The impact of social media marketing on customer loyalty of biti’s local brand in viet nam

NATIONAL ECONOMICS UNIVERSITY NEU BUSINESS SCHOOL *** RESEARCH PROPOSAL THE IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER LOYALTY OF BITI’S - LOCAL BRAND IN VIET NAM Lecture: Le Thi My Linh Subject: Research Methodology Class: EBBA 12 Group 5: Members (Leader) Nguyen Thi Minh … – 112044… Le Thi Van … – 112001 Nguyen Thao – 11201 Huynh …… - 112073 Hanoi, November 2021 The impact of social media marketing on customer loyalty of Biti’s - local brand in Viet Nam TABLE OF CONTENTS Rationale 1.1 Problem statement 1.2 Research objectives 1.3 Research questions 1.4 The relevance of the study Literature review 2.1 What is social media and social media marketing? 2.2 What is brand loyalty of customers? 2.3 The relationship between Social Media Marketing and Brand Loyalty of customers Theoretical framework and hypothesis 3.1 Variable model 7 3.2 Hypothesis Hypothesis development 11 Research Methodology 12 5.1 Research Design 12 Purpose of the study: 12 Extent of researcher interference: 12 Study setting: 12 Research strategy: 12 Unit of analysis 12 5.3 Data collection methods 13 Research Report Structure 15 Time frame 16 References 16 Hanoi, November 2021 This is a preview Do you want full access? Go Premium and unlock all 18 pages Rationale Access to all documents Get Unlimited Downloads 1.1 Problem statement Marketing has always been the backbone of any successful brand, with the transition Improve your grades of the market onto digital platforms, advertisement also shifted itself to adapt to the new online market thus birthing the concept of Social Media Marketing In the late 2000s, this form of advertising became a staple of many firm’s business strategy for its ease of access and its swift spread However, Social Media Marketing can be a double edged blade for if it is not handled correctly it can lead to an exceptional PR Upload crisis very quickly A prime example would be the “Chuyến tuổi xuân” documents to unlock marketing campaign failure byShare Biti’syour in 2018, the campaign plans to promote Biti’s products with a video of people walking around famous locations in Da Lat (Vietnam) in footwear covered with vibrant paints, the message of the video was for people to “leave their mark” with Biti’s products Though the advert’s ideas were intriguing, its delivery was not well received by people of Da Lat who claimed that Bitis’s have vandalised the cityFree as well Trial as promoting people to dirty it with such an advertisement The crisis led to a major drop in the brand’s number of loyal Get 30 days of free Premium customers as people were boycotting Biti’s severely 1.2 Research objectives The example above is only one of many marketing crises, yet it is one that is most prominent, from it we wish to conduct this research to: (1) Identify the factors of Already Premium? Log in Social Media Marketing that could affect the brand loyalty of customers to Biti’s in Vietnam, and, (2) Explore the aforementioned factors that could contribute to a long lasting brand loyalty for customers for brands in Vietnam 1.3 Research questions This research is designed to answer the following questions: How does social media marketing and brand loyalty of Biti’s relate? What are the main factors of social media marketing and to what extent those factors affect the Biti’s - local brand loyalty in VietNam How can Biti’s improve social media marketing to build a strong loyalty to customers inVietnam? Hanoi, November 2021 1.4 The relevance of the study This study aims to assist Biti’s with critical insights on the role (and importance) of Social Media Advertising in retaining and building its number of brand loyal customers Therefore aiding the brand’s managerial teams to prevent future incidents from repeating This study also adds to the body of knowledge on Social Media Marketing and its potential incidents Managers in other industries can learn from the study to hopefully avoid the similar mistakes made to Biti’s The format of this research can also be used to develop to test the same hypothesis in other fields as well Literature review 2.1 What is social media and social media marketing? Social media is a collective term for websites and applications that focus on communication, community-based input, interaction, content-sharing and collaboration (Ben Lutkevich and Ivy Wigmore) It is where people can freely interact online, stay in touch with friends and relatives or their interested organizations, and, most importantly to a brand, social media can also be a place to promote their products Social media marketing (or advertising) is connecting with your customers via social media