Effect of viral parody on intent to share advertising on social network: The role of excited emotions and the need for cognition

• Published in: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh- Kinh tế và Quản trị kinh doanh (bản điện tử) Vol. 18; no. 5; pp. 127 - 140
• Main Authors: Bùi Thị Ngọc Bé, Huỳnh Quốc Huy
• Format: Journal Article
• Language: Vietnamese
• Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 01.04.2023
• Subjects: cảm giác phấn khích; nhu cầu nhận thức; quảng cáo bắt chước lan truyền; ý định chia sẻ quảng cáo
• ISSN: 2734-9306; 2734-9578
• DOI: 10.46223/HCMCOUJS.econ.vi.18.3.2130.2023

This research is conducted with the objectives to identify factors and affecting the degree of each factor on sharing viral parody advertisement intension on social networks, and suggesting some managerial implications to help marketers develop and implement appropriate advertising strategies and effective for target customer groups. The research is conducted through two phases: qualitative research and quantitative analysis with a sample of 311 people who intend to share advertisements on social networks after viewing an advertisement. The research used SPSS 25 software to test Cronbach’s Alpha and exploratory factor analysis to test the reliability and value of the scales, the research also re-evaluated the convergence value, reliability, and discriminant value through confirmatory factor analysis and finally tested the research hypotheses in Amos 20 software. The result shows that 02 direct factors: Excited emotions and The need for cognition; 03 indirect factors are Emotion provoking advertising, Informative advertising and Creative advertising. As a result, the research propose some implications to marketers to build informative, creative, and emotional advertising content to create excitement for viewer and increase their intention to share Viral parody advertisement on social networks.