A study electronic word-of-mouth influences consumers purchasing decisions: A case in Thien phuc logistics company

A STUDY OF ELECTRONIC WORD-OF-MOUTH INFLUENCES CONSUMERS’ PURCHASING DECISIONS: A CASE IN THIEN PHUC

LOGISTICS COMPANY

By

Student: LE HA CAT THUY ID: 2124800

Submitted in partial fulfilment of the requirements for the degree of

BSc (Hons) Business Management

1.3 RESEARCH OBJECTIVES AND RESEARCH QUESTIONS 11

2.2 Impact of e-WOM on Customers’ Purchasing Decisions through SNS 16

APPENDIX A - Questionnaires interview with TPC’s manager 62

APPENDIX C – RESEARCH ETHICS CHECKLIST Error! Bookmark not defined.

FIGURE 1 CONCEPTUAL FRAMEWORK OF THE STUDY 12

FIGURE 2 PIE CHART SHOWING GENDER DISTRIBUTION 28

FIGURE 3 PIE CHART SHOWING AGE DISTRIBUTION 29

FIGURE 4 AVERAGE INCOME MONTHLY 30

FIGURE 5 USAGE OF SNS OF PARTICIPANTS 31

FIGURE 6 TIME SPENT ON SOCIAL NETWORKING SITE DAILY 32

FIGURE 7 CUSTOMER SEARCHES SEEKING E-WOM INFORMATION ON SNS 33

FIGURE 8 HOW LONG HAVE CUSTOMER BEEN USING SNS 34

FIGURE 9 CONSUMERS CHECK ELECTRONIC REVIEWS AND RECOMMENDATIONS BEFORE BUYING SERVICES/PRODUCTS 35

FIGURE 10 ONLINE FEEDBACKS PROVIDE BENEFICIAL AFFECT CUSTOMER’S PURCHASE DECISION 36

FIGURE 11 CREDIABILITY REVIEWS ON SNS AFFECT CUSTOMER’S PURCHASE DECISION 38

FIGURE 12 CLEARLY ONLINE FEEDBACKS AFFECT THE PURCHASE DECISION 39

FIGURE 13 THE SEVERAL NUMBERS OF ONLINE COMMENTS CONTRIBUTE TO BUYING DECISION 40

FIGURE 14 THE RECENCY OF PRODUCT/SERVICE REVIEWS POSTED ON THE WEBSITE AFFECT CUSTOMER’S PURCHASE DECISION 41

FIGURE 15 PRODUCT/SERVICE REVIEWS ACROSS MULTIPLE SNS INCREASE CREDIBILITY 43

TABLE 1 TABLE SHOWING GENDER OF RESPONDENTS 27

TABLE 2 TABLE SHOWING AGE OF RESPONDENTS 28

TABLE 3 TABLE SHOWING AVERAGE OF RESPONDENTS 29

TABLE 4 TABLE SHOWING TIME SPENT ON SOCIAL NETWORKING SITE DAILY 31

TABLE 5 TABLE SHOWING CUSTOMER SEARCHES SEEKING E-WOM INFORMATION ON SNS 32

TABLE 6 TABLE SHOWING HOW LONG HAVE CUSTOMER BEEN USING SNS 34

TABLE 7 TABLE SHOWING CONSUMERS CHECK ELECTRONIC REVIEWS AND RECOMMENDATIONS BEFORE BUYING SERVICES/PRODUCTS 35

TABLE 8 TABLE SHOWING ONLINE FEEDBACKS PROVIDE BENEFICIAL AFFECT CUSTOMER’S PURCHASE DECISION 36

TABLE 9 TABLE SHOWING CREDIABILITY REVIEWS ON SNS AFFECT CUSTOMER’S PURCHASE DECISION 37

TABLE 10 TABLE SHOWING CLEARLY ONLINE FEEDBACKS AFFECT THE PURCHASE DECISION 38

TABLE 11 TABLE SHOWING THE SEVERAL NUMBERS OF ONLINE COMMENTS CONTRIBUTE TO BUYING DECISION

39

TABLE 12 TABLE SHOWING THE RECENCY OF PRODUCT/SERVICE REVIEWS POSTED ON THE WEBSITE AFFECT

CUSTOMER’S PURCHASE DECISION 40

TABLE 13 TABLE SHOWING PRODUCT/SERVICE REVIEWS ACROSS MULTIPLE SNS INCREASE CREDIBILITY 42

ABSTRACT

Due to the growth of the Internet as a social media and channel of communication among consumers, electronic word of mouth (e-WOM) has gained strength and attention from marketing researchers The Internet has allowed customers to be available through electronic word of mouth from different customers This article is based on the analysis of the business activities of Thien Phuc Logistics in Vietnam whether electronic word-of-mouth (e-WOM) and customer purchasing decision via social networking sites The paper's writer undertakes studies regarding two identifying features of the impacts of digital WOM: the volume of e-WOM and the level of quality of e-WOM The objectives of this study's research paper remains to perform a critical literature review regarding digital word-of-mouth; examine and assess how e-WOM influences customers' purchasing decisions by means of social media channels underneath TPC's marketing operations; and provide a suggestion on developing an e-WOM marketing approach in order to improve audience participation at Thien Phuc Company In the course of conducting research for this particular piece of