mediums (like Facebook, Instagram, Twitter, ect) to build your brand, increase your sales, and promote your product This is done through the use of banner advertisements, native advertisements, or online marketing campaigns to interact with customers Social media marketing are often charged with a Pay-PerClick system, or alternatively a social media medium can be paid to run an advertisement campaign (or paid ad, for short) which can boost the offering you are trying to promote to target audiences more effectively (Indrajeet Deshpande, 2020) 2.2 What is brand loyalty of customers? Brand loyalty is a rather abstract concept in nature, many researchers presented their own depictions on the concept over the years yet each had a degree of notable similarities Le Thanh Tung- a professor at the Ho Chi Minh Open University- defies brand loyalty as the ultimate dimension of consumer brand resonance, brand loyalty, can be considered as the consumer's ultimate relationship and level of identification with a brand (Keller, 2008) As a consequence, brands have taken a more exclusive, positive, and visible significance in the minds of many consumers (Tung, Le & Dung, Nguyen & Thai, Nguyen, 2017) Hanoi, November 2021 Junjun Mao- also a professor at the Dongbei University of Finance and Economicsconfirms the definition above, stating that: “Brand loyalty is defined as keeping preferable to a specific product or service (BNET Business Dictionary) In other words, faithful purchasers tend to pay money for the same brand of merchandise and speak highly of its values What's more, they believe that their choice is better than others.” (Junjun Mao, 2010) Customer brand loyalty has come into enterprisers’ eyes for several years It is seen as a challenging trend for most entrepreneurs, including Vietnamese enterprises, this is especially true in the face of the growing modern global marketing meta along with rapid growth of social networks By finding the elements and effect of customer brand loyalty, businessmen may better understand the nature of consumer faith For this reason, they may overcome the trouble in building and remaining customer reliability 2.3 The relationship between Social Media Marketing and Brand Loyalty of customers Among the methods of communication, social media is growing extravagantly rapid The last decade saw the explosion of the Internet in Vietnam and around the world The internet changed peoples’ perception of the world, revolutionized their way of connecting with it, as well as becoming an effective tool for people to receive new information According to statistics of Emarsys (2019), up to 3.2 billion people are using a variety of different social media platforms, accounting for 42% of the current population Taking advantage of this fact, nowadays a large number of businesses apply social media marketing as a method to create influence, thereby significantly increasing brand awareness and attracting customer brand loyalty Advertising on social media creates an open service platform where customers can express their views and feelings about services and products offered By listening to consumer opinions, customer satisfaction levels rise exponentially, and along with the loyalty to your brand is increased The consumers will be more impressed with the brand turnaround time and appreciate the company more (Dick, S.A & Basu, K 1994) In other words, there is a positive correlation between social media marketing and brand loyalty in customers Further proving the statement, Evans and McKee (2010), show that 64% of marketers plan to increase their use of social media Therefore, social media marketing has become part of an organization’s marketing strategy in an effort to reach a wider range of consumers Thus, social media marketing has become part of an organization’s marketing strategy to reach a wider range of consumers (Evans & Hanoi, November 2021 This is a preview Do you want full access? Go Premium and unlock all 18 pages McKee, 2010) In social media, knowledge about the influence of companies creates communication by shaping consumer perceptions of brands and the influence of online consumers from content created brands is very important (Berthon et Access tofrom all documents al., 2012; Christodoulides, 2009) The relationship between social media marketing and brand loyalty has been carried out by some researchers such as Erdogmus and Unlimited Downloads Cicek (2012); Mehrabi et al.,Get (2014); Bagaturia and Johson, (2014); Khoa, (2020) They show that social media marketing has a positive impact on increasing brand loyalty Based on this research, the first Improve yourhypothesis grades is proposed: Social media marketing has a significant positive effect on