Improving brand awareness through social media: A case study in Tai ky food flour corporation in Ho Chi Minh city

Introduction

Research Background

Brand awareness (BA) is defined as the process by which people become aware of and familiar with a brand name, as well as recall and recognize it (Gursoy et al., 2014; Jakeli and Tchumburidze, 2012) Consumers' purchasing decisions are influenced by their BA Brand awareness has two characteristics that are brand recognition and brand recall (Radder and Huang, 2008) When given a product or event category, brand recall refers to those who can recognize brands and events on the spot It demonstrates familiarity with the brand as a result of previous exposure (Aaker, 1996) When clients can name a brand after being shown a list of brand or service categories, this is known as brand recognition

In today's extremely competitive market, organizations must have a higher level of consumer awareness of their brand in order to be successful On the other hand, it is becoming increasingly difficult to attract more interest from customers, retain them and improve brand awareness among customers (Kozinets, 2002) Consequently, businesses are increasingly turning to free or paid online advertising; for the most part, they are turning to social media platforms, which are predicted to grow in popularity over time (Kozinets, 2002) SMM (social media marketing) is widely recognised as having a significant impact on consumers’ brand awareness (Keller, 2009; Langaro et al., 2018) Because customers increasingly seek product information and companies through social media networks (Mangold and Faulds, 2009), SMM activities are thought to be more impactful than traditional marketing communications (Bruhn et al., 2012) Businesses

2 are increasingly turning to social media platforms to solicit input, get information about consumer preferences, engage in brand-building activities, and manage customer relationships (Thoring, 2011) According to current business statistics, more than 70% of internet consumers use social media networks (Duggan et al, 2015), and more than 50% of them get information on brands through brand pages (Ismail, 2017) As a result, it is not surprising that SMM is used by more than 90% of firms worldwide (Stelzner, 2014) The majority of SMEs have limited financial resources and limited time to expose their brand to consumers before their competitors do (Homburg et al., 2010) This makes things difficult when it comes to attracting new customers and keeping a brand's commercial relevance in the market because other firms are also attempting to make their brands apparent

According to Thevenot (2007), small and mid-size enterprises (SMEs) consider their noticeable visibility in social media because it can help them enhance brand awareness and keep in touch with their customers globally; by employing social media marketing platforms that are easily marketable, SMEs can radically change their market position What is more, according to Thevenot (2007), the widespread use of SMM offers to attract customers has increased competition for consumers' attention and trends in paid advertising that force SMEs to consider themselves to take into account strategically involved in marketing activities.

Research Statement

Numerous companies have started to use social media platforms as a marketing tool; many of them have implemented it without any strategy Despite advertisers' recognition

3 of social media's prospective dominance in engaging with customers in the accomplishments of the brand building when compared to traditional advertising and marketing efforts (Abzari et al., 2014) However, due to its freshness and difficulty in identifying and measuring primary influencing factors and their effects on business development, the strategic value of utilizing social networking by means of a marketing instrument has yet to emerge clearly (Clemons, 2009) Furthermore, SMM remains a comparatively new advertising technique and knowledge of SMM's effects on BA continues to be restricted (Schulze et al., 2015)

In Vietnam, there have been many previous studies on brand awareness in business such as the study of the effect of sponsorship activities on purchasers' brand awareness and buying decisions in Toyota Vietnam (Khuong and Chau, 2017), the study in Ho Chi Minh city of the effects of emotional marketing on product perception of purchasers, buying preference, and brand awareness (Khuong and Tram, 2015), and the research of elements influencing brand awareness in the context of viral advertising in Vietnam (Nguyen and Nguyen, 2020) However, the previous studies have not noticeably analysed the importance of social media platforms for brand awareness Therefore, this study is conducted to address that problem in Vietnam

The study's primary focus is on businesses that use marketing tools like social media platforms to raise their brand awareness This study examines the literature on SMM and the elements that influence the companies' BA on social media This research also makes recommendations for a case study of the enterprises' BA using social media in the context of the Vietnamese market

About the Company

Tai Ky Flour was established in 1976 with manual labour and family members as the labour force Tai Ky Food Flour Corporation first officially opened in 2004 Tai Ky Food Flour Corporation has been responding to consumers' requirements and sustaining the Vietnamese tradition as well as its original cuisine for over 42 years Tai Ky Food Flour Corporation is reaffirming its position in the local and worldwide market with the new brand identity, and it is devoted to ensuring food safety and outstanding quality while keeping the value of Vietnamese cuisine (Taikyfood, 2022)

Over the years, Tai Ky's brand awareness has grown However, traditional tactics are primarily used to raise BA Therefore, the company aims to create BA using social networks to easily reach customers and increase its target customer after realizing the value and benefits of SMM in business development As a result, it is critical for Tai Ky to comprehend the existing condition of the company's BA, as well as the chances and obstacles of expanding brand awareness through social networking.

Research Questions and Objectives

 What are the factors influencing brand awareness via social media?

 What are suggestions for Tai Ky to improve the company’s brand awareness via social media?

 To investigate the factors influencing brand awareness via social media

 To propose recommendations for Tai Ky to improve its brand awareness via social media.

Research Structure

The necessity of improving brand awareness, as well as the research objectives and questions, are discussed in the opening section The literature study in chapter 2 covers the key terms definitions, factors influencing brand awareness, social media marketing for brand awareness, and hypothesis development The methodology is explained in chapter 3 The research philosophy, strategies, and approaches, sampling and figures gathering, measurement, and analysis methodology are all included in this chapter Chapters 4 and 5 consist of the outcomes of the analysis and discuss the important findings before making suggestions for Tai Ky Finally, the conclusions and recommendations are described in chapter 6

Literature Review

Brand Awareness

The capability of a customer to recognise a brand in adequate characteristics to purchase a product is described as brand awareness (Percy and Rossiter, 1997) Brand awareness has two aspects that are brand recognition and recall Brand recognition is customers’ capacity to be the ones to identify a brand's existence when they receive it as a cue That is to say, brand recognition should accurately distinguish a brand that customers have heard and seen formerly When provided a product group, the needs that the classification meets, and purchasers' capacity to recall the brand is assessed Keller (1993) pointed out that recalling a brand requires customers to remember the product appropriately from memory BA plays a crucial role in advertising new services and products Brand awareness, according to Gustafson and Chabot (2007), is critical for distinguishing your product from similar products and other rivals, stimulating repeat consumption as well as increasing sales and market standing Moreover, it also plays an essential role for firms that market proactively through social networking sites Research on the impact of social networking platforms on product BA was conducted (Tritama and Tarigan, 2016) They indicated that because consumers were more engaged in online marketing than an offline advertisement, therefore social media played a vital part in customers' BA of a particular product Indeed, their recommendation for raising product

BA is for enterprises planning to introduce new services and products using SMM, generating a great beneficial effect on consumer BA

A lot of prior research on brand awareness measurement has been conducted For example, Vecchio et al (2014) used the IBAI (International Brand Awareness Instrument) technique to estimate the brand awareness of alimentary products among Indian children, while Barreda et al (2015) used structural equation modelling (SEM) to analyse the data of a deductive model of BA in online social networks (OSNs).

