Phân tích tác động của quảng cáo qua mạng xã hội đến ý định mua sắm của người tiêu dùng tại thành phố Cần Thơ

Trân, Ngô Mỹ; Thanh, Mai Võ Ngọc

doi:10.22144/ctu.jvn.2017.631

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Cited by 2 publications

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Effects of Social Media Marketing Elements on Online Buying Decisions of Vietnamese Generation Z

Le Tan,

Tran

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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This research intends to explore how social media marketing impacts the shopping habits of Vietnam's Generation Z, particularly through elements such as the content's usefulness, engagement level, appeal, shareability, trustworthiness, and entertainment value, employing structural equation modeling for detailed investigation. By conducting an online questionnaire using Google Forms aimed at a minimum of 197 respondents, the study will use Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) via AMOS and SPSS tools. Measures' reliability will be confirmed through Cronbach's Alpha, Exploratory Factor Analysis (EFA), and CFA. Anticipated outcomes should provide crucial insights for companies and institutions to formulate more effective marketing strategies, especially in understanding the interaction of this age group with social media advertisements and its influence on consumer behavior shifts.

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Effects of Social Media Marketing Elements on Online Buying Decisions of Vietnamese Generation Z

Le Tan,

Tran

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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Impact of Television Advertisement on Fresh Milk Consumer Attitudes: a Case Study in Can Tho City

Ngọc

2021

JTS

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This study investigates the impact of television advertising on fresh milk consumers' attitudes by analyzing the survey data of 160 respondents who living and working in Can Tho city. The analysis results show that the Investment capability in advertising has the greatest influence on the attitude of fresh milk consumers. In addition, this study also proves that Emotional, Credibility, Advertisement repetition, Entertainment have a positive impact on consumer attitudes.

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Phân tích tác động của quảng cáo qua mạng xã hội đến ý định mua sắm của người tiêu dùng tại thành phố Cần Thơ

Cited by 2 publications

References 12 publications

Effects of Social Media Marketing Elements on Online Buying Decisions of Vietnamese Generation Z

Effects of Social Media Marketing Elements on Online Buying Decisions of Vietnamese Generation Z

Impact of Television Advertisement on Fresh Milk Consumer Attitudes: a Case Study in Can Tho City

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