The Impact of Viral Video on Consumers' Attitude: A Study on Social Networks

This study uses primary data from 422 social network users to determine the elements of viral videos that affect consumers' attitudes on social networks in Vietnam. The reliability testing method of the scale by Cronbach's Alpha coefficient, exploratory factor analysis (EFA), and regression analysis was used by SPSS 20 software. The results of the research show that the entertaining and interactive video, , the source credibility, informativeness, incentive and brand awareness, respectively leave positive impacts on consumer attitudes towards viral videos. The study examined the factors affecting consumer attitudes and proposed some managerial implications for enterprises in building viral video marketing campaigns to create impressions and effectiveness