An investigation of antecedents and consequences of consumers' attitude towards product movie series on social media: case of Ostar Story

Abstract

This research draws attention to an investigation into the antecedents of consumers' attitude and to the measurement of outcomes towards product movie. Quantitative research methodology has been adopted, whereby research data was collected from 201 consumers who watched product movie series - Ostar Story in Vietnam from social media platforms. Firstly, each of the antecedent variables positively and significantly influences the consumers' attitude towards product movie. Secondly, purchase intention and sharing intention were found to be outcomes of positive consumers' attitude towards product movie. This research emphasises factors that affect consumers' attitude when watching product movie series and suggests potential-advertising tactic for marketers in the teasing phase.