| dc.description.abstract | Within just a few years of launching the video-sharing platform, viral video has become a ubiquitous
phenomenon on the Internet. The purpose of this study is to investigate the impact of viral video on consumers'
perception of the brand and lead to purchase decisions in the Food and Beverage Sector. At the same time, the
study also explains more about the impact of brand awareness to purchase intention. Today, advertising is one
of the most effective and fastest-spreading communication methods. Moreover, building content to promote
brand images as well as products through video is widely applied by marketers in the digital marketing era.
Currently, social networks are increasingly developed, the use of celebrity endorsements is more and more
popular and diverse. To conduct this paper, the research method used is quantitative. To get access to the
metrics used for the research, an online survey took place on today's hottest social networking sites. These data
will be analyzed and evaluated through the hypothetical relationship with the collected data. This research use
Structural Equation Modeling to analyze data, the steps are handled in turn: Descriptive analysis, Cronbach's
Alpha analysis, EFA analysis, CFA analysis and SEM model. This analysis shows that factors such as
entertainment, information, brand awareness, incentive factors, irritation, and Credibility, respectively, have a
positive impact on consumer attitudes. used with viral video and consumer purchase intent. In order to design
effective viral video marketing campaigns, the study looked at the aspects influencing customer attitudes and
offered some management suggestions for organizations. | en_US |
