The Impact of Seeding Strategies in Video Advertising on Consumers’ Impulsive Buying Behavior of Tech Accessories: Evidence from Worker Officers in Vietnam

Thi Hai-Yen Bui () and Nam Khanh Pham
Additional contact information
Thi Hai-Yen Bui: FPT University, Department of Business, Swinburne Vietnam
Nam Khanh Pham: Technology University Dublin

A chapter in Proceedings of the 6th International Conference on Research in Management & Technovation, 2026, pp 212-222 from Springer

Abstract: Abstract This study examines the impact of seeding strategies embedded in social video advertising on the impulsive buying of tech accessories among office workers in Vietnam. Drawing on the Stimulus-Organism-Response model and Expectancy-Value Theory, a five-hypothesis framework is developed around two stimulus factors that are most characteristic of seeding in video ads: content quality of influencer and online feedback under videos. A quantitative online survey (April-May 2025) yielded 510 valid responses from office employees who had previously purchased tech accessories after viewing social video advertisements. Structural Equation Modeling (SEM) reveals that the Attitude toward Video Ads strongly drives Impulsive Buying Behavior; the Content Quality of the Influencer significantly enhances the attitude but has no direct effect on impulsive buying, indicating an attitude-mediated pathway. In contrast, online feedback under videos does not improve attitude and exhibits a negative direct association with impulsive buying behavior. The study reveals when influencer seeding is effective and when comments can backfire. It also recommends focusing on creative, informative, and authentic influencer content, as well as managing comments to maintain credibility and usefulness.

Keywords: Digital Marketing; Seeding Strategy; Feedback; Video Advertising; Impulsive Buying Behavior (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-9113-8_18

Ordering information: This item can be ordered from
http://www.springer.com/9789819591138

DOI: 10.1007/978-981-95-9113-8_18

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().