Đánh giá quảng cáo trên tiktok: tiếp cận mô hình SOR
Từ khóa:
Sự hiện diện xã hội, sự đắm chìm, gắn kết quảng cáo, đánh giá quảng cáo, TikTokTóm tắt
Nghiên cứu này xây dựng và kiểm định mô hình nghiên cứu về mối quan hệ giữa sự hiện diện xã hội, sự đắm chìm, gắn kết quảng cáo và đánh giá quảng cáo TikTok dựa trên mô hình Kích thích - Quá trình - Phản hồi. Mô hình cấu trúc tuyến tính bình phương nhỏ nhất từng phần với phần mềm SmartPLS được sử dụng. Kết quả phân tích dựa trên 290 mẫu khảo sát tại Thành phố Hồ Chí Minh đã chỉ ra rằng sự hiện diện xã hội và đắm chìm tác động đáng kể đến gắn kết quảng cáo và sự gắn kết này tác động tích cực đến đánh giá quảng cáo TikTok. Ngoài ra, nghiên cứu cũng đã chỉ ra gắn kết quảng cáo là yếu tố trung gian quan trọng trong mối quan hệ giữa các kích thích quảng cáo như sự hiện diện xã hội, đắm chìm và đánh giá quảng cáo. Kết quả nghiên cứu này có ý nghĩa quan trọng đối với các tổ chức quảng cáo để thu hút và duy trì khách hàng tiềm năng, từ đó, tăng khả năng gắn kết của họ.
Tài liệu tham khảo
Acosta-Prado, J. C., Zárate-Torres, R. A., Tafur-Mendoza, A. A., Prada-Ospina, R., & Sarmiento, C. F. R. (2022), 'Impact of leadership practices on manager’s pathways to goal attainment: the mediating effect of emotional intelligence', International Journal of Organizational Analysis, Retrieved from https://doi.org/10.1108/IJOA-01-2022-3110.
Alalwan, A. A. (2018), 'Investigating the impact of social media advertising features on customer purchase intention', International Journal of Information Management, 42(June), 65–77, Retrieved from https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Biocca, F. (1997), 'The Cyborg’s dilemma: Progressive embodiment in virtual environments', Journal of Computer-Mediated Communication, 3(2), JCMC324, Retrieved from https://doi.org/10.1111/j.1083-6101.1997.tb00070.x
Buzeta, C., De Pelsmacker, P., & Dens, N. (2020), 'Motivations to Use Different Social Media Types and Their Impact on Consumers’ Online Brand-Related Activities (COBRAs)', Journal of Interactive Marketing, 52, 79–98. Retrieved from https://doi.org/10.1016/j.intmar.2020.04.004
Cowan, K., & Ketron, S. (2019), 'Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology', European Journal of Marketing, 53(8), 1585–1611. Retrieved from https://doi.org/10.1108/EJM-10-2017-0733
Donovan, R. J., & Rossiter, J. R. (1982), 'Store Atmosphere: An Environmental Psychology Approach', Journal of Retailing, 58(1), 34–57.
Fornell, C., & Larcker, D. F. (1981), 'Evaluating structural equation models with unobservable variables and measurement error', Journal of Marketing Research, 18(1), 39–50.
GlobalWebIndex. (2020), Research & Methodology: A summary of GlobalWebIndex’s research capabilities, Retrieved 15 January 2021, from https://www.gwi.com/hubfs/Research & Methodology 2020.pdf
Grinberg, A. M., Careaga, J. S., Mehl, M. R., & O’Connor, M. F. (2014), 'Social engagement and user immersion in a socially based virtual world', Computers in Human Behavior, 36, 479–486. Retrieved from https://doi.org/10.1016/J.CHB.2014.04.008
Hair, J. F., Howard, M. C., & Nitzl, C. (2020), 'Assessing measurement model quality in PLS-SEM using confirmatory composite analysis',. Journal of Business Research, 109, 101–110. Retrieved from https://doi.org/10.1016/J.JBUSRES.2019.11.069
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015), 'A new criterion for assessing discriminant validity in variance-based structural equation modeling', Journal of the Academy of Marketing Science, 43(1), 115–135. Retrieved from https://doi.org/10.1007/s11747-014-0403-8
Iris. (2020), Social Media in Vietnam Report 2020 - 2021: Viet Nam, Retrieved 9 August 2020, from https://iris.marketing/social-media-report-vietnam-2020
Huotari, K., & Hamari, J. (2017), 'A definition for gamification: anchoring gamification in the service marketing literature',. Electronic Markets, 21–31, Retrieved from https://doi.org/10.1007/s12525-015-0212-z
Mehrabian, A., & Russell, J. A. (1974), An approach to environmental psychology, Cambridge, MA.: the MIT Press.
