This study purports to investigate the influence of video advertisements (ads) featuring behind-the-scenes (BTS) content on purchase intention and impulsive buying behaviour for junk food products of Vietnamese office workers.
A novel model was proposed, incorporating three frameworks: stimulus–organism–response, perceived diagnosticity theory and impulsive buying theory. Structural equation modelling was utilised for analysing 1044 valid observations collected via an online self-administered convenience survey.
BTS-integrated video ads can serve as stimuli for consumer responses that include two significant factors: product information transparency (PIT) and exclusive in-video offers (EIO). Impulsive buying is significantly led by attitude towards the videos rather than planned purchases. In turn, attitudes towards the video are influenced more by the persuasive call-to-action elements, such as attractive deals or pricing, than by product transparency, which mainly shapes perceived quality.
Application of a convenience survey may introduce coverage and self-selection biases. Future research could adopt cross-cultural designs, explore alternative junk food categories and assess long-term behavioral effects of BTS advertising, including its impact on brand loyalty and healthier food choices.
Brands should move beyond traditional persuasive messages and instead adopt storytelling content that reveals authentic aspects of the product journey, contributes to responsible advertising and fosters ethical standards in food communication. Marketers may enhance impulsive outcomes through: (1) encouraging to refine narratives, emotional triggers and offer timing across platforms; (2) increasing PQ and PI by transparently showcasing sourcing, preparation, production and quality control processes; (3) embedding responsible persuasion strategies, which leverage BTS messaging to highlight quality improvements, healthier ingredients, sustainability in packaging and responsible sourcing; (4) applying data driven targeting to deliver BTS video ads to the most responsive segments.
To address junk food advertising concerns with public health, regulators should strengthen nutritional transparency through mandatory front-of-pack labelling and clearer disclosures in digital advertising. Social media platforms should also require verifiable evidence, such as food safety certifications, for BTS content. When narrow program-based or voluntary regulations have limited impact, the broader statutory bans, particularly time-based restrictions based on nutritional criteria, are increasingly recommended. However, for a public health improvement, besides advertising restrictions or anti-junk food, the encouragement of healthy eating styles, nutrition communication and an overall health-oriented culture is also needed.
This research proposes a novel application and integration of a theoretical framework to explore the effect of video ads featuring BTS content and empirically investigates the intercorrelation among constructs for the fast-food emerging industry of Vietnam.
