Emotions and Video Sharing Behavior on Facebook of Young Generation
- 10.2991/aebmr.k.211119.038How to use a DOI?
- video-sharing; online video; on-sharing; viral video; viral marketing; emotion; behavior
This paper aims at exploring the influence of emotions on the video-sharing behavior on Facebook of the young generation in a developing country.
Video is much more attractive than text on the Facebook platform and the young people are likely to watch and share the video that they love and get emotional both negative and positive. The research is mainly conducted based on this trend and contributes to the behavior studies in the world.
Research design, approach, and method:
The research applies both qualitative and quantitative research to examine the reliability of the design research model. Survey data were gathered from a sample of 528 respondents. Structural equation modeling was used to test the hypothesized relationships.
Findings revealed that strong positive emotions (joy, surprise), strong negative emotions (anger, disgust, fear), and weak negative emotions (sadness) all had a positive effect on video sharing behavior on Facebook of the young generation. The group of strong positive emotions and strong negative emotions strongly influenced video-sharing behavior more than the group of weak negative emotions.
The study offers suggestions for marketers and creators to leverage emotions to affect video-sharing behavior. This will help to increase the spread of the brand and contribute to the success of businesses marketing strategies.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Tien Minh DINH AU - Thi Hue Linh LE AU - Ngoc Lan Huong NGUYEN PY - 2021 DA - 2021/12/07 TI - Emotions and Video Sharing Behavior on Facebook of Young Generation BT - Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021) PB - Atlantis Press SP - 407 EP - 414 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.211119.038 DO - 10.2991/aebmr.k.211119.038 ID - DINH2021 ER -