Title: What makes users re-share online video advertising on Facebook? An empirical study in an emerging economy

Authors: Thanh-Binh Phung; Vo Phuong Thao Tran

Addresses: University of Economics and Law, No. 669, Do Muoi St., Quarter 6, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City, Vietnam; University Vietnam National University Ho Chi Minh City, Quarter 6, Linh, Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam ' University of Economics and Law, No. 669, Do Muoi St., Quarter 6, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City, Vietnam; University Vietnam National University Ho Chi Minh City, Quarter 6, Linh, Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam

Abstract: Despite the growing importance of viral video marketing on social media, research exploring factors driving resharing behaviour, a key determinant of content virality, remains limited. This study investigates psychological determinants of OVA resharing intention on social media, focusing on emotional arousal as a critical mediating mechanism. Drawing on TPB, SIT, and LC4MP, we developed an integrated model examining how advertising effectiveness elements (creative advertising and emotional appeal) and social influence factors (perceived herd behaviour and subjective norms) influence resharing intentions through emotional arousal and resharing attitude. Analysing survey data from 382 Vietnamese Facebook users using SPSS 22 and PLS-SEM, results revealed advertising effectiveness factors as significantly more potent predictors than social influence factors, with emotional arousal mediating this relationship. Findings substantiate the importance of psychological arousal in activating positive attitudes toward content propagation. Evidence advances the theoretical understanding of social transmission while providing practical guidance for optimising viral potential in digital environments.

Keywords: emotional arousal; emotional engagement; online video advertisements; viral video advertisements; resharing intention; sharing; social media marketing; limited capacity model of motivated mediated message processing; LC4MP model; partial least squares structural equation modelling; PLS-SEM.

DOI: 10.1504/IJECRM.2025.149890

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.4, pp.280 - 318

Received: 31 Mar 2024
Accepted: 16 Mar 2025
Published online: 17 Nov 2025 *

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