brand loyalty In summary, there is a positive correlation between social media marketing and brand loyalty for customers Increased social media marketing leads to improved brand awareness which also contributes to a growing number of loyal customers To Upload be more specific, there are elements (or variables) within social media marketing Share your documents to unlock that affects brand loyalty According to a model made by Trang Vu Thi Thu and Quynh Vu Thi Phuong of the Jonkoping University, the variables are: Entertainment, Interaction, Trendiness, Customization, Word of mouth (WOM), and Promotion Free Trial Get 30 days of free Premium Already Premium? Log in Hanoi, November 2021 Theoretical framework and hypothesis A multitude of elements of social media marketing correlating to the loyalty of the customer to the brand have been mentioned by different authors Kim and Ko (2010) hypothesised five main components which lead to brand loyalty, they are: Entertainment, Interaction, Trendiness, Customization and Word of Mouth Sano (2015) acknowledged three components similar to Kim & Ko’s model (2010) being: Interaction, trendiness, and customization A similar model was conducted by Ebrahim (2020) whose model of social media marketing activities also included the aforementioned elements While the model presented by Kim and Ko is quite solid, it has failed to mention an important element when looking into the Vietnamese market which is Promotion A study done by Kantar Worldpanel in 2015 on the Vietnamese market shows that in four major cities in Vietnam, out of 10 households bought an item on promotion at least once (Carrasco, 2016) After reviewing and analyzing the literature, the study elected to use the model constructed by Trang Vu Thi Thu and Quynh Vu Thi Phuong (2021) to represent our theoretical framework as it not only combines the findings of both Kim and Ko’ with various other authors but also included the important aspect of Promotion, which results in a superior model that is more applicable to the Vietnamese market- the market which Biti’s primarily operates in 3.1 Variable model The figure represents the theoretical framework We choose the following variables to represent the independent variables: Entertainment (H1), Interaction (H2), Hanoi, November 2021 Trendiness (H3), Customization (H4), WOM (H5), Promotion (H6),and the dependent variable is the Brand Loyalty In the Vietnam setting, the social media platforms that are launched and ran by Biti’s hunter brand have built up the channels for two sided involvement, via which the mobile phone consumers can showcase their interaction and interest in this brand; thus these five elements are relatable and then are chosen as antecedents of SMM activities in this study Furthermore, Promotion has been considered as an influential factor when looking into Vietnamese purchasing behaviour A study done by Kantar Worldpanel Vietnam in 2015 revealed that in four major cities of this country, out 10 households bought an item on promotion at least once (Carrasco, 2016) Also, referring to the preferred sources of information, a survey by Deloitte Vietnam in 2020 highlighted that since Internet and smartphone penetration rates would continue to accelerate across Vietnam, a greater significance of Online and Digital channels is expected to be seen (Deloitte,2020) 3.2 Hypothesis 3.2.1 H1: Entertainment will be positively associated with brand loyalty Entertainment is a consumer-driven culture, and some consumers of entertainment products display uncommon levels of loyalty towards brands and products Agichtein et al (2008) defined entertainment as experiences created by marketers through social media platforms that bring to customers great experiences, make them more excited and more interested in the product These factors can be considered as an entertainment element of social media marketing (Agichtein et al., 2008) Customers use online media brands for recreational use and relaxation purposes (Chung & Yoo, 2008) To summarize, entertainment as a construct is associated with fun, stimulation, psychological relaxation, positive experiential atmosphere, change, and diversion (Bosshart & I Macconi, 1998) and leads to both an evaluative and experiential media use (Nabi & Krcmar, 2004) Entertainment creates positive feelings for customers, from that, motivates them to follow up the products and brand Consequently, the sense of intimacy between brand and customers will be enforced, and motivate customers to stick around and buy more thanks to the great experiences that social media marketing brings (Park et al., 2009) This leads to hypothesis 1: H1: Entertainment will be positively associated with brand loyalty 3.2.2 H2: