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

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.