writing, an array of qualitative and quantitative methodologies was utilized The survey form that was purposefully put collectively as a part of this research attempt has a total of three distinct parts that make up the material These sections were designed so that the

researchers could gather the data supplies This has been performed in order to guarantee that the responses gathered are as accurate as is practical Furthermore, the author privately constructed a planned interview involving the executive manager of TPC for the purpose to gathering knowledge concerning the way e-WOM advertising operations operate and the connected problems that were performed This was done in order gather data concerning how e-WOM marketing activities run and the pertinent problems that were addressed Following that, the author conducted the analysis by means of all of these possible primary sources of data, contrasted them with additional sources of information, and then offered a few points of view before drawing the final summary of this paper's study

DECLARATION OF AUTHENTICITY

By putting my signature there, I declare that the research paper titled " A STUDY OF

ELECTRONIC WORD-OF-MOUTH INFLUENCES CONSUMERS’ PURCHASING DECISIONS: A CASE IN THIEN PHUC LOGISTICS COMPANY” represents my own original research and has not yet been presented to any other college or university to supply for the purpose of receiving credits towards the completion of a degree I additionally certify material this paper doesn't include any content authored or printed by anyone else, with the possible exception of information that has been correctly credited and the author of which has been adequately recognized

marketing digital word of mouth A factor that is critically important encounters immediate consequences that affect the buying decisions made by customers (Mauri & Minazzi, 2013; Jeong & Koo, 2015; Basi et al., 2016; Baber et al., 2016 and Lin et al., 2018) Deciding to make purchases for services and goods is essential for developing the global e-commerce industry in today's era of innovative technology During decisions regarding purchases are reached as a direct outcome of conducting research for specific details attending digital channels within the guise of goods ratings and suggestions coming from individuals who previously

experimented with the good or service (Ruiz-Mafe et al., 2018)

Consumers now retrieve enormous amounts of data with hardly any funds or time spent due to the Internet's continual increase and breadth of contents (Park et al., 2009) Furthermore, the emergence and advancement of the Internet have given customers more extraordinary venues for exchanging and receiving consumption-related advice via e-WOM, such as purchaser opinions and feedback published online (Hennig-Thurau et al., 2004) Because of the advanced digital platforms, companies and news organizations are no longer locking down data dissemination Using e-WOM, anyone may impact the decisions of many people (Duan et al., 2008) Following up on this finding of market trends, this study focuses on the actual case of Thien Phuc Logistics to explore the elements of e-WOM that impact its consumer buying decisions and to conduct a value suggestion for these issues Leaders with enthusiasm in the field of logistics founded the company Since its establishment, Thien Phuc has continuously developed to improve service quality, thereby becoming a reliable service provider for many customers across the country Thien Phuc is a young firm, but they have

made great strides in the past by focusing on developing its most important employees to their fullest potential and by systematically structuring the corporate strategy