Interaction will be positively associated with brand loyalty Interaction is a way to stay in touch with customers as well as exchange information with other users While traditional marketing methods have limitations because they not bring much interaction as well as limiting the reception of mixed opinions, Hanoi, November 2021 This is a preview Do you want full access? Go Premium and unlock all 18 pages social media marketing has done the complete opposite Not only does social media marketing allow brands to receive more information from their customers, it also provides space for customer service, the discussion or exchange of ideas Accessalong to allwith documents from customers to the brand Thereby building a strong relationship between the brand and the customer Such interactions will help engage customers in enhancing Unlimitedbetween Downloads brand trust and removing Get uncertainties consumers (Kadim et al., 2018) This leads to hypothesis 2: H2: Interaction will be positively associated with brand loyalty Improve your grades 3.2.3 H3: Social media marketing activities of trendiness have a positive impact on brand loyalty Consumer product information is kept updated with the support of Trendy (Godey et al, 2016) Consumers may learn about new brands by using social media Upload (Naaman et al, 2011) The social media trend, according to Mutinga et al (2011), is Share your documents to unlock centered on stylish news, including four sub-motivations: surveillance, knowledge, pre-buying contents, and inspiration Surveillance explains the procedure of monitoring and keeping on top of one's social environment The impact of an increase in switching costs and a reduction in the attractiveness of alternatives involved with service customization, which anticipates a higher level of service Free Trial customization to lead to increased customer loyalty(Naaman et al., 2011) The information that businesses canofprovide to clients is divided into many Get 30 days free Premium categories The first is current trends that are popular and discussed among people, which can be about anything such as social or entertainment Another kind is brandbased educational material, which provides customers with additional information such as product origins or manufacturing processes, as well as ecologically beneficial aims that businesses are attempting to achieve, Already Premium? Log inand so on Customers also want to learn about products through product reviews and user comments so that they may see different points of view which is not only makes it easier for customers to get information, but it also helps to build and generate favorable feedback about the brand This leads to hypothesis 3: H3: Social media marketing activities of trendiness have a positive impact on brand loyalty 3.2.4 H4: Social media marketing activities of customization have a positive impact on brand loyalty Ding and Keh (2016) defy that customisation, as an element, is the act of creating loyalty for consumers through individual user experiences (Ding and Keh, 2016) Customization improves the client’s perception of service quality, contentment, trust, and ultimately loyalty to a service provider Customer loyalty is affected by customization in both direct and indirect ways, as customization can Hanoi, November 2021 increase customer satisfaction with the product thus indirectly increasing their trust on the brand too The degree of the customization indicates how much a service is tailored to suit the needs of an individual Service customisation is particularly successful for businesses who have a problem pleasing their consumers while maintaining a high degree of trust in their client interactions Customization is efficient for businesses to increase customer engagement through product styling and customization (Schmenner, 1986) Brands can also customize and communicate their individuality through the customization of their site (Martin & Todorov, 2010) As Coelho and Henseler cited in his work in 2012, the effect of customization on loyalty is somewhat mediated by perceived service quality, customer satisfaction, and customer trust, based on the theoretical model of customization outcomes and the supporting empirical data In fact, in both industries analyzed, personalization was found to be a major predictor of perceived quality, satisfaction, trust, and customer loyalty It's worth noting that the overall impact of personalization on customer loyalty beats the overall impact of quality (Coelho and Hensler, 2012) According to Bettencourt and Gwinner (1996), consumers who receive personalised care are more happy with the contact than those who receive conventional therapy Based on the conceptual deliberations and