Số No. 05 (36) (36)-2025 Journal of Finance & Accounting Research - Trang 40

Tóm tắt tiếng Việt:

English Summary:

This study investigates the impact of social media advertising content on the impulsive buying behavior of snack food products among back-office employees in Vietnam. Drawing on the S-O-R model and Impulse Buying Theory, six hypotheses were developed and tested with survey data from 357 administrative, HR, and finance staff. SEM results reveal that product transparency enhances perceived quality, while exclusive offers improve consumer attitudes, thereby stimulating impulsive purchases. The study suggests developing authentic and sustainable advertising content to help businesses engage customers more effectively.

Từ khóa: integrated marketing and communication (IMC), advertisement, social media, back-office employee, impulsive buying behavior, SEM, SOR.

Số lượt đọc: 38 - Số lượt tải về: 32

DOI Code: https://doi.org/10.71374/jfar.v25.i5.08