1.2 THE IDEA OF RESEARCH IMPLEMENTATION

1.2.1 The Statement of Vietnam’s Logistics Service Industry

Since the worldwide marketplace has become increasingly interrelated, logistics is a

category that has risen swiftly to cope with the ever-growing demands for global commerce Although there exists a great deal of discussion over Vietnam's prospects and potential attractiveness for an opportunity promoting the growth of the logistics services businesses, the fact remains that there remain numerous challenges plaguing that sector throughout Vietnam Due to the widespread availability of technological devices and the Internet, corporate approaches have switched from centered around localized services and sales toward fostering interoperable web-based services Small and medium-sized businesses and logistics companies are vested in grasping consumer buying decisions and characteristics on these new digital platforms

1.2.2 About Thien Phuc Logistics Company

The Thien Phuc Logistics Company was started by those who possess an intense fascination for the logistics industry The company has been exhibiting steady advancement since its inception, emphasizing strengthening the level of service provided This has led to the development of a reputation as a reliable logistics provider of services for numerous

customers across the nation Thien Phuc has accomplished noticeable advances throughout its last journey by effectively leveraging the strengths of its core collaborators and

implementing systematic business approaches, despite being a relatively new business The organization displayed a relentless strategy while establishing its original brand reputation and identity

1.3 RESEARCH OBJECTIVES AND RESEARCH QUESTIONS

1.3.1 Research Objectives

The following objectives are proposed to help accomplish the study's core aim: 1 To conduct a critical literature review of electronic word-of-mouth; 2 To investigate and appraise how e-WOM influence customers’ purchasing decisions via social networking sites within TPC’marketing activities;

3 To propose a recommendation on growing an e-WOM marketing strategy to boost audience engagement at Thien Phuc Company

1.3.2 Research Questions

 Is e-WOM the most crucial factor in customers using TPC’s services?

 Between TPC's offline advertising campaigns and e-WOM marketing, which factors help the company to enhance the number of customers significantly?

 Has the e-WOM's positive feedback from old/existing customers been beneficial influence customers’ purchasing decisions ?

 What are the current challenges that TPC has faced with bad reviews/feedback through e-commercial platforms such as Facebook ?

1.4 THE SCOPE OF THE STUDY

The currently ongoing study was established alongside the intention of researching the impact that digital word-of-mouth plays on the purchase decision made by consumers who make use of social networking platforms Both an interview with the current leadership of TPC as well as an appropriate number of 75 participants who conducted a web-based questionnaire were used in order to gather all of the required sources of data

1.5 CONCEPTUAL FRAMEWORK OF THE STUDY

The theoretical foundation of the current study was established by reflecting on the

previously mentioned amount of knowledge concerning the multitude of ways that various

facets of e-WOM drive the purchasing choices of clientele The theoretical basis underlying this study is outlined in Figure 1

Figure 1 CONCEPTUAL FRAMEWORK OF THE STUDY

CHAPTER 2 LITERATURE REVIEW

2.1 E-WOM

The work of Mangold et al (1999) cited that traditional WOM, generated and spread by those with the primary goal of impacting purchasing behaviors, is a kind of interpersonal communication In contrast to Arndt (1967), WOM comprises a sort of unprofitable social interaction that occurs verbally between individuals Several decades of research studies have proven that traditional WOM provides the most reliable means for transferring information, enabling communication of customer information (Dellarocas, 2003) The viewpoints and responses received from customers have been found to possess current, captivating, and trusted insights compared with marketing data regarding the goods or services of the seller due to the intended audience's lacks confidence that the writer possesses any sort of advertising goals (Anderson, 1998; Harrison-Walker, 2001; Chevalier and Mayzlin, 2006) The exponential growth of internet usage, letting customers connect and share knowledge on various digital venues, including networking sites, drove the shift in WOM into an increasingly contemporary type, e-WOM

Any comment, whether favourable or adverse, about a business or its goods provided by previous, existing, and even potential consumers and made accessible to a broader public and organizations on the online platforms (Hennig-Thurau et al., 2004) Customers and even organizations run the potential to contribute e-WOM to others Conforming to Belch & Belch, e-WOM develops when an action leads to easily accessible knowledge and

consequently encourages others to communicate about a product/service As reported by Berger (2014), e-WOM now spreads faster One of eWOM's greatest opportunities lies in how it is capable of being implemented by either inactive or engaged purchasers