Meng, K. S., & Leung, L. (2021), 'Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits', Telecommunications Policy, 45(7), Retrieved from https://doi.org/10.1016/j.telpol.2021.102172
Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021), 'Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments?', Telematics and Informatics, 64(February), 101687, Retrieved from https://doi.org/10.1016/j.tele.2021.101687
Norris, C. E., & Colman, A. M. (1992), 'Context effects on recall and recognition of magazine advertisements', Journal of Advertising, 21(3), 37–46, Retrieved from https://doi.org/10.1080/00913367.1992.10673374.
Preston, C. C., & Colman, A. M. (2000), 'Optimal number of response categories in rating scales: reliability, validity, discriminating power, and respondent preferences'. Acta Psychologica, 104(1), 1–15, Retrieved from https://doi.org/https://doi.org/10.1016/S0001-6918(99)00050-5.
Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019), 'How to specify, estimate, and validate higher-order constructs in PLS-SEM',. Australasian Marketing Journal, 27(3), 197–211, Retrieved from https://doi.org/10.1016/j.ausmj.2019.05.003.
Shin, D. H. (2017), 'The role of affordance in the experience of virtual reality learning: Technological and affective affordances in virtual reality', Telematics and Informatics, 34(8), 1826–1836, Retrieved from https://doi.org/10.1016/J.TELE.2017.05.013.
Smit, E. G., Van Meurs, L., & Neijens, P. C. (2006), 'Effects of advertising likeability: A 10-year perspective', Journal of Advertising Research, 46(1), 73–83. Retrieved from https://doi.org/10.2501/S0021849906060089.
Song, S., Zhao, Y. C., Yao, X., Ba, Z., & Zhu, Q. (2021), 'Short video apps as a health information source: an investigation of affordances, user experience and users’ intention to continue the use of TikTok', Internet Research, 31(6), 2120–2142, Retrieved from https://doi.org/10.1108/INTR-10-2020-0593.
Statista. (2020), Percentage of internet users who watch online video content on any device as of January 2018, by country, Retrieved 11 December 2021, from https://www.statista.com/statistics/272835/share-of-internet-users-who-watch-online-videos/
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019), 'How live streaming influences purchase intent.ons in social commerce: An IT affordance perspective', Electronic Commerce Research and Applications, 37, 100886. Retrieved from https://doi.org/10.1016/J.ELERAP.2019.100886.
Tian, X., Bi, X., & Chen, H. (2022), 'How short-form video features influence addiction behavior? Empirical research from the opponent process theory perspective', Information Technology and People. Retrieved from https://doi.org/10.1108/ITP-04-2020-0186.
Tuten, T. L., & Solomon, M. R. (2017), Social media marketing, New Jersey: Sage.
Voorveld, H. A. M., & Valkenburg, S. M. F. (2015), 'The Fit Factor: The Role of Fit Between Ads in Understanding Cross-Media Synergy', Journal of Advertising, 44(3), 185–195, Retrieved from https://doi.org/10.1080/00913367.2014.977472.
Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018), 'Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type', Journal of Advertising, 47(1), 38–54, Retrieved from https://doi.org/10.1080/00913367.2017.1405754.
Wang, Y. (2020), 'Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin)', Computers in Human Behavior, 110, Retrieved from https://doi.org/10.1016/j.chb.2020.106373.
Witmer, B. G., & Singer, M. J. (1998), 'Measuring presence in virtual environments: A presence questionnaire', Presence: Teleoperators and Virtual Environments, 7(3), 225–240. Retrieved from https://doi.org/10.1162/105474698565686.
Wright, C. (2017), 'Are Beauty Bloggers More Influential than Traditional Industry Experts?', Journal of Promotional Communications, 5(3), 303–322. Retrieved from http://promotionalcommunications.org/index.php/pc/about.
Xi, N., & Hamari, J. (2019), 'Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction', International Journal of Information Management, 46(July 2018), 210–221, Retrieved from https://doi.org/10.1016/j.ijinfomgt.2018.12.002.
Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017), 'Consumer attitudes toward online video advertisement: YouTube as a platform', Kybernetes, 46(5), 840–853, Retrieved from https://doi.org/10.1108/K-03-2016-0038.
Yang, T., Yang, F., & Men, J. (2022), 'The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion', Information Technology and People, 35(4), 1193–1218, Retrieved from https://doi.org/10.1108/ITP-01-2021-0008.
Yang, Y., & Ha, L. (2021), 'Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective', Journal of Interactive Advertising, 21(3), 297–305, Retrieved from https://doi.org/10.1080/15252019.2021.1995544.
Zarantonello, L., Kamel Jedidi, & Bernd H. Schmit. (2013), 'Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets', International Journal of Research in Marketing, 30(1–3), 45–556, Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0167811612000729.
Zhang, X., Wu, Y., & Liu, S. (2019), 'Exploring short-form video application addiction: Socio-technical and attachment perspectives', Telematics and Informatics, 42(101243), Retrieved from https://doi.org/10.1016/j.tele.2019.101243.
Zhao, H., & Wagner, C. (2022), 'How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators', Internet Research, Retrieved from https://doi.org/10.1108/INTR-08-2021-0595.
