The Impact of Viral Marketing on Emotion and Impulse Buying Behavior: A Case Study of Online Fashion

Thanh An Nguyen Vu, Phuong Thao Thi Cao, Trung Duc Quan, Phuong Anh Hoang, Thuy Duong Nguyen Vo, Thanh Thanh Hoang

Abstract


Impulsive online shopping is becoming a habit for many young consumers, especially for fashion products. This study aims to analyze the influence of viral marketing on emotions and impulsive online shopping behavior of young people for fashion products in Vietnam. The results showed that viral marketing with characteristics such as entertainment, source credibility, visual appeal, informativeness, and irritation all had a significant impact on emotions and impulsive online shopping behavior. Therefore,some suggestions are proposed for applying viral marketing to promote impulsive online shopping behavior for fashion products.

Keywords: Viral marketing, Impulse buying behavior, Online shopping, Emotions, Fashion.

DOI: 10.7176/EJBM/15-7-03

Publication date: April 30th 2023


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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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