Comparatively, customers passively search for sufficient proof previously delivered digitally without providing their perspectives (Nieto et al., 2014) In addition to putting more value in personal recommendations from those they know than in promotional materials, consumers also take great pleasure in fitting in with the community

2.1.2 e-WOM and Social Networking Sites

Marketplaces, SNS, chatrooms, social media newsgroups, portals, blog articles, and email messages are almost some of the various online venues where e-WOM goes Given this, it is plausible to conclude that networking sites are effective tools for e-WOM (Erkan and Evans, 2016) These forms of online platforms enable getting hold of knowledge regarding items and services that come not just via a restricted group of acquaintances nevertheless coming from an array and widely spread a pool of individuals who possess pertinent experience with expressed goods or services, as claimed by Cheung et al (2008) The writer of this present study’s scope just emphasizes particular main widely recognized e-commerce sites, consisting of Facebook, technological emails; and forum internet sites, in relation to the setting of the marketing assessment which takes place

2.1.2.1 Technological mails (e-mail)

First of all, the procedure of communicating by sending and receiving messages by

means through the application concerning digital networks has been dubbed e-mail The use of electronic mail as an avenue for interaction provides a lightning-fast possibility It

possesses the function of continuously swapping knowledge patterns through an originating device for a handful of those receiving it Also, it describes the feasibility to communicate messages via technological networks, specifically social media, both in a confidential and unreadable manner The Internet has proven especially widespread as this type of communication.In addition, in accordance with the client's demands and desired outcomes, a digital mail service business could possibly make the functionality at cost-free or collect an administration fee

2.1.2.2 Facebook Flatforms

Second, Facebook site has been estimated to constitute the most prominent platform for social networking globally, which targets an immense amount of users who corresponds to an extensive range of consumer demographic categories The users of Facebook have the opportunity to effortlessly connect with other people, represent knowledge, and show their feelings in words Since it is achievable to claim that Facebook possesses completely

incorporated each of the functions of social networking sites up to this point, it is simple to figure out the explanation for why, in the modern era, businesses constantly work to maximize the pros that they get via using Facebook Both individuals and companies

generally regard Facebook to possess the most widely available and user-friendly venue for disseminating beneficial electric WOM

2.1.2.3 Internet Forum Sites

Third, forum networking sites as an indicator that ties together the connection between the person sending the message and the recipient, by facilitating individuals to exchange ideas and talk about topics with each other, and most importantly, share knowledge of a service or good, or particular business An approach that is frequently utilized by executives to incorporate in the advertising effort regarding a business's good or service consists of through that, for instance, the business generating business-related puts to excite the

interest of clients and acquire details about the consumers It serves deliver the upside of providing these data users can effortlessly locate the primary means concerning data they are seeking while receiving beneficial knowledge from humans possessing equivalent expertise regarding the obstacle Consequently, purchasers' beneficial effects are by receiving original and valuable knowledge offered through these digital message boards

2.2 Impact of e-WOM on Customers’ Purchasing Decisions through SNS

Given breakthroughs in the technology field, interactions and participation amongst companies and the public have been advancing fast at an unprecedented rate over the recent past The widespread adoption of social networking sites has triggered a change in how understanding gets accessible yet disseminated by businesses to consumers reliably and effectively Industries that provide services potentially confront an obstacle or a fascinating chance as an outcome When deciding on a purchase, people depend less on formalized or commercial publications and more on personal, private discussions, as Bansal and Voyer (2000) stated that e-WOM seems more beneficial than traditional WOM

marketing because of its accessibility and reach, as argued by Fong and Burton (2008); thus, customers could use e-WOM at any phase of the purchasing decision process (Lurie et al., 2013)

