X đoạn video nếu bạn biết: Video Yes No V1 V2 V3 V4 V5 (Trong trường hợp bạn không nhận được nhãn hiệu X đoạn Video trên, người khảo sát sẽ cung cấp thông tin cho bạn để tiếp tục trả lời câu hỏi sau) B CÂU HỎI CHI TIẾT Anh/ chị vui lòng đánh dấu (X) vào ô tương ứng với mức độ đồng ý từ thấp đến cao cho mỗi câu hỏi dưới theo số như sau: Note: MXH mạng xã hội (Social Network) một ứng dụng hoặc website giúp kết nối mọi người ở bất cứ đâu, bất kỳ thông qua dịch vụ internet, giúp người dùng có thể chia sẻ những sở thích trao đổi những thông tin cần thiết với Mạng xã hội dành cho mọi đối tượng sử dụng, không phân biệt giới tính, độ tuổi, vùng miền Người dùng có thể liên kết với dù họ ở bất cứ đâu, chỉ cần có internet 82 Hồn tồn Khơng Trung khơng đồng ý bình đồng ý Tơi thường mua V1 sản phẩm của V2 thương hiệu X V4 V5 V1 sản phẩm của V2 thương hiệu X V3 V4 V5 Thương hiệu X V1 mang lại những trải V2 nghiệm tốt nhất cho V3 V4 V5 Thương hiệu X V1 quan tâm đến những V2 giá trị tốt nhất cho V3 khách hàng V4 V5 Tơi sẽ cảm thấy V1 khơng hài lịng nếu V2 Hồn tồn đồng ý V3 Tơi rất hài lịng với Đồng ý 83 không mua được V3 sản phẩm của thương hiệu X V4 V5 Tôi sẽ nghĩ đến V1 sản phẩm của V2 thương hiệu X V3 có nhu cầu V4 V5 Thương hiệu X V1 một thương hiệu V2 đáng tin cậy V3 V4 V5 Tơi cảm thấy V1 tơi có thể tin tưởng V2 tiếp tục sử dụng V3 sản phẩm của thương hiệu X tương lai V4 V5 Tôi thường giới V1 thiệu bạn bè V2 ngừoi thân V3 MXH của sử dụng sản phẩm của thương hiệu X V4 V5 84 Những người được V1 giới thiệu sử V2 dụng sản phẩm V3 của thương hiệu X sẽ tin tưởng sử dụng chúng Tôi thường bị ảnh V4 V5 V1 hưởng bởi luồng V2 ý kiến MXH V3 V4 V5 Khi tơi có nhu cầu V1 tiêu dùng một loại V2 sản phẩm, V3 thường hỏi ý kiến mọi người MXH trước mua V4 V5 sản phẩm Tôi cảm thấy yên V1 tâm chọn mua V2 sản phẩm V3 được tìm hiểu mạng xã hội V4 V5 Khi nhìn thấy V1 một video quảng V2 cáo MXH V3 thường ấn nút V4 85 “Like” or V5 “Comment” để bày tỏ sự u thích của mình đới với sản phẩm Tơi cảm thấy V1 có nghĩa vụ phải V2 chia sẻ những thơng V3 tin hữu ích MXH cho mọi người V4 V5 Tôi cảm thấy thích V1 việc giúp người V2 khác việc chia V3 sẻ cung cấp thông tin V4 V5 Tôi thấy việc V1 chia sẻ thông tin V2 có lợi cho tất cả mọi V3 người V4 V5 Tôi tin mọi V1 người cũng sẽ chia V2 sẻ những thơng tin V3 hữu ích MXH V4 giống như V5 86 Nhiều người sẽ theo V1 dõi tài khoản cá V2 nhân của V3 MXH nếu tơi chia sẻ thơng tin hữu ích V4 V5 Việc chia sẻ V1 video quảng cáo có V2 thể ảnh hưởng V3 khơng tớt đến uy tín của tơi MXH V4 V5 Bạn bè của V1 thường gửi lời mời V2 tham gia vào V3 nhóm sản phẩm u thích của họ cho tơi MXH V4 V5 Tơi có thể được V1 hưởng một vài ưu V2 đãi nhờ chia sẻ V3 video quảng cáotrên MXH V4 V5 Các nhãn hàng V1 thường đề nghị V2 nhiều ưu đãi nếu V3 87 chia sẻ thơng tin V4 hữu ích liên quan V5 đến sản phẩm của họ Việc chia sẻ V1 thơng tin hữu ích V2 MXH sẽ tạo V3 nên mối quan hệ thân thiết giữa mọi người V4 V5 Việc chia sẻ V1 thông tin hữu ích V2 MXH giúp tơi V3 có thể kết bạn với nhiều người V4 V5 Việc chia sẻ nội V1 dung yêu thích V2 MHH giúp tơi có V3 thể kết bạn với những người có sở thích với V4 V5 Tơi dễ dàng tin V1 tưởng bạn của V2 V3 V4 V5 88 Tôi thường tương V1 tác giao tiếp với V2 mọi người hoặc V3 nhóm bạn MXH V4 V5 Tơi thường hoạt V1 động tích cực V2 tham gia vào V3 cộng đồng MXH V4 V5 Mọi người V1 MXH rất tin V2 cậy V3 V4 V5 Tơi cảm thấy thích ý V1 tưởng chia sẻ thông V2 tin cho thành V3 viên nhóm MXH Tơi nghĩ việc chia V4 V5 V1 sẻ thông tin một ý V2 tưởng tốt V3 V4 89 V5 Tôi sẽ chia sẻ tất cả V1 những vấn đề mà V2 quan tâm V3 V4 V5 Tơi thích nhận V1 những thông tin V2 được chia sẻ V3 V4 V5 Tôi sẵn sàng chia sẻ V1 thông tin V2 tương lai V3 V4 V5 Tôi sẽ đọc tất cả V1 thông tin được chia V2 sẻ tương lai V3 V4 V5 Một lần nữa xin chân thành cảm ơn bạn dành thời gian để hoàn thành phần khảo sát Câu trả lời của bạn sẽ đóng góp rất nhiều vào kết quả nghiên cứu của Cảm ơn! 90 91 ... Opinion giving propensity 10 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. .. 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. .. 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

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