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09. Tạp chí

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Duyệt 09. Tạp chí theo Chủ đề "Affiliate marketing"

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    The impact of perceived enjoyment on urge to buy impulsively among generation z in Hanoi: A case study of affiliate marketing on short-form video platforms
    (Học viện Tài chính, 2024) Pham Van Tuan Assoc.Prof.PhD; Phuong Anh Ha; Phan Xuan Anh; Le Ngoc Minh; Le Minh Ngoc; Tran Thuy Tien
    The proliferation of short-form video platforms like TikTok, YouTube, and Facebook has propelled the popularity of affiliate marketing on these platforms in recent years. This study investigates the influence of affiliate marketing on Gen Z's urge to buy impulsively on short-form video platforms in Hanoi city, with perceived enjoyment as a mediating factor. The research model is constructed based on the Stimulus-Organism-Response (S-O-R) framework combined with models from previous studies. Data was collected from 620 consumers in Hanoi, of which 592 questionnaires were deemed valid. The results indicate that attractiveness (AT), expertise (EX), and video content (VD) positively influence the urge to buy impulsively (UB) through the mediating effect of perceived enjoyment (PE). However, the trustworthiness of the content creator (CR) does not have a significant positive impact on perceived enjoyment (PE).