2.2.1 Quality of e-WOM on SNS

Due to humans interactions on online platforms that can encompass both transmitters and recipients sharing knowledge who are not necessarily intimately acquainted with others, the development and propagation of electronic WOM gets impacted through an assortment of distinct variables As defined by Bhattacharjee and Sanford (2006), the term of “Quality of e-WOM” describes the level of persuading that communication has In accordance with Awad and Ragowsky (2008), which was published customers have reservations regarding the reliability and effectiveness of information conducted from digital WOM, therefore possessing the ability to access materials of superior quality enhances their propensity toward believing eWOM Though individuals perceive that insights standard represents exceptional and gratifying, they are inclined to regard the data as having significance (Sussman and Siegal, 2003; Cheung et al., 2008) While customers assume that

communication value represents strong and attractive, individuals acquire goods and services with increased eagerness as cited by Olshavsky (1985) Since a consequence within this, the reliability of the these types of information provided has become recognized as a vital component of the investigation's paper Furthermore, the high standard of the

resources provided incorporates the level of trust at the consumers are ready to place their optimism regarding marketing through digital word-of-mouth that originates on the

availability of the internet In the research of Cheung et al (2008), consumers communicate the opportunities by means of the dependability and feasibility correlated to eWOM Consumers possess fewer possibilities to get acquainted individually alongside the products that they are contemplating purchasing, assess the quality of the service or product provided as stated, or share honestly to those who hold responsibility for delivering the eWOM within a context that means every aspect of the purchasing decision takes place throughout the medium of the internet Whenever a potential consumer accesses an online resource in seeking data pertaining to a product or service they would be interested in buying, credible sources of information serve as a critical indication across the early phases of that client's research process; consequently, this element contributes to the ultimate credibility of the reaction over the website (Dabholkar, 2006; Dou et al., 2012)

2.2.2 Quantity of e-WOM on SNS

Lee et al (2008) observed found the volume of details that customers obtained had a

consequence regarding buyers' choice-making procedure especially when it related from the purchasing of items and services The result became apparent while the quantity of

knowledge human beings communicate publicly was taken into consideration Findings across a number of pieces using experimental studies (Park et al., 2007; Sher and Le, 2009) supports the idea that the total amount of eWOM encounters a favorable influence

regarding the customer's impression of the reliability associated with eWOM While

consumers read more reviews written by others, they automatically presume that plenty of different individuals have likewise bought a given item (Chatterjee, 2001) Furthermore, consumers possess a propensity to accord greater weight to poor evaluations than favorable feedback when perusing their responses on internet pages containing assessments of

products/services Consequently, customers believe less concerned regarding who makes the decision to buy it When attempting to find discusses over the internet, the eWOM

number simplifies the process of more straightforward to check out examines (Cheung & Thadani, 2010) Since electronic word-of-mouth quantity has become an accurate indicator of how prevalent a product exists, since it provides simpler-to-notice comments

CHAPTER 3 RESEARCH METHODOLOGY

3.2 RESEARCH ETHICS

The conducted data at the present study must be gruanteed by researcher by several ways Ragrading the source of primary data collected from respondents through structured servey questionnaires and from the contribution of manage from the interview; the researcher takes steps to guarantee absolutely none of their findings is disclosed to the accessible in a possible approach ensuring that it are able to retain every aspect of the situation

information concealed This data remains securely preserved on the personal computer in a series of documents, which have been secured to provide additional protection Even the AB company can be trusted to independently verify the accuracy of the information in order to ensure the validity of the knowledge that was obtained from the business in question can be reliably verified Following this stage, the conclusions of the evaluation determined by that information remain secret to third parties in anyway

3.3 RESEARCH PHILOSOPHY

"Research philosophy," as the word implies, is frequently utilized to signify a fundamental framework of concepts and values in the advancements of study One of the researcher's principal priorities at the initial stages of an experiment represents gaining further

information through a particular area of study (Saunders et al., 2007) The research of

Burrell and Morgan (2016) examized that over the course of the study's process, it is inevitable that the author causes multiple presumptions, despite whether the author is in possession of the views or otherwise Establishing the study methods, interpreting the research's purposes, and deriving inferences from the findings are all affected by the

assumptions that are present in the discussion (Crotty, 1998) Also, according to Saunders et al (2007), supplying an understanding of what caused scholars to assess the issues

researchers striving to find solutions to along with how researchers reached up with their findings on the subjects Since combining the study's findings, approaches, methodologies, and conclusions focuses substantially attending the study's philosophy In the scope of this recent paper, the study's main concentration lies in the management philosophical concepts of positivism, interpretivism, and realism The analysis procedure of study, the predictions committed, and the methods by which this subject gets approached can all be influenced significantly by the various methods

