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Viral Marketing by Generation Z for Horror Movie Trailers: The Role of Affective and Cognitive Responses and Audience Behaviour

Michelle Clorinda et al.

Indonesian Management and Accounting Research2026https://doi.org/10.25105/v25i1.22826article
ABDC C
Weight
0.50

What the paper says

This study examines the effect of affective and cognitive responses on viral marketing mediated by Generation Z audience behavior toward horror movie trailers. Movie trailers are one of the things that can attract the attention of the audience, such as feelings of curiosity to watch the horror movie trailer. Positive feelings can make someone intend to share horror movie trailers with others on social media, but horror movie trailers do not always succeed in creating viral marketing. We used a purposive sampling technique and distributed questionnaires to 104 respondents who had watched horror movie trailers at least once in the last 6 months. Data analysis was conducted using partial least square (PLS) on the Smart-PLS 4.0 software. The results of this study indicate that cognitive response has a positive effect on viral marketing. However, affective response affects viral marketing only through audience behavior. In addition, our study finds that audience behavior mediates the effect of cognitive response on the viral marketing of horror movie trailers.

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https://doi.org/https://doi.org/10.25105/v25i1.22826

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@article{michelle2026,
  title        = {{Viral Marketing by Generation Z for Horror Movie Trailers: The Role of Affective and Cognitive Responses and Audience Behaviour}},
  author       = {Michelle Clorinda et al.},
  journal      = {Indonesian Management and Accounting Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.25105/v25i1.22826},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.