Social Media

Solis (2010) indicated that online platforms, technological systems, and web tools that encourage communication of people, especially among members of a community are known as social media Online forums, content community sites, wikis (Zeng and Gerritsen, 2014), and online social networks like Facebook, Blogs, and Twitter are just a few examples (Tess, 2013) Because it creates interaction among users and facilitates learning, participative, and collaborative tasks (Knoll, 2016), OSNs are identified as a tremendously preeminent media platform for brand advertising Therefore, Bowen (2015) stated that it is more accessible to the community than traditional media such as radio and television.

Brand Awareness on Social Media

Enterprises are progressively communicating information about their brands through SMM activities, such as marketing on OSNs like Facebook, YouTube, and celebrity endorsements with the aim of developing solid and useful consumer BA (Phan et al., 2011; Keller, 2013) In practice, marketers use digital storytelling tactics to deliver compelling stories to increase consumers' brand understanding by publishing posts on

8 brand pages with good-quality videos and photos, along with inventive text and content (Allagui and Breslow, 2016) Because of its efficacy in developing costumer’ brand information, establishing interactions between companies and purchasers in the online marketing arena has turned into become a critical business challenge (Ismail, 2017).

The Factors Influencing Brand Awareness

Understanding that SMM constitutes numerous complex elements, including electronic word of mouth (EWOM), trendiness, entertainment, customization, and interaction is a good place to start (Tugrul, 2015; Kudeshia and Kumar, 2017) The next sections go over each of these dimensions

According to Agichtein et al (2008), in SMM, entertainment occurs when marketers create entertaining and pleasant experiences on social networking sites Games, video sharing, and contest participation, among other potentially enjoyable activities accessible on OSNs support consumers to enjoy their social media experience and motivate their interests in OSNs' brand marketing platforms (Manthiou et al., 2013; Liu and Arnett, 2000) Previous research has found that entertainment plays an essential role in enhancing consumer activity on social networking platforms (Ashley and Tuten, 2015), which generates a feeling of closeness to the brand, and bolsters the purchase intention of consumers (Kim and Ko, 2010) Hence, as stated by Gallaugher and Ransbotham (2010), on the subject of SMM, the amount of intriguing, thrilling, and humorous information and content available on social networking platforms is referred to

9 as entertainment Advertisers utilize OSNs to entertain consumers by posting photos and product news (Lee and Ma, 2012), for instance, pictures, and video clips posted on a brand page's Facebook, grabbing consumer attention and responsiveness (Merrilees, 2016; Gummerus et al., 2012)

According to Muntinga et al (2011), when OSNs users offer to interact and communicate with like-minded people about certain items and companies on social networking sites, this is called interaction Consequently, interaction refers to the extent to which social media platforms allow for information distribution, cooperative communication, and idea exchanging, (Kim and Ko, 2012; Dessart et al., 2015) Previous research has demonstrated that social media contact motivates user- generated content (UGC) constructed by customers as well as shares their thoughts with others (Fischer and Reuber, 2011), along with the interaction also has an impact on customers' attitudes toward companies and willingness to buy (Hajli, 2015) Furthermore, collaborative activities and communications offered on OSNs have the potential to reach consumers more effectively than traditional media, namely, television and radio (Bowen, 2015) On account of the interaction’s significance, as stated by Zhu and Chen (2015), advertisers should motivate OSNs users to engage with particular discussions and topics that are available on social networking platforms, combined with the posting of appropriate information for companies' targeted social networking users and encouraging engagement to improve the relationships between consumers and brands (Manthiou et al., 2013)

As stated by Naaman et al (2011), when a company transfers the most trendy and up- to-date information about a brand is known as trendiness Since social networking sites are recognized as more up-to-date and recent than traditional channels, there are more customers who search for information about the targeted product through them (Ashley and Tuten, 2015; Mangold and Faulds, 2009) Marketers may supply consumers with the most up-to-date information on emerging and hot debate issues using social media brand communication, decreasing the information searching efforts of purchasers (Laroche et al., 2013) Godey et al (2016) showed that updated brand-related information, new thoughts about brands, and product assessments, launched by consumers and advertisers, are examples of trendy information that can help consumers create brand trust, and therefore increase their positive view of consumers about the company (Manthiou et al., 2016)

In the context of social networks, customization is described as the level that which services are tailored to meet customers' individual tastes (Godey et al., 2016), in order that personalised services and customised data searches are simple to experience (Kim and Ko, 2012) According to Martin and Todorov (2010), the attempt of personalization has an impact on reaching the desired audience, increasing consumer trust, and strengthening buying tendencies Marketing agencies adjust advertising works, services, and customized messages to contribute value to a specific group of consumers, with the aim of achieving customisation (Zhu and Chen, 2015) As stated by Sangar (2012),

11 when marketing a luxury brand, it is essential to provide personally customised messaging to customers, allowing them to design and personalize their individual based on their preferences Furthermore, when advertisers make use of OSNs platforms to respond quickly to private questions from customers, customer service and satisfaction can be improved (Chan and Guillet, 2011)

EWOM is described as the comments and reviews about a brand and product made by former and current buyers that are publicly posted through social networking sites (Hennig-Thurau et al., 2004) Thus, the level that customers upload, share and discuss content on OSNs is considered EWOM (Kudeshia and Kumar, 2017) This covers how much information, data about the brand is communicated, and how much purchasers express their viewpoints about the product with their folks (Chae et al., 2015) Customers are progressively sharing and generating information about the brand through EWOM to different OSNs users, such as peers, folks, and the public, due to its apparent credibility (Reza Jalilvand and Samiei, 2012) According to Kudeshia and Kumar (2017), establishing buyers' optimistic perceptions of products and brands as well as strengthening people's buying intention when they take part in brand representatives to distribute positive EWOM information on social networking sites are valuable to the company Contrastingly, negative EWOM can lead to less desirable brand outcomes, for instance, bad brand attitudes, a loss of brand trust, and dilution of brand value (Bambauer-Sachse and Mangold, 2011)