3.3.1 Positivism

According to Saunders et al (2007), the positivist concept of philosophy corresponds with naturalists and implies incorporating evidence from the context of society to formulate regulations and guidelines It purports to serve as the source of absolute, inarguable truth The understanding originates separately from the phenomenon under analysis; the

phenomenon under study is able to be observed logically, devoid which involves the investigator's particular concepts or preconceptions; the scholar is unable to comprehend, instead simply examines (Crossan, 2003)

3.3.2 Realism

In the study by Saunders et al (2009), the concept of reality grows clearer after it is defined in two separate categories: literal realism versus critical reality The theory of first-hand reality is established by the realization that the evidence investigators get corresponds to what individuals personally experienced as well as discovered to be true concerning the actual world In addition, the third approach is called critically realist; which contends the events, sentiments, and photos that individuals see concerning real life do not represent

actually matter, and therefore the feelings of individuals may probably trick into believing their perceptions of its presented (Novikov and Novikov, 2013)

3.3.3 Interpretivism

In agreement with Saunders et al (2009), the majority of the vital elements of the interprevisionism technique entail that study participants shortage to demonstrate an understanding of differentiating characteristics of humans and consistently pay attention to the deeper implications that the issue has alongside the various methodologies which represent various facets of the study's situation It might be proposed that the societal setting of extensive managerial and business affairs seems excessively complicated to be susceptible toward the sort of theoretical study as the regulations within the physical disciplines offer Researchers, as suggested by proponents of interpretivism, have to embrace different perspectives for the purpose of properly investigating us as societal individuals (Saunders et al., 2009) This constitutes one of the most significant elements that jointly make up the interprevisionism methodology

3.5 RESEARCH STRATEGY

The assortment of procedures of the study indicated by Saunders et al (2007) goes as follows: surveys, experiments, case reports, practical research, theoretically grounded ethnographic research, and archival studies The methodological approach regarding researching incorporates substantial use during both quantitative and qualitative

techniques The researcher's selection as part of the methodology depends, however, in a substantial way, on the subject being discussed as well as the objective of the research that is being examined The two types of approaches are used substantially

3.5.1 Secondary Data

The concept of secondary data involves statistics initially collected for a specific reason, validated, and subsequently archived, and have undergone more extensive scrutiny Three principal classifications of secondary data comprise documentaries, inquiries, and numerous types of information These data comprise basic information or revealed conclusions

(Saunders et al., 2009) This succinctly encapsulates the benefits and drawbacks associated

with applying secondary data The possible positive aspects of secondary analysis are that instead of focusing exclusively on the logistical and technical obstacles of gathering new information, researchers executing secondary analyses must prioritize the theoretical purposes and substantial issues inherent in their research project The process of evaluating and interpreting outcomes is more desirable than obtaining funds and arranging extra surveys (Cowton, 1998) Relatedly, researchers can potentially save considerable amounts of valuable time and funds by collecting this kind of data, while it also becomes responsive towards the method that academics approach along with how they perceive all aspects of the study project (Saunders et al., 2009)

According to Robert and John (2003), the possible downside of implementing secondary data is that its contents might have been intentionally formed to serve distinct goals, which could end up in suboptimal suitability for this study Similarly, the original source of the knowledge can only be accessed through an arrangement that is consolidated as well as enlarged, depending upon the multitude of purposes that required it to be gathered collected Statistics go through further research as a means to resolve concerns that were not explicitly addressed while the information was initially collected As a consequence of this, it is exceedingly improbable that the information being collected will incorporate the entirety of the elements the investigator desires to explore

3.5.2 Primary Data

The work of Saunders et al (2009) explained that collecting primary data symbolizes the procedure by which a scholar acquires information from original sources The scholars take advantage of a method of studies that states secondary research undergoes review initial stages following which it proposes to perform additional primary studies conducted

leveraging the data gathered through the secondary studies (Churchill and lacobucci, 2006) As cited by Saunders et al (2009) that the results derived compared to the interviews might contain valuable foundation or contextualized data regