| dc.description.abstract | The increasing in Internet user as well as the YouTube’s popularity in Vietnam has made viral video a new tool for brands to reach their customers. This paper will identify factors that can affect the viral phenomenon of a video, which will help marketers know how to make their videos easier to go viral. The data will be analyzed with Partial Least Square Analysis. Partial Least Square was calculated by the application called Smart PLS, which analyze the data and provided clarity and validation for the research model and helped uncover key determinants of viral phenomenon. A post-hoc analysis will also be conducted using Webometrics analysis. The result indicated that videos belong to Music category and user’s visibility outside of YouTube system can have positive effect, while User’s View Count can have negative effect on the viral phenomenon. As such, this paper was expected to serve as a guideline for brand when using viral video as a marketing tool | en_US |