the overall empirical evidence, we hypothesized that: H4: Social media marketing activities of customization have a positive impact on brand loyalty 3.2.5 H5: Social media marketing activities of customization have a positive impact on brand loyalty Word of mouth (or WOM for short) plays a critical role in marketing strategy, this is especially true for the Vietnamese market as Nielsen would state in his report in 2015, WOM endorsements gathered the highest increase in approval from Vietnamese consumers (Nielsen, 2015), Words of mouth can be defined as the connection between users, in which they share and exchange personal experiences, thoughts and opinions on products and services as well as suggestions and recommendations (Sano, 2014) It is argued that people can influence and be influenced by other known and trusted people’s knowledge and experiences Trust can be generated through the perception of WOM ( Hilal Alhulail, Martin Dick, Ahmad Abaresh, 2018) Before making a purchasing decision, we prefer to hear recommendations from others because of its reliability and trustworthiness Kuan and Bock (2007) found that WOM plays a more critical role in building trust in online environments than offline environments in social networking contexts People aren’t loyal to companies, they are loyal to values, Hanoi, November 2021 relationships and experiences so when customers can spread positive information widely, the relationship circles in the brand communities can be strengthened, trust can be promoted and as a result, brand loyalty can be built Reinforcing our findings, Karjaluoto et al (2014) expressed that the purchase intention of customers can be positively impacted in the case that the customers decide to spread their opinions under the type of word of mouth on the digital platforms This leads to hypothesis 5: H5: Worth of mouth will be positively correlated to brand loyalty 3.2.6 H6: Promotion has a positive impact on brand loyalty Brand promotion is one part of Social Media Marketing, and it is defined as the marketing communication strategy to inform, persuade, convince, and influence the decision making process of buyers when they choose a particular brand While promotion can be understood as methods employed to boost product consumption via short-term campaigns in order to persuade targeted consumers to engage in said product consumption (Keller, 2009) Usually, brand promotion is done with the aim to spread brand awareness and grab consumer’s interest These promotions are often taken place on social media which could reach extraordinary effectiveness for its ease of access with an added benefit of being a less costly method of promotion compared to more traditional ones, they are also frequently coupled with sales offerings in order to attract new customers and increase the number of loyal ones as well From the aforementioned factors combined makes Social media marketing a suitable fit for the Vietnamese market There are numerous holidays, occasions and national events in which consumers expect different promotions and are willing to make purchases Vietnam also hosts a number of well known and high traffic E-com sites which offer plenty of promotional programs that marketers can make use of Looking at statistics provided by Statica (2021) which monitors the number of followers engaged in social media marketing activity on Facebook, the numbers back up our claim, as the top brands with the highest number of number of people engaged with social media marketing activities -Nhaccuatui.com, Foody.vn and Honda Vietnam- are all well recognized brands with a high number of loyal customers (Statica, 2021) This leads to hypothesis 6: H6: Promotion will be positively associated with brand loyalty Hypothesis development Hypothesis 1: H1: Entertainment will be positively associated with brand loyalty Hypothesis 2: Hanoi, November 2021 This is a preview Do you want full access? Go Premium and unlock all 18 pages H2: Interaction will be positively associated with brand loyalty Hypothesis 3: H3: Trendiness will be positively associated with brand loyalty Access to all documents Hypothesis 4: H4: Customization will be positively associated with brand loyalty Get Unlimited Downloads Hypothesis 5: H5: Word of mouth will be positively associated with brand loyalty Hypothesis 6: Improve your grades H6: Promotion will be positively associated with brand loyalty Research Methodology Upload 5.1 Research Design Share your documents to unlock Purpose of the study: This research is a descriptive study We aim to gather information on the factors of social media marketing that can affect a brand's loyalty, in our case it is Biti’s Our study may benefit Biti’s managerial teams to