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Keywords: Behind-the-scenes
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Journal Articles
Behind-the-scenes content of video advertisements, purchase intention and impulsive buying behaviour of office workers: an intercorrelation analysis of junk food in Vietnam
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Journal:
British Food Journal
British Food Journal 1–23.
Published: 23 June 2026
...Hai-Yen Thi Bui; Dzung Dao Dong Purpose 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. Design/methodology/approach...
