Research on The Influence of Opinion Leaders on Young People’s Decision to Watch Vietnamese Movies at Cinema

From wartime propaganda cinema, Vietnamese films have transformed into a diverse industry, preserving cultural identity. To study the influence of opinion leaders on young people’s decisions to watch Vietnamese films at cinema, the research team used a quantitative research method based on data analysis collected from a survey of 267 Vietnamese adolescents, of whom 263 adolescents who had watched films at cinema were included in the image factor analysis. The research team used SMARTPLS software to process the collected survey data. The research results show that, among the five factors influencing “the decision of young people to watch Vietnamese films in cinema” (DC), the factor of “Brand fit” (BF) has the highest influence (0.329), followed by “Audience similarity” (AS) (0.203), “Expertise of opinion leader” (EX) (0.158) and “Trustworthiness of opinion leader” (TW) (0.138). The factor of “Attractiveness of opinion leader” (AT) is not statistically significant. The research provides a scientific basis for filmmakers and film distributors to take advantage of the power of social networks to promote Vietnamese films; at the same time, contributing to the theory of cultural consumption behavior in the context of digitalization in Vietnam.