appropriate marketing actions which could build up a strong brand image and brand loyalty Free Trial Get 30 days of free Premium Extent of researcher interference: The extent of researcher interference is minimal in this study, because the study investigates the relationship of brand loyalty and social media marketing based on existing facts, recorded statistics and recorded studies on the subject Already Premium? Log in Study setting: The study is non-contrived The study can be done in a natural environment without any artificial interference Research strategy: In this study we believe the descriptive design and quantitative research method would be the best method of approach Quantitative research focuses on quantifying the collection and analysis of data like attitudes of a respondent, opinions or other defined variables which is perfect to generalize results from a larger sample population (DeFranzo, 2011) Unit of analysis Due to the nature of our research being rather concise, we elected the Cross sectional study Hanoi, November 2021 5.2 Population and Sample The target population Although Biti's company offers footwear products for all ages from children to the elderly, their target customers are young people who tend to be more active, commuting and working rather than the remaining age groups Biti's chooses midrange prices for footwear products and targets the middle and upper classes In this case, we focus on one Bitis's sub-brand which is the Biti's hunter They have selected a very potent customer segment: The youth group of customers aged 18-24 These are young and energetic people who love to explore and experience, thus this customer segment promises to develop extremely quickly in Vietnam because of the fashion, convenience and suitability in many situations that Bitis products bring From the analysis above, the conclusion is that the target population of this research is citizens in Viet Nam from 18-24 years old regardless of occupation The sample The data were collected during September and October 2021 We plan to contact Biti's ;and ask for their database as well as to send emails to people using the brand in Ha Noi from the age of 18 to 24 years old There are roughly about 20 Biti’s shops in Hanoi A questionnaire will be sent via email to the sample of respondents which also includes necessary measures to ensure the anonymity and security of the respondents The questionnaire is sent twice and is followed up with phone calls to respondents who had not responded during the initial messaging 5.3 Data collection methods The research data will be collected through a questionnaire and internet survey with a sample of 300 people who are social media users and are following digital brands, quantitative research methods The questionnaire design for the study would include parts ● Demographic questions asking the respondents to give the general information of their genders, ages, occupations and marital status (4 questions) ● Their preferences in the usage and participation on different social media platforms (3 questions) ● Access to Bitis’s products and Bitis’s marketing strategy on social media (3 questions) ● The last and also the major proportion of the survey contains questions of studied elements of social media activities (measure the level of brand loyalty through elements) Hanoi, November 2021 Numbers Variables Entertainment Items ● ● ● Interaction ● ● ● Sources The social media marketing conducted by Biti’s is enjoyable Agichtein et The content found on Bitis’s al., 2008 social media is interesting It is interesting to get products’ information on Bitis’s social media Information sharing is possible on Bitis’s social media It is possible to have twoway interaction with administrators through Bitis’s social media It is easy to convey my opinions or have conversations with other users through Bitis’s social media Kim & Ko, 2012 Trendiness ● ● ● The contents shown in the social media of Bitis are up Naaman et al., to date 2011 Bitis utilizes prominent trends for its activities on social media platforms Bitis responds instantly with the latest tendencies Hanoi, November 2021 This is a preview Do you want full access? Go Premium and unlock all 18 pages Customisation Word of Mouth The information that I need can be found on the social media account of this brand Godey et al., Access to all documents ● The social media of this 2016 brand provides the Get Unlimited Downloads specifically designed information for different Improve your grades customers’ segments ● Bitis’s social media provides customized service ● ● I would recommend Bitis to Upload others through social media ● I your would like to pass Share documents toalong unlock information on Bitis’s