Hypothesis Development

Five hypotheses have been developed to investigate the relationships between influencing factors and brand awareness established on the aforementioned analysis of the associated study (see Figure 2.5)

Customers receive enjoyable and engaging information through brand communication on OSNs with entertaining features, such as photos and videos posted on Facebook and Instagram, which generates benefits for attracting the responsiveness of buyers looking for enjoyment and pleasure (Merrilees, 2016; Manthiou et al., 2014) According to Ismail (2017), exposure to amusing images and videos of the brand may increase brand recall and recognition When consumers are interested in the entertaining content on OSNs brand pages, the enthusiasm and notice facilitate them form a good association with the experience in their mind, therefore it is easier for them recognise the brand (Keller, 2013; Liu and Arnett, 2000) In fact, according to Taylor et al (2011), online brand pages with videos, anecdotes, freebies, photos, dynamic animations, and

13 games are noticed as entertaining, stimulating, and flashy, and can initiate joyful experiences, which creates benefits in advancing consumers' positive viewpoint on the brand As a result, social media marketing combined with entertainment is projected to increase purchaser BA and can be useful to help customers form powerful and distinctive consumer-brand relationships, supporting the subsequent hypothesis:

H1: SMM with entertainment value is related positively to brand awareness

Social networks have become to two-sided communication tool and a platform for advertisers to do marketing by engaging and cooperating with customers (Ismail, 2017) According to Dessart et al (2015), advertisers propose marketing campaigns on OSNs platforms, motivate purchasers to follow the fan pages of the brand, leave notes and reviews Customer interaction activities and tasks on social networking sites enable the distribution of brand information, enhancing consumer-brand relationships (Hanna et al., 2011) Such encounters have a significant impact on consumers' exposure to brand information, and their capacity to remember the brand in their minds, as a result, affecting BA (Ashley and Tuten, 2015) Brand pages that have high interaction on social media, according to Ismail (2017), stimulate the connection between brands and consumers, which has a beneficial impact on brand perceptions For example, advertisers can improve the interaction between brands and consumers by giving a link to the brand's website, persuading customers to spread information about the brand, and boosting consumers' comprehension of the brand's product features and benefits (De Vries et al., 2012) According to Van et al (2016), the aforementioned interactive information allows customers to better comprehend brand benefits and qualities, which

14 helps to increase the brand's perceived value in customers' thoughts and minds This leads to the after hypothesis:

H2: The level of brand awareness is closely associated with the extent of SMM interactivity

According to Ko and Megehee (2012), the most recent and up-to-date information on online brand pages is valuable for capturing customers' responsiveness and is considered to be vital in enhancing purchasers' capacity to recognize the brand’s products and services Customers are encouraged to experience trending brand content on social networking sites so that they can be introduced to the newest brand products and related trends (Gallaugher and Ransbotham, 2010) Trendy statements about items and companies are easier to remember in the minds of consumers, therefore trendy and up-to-date information is seen as beneficial and useful (Muntinga et al., 2011) As stated by Keller (2009), the capacity of customers to recall and recognize companies will improve when they are exposed to trendiness messaging about them In reality, when brand sites contain the latest data and information, the brand is able to meet consumers' expectations in this area, gaining competitive advantages over the rivals, contributing to an increase in brand trust (Gallaugher and Ransbotham, 2010) Furthermore, trendiness plays an essential part in customers’ perceptions of the brand's benefits and qualities, resulting in a positive and powerful attitude about the brand (Muntinga et al., 2011) As a result, the following theory is suggested:

H3: Trendiness-concentrated SMM is related positively to brand awareness

Social networking sites are made use of by advertisers to deliver consumers appropriate information and data about the brand that meets their needs (Rohm et al., 2013) According to Schulze et al (2015), tailored and personalised messages are likely to be more influential in arousing responsiveness than conventional messages since customers are more interested in reading customised material on OSNs sites Consequently, while operating social networking sites, advertisers supply data for purchasers to look for their chosen products, including price, product qualities, and features, in order to meet their specific needs (Ismail, 2017)

As stated by Kim and Ko (2012), such customized content will be effective in drawing the responsiveness and attention of consumers, beneficially influencing the functional usefulness of company fan pages, and positively affecting the formation of brand attitudes in the customers’ minds and memories (Schulze et al., 2015) In fact, according to (Ko and Megehee, 2012), providing tailored information and data to customers based on their favourites and meeting their expectations from the social networks of the business can increase consumer’s brand trust and the outstanding value of the brand In addition, Kim and Ko (2012) pointed out that customized social media marketing can positively help customers develop BA with a powerful brand attitude As a result, the next theory is presented:

H4: SMM that focuses on customization has a positive impact on brand awareness

Due to the evolution of OSNs, numerous consumers are increasingly using social networking sites to assess companies and products on the basis of EWOM (Mangold

16 and Foulds, 2009) Consistent with recent papers, EWOM on social networking sites has a great influence on consumers' product and service evaluations since it is recognised as reliable information (Kudeshia and Kumar, 2017) Customers look for and assess information about the brand by reading EWOM written by OSNs users because of its perceived credibility (Severi et al., 2014) To gain the attention of consumers from brand posts, encourage buyers to make an effort to read the EWOM presented on brand social networks (De Vries et al., 2012), and boost customers' brand recall and recognition capacity (Hutter et al., 2013), positive EWOM should be developed on social networking platforms Furthermore, the production and distribution of EWOM among buyers and customers have a significant impact on the development of a feeling of proximity to consumer-brand relationships (Chae et al., 2015) As stated by De Vries et al (2012), it is also suggested to play a role in creating pleasant sensations in customers as well as assist in the formation of positive views about the features and advantages of the product (Kudeshia and Kumar, 2017) This generates the subsequent hypothesis:

H5: Brand awareness is positively influenced by EWOM on social media

Methodology

Introduction

The research methods will be described and chosen in this chapter to help understand the study objectives The appropriate factors that affect the research problems will be chosen by the researchers It incorporates pertinent theories, issues, and research status, as well as the researcher's own viewpoints, which have a significant impact on research methods (Brannick and Roche, 1997).

