Digital Narrative Ecosystems and Consumer Behavioral Transformation: A Multi-Theoretical Investigation of Social Media Storytelling Mechanisms, Psychological Engagement, and Purchase Intention Formation in Vietnam's Film Industry

This research investigates the transformative mechanisms through which digital narrative ecosystems influence consumer behavioral patterns within Vietnam's emerging film industry context. Drawing upon narrative transportation theory and social cognitive theory, this study examines how social media storytelling campaigns facilitate psychological engagement processes that subsequently drive purchase intention formation for new film releases. Through a comprehensive quantitative approach employing Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), this research analyzed data from 486 Vietnamese consumers aged 18-45 years who actively engage with film-related social media content. The findings reveal that narrative transportation serves as a critical mediating mechanism between social media storytelling elements and consumer psychological engagement, whilst psychological engagement significantly influences purchase intentions through both cognitive and affective pathways. The study demonstrates that Vietnamese consumers exhibit distinct cultural responsiveness to narrative authenticity and emotional resonance within digital storytelling contexts. This research contributes to the theoretical understanding of consumer behavior within digital narrative ecosystems whilst providing strategic insights for entertainment industry marketing practitioners operating in emerging Southeast Asian markets.