Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021)

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Emotions and Video Sharing Behavior on Facebook of Young Generation

Authors
Tien Minh DINH1, *, Thi Hue Linh LE2, Ngoc Lan Huong NGUYEN1
1Division of Marketing, School of International Business - Marketing, University of Economics Ho Chi Minh City, Ho Chi Minh, Vietnam
2Department of Marketing, Faculty of Business Administration, Ho Chi Minh City Open University, Ho Chi Minh, Vietnam
*Corresponding author: dinhtienminh@ueh.edu.vn
Corresponding Author
Tien Minh DINH
Available Online 7 December 2021.
DOI
10.2991/aebmr.k.211119.038How to use a DOI?
Keywords
video-sharing; online video; on-sharing; viral video; viral marketing; emotion; behavior
Abstract

Research purpose:

This paper aims at exploring the influence of emotions on the video-sharing behavior on Facebook of the young generation in a developing country.

Research motivation:

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.

Main findings:

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.

Practical/managerial implications:

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.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
7 December 2021
ISBN
10.2991/aebmr.k.211119.038
ISSN
2352-5428
DOI
10.2991/aebmr.k.211119.038How to use a DOI?
Copyright
© 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

risenwbib
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  -