Research Philosophy

Positivism is a natural scientific perspective on the world that can be measured through data collection, observation, and predicted results Positivism states that the world is capable of being perceived objectively Furthermore, a positivist study is independent of human interests and can produce entirely objective results According to Saunders et al (2007) and Remenyi et al (1998), assumptions cannot be affected by the opinions of research workers; they are formulated on current philosophies to design strategies and the data is collected and analysed using quantitative methods that will obtain the accurate research outcomes Researchers must suppress their perceptions and attitudes regarding research problems in order to conduct positivist research; unfortunately, most of them are unable to do so Crossan (2003)

Interpretivism is in contrast to positivism, specifically, it is claimed that understanding society based on philosophies and principles is challenging Interpretivism affirms that society is able to be perceived subjectively Interpretivism allows for a more in-depth examination of context-specific research in which a variety of circumstances may differ and researchers are not constrained by positivism's stringent norms In fields including organizational behaviour, marketing, and human resource management, the interpretivism approach is frequently employed in study (Saunders et al., 2007) When it comes to socially produced externalities, interpretivism takes a less organized approach than positivism Due to the human aspect, neutrality is difficult to demonstrate, and control over the variables is doubtful

The truth that lives independently in the human mind is referred to as realism Realism tries to strike a balance between positivism's independence and interpretivism's social construct approach Because it recognizes that data will be analysed as well as personal opinion will be sought and understood, it is frequently utilized in business and management research, particularly in the case study context where firms are always evolving and changing The meaning of realism becomes more clear when it is stated in two groups, according to Saunders et al (2012): direct realism and critical realism Direct realism, as stated by Saunders et al (2012), is that what you see is what you get and what we perceive through our senses correctly reflects the world Critical realism identified that what we perceive are feelings, images of objects in the real world, rather than the things themselves This idea is predicated on the possibility that our eyes will trick us and misinterpret information From these descriptions, it is clear that realism is a hybrid of positivism and interpretivism, with one based on social conceptions and the other on accurate data, making it an appropriate philosophy for constantly changing company management

In business and management studies, all research methodologies are crucial Based on the sort of research questions and objectives, which scholars can pick and implement various approaches to solve the problem, each approach has different advantages and disadvantages As a result, the key goal is to obtain a thorough comprehension of individual research techniques, including the operation and benefits they offer, with the purpose of selecting the most effective research technique The positivist philosophy is

20 applied in this paper since it employs a quantitative technique to clarify the purposes of the study.

Research Approaches

Inductive and deductive approaches are two commonly used research techniques The deductive approach involves using the created theory and hypothesis to design a research plan that allows the scholar to test the model On the contrary, the inductive approach is the method by which the researcher collects facts and constructs a theory based on the analytical outcomes (Trochim, 2006)

Collis and Hussey (2003) stated that the deductive approach is the development of a theory from overall to a particular application This is a natural science-based research strategy that has been thoroughly assessed in order to provide basic descriptions for research challenges The deductive approach is important in explaining the causal relationships between variables in research, and researchers can begin by conception a theory for an issue of interest, then exam-specific results through surveys to confirm or modify the theory if needed (Gill and Johnson, 2002) The quantitative data collection method is required for deductive reasoning, although this does not rule out the use of qualitative data collection methods (Saunders et al., 2007)

In contrast to the deductive technique, the inductive approach uses qualitative methodologies to better comprehend the problem's nature Researchers approach and analyse high-quality data, and they may use the results to provide new perspectives on research challenges and lay the theoretical groundwork for future studies Instead of using rigid conceptual analysis approaches like deductive reasoning, researchers might use inductive reasoning to examine the situation from several angles in order to choose a theory In the inductive technique, researchers are more interested in the background of the problem than in the deductive approach, hence enormous samples are not required (Easterby-Smith et al., 2002)

This study will implement a deductive approach because it uses a quantitative technique According to Saunders et al (2007), in the deductive technique, the researcher will use a questionnaire to collect data in order to better comprehend the study problem It enables researchers to collect larger amounts of clearer data in order to conduct precise analysis and develop more successful tactics.

Research Strategies

Qualitative and quantitative are two kinds of research strategies, which are developed based on research and research objectives in order to understand the research topic Researchers must first define the purpose, type of study, and information required to

22 make the best strategic decision before laying out a research strategy In the quantitative technique, the researcher utilizes a questionnaire, while in the qualitative method; the researcher employs an interview (Saunders et al., 2007)

According to Dibb et al (2001), the questionnaire is used in the quantitative approach to collect data from a survey with a great number of samples Some people believe the collected data using a quantitative approach is objective and suitable for generalization Quantitative research is widely used to evaluate concepts relating to social-community, human, or commercial concerns by utilizing numbers, graphs, figures, and statistics techniques to illustrate theories or investigate the market Creswell (1994) The quantitative technique gathered data from a survey with a large number of respondents who were reached directly or indirectly via the Internet or phone The difficulties of spotting novel occurrences, as well as the heavy reliance on statistical data, make this method unsuitable for studies with limited data sources, and the survey may take a long time (Badke, 2011)

Unlike the quantitative technique, the qualitative method focuses on ideas, opinions, and impressions rather than data, according to Byram at el (2001) Through open-ended questions, interviews are utilized in this method to help researchers gain a deeper understanding of the experiences and perspectives of individuals or groups that are interviewed about a specific issue Furthermore, it aids the researcher in identifying new

23 phenomena that are unavailable using the quantitative technique This strategy is time- efficient since research workers do not have to spend lots of hours and hours reaching a large quantity of purchasers with the aim of conducting surveys and collecting data Interviewing is a common way for qualitative approaches to reach one or more people, allowing the researcher to learn about their perspectives and conduct analysis (Dibb et al., 2001; Saunders et al., 2007)

Each approach has its own set of advantages and disadvantages; the researchers can choose from a variety of ways to best suit their study goals, or they can combine various approaches in one paper to maximize the benefits of each and obtain good research findings The qualitative method supports researchers in clarifying study concerns through interview questions and allows them to better comprehend the critical issues in the analysis In addition, the quantitative technique enables researchers to collect objective data from surveys with numerous samples in order to make objective decisions regarding the research problem Dibb (2001) Quantitative research methodologies will be employed as the major strategy of this study to analyse Tai Ky Corporation's brand awareness through social media

Each approach has its own set of advantages and disadvantages; the researcher can choose from a variety of ways to best suit their research goals, or they can mix both methods in the same study to optimize the advantages of both and get good research results According to Dibb (2001), qualitative research methods assist researchers in clarifying study concerns through interview questions, allowing them to better

24 comprehend the critical issues in research Furthermore, the quantitative method allows the researcher to collect objective data from large numbers of survey samples in order to make objective decisions regarding the research problem Quantitative research methodologies will be employed as the major strategy of this study to analyse Tai Ky Corporation's brand awareness through social media.

