(Tiểu luận) tác động của các kols và influencerđến ý định mua hàng tronginfluencer marketing trên mạng xãhội ở thành phố hồ chí minh

TỔNG LIÊN ĐOÀN LAO ĐỘNG VIỆT NAM TRƯỜNG ĐẠI HỌC TÔN ĐỨC THẮNG KHOA QUẢN TRỊ KINH DOANH BÁO CÁO CUỐI KỲ PHƯƠNG PHÁP NGHIÊN CỨU TRONG KINH DOANH TÁC ĐỘNG CỦA CÁC KOLS VÀ INFLUENCER ĐẾN Ý ĐỊNH MUA HÀNG TRONG INFLUENCER MARKETING TRÊN MẠNG XÃ HỘI Ở THÀNH PHỐ HỒ CHÍ MINH Người hướng dẫn: GV Người thực hiện: INTENTIONS Lớp : N11 Khóa : 2022 - 2023 THÀNH PHỐ HỒ CHÍ MINH, NĂM 2023 TỔNG LIÊN ĐỒN LAO ĐỘNG VIỆT NAM TRƯỜNG ĐẠI HỌC TÔN ĐỨC THẮNG KHOA QUẢN TRỊ KINH DOANH BÁO CÁO CUỐI KỲ PHƯƠNG PHÁP NGHIÊN CỨU TRONG KINH DOANH TÁC ĐỘNG CỦA CÁC KOLS VÀ INFLUENCER ĐẾN Ý ĐỊNH MUA HÀNG TRONG INFLUENCER MARKETING TRÊN MẠNG XÃ HỘI Ở THÀNH PHỐ HỒ CHÍ MINH Người hướng dẫn: GV Người thực hiện: INTENTIONS Lớp : N11 Khóa : 2022 - 2023 THÀNH PHỐ HỒ CHÍ MINH, NĂM 2023 BẢNG PHÂN CƠNG ĐÁNH GIÁ Thành viê Tên công việc Mức độ n thực hoàn thàn h 1.1 Bối cảnh nghiên cứu Lê Quỳnh 100% Lương Hồ 98% Xuân Vy Nguyễn Ng 99% ọc Vy Lê Thị Linh Chi 1.2 Lý chọn đề tài Nguyễn Th 99% 99% úy Vy Lê Quỳnh 1.3 Mục đích nghiên cứu Huỳnh Nhự t Nam 100% 97% 1.4 Câu hỏi nghiên cứu Lê Quỳnh Nguyễn Th úy Vy 100% 97% 1.5 Ý nghĩa nghiên cứu Lê Quỳnh T rang 99% TỔNG KẾT CHƯƠNG Lê Quỳnh 100% 2.1 Mơ hình lý thuyết nghiên cứu Lê Quỳnh 99% 2.2.1 Trình bày biến Đồng quan điểm Attitud Nguyễn Th e homophily úy Vy 2.2.2 Trình bày biến Sự hấp dẫn mặt thể chất - Ph Lê Quỳnh T ysical attractiveness rang 2.2.3 Trình bày biến sức hấp dẫn xã hội - Social attra Huỳnh Nhự ctiveness t Nam 2.2.4 Trình bày biến Uy tín - Trustworthiness Nguyễn Đặ 89% 99% 98% 99% ng Anh Thư 2.2.5 Trình bày biến Chuyên môn - Perceived Expert Lê Thị Linh ise (Exp) 2.2.6 Trình bày biến Parasocial relationship (PSR) 2.2.7 Trình bày biến Purchase intention (PI) Chi Lương Hồ Xuân Vy Nguyễn Ng ọc Vy Lê Quỳnh T 2.3.1 Support Paper: Nghiên cứu D Belanche, M F lavián, S Ibánez-Sánchez (2021) rang Huỳnh Nhự t Nam 2.3.2 Support Paper: Nghiên cứu thực Ch Lương Hồ etioul Youssef, Hind Lebdaoui (2021) Xuân Vy 2.3.3 Key Paper: Nghiên cứu H.Masuda, S.H.Han, 99% 99% 99% 98% 97% 99% Lê Quỳnh 100% 2.3.4 Support Paper: Nghiên cứu L Javier Cabeza- Nguyễn Đặ 99% Ramírez, Sandra M Sánchez-Canizares, Luna M Santo ng Anh Thư J.Lee (2021) s-Roldán, Fernando J Fuentes-García (2022) 2.4.1 Mơ hình nghiên cứu lý chọn mơ hình: 2.4.2.1 Các nhân tố ảnh hưởng đến ý định mua hàng: Đ ộ tin cậy, Chun mơn hình thành mối quan hệ cận xã hội (PSR) 2.4.2.2 Mối quan hệ thái độ đồng quan điểm (AH) đặc điểm khác: Độ tin cậy, Chun mơn hình thành mối quan hệ cận xã hội (PSR 2.4.2.3 Mối quan hệ sức hấp dẫn thể chất đặ c điểm khác: Độ tin cậy, Chun mơn hình thành mối quan hệ cận xã hội (PSR) 2.4.2.4 Mối quan hệ sức hấp dẫn xã hội đặc điểm khác: Độ tin cậy, Chun mơn hình thành mối qua n hệ cận xã hội (PSR) TỔNG KẾT CHƯƠNG 3.1 Thiết kế nghiên cứu Lê Thị