Cuong Quoc Nguyen
ABSTRACT
The study's objective is to determine the factors affecting the intention to share viral videos on Facebook in Viet Nam. This research employs a quantitative approach, and the sample size includes 280 Facebook users in Viet Nam. The research method includes reliability analysis, exploratory factor analysis (EFA), Pearson correlation analysis and multiple regression analysis. The research items were measured on a 5-Likert scale, and data were processed by SPSS 20.0 software. The findings identify 06 factors influencing the Intention to share viral videos among Vietnamese Facebook users: Social Currency, Triggers, Content, Public, Emotion, Practical Value. The managerial implications are also discussed to help businesses and advertising agencies to build effective marketing strategies embedded in viral videos on Facebook.
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