Sampling and Data Collection

There are 115 samples are distributed, 110 samples are collected, and 100 samples are officially used There are several data collecting techniques available, each technique owns a set of advantages and disadvantages According to Van Selm and Jankowski (2006) and Evans and Mathur (2005), when it comes to electronic survey questionnaire distribution, three options are mentioned The first method is writing an introductory letter or else a request to the participants with a URL link to a brand survey The second one is sending the participants a survey incorporated in an email or an online message The third technique is proposing a call for respondents to conduct a survey on a digital communication platform For this study, the authors selected the third choice since it was the most suitable technique for the research objectives on data collection In addition to reaching a large number of participants, self-completion surveys are convenient and time-efficient (Evans and Mathur, 2005; Bryman and Bell, 2011) Because of the high speed and accessibility of the Internet, respondents and researchers are capable of completing the survey or reviewing the data on time What is more, the management and preparation costs of the instruments are definitely its most valuable advantage According to Seale (2011), the application allows participants to

25 privately give their viewpoints on the topic so that it improves the information and figures’ unbiased characteristic This study's survey questionnaire will be delivered on social media channels to people who have expressed interest in the Tai Ky brand Furthermore, the data would be filtered once collected to provide the most complete and appropriate output for the study, with various precautions against disadvantages that the authors may find throughout the data collection process The authors hope to collect data from at least 100 respondents through various routes for this project, resulting in a relatively good database for subsequent analysis We had already gathered some data from early responses by the time this chapter was completed We subsequently began to see that communicating with responders via Facebook was a more effective method Initially, it appears that Tai Ky customers prefer to communicate with the brand and communities via the brand page on Facebook and that they are more proactive on this social network site.

Measurement

The current study develops a theoretical model of brand awareness and examines the five-research hypothesis (see Table 3.6) There is a suggestion that a quantitative data survey of customers should be conducted with the purpose of testing the proposed

27 conceptual model To prepare the disseminated questionnaire, the researchers studied past studies Multiple-item, five-point Likert scales were utilized to assess each latent concept in this study EWOM, trendiness, entertainment, customization, and interaction

28 were the five researched elements, and twenty-two items were used to measure them

29 Table 3.6 depicts the research constructs, items, and source; all scales are derived from the former study, with (1 = strong disagreement, 5 = strong agreement)

Method Of Analysis

The goal of this study is to figure out how SMAs affected brand equity, image, and awareness The relationship between the proposed hypothesis variables and the independent elements was investigated using correlation and multiple regression analysis The effect of various SMM implementations and tasks (EWOM, trendiness, entertainment, customization, and interaction) on brand awareness was specifically investigated The SPSS 25 software suite was used to conduct the analysis SPSS was selected because it is frequently applied by scholars as an analysis tool (Ong et al.,

2017), has a user-friendly interface, and assists various statistical analysis systems required to clarify the suggested hypotheses.

Triangulation, Reliability, and Validity

Russell (1971) suggested that do not feel totally assured of anything As a result, assessing the quality of research is critical in order to avoid erroneous information and subjective viewpoints and conclusions As a result, research must be conducted using triangulation, reliability, and validity in order to establish tight coherence and ensure the study results' trustworthiness

Triangulation is the process of combining quantitative and qualitative methods to improve the research structure's strength and coherence (De Vos and Strydom, 1998) Triangulation entails using a number of approaches to crosscheck the data's coherence, clarity, and consistency at different times In the context of triangulation, it is essential to combine the data to examine the consistency and reliability of the information acquired from the qualitative and quantitative methods, with the purpose of generating reliable assessments of the data's dependability and value (Patton, 1999)

In research, reliability refers to the degree of trustworthiness and authenticity of data sources and study findings It is necessary for the researcher to present correct data in the study, including all feasible elements and evaluations (Patton, 1999) Continuously

32 analysing and comparing data will improve data dependability (Silverman, 2009) Participant bias, observer bias, and observer error, as stated by Saunders (2007), are challenges to this component

The validity is an instrument for assessing the techniques that should be utilized, such as data collecting and analysing, as well as the level of accuracy of the tool employed and the relationship between the ideas involved with the research questions (Saunders, 2007) When it comes to validity, the available data is frequently used External validity and content validity are the two types of validity It is representative of the evaluation of unit composition in the case of external validity, and it is representative of the evaluation of population in the case of content validity (Russell, 1971)

Research Findings

Demographic Characteristics Description

Female respondents accounted for 60% of the representative, while male participants accounted for 40% The demographics reflect the increasing gender group characteristics of the common online social networks in Vietnam; approximately 15% of respondents were under 25 years old; 35% were between the ages of 25–34 years old, 30% were 35–44 years old, 15% were 45–54 years old, and 5 % were over 54 years old 35% of respondents had a monthly income of less than 11 million VND, forty % had a monthly income of VND11 million–VND22 million, VND23 million–VND33 million, and five % had a monthly income of more than VND33 million Manager and professional made up 10% of the participants, while office employee made up 30%, worker made up 20%, housewife made up 25%, and other occupations made up 15% In terms of frequency of use of online social networking services, 5% checked less than once per day, 15% checked once per day, 35% checked 2-4 times per day, and 45 % checked more than 5 times per day In addition, in terms of how frequently you go to the grocery 5% went less than once per week, 45 % once per week, 35 % 2-3 times per week, and 15% more than four times per week Table 4.1 shows the profile of the study sample

Reliability Test

It is essential to assess the internal consistency of the items for each building to ensure the survey data is reliable The software SPSS was used to perform and conduct the Cronbach's alpha (a) correlation test (version 25) Cronbach's alpha is a regularly used metric to determine the consistency and reliability of a multi-item scale (Stratman and

Roth, 2007) Cronbach's alpha is a number that runs from 0 to 1 The higher the internal consistency of the components in the data, the closer it is to 1 (Zhou et al., 2016) The reliability coefficients of the constructs are higher than the value of the expected threshold of 0.70 The alpha values for the six constructions varied from 0.777 to 0.839, indicating strong dependability (Chen and Hitt, 2002) EM (0.839), IN (0.838), TRE (0.812), CUS (0.866), EW (0.777), and BA were the coefficients obtained (0.806).