Linh Chi Nguyễn Ng ọc Vy Nguyễn Th úy Vy Lê Thị Linh Chi Huỳnh Nhự t Nam Lê Quỳnh Nguyễn Ng ọc Vy 98% 99% 100% 98% 97% 100% 100% Document continues below Discover more Nguyên Lý Kế from: Tốn Đại học Tơn Đức… 265 documents Go to course Tóm tắt kiến thức 12 ngun lí kế tốn Ngun Lý Kế Toán 100% (7) NLKT-C1-C3 21 Nguyen ly ke toan… Nguyên Lý Kế Toán 90% (40) Quiz - Câu hỏi TN 27 Ngun Lý Kế Tốn 100% (4) File-ơn-thi-nlkt 31 hoc vui ve Nguyên Lý Kế Toán 100% (4) TRẮC NGHIỆM 16 Nguyên Lý Kế Toán 100% (3) Form Financial 3.2 Thiết kế bảng hỏi 3.3 Thang đo 3.4 Lấy mẫu 3.5 Phương pháp thu thập liệu 49 Statement Nguyên Lý Kế Toán Lê Quỳnh Lương Hồ Xuân Vy Lê Quỳnh Nguyễn Đặ ng Anh Thư 100% (3) 100% 100% 99% 65% 3.6 Pilot Testing Lê Quỳnh 100% 3.7 Thu thập liệu Lê Quỳnh 100% Nguyễn Th úy Vy Lê Thị Linh Chi 100% 100% Phiếu khảo sát Lê Quỳnh T rang Huỳnh Nhự t Nam 100% 98% BẢNG TỔNG KẾT ĐÁNH GIÁ Tên Thành viên Lê Quỳnh(Nhóm trưởn Mã số sinh viên Mức độ hoàn thành 72100672 99,6 Lê Thị Linh Chi 72101179 99,4 Lê Quỳnh Trang 72101357 99,3 Nguyễn Ngọc Vy 72100734 99,3 Huỳnh Nhựt Nam 72100255 97,9 Nguyễn Đặng Anh Thư 72101354 91,5 Nguyễn Thúy Vy 72100735 97 Lương Hồ Xuân Vy 72100732 99 g) 64 nucleotide resolution reveals disrupted pathways in triple-negative breast cancer Geno me research, 22(10), 1995-2007 Rogers, E.M., Bhowmik, D.K., 1970 Homophily-heterophily: relational concepts for c ommunication research Public Opin Q 34 (4), 523–538 Sternthal, B., Dholakia, R., Leavitt, C., 1978 The persuasive effect of source credibilit y: tests of cognitive response J Consum Res (4), 252–260 https://doi.org/ 10.1086/ 208704 Sokolova, K., Kefi, H., 2020 Instagram and YouTube bloggers promote it, why should I buy? 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Vai trị KOLs phân loại nhóm KOL nay, https://lptech.asia/kien-thuc/kols-la-gi-vai-tro-kols-va-phan-loai-cac-nhom-kol-hien-na y (14/03/2023) FPTSKILLING (23/06/2022), KOLs gì? Chiến lược Marketing hồn hảo thời đại 4.0, https://skillking.fpt.edu.vn/tin-tuc/kols-la-gi/ (14/03/2023) Lương Hạnh (04/01/2023), KOLs gì? Yếu tố tạo nên thành công lựa chọn KOLS, https://marketingai.vn/kols-la-gi/ (14/03/2023) 76 Hùng, T P D., Hường, N T T T., & Hùng, T D V CÁC NỘI DUNG PHÂN TÍCH T RONG MƠ HÌNH CẤU TRÚC TUYẾN TÍNH BÁN PHẦN HỘI THẢO KHOA HỌC KẾ TOÁN-KIỂM TOÁN VÀ KINH TẾ VIỆT NAM VỚI CUỘC CÁCH MẠNG CÔNG N GHIỆP 4.0, 64 More from: Nguyên Lý Kế Toán Đại học Tôn Đức… 265 documents Go to course 12 21 Tóm tắt kiến thức ngun lí kế tốn Ngun Lý Kế Toán 100% (7) NLKT-C1-C3 Nguyen ly ke toan… Nguyên Lý Kế Toán 90% (40) Quiz - Câu hỏi TN 27 31 Ngun Lý Kế Tốn 100% (4) File-ơn-thi-nlkt hoc vui ve Nguyên Lý Kế Toán 100% (4) Recommended for you 49 NLKT Bai 7.9 giao trinh Nguyên Lý Kế Toán 100% (3) Form Financial Statement Nguyên Lý Kế Toán 100% (3) 20 mẫu 2022 20 Nguyên Lý Kế Toán 100% (1) SƯỜN BÀI 2022 kke toan Nguyên Lý Kế Toán 100% (1)