Emotions and viral video sharing behavior on Facebook of young generation

Abstract

With the topic: "Emotions and viral video sharing behavior on Facebook of young generation", the main purpose of this research is to analyze, demonstrate and clarify the relationship between emotions and viral video sharing behavior through mediating role of attitudes towards sharing behavior and behavioral intention, testing the level of the impact is strong or weak. Despite the fact that many studies have been conducted on the impact of emotions on desired action or attitude, as well as video sharing behavior, none have yet to include all four variables into a single model. In Vietnam, there are currently few studies on the implementation of research with viral videos and Facebook platform. A research model has been proposed from the theoretical basis, the theory of rational action - TRA, the technology acceptance model - TAM along with secondary data sources as well as qualitative research results. The research examines the impact of independent variables including low arousal negative emotions (sadness), high arousal negative emotions (anger, fear, disgust) and high arousal positive emotions (joy, surprise) on the behavior of sharing viral videos on Facebook. Research object will be young people aged 15-24 from big cities in Vietnam. Model testing is carried out using a combination of two methods: qualitative research with an expert and a focus group of seven people, and quantitative research with an online survey containing questions about the research model’s variables with 528 respondents in five major Vietnamese cities: HCMC, Hanoi, Danang, Hai Phong, and Can Tho. The results show that the variables included in the research model are mostly proven to interact with each other and to different degrees. High arousal positive emotions will have a stronger impact on this behavior than the other two groups. In addition, the results have also shown other direct or indirect relationships of the variables. As a result, it can be concluded that sharing viral video on social networks Facebook is personal, derived by customer’s emotions when watching the video, and then consider whether to share this viral video or not. This article is intended to find out what influences user sharing behavior so that they can increase the number of viral video shares and contribute to the successful implementation of company plans. This research also gave suggestions for enterprises and companies working in the fields of media, viral marketing, and social media to boost viral effectiveness.