products and services from its social media to my friends ● I would like to upload Free Trial contents from the social Get 30 daysofofBitis free Premium media on my blog, Facebook page, Twitter Promotion I follow Biti's social media for promotional campaigns ● I like social media Already Premium? Log in promotions published by Biti’s ● Promotional information on Bitis's social media is useful Hennig-Thurau et al., 2004 ● Research Report Structure ● Title ● Table of contents ● Abstract - Background & Objectives - Research methods - Results - Conclusions Hanoi, November 2021 Keller, 2009 ● Introduction - Research background - Problem statement - Research objectives - Aim of the study - Research question ● Literature review - Literature review - Proposed theorical framework - Hypothesis ● Research Methods - Research design - Sampling methods - Instrumentation ● Data analysis & Interpretation - Demographic Profile of the Respondents - Analysis ● Result & Discussion Time frame 10/09/2021 - 10/11/2021: Review literature and develop instrumentation 11/11/2021 - 15/01/2022: Finalize the instrumentation Collect primary data 16/01/2022 - 15/02/2022: Processed collected data 16/02/2022 - 15/03/2022: Writing report References Ben Lutkevich and Ivy Wigmore, Social ,https://whatis.techtarget.com/definition/social-media media, whatis.com Dr Aarjeet Singh, Aug 27th 2021, Do Social Media Impact Consumer Buying Decisions in the Fashion Industry during the COVID-19 Pandemic?) https://www2.deloitte.com/content/dam/Deloitte/sg/Documents/consumerbusiness/sea-cb-vietnam-consumer-survey-2020.pdf Hilal Alhulail, Martin Dick, Ahmad Abareshi, The Influence of Word-of-Mouth on Customer Loyalty to Social Commerce Websites, SCOMF-IRM 2018, Proceedings 49, Hanoi, November 2021 https://www.researchgate.net/publication/327034516_The_Influence_of_Word-ofMouth_on_Customer_Loyalty_to_Social_Commerce_Websites Indrajeet Deshpande, August 25, 2020, What Is Social Media Advertising? Definition, Costs, Best Practices, Benefits, and Examples, toolbox.com, https://www.toolbox.com/marketing/social-media/articles/what-is-social-mediaadvertising/ Junjun Mao, Vol 5, No July 2010, Customer Brand Loyalty, https://pdfs.semanticscholar.org/8d05/577447e67028cbf534e3fc9984d73794355d pdf) Kyriakos Riskos , Leonidas Hatzithomas , Paraskevi (Evi) Dekoulou & George Karjaluoto, H., Munnukka, J., & Tikkanen, A (2014) Are Facebook Brand Community Members Really Loyal to the Brand? Bled eConference, 28 Keller, K.L (2009), “Building strong brands in a modern marketing communications environment”, Journal of Marketing Communications, Vol 15 Nos 2/3, pp 139155 Minh Ngoc Nguyen, May 4th 2021, Most popular brands on Facebook in Vietnam as of May 2021 by number of followers, Statica.com, https://www.statista.com/statistics/995808/vietnam-most-followed-brandsfacebook/ P Santos Coelho Jörg Henseler Creating Customer Loyalty through Service Customization March 2012 (p4-7), (PDF) Creating Customer Loyalty through Service Customization (researchgate.net) Tung, Le & Dung, Nguyen & Thai, Nguyen (2017) The impact of Social media marketing on Brand loyalty: The case of Digital products in Vietnam, https://www.researchgate.net/publication/326316213_The_impact_of_Social_medi a_marketing_on_Brand_loyalty_The_case_of_Digital_products_in_Vietnam The Journal of Asian Finance, 2020, Economics and Business, p 951958, koreascience.or.kr, https://www.koreascience.or.kr/article/JAKO202034651879491.page Tsourvakas (2021): The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: a mediation model, Journal of Media Business Studies, p 9, DOI: 10.1080/16522354.2021.1887439, Hanoi, November 2021 This is a preview Do you want full access? Go Premium and unlock all 18 pages https://www.researchgate.net/profile/Kyriakos-Riskos2/publication/349063370_The_influence_of_entertainment_utility_and_pass_time _on_consumer_brand_engagement_for_news_media_brands_a_mediation_model/l Access to all documents inks/60317f92a6fdcc37a83f445c/The-influence-of-entertainment-utility-and-passtime-on-consumer-brand-engagement-for-news-media-brands-a-mediationGet Unlimited Downloads model.pdf (Trang Vu Thi Thu and Quynh Vu Thi your Phuong (May 2021), Jönköping University, Improve grades The Impact of Social Media Marketing on Brand Loyalty https://hj.divaportal.org/smash/get/diva2:1560522/FULLTEXT01.pdf?fbclid=IwAR1AKyvinLFr q9s4Xjg1OEbZd0ER51x1JP5pGXH3D1vTnCOWs4tKqU-P06o Vietnamnet, 05/10/2015, Word-of-mouth key in Vietnam consumption, Upload http://english.vietnamnet.vn/fms/business/142895/word-of-mouth-key-in-vietnamShare your documents to unlock consumption.html Free Trial Get 30 days of free Premium Already Premium? 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