Descriptive Statistics

The means and standard deviations of the scores for each item under consideration are shown in Table 4.3 The findings revealed that, on average, respondents thought the

36 content on Tai Ky's social media was intriguing (EM1) (mean = 3.32) Respondents believed that using Tai Ky's social media (EM2) is fascinating (mean = 3.28) They also rated it as enjoyable to gather product information via Tai Ky's social media (EM3) (mean = 3.36) Participants agreed that it is simple to express my opinion via Tai Ky's social media (IN1) (mean = 3.39), and that it is possible to conduct two-way interaction via Tai Ky's social media (IN2) (mean = 3.34) They also acknowledged that Tai Ky's social network media (IN3) (mean = 3.38) allows users to share information with other people They believe that using Tai Ky's social media is highly trendy (TRE2) (mean 3.36), that the content on Tai Ky's social media is up-to-date (TRE1) (mean = 3.42), and that the content on Tai Ky's social media is the most recent information (TRE3) (mean 3.33) Respondents agreed that it is possible to find customised information on Tai Ky's social network media (CUS1) (mean = 3.40), Tai Ky's social network media supplies lively feed information I am curious about (CUS3) (mean = 3.36), and Tai Ky's social media is simple to use (CUS4) (mean = 3.40) in terms of customization Respondents said they would like to share information on the brand, products, or services obtained from Tai Ky's social network media to their friends (EW1) (mean = 3.44), upload content from Tai Ky's social network media to their Facebook or blog (EW2) (mean = 3.37), and share opinions on brand, products, or services obtained from Tai Ky's social media with their friends (EW3) (mean = 3.48) Respondents indicated they can rapidly recall the Tai

Ky emblem or logo (BA1) (mean = 3.54), that qualities of Tai Ky come to mind fast (BA2) (mean = 3.44), and that they remember Tai Ky frequently (BA4) (mean = 3.44) In comparison to other brands (BA3), respondents agreed that Tai Ky products are of high quality (mean = 3.43)

The averages and standard deviations of the scores for each construct are shown in Figure 4.1 According to the graph, the responder gave the entertainment factor (EM) the lowest score (mean = 3.32), the word of mouth factor (EW) the highest score (mean

= 3.43), and the customization (CUS) factor (mean = 3.39) With a mean of 3.37, the Trendiness (TRE) and Interaction (IN) factors received the same score.

Survey Validation Using Explanatory Factor Analysis (EFA)

To validate the collected data from the survey, researchers used Explanatory Factor Analysis (EFA) with using PAF extraction and Promax rotation It demonstrates if the survey was successful in quantifying and assessing the elements influencing small- displacement motorbike riders' riding behaviour and their use of mobile phones while riding EFA is used to determine the number of unobserved constructs (latent variables) that create variability in the collected data Several tests were carried out to obtain the final factors in order to prevent over-factored variables and uninterpretable factors The Kaiser-Meyer-Olkin (KMO) value, a measure of sample adequacy, was determined to be 0.813 A KMO score of greater than 0.5 but less than 1 is regarded as acceptable, showing that the collected data was well-factored The Extraction Sums of Squared Loadings (Cumulative in terms of percentage) is 76.115 % (threshold value is 50 %), indicating that the EFA model is satisfactory The value of Initial Eigenvalues (Total) is

1.020 (threshold value is 1), resulting in the extraction of 5 factors from 32 variables with the most relevant data Factor analysis is appropriate when Chi-Square is 704.241 and Sig value is 0.000 (threshold value is 0.05) Table 4.4 presents the gained factors and loaded variables that have a cut-off value higher than 0.65 The first component describes Tai Ky's level of entertainment on social media The second metric measures Tai Ky's level of social media interaction The third component expresses Tai Ky's social network media's level of trendiness The fourth construct represented the degree of customization on Tai Ky's social media platforms The fifth construct was the level of Tai Ky’s EWOM The primary goal of the survey was to look into the elements that influence Tai Ky’s BA The five EFA constructs that were discovered were successful in understanding the survey's main context

Hypothesis Testing

The proposed hypothesis was investigated using a multiple regression analysis (using

SPSS 25) Independent factors must be verified for multi-collinearity before being used

42 in regression analysis Multi-collinearity is a situation in which independent variables in a model are interdependent and stated in the form of a function To ensure the accuracy of the forecast model, the independent variables that are related to each other should be excluded When two conditions are met, variables are classified as multi-collinear variables (1) Correlation coefficient: 0.9 | r | 1; (2) Variance inflation factor: VIF > 2; (3) Correlation coefficient: 0.9 | r | 1; (4) Correlation coefficient: 0.9 | r | 1; (5) Correlation coefficient: 0.9 The correlation coefficients of factors are shown in Table 4.5 The dependent variable and all of the independent variables exhibit a statistically significant correlation As a result, the variables can be used in regression analysis Furthermore, because the independent variables are associated with one another, the problem of multi-collinearity must be considered when running the regression

Following the identification of relevant variables using factor analysis, these variables were entered into the SPSS program for a multiple linear regression process to investigate their impact on Tai Ky brand awareness Below is a summary of multiple linear regression The ANOVA test revealed that the model is linear (F%.285, p- value=0.000) The corrected R-square value of 0.574 indicates that the model is well fitting Each variable's VIF value is less than 2 This demonstrates that multi-collinearity has no effect on the regression results The issue was a significant factor determining Tai Ky's BA level, according to regression analysis

Multiple linear regression analysis (as indicated in Tables 4.6) was used to examine the proposed hypothesis and establish that SMMs have a statistically significant impact on brand awareness Statistically, a significant impact is a lower threshold p-value = 0.05 The R Square value is used to examine how well the predictor components explain the criterion item It indicates how much variation in Brand Awareness is determined by independent factors such as EWOM, trendiness, entertainment, customization, and interaction The model shows that R Square is 0.574 The R Square was determined to be 0.574, indicating that SMM Activities account for 57.4 % of the variation in Brand Awareness This suggests that 57.4 % of the variation in brand awareness may be explained by social media activities (EWOM, trendiness, entertainment, customization, and interaction)

