Mạng xã hội video ngắn: Quan hệ cận xã hội và vai trò trung gian của tương tác với nội dung được tài trợ đến ý định mua của thế hệ Z
Nội dung chính của bài viết
Tóm tắt
Mạng xã hội video ngắn như TikTok, Reels, Shorts được nhiều báo cáo cho thấy đang dẫn đầu xu hướng truyền thông số, do đó các nhà quản trị marketing nên chú ý để nhanh chóng điều chỉnh chiến lược tiếp cận khách hàng mục tiêu là thế hệ Z. Nghiên cứu này nhằm phân tích tác động của quan hệ cận xã hội và tương tác với nội dung được tài trợ trên mạng xã hội video ngắn đến ý định mua của thế hệ Z tại TPHCM, đồng thời làm rõ vai trò trung gian của tương tác và thái độ đối với nội dung được tài trợ. Khung lý thuyết quan hệ cận xã hội (Parasocial relationship) để kiểm định mức độ tác động của người có ảnh hưởng đến ý định mua, đồng thời bổ sung khung lý thuyết tương tác của người tiêu dùng với nội dung liên quan đến thương hiệu trên mạng xã hội (COBRAs) được sử dụng. Phương pháp nghiên cứu hỗn hợp được thực hiện với số quan sát là 171, thông qua kỹ thuật PLS-SEM. Kết quả đã cho thấy, tác động tích cực của: Quan hệ cận xã hội (PSR), Tương tác với nội dung được tài trợ (CEBC) và Thái độ với nội dung được tài trợ (ATT) đến Ý định mua (PI) của thế hệ Z khi tiếp xúc truyền thông qua mạng xã hội video ngắn. Quan hệ cận xã hội có tác động tích cực mạnh mẽ đến Tương tác với nội dung được tài trợ và Thái độ với nội dung được tài trợ. Các kết quả nghiên cứu mang lại những hàm ý quản trị liên quan đến các yếu tố cần được cân nhắc khi lựa chọn người có ảnh hưởng phù hợp, đồng thời nhấn mạnh tầm quan trọng của việc xem xét vai trò của mức độ tương tác và thái độ đối với nội dung được thương hiệu tài trợ như những yếu tố then chốt trong việc định hướng và đánh giá các chiến dịch truyền thông sử dụng người có ảnh hưởng.
Abstract
Short-form video social media such as TikTok, Reels, and Shorts have been shown in numerous reports to be at the forefront of the digital media trend; marketing managers should pay attention to swiftly adapt strategies for engaging Generation Z audiences. This study aims to examine the influence of parasocial relationships and engagement with sponsored content on Generation Z’s purchase intention in Ho Chi Minh City within the context of short-form video social media, while clarifying the mediating roles of engagement and attitudes toward sponsored content. This study employs the Parasocial Relationship (PSR) theoretical framework to examine the influence of influencers on purchase intention (PI) while incorporating the Consumer Online Brand Related Activities (COBRAs) framework to explore consumer behaviors toward brand-related messages delivered by influencers. Based on these insights, the study seeks to derive managerial implications for the effective use of influencers in marketing communication strategies. The study employs a mixed-methods research approach, based on data from N = 171 observations analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal the positive effects of PSR, Consumer Engagement with Branded Content (CEBC), and Attitudes toward Sponsored Content (ATT) on the Purchase Intentions (PI) of Generation Z when exposed to short-form video social media marketing. Additionally, PSR demonstrates a significant positive impact on Consumer Engagement with Branded Content and Attitudes toward Sponsored Content. The research findings offer managerial implications regarding the factors that should be considered when selecting appropriate influencers, as well as highlighting the importance of examining the roles of engagement and attitudes toward branded content as key elements in guiding and evaluating influencer marketing campaigns.
Từ khóa
Mạng xã hội video ngắn; Người có ảnh hưởng; Quan hệ cận xã hội; Thế hệ Z; Tương tác với nội dung được tài trợ
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M30 - General - M31 - Marketing - M37 - Advertising - Marketing and Advertising
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