Library Dissertation Showcase

An investigation into the relationship between personality traits and entrepreneurial intention of the post 90s college students in China

  • Year of Publication:
  • 2021

The main aim of this study is to determine the role of video marketing in digital marketing through businesses’ engagement with video marketing and to assess the effect of contents and factors presented in video format on consumers’ attitudes and their intention to purchase. The findings of this research not only provide an understanding relating to video marketing but also serves those whose are interested in video marketing.

The research was conducted to achieve two research objectives as below:

Objective 1: Determine the importance of video marketing in digital marketing through businesses’ engagement with video marketing.

Objective 2: Determine the impact of video marketing on customers’ intention to purchase.

This is a quantitative research using both inductive and deductive approach. Data collection method was based on primary data and secondary data. The study collected 102 businesses located in Vietnam and 234 Vietnamese customers via two online survey. To analyze data, Qualtrics and SPSS software were used in this study. The results of this study offer an insight on how and why businesses conduct video marketing and find out the factors which have influence on customers’ purchasing intention.

Keywords: video, video marketing, content marketing, digital marketing, purchasing intention.

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