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Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 24 No. 2 (2022) · hlm. 178–197

DOI
10.22146/gamaijb.49987
ISSN
2338-7238, 1411-1128
Terbit
2022-06-02
Penerbit
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

A trailer is a brief description of a film and provides a 1 to 3 minute cinematic experience that displays images from the film to influence consumer behavior. This research was conducted to propose a conceptual model regarding affective, cognitive, and environmental responses to viral marketing, which are moderated by audience behavior, for the movie trailer of “Spiderman: Far from Home.” The film was released in July 2019 by Marvel Cinematic Universe (MCU). This study adopted the wheel of consumer analysis to bridge the research gap. An online survey was forwarded to 200 respondents using structured questionnaires through social media sites, such as Line, WhatsApp, Facebook, and e-mail. The data were then analyzed using structural equation modeling (SEM). The results showed that the audience’s affective, cognitive, and environmental responses significantly influenced viral marketing. The results further indicated that the audience’s behavior was not a moderating variable, as the significance level was less than 0.05. The results can contribute to determining social media marketing strategies for promoting film trailers that are beneficial for companies, especially in Indonesia. Therefore, the companies can grow and become more competitive in the film industry. Although this study discusses viral marketing in the film industry, the results can also contribute to other industries, in order to increase the popularity of their products.

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, pertama di-harvest 28 Okt 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia</dc:title>
	<dc:creator>Afifah, Nur</dc:creator>
	<dc:creator>Daud, Ilzar</dc:creator>
	<dc:creator>Mulyadina, Morella</dc:creator>
	<dc:subject xml:lang="en-US">Management</dc:subject>
	<dc:subject xml:lang="en-US">affective response, cognitive, environment, audience behavior, viral marketing</dc:subject>
	<dc:subject xml:lang="en-US">M30, M31, M37</dc:subject>
	<dc:description xml:lang="en-US">A trailer is a brief description of a film and provides a 1 to 3 minute cinematic experience that displays images from the film to influence consumer behavior. This research was conducted to propose a conceptual model regarding affective, cognitive, and environmental responses to viral marketing, which are moderated by audience behavior, for the movie trailer of “Spiderman: Far from Home.” The film was released in July 2019 by Marvel Cinematic Universe (MCU). This study adopted the wheel of consumer analysis to bridge the research gap. An online survey was forwarded to 200 respondents using structured questionnaires through social media sites, such as Line, WhatsApp, Facebook, and e-mail. The data were then analyzed using structural equation modeling (SEM). The results showed that the audience’s affective, cognitive, and environmental responses significantly influenced viral marketing. The results further indicated that the audience’s behavior was not a moderating variable, as the significance level was less than 0.05. The results can contribute to determining social media marketing strategies for promoting film trailers that are beneficial for companies, especially in Indonesia. Therefore, the companies can grow and become more competitive in the film industry. Although this study discusses viral marketing in the film industry, the results can also contribute to other industries, in order to increase the popularity of their products.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2022-06-02</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/49987</dc:identifier>
	<dc:identifier>10.22146/gamaijb.49987</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 24, No 2 (2022): May - August 2022; 178-197</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/49987/33901</dc:relation>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/downloadSuppFile/49987/9523</dc:relation>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/downloadSuppFile/49987/9525</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2022 Gadjah Mada International Journal of Business</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>