The impact of EWOM, trendiness, entertainment, customization, and interaction on brand awareness is seen in Table 4.7 EWOM, trendiness, entertainment, customization, and interaction all had a positive significant influence on BA, with values of 0.152 (p-value = 0.038), 0.190 (p-value = 0.017), 0.155 (p-value = 0.017), 0.226 (p- value = 0.002), and 0.245 (p-value = 0.001) respectively All of the independent variable has p-value lower than 0.05 (p-value < 0.05)

Result Discussion

All five hypotheses were shown to be correct The results of the hypothesis testing are presented in Table 4.8

H1 SMM with entertainment value is related positively to brand awareness

Brand awareness was found to be positively influenced by SMM with entertainment value (model coefficient = 0.155; p-value = 0.017) The study's findings on entertainment value and brand awareness were in line with earlier findings According to Kim and Ko (2012), of the recommended factors, this component of SMM activities positively increases brand awareness the most in the luxury fashion business, and Erdomuş and Cicek (2012) also had a similar point of view According to Kim and Ko (2012), of the recommended factors, this entertainment component of SMM activities has the most positive increase in brand awareness in the luxury fashion business, and a study by Erdomuş and Cicek (2012) also agreed Additionally, the study's findings may point out

46 that the entertainment component is what people seek in the material on social networking platforms This might also suggest that people are less inclined to believe that brands are simply used to make purchasing decisions They are now tending to consider the entertainment component as a source of enjoyable content as well as other valuable information When social media takes over as a place where people go to discover entertaining and humorous activities to escape themselves from the unpleasant and stressful reality, (Erdomuş and Cicek, 2012), this may be worth noting To make the most of it, marketers should focus on creating more interactive and interesting content on social media networks to capture customers' attention They might even break down obstacles in terms of the categories of actions and issues that businesses should avoid engaging in on the internet The value of entertainment in inspiring participants' attitudes and developing favourable opinions of the brand has been demonstrated in the literature (Kang, 2005)

H2 The level of brand awareness is closely associated with the extent of SMM interactivity

Brand awareness was found to be positively influenced by the level of SMM involvement (model coefficient = 0.245; p-value = 0.001) The IN and brand awareness findings were in line with a prior study (Macdonald and Sharp, 2003), showing that when customers interact virtual with the brand and other customers, they are more inclined to produce a mental awareness of the brand After connecting with others both indirectly and directly, they are better able to recall and recognize a brand For instance, if a customer

47 comments on a holiday photo of a tropical place; if other users read the post, they will become familiar with the place if they have not heard of it in advance

H3 Trendiness-concentrated SMM is related positively to brand awareness

Brand awareness was found to be positively influenced by trendiness-focused SMM (model coefficient = 0.190; p-value = 0.017) This is consistent with prior research, which found that current information and updates increase a consumer's positive awareness of a brand (Manthiou et al., 2014; Godey et al., 2016) This finding is consistent with a large body of past studies Ebrahim (2020) reported similar findings, stating that new updates are what inspire customers to interact on social media platforms while information is exchanged online Brands should prioritize the use of social media platforms and other online networks to provide content to consumers with the most recent The degree of customer loyalty to brands is assumed to be influenced by the attractiveness of the content (Erdomuş and Cicek, 2012) This information may be utilized to promote and persuade customers to remain loyal to the brand (Yadav and Rahman, 2018) Brands should not only keep their broad information up to date, but they should also consider their consumers' personas, such as their current opinions, and hobbies

H4 SMM that focuses on customization has a positive impact on brand awareness

Brand awareness was found to be positively influenced by SMM that emphasizes personalization (model coefficient = 0.226; p-value = 0.002) This finding is consistent

48 with the findings of Kim and Ko (2012), who argue that customized SMM activities can help consumers develop not just brand awareness but also a strong and good brand attitude This result is also consistent with the findings of Sano (2015), who stated in his study that personalization, along with other SMM features, has a substantial relationship with customer satisfaction in the insurance market Customization, without a doubt, is a significant distinction between traditional marketing media and digital online networks, and it may be used to boost customer happiness (Seo and Park, 2018) The degree to which a service can meet customer demand and satisfy their desires is referred to as its level of customisation (Schmenner, 1986); consequently, customization would surely be an ideal tool for companies to express their uniqueness and enhance consumer loyalty (Martin and Todorov, 2010)

H5 Brand awareness is positively influenced by EWOM on social media

In this study, EWOM was found to have a positive effect on brand awareness (model coefficient = 0.152; p-value = 0.038) This outcome is consistent with the previous study, which indicates that EWOM can have a considerable influence on brand awareness and the decision-making process as a whole (Barnes, 2015; Rosario et al., 2016)

Furthermore, several independent scenarios show that EWOM has an impact on a consumer's entire decision-making process (Barnes, 2015; Rosario et al., 2016; Vahdat et al., 2020) For instance, Cortizo-Burgess (2014) stated that a passenger who used an airline might praise or criticize his experience as a passenger on this airline via Twitter, affecting others' decisions to book with this airline Several researchers have said that EWOM is a useful marketing tactic since customers search for written online comments

49 by prior customers to assess products before buying those (Münch et al., 2021) Unlike true word of mouth (WOM), which disappears once the individual has spoken, EWOM remains available until a post is removed, at the very least However, the post may still remain cached on the internet (Cooley and Parks-Yancy, 2016) Furthermore, according to a previous research study on the airline, car, and telecom sectors, EWOM has a considerable influence on customer brand awareness (Bilgin, 2018) As a result, the study and discussion aimed to emphasize the notion that EWOM can have a significant influence on BA

Finally, the goal of this study was to investigate how different SMM aspects, such as EWOM, trendiness, entertainment, customization, and interaction, affected brand awareness The confirmation of the hypothesis confirms that SMM has an influence on brand awareness The confirmation is consistent with the reviewed research, which indicated a positive association between brand awareness and SMM activities including EWOM, trendiness, entertainment, and customization, as well as interaction Each of these constructs has a beneficial impact on brand awareness when taken together Customization, trendiness, and entertainment are the three factors that have the greatest impact on brand awareness after SMM activity of interaction EWOM has the lowest effect on brand awareness

Conclusions and Recommendations

Summary of the Results

With the aim of improving the social media marketing of Tai Ky, the paper is conducted to investigate the impact of online social marketing activities on the company’s brand awareness In order to accomplish the study’s goal, research questions and objectives are formulated What is more, it is believed that the research findings obtained through diverse analyses and studies have contributed theoretically and practically Consequently, this paper intends to aid advertisers in building strong consumer-brand relationships and conveying pleasant attitudes to both present and potential customers Companies are eager to gain insights and take advantage of the best of OSNs to interact with their consumers as virtual platforms dominate the advertising society with a multitude of useful and convenient features, which is a mission that this study intends to assist The study's outcomes show that all areas of Tai Ky Corporation's SMM operations have a beneficial impact on customers' BA In particular, social media interaction is the most important element of BA, followed by customization, trendiness, entertainment, and EWOM These five elements rank first and second in customers' expectations of the food flour manufacturer's marketing efforts on digital channels.

Recommendations

The number of studies on the influence of SMM on consumer BA is constantly increasing The outcomes of this research are expected to gain valuable information to the literature on SMM, especially on the relationship between SMM and BA The

51 outcomes of this paper, as stated in the discussion section, are compatible with earlier research, which has indicated that SMM has a favourable effect on BA (Yadav and Rahman, 2018; Kim and Ko, 2010; Erdomuş and Cicek, 2012) As a result, our study comes to the same conclusion: SMM activities play a substantial role in promoting brand loyalty The elements of SMM activities selected for the study were taken from the research paper of Kim and Ko (2012) on the clothing business Overall, these five elements of EWOM, trendiness, entertainment, customization, and interaction have had varying degrees of impact on buyer awareness of the brand Nonetheless, the importance of each component of SMM activities is different in different studies Social media marketing is recognised as an effectual communication instrument to engage consumers as well as give valuable information and data (Ebrahim, 2020) As a result, more research into the consequences of the above-mentioned specific components is needed, and investigations into how to improve these components are encouraged

6.2.2 Practical Implications for Tai Ky

This research has a number of practical consequences for Tai Ky management and decision-making According to the investigated findings, advertising directors should concentrate on EWOM, entertainment, and trendiness to raise client awareness of their brands More emphasis is necessary to be placed on delivering up-to-date and latest content on various OSNs accounts for EWOM Tai Ky must also communicate its current news, deals, products, and services on a regular basis Furthermore, Tai Ky should focus on developing more engaging and amusing content for social networking platforms, namely, photographs and video clips to make it more attractive, increasing customers' interest and interaction The entertainment aspect refers to the dynamic and

52 vibrant nature of the brand's digital network activities in terms of graphics, concepts, information, and events that draw customers' attention to the brand Because this component is so important, the more fun and interactive the content on OSNs is, the more loyal and attached the customers will be to the company Purchasers described entertainment as the exciting and powerful energy that the company can provide with the aim of increasing customer participation and satisfaction (Agichtein et al., 2008) In addition, the customer-required experience can be obtained by conducting diverse methods Enterprises should take delivering educational content to buyers into consideration to educate them about the items and the brand itself Customers might be involved in the company's marketing efforts or the brand can produce enjoyable and hilarious material to meet the entertainment demand User-generated content (UGC) is an enormous feature that businesses develop for their consumers, where they are free to initiate the creative thoughts that they would like to perceive from companies, as well as speak their minds Tai Ky's marketers should create more small games and cooking videos for social networking sites to increase customers' BA and create a favourable impression in their thoughts and hearts Allowing consumers to express their ideas with other buyers and individually reacting to customer demands will raise BA Because of the prevalent and common usage of digital platforms, customers now have different alternatives and methods for gathering information To convert their modernized advertising attempts on social media platforms into valuable consequences, companies should generate attractive and exciting concepts and distribute resources to in-depth virtual technologies and content Moreover, it is recommended that marketers concentrate their efforts on utilizing social media channels to inform consumers about the latest information and trends (Yadav and Rahman, 2018) Young adults who spend

53 long hours on social networking sites and are among the first to notice the latest news are more interested in sharing and discussing them The better the bond and loyalty of customers, the more popular the contents are (Erdomuş and Cicek, 2012) Companies and brands should consider other resources such as customers' hobbies, interests, and other factors in addition to information refreshment This element of trendiness might aid to urge and persuading customers to stick with the brand (Yadav and Rahman, 2018)

Furthermore, the current study gives managers a deeper understanding of the aspects and motivations of involvement in Tai Ky Corporation's social media activities, which can help them enhance their social media strategy for brand awareness Nonetheless, the current study emphasizes the significance of consumer engagement through OSNs activities and offers managers guidance on how to develop and educate employees to work professionally on online marketing activities and manage customer interaction on social networking sites with the aim of revitalizing their brands In fact, social media activities can be an effective and cost-effective strategy for advertisers running marketing campaigns for a business Managers and decision-makers, on the other hand, could update their policies and procedures to reflect their consumers' preferences, going beyond marketing during the restructuring and advancing their businesses This article demonstrated how having an online brand and social presence can benefit both customers and firms in the food flour manufacturing industry

Study Limitations and Recommendations

Despite the outcomes being intended to improve hypothetical understanding and provide recommendations for better marketing activity, there are certain limitations to this study

The findings revealed that SMA's predicted roughly 55.6 % of brand awareness, implying that other aspects affect BA that can be investigated separately or in association with SMM In addition, this article focused on the five SMM elements; however, future research can look into other components, namely, buying intention The integrated impacts of SMAs and traditional adverting operations were ignored because the goal of this study was the influence of social media marketing activities on BA According to Tong and Hawley, (2009), SMM operations may connect with traditional advertising implementation, namely, television advertising and event marketing because marketing strategies are integrated by nature As a result, future studies should look at the confluence of SMM and traditional marketing to have a better knowledge of brand building

The study could not have been done on a bigger scale due to scheduling constraints, which would have offered greater insights and depth Owing to increased inquiry, future studies on the same issue may approach a greater quantity of survey respondents, resulting in more sharp-witted and thoughtful opinions

Furthermore, because of the basic feature of the quantitative approach and the unique structure of closed-ended questions, the survey participants may not have enough opportunity to convey their own ideas and opinions about the topic The outcome would be more intriguing if the background were better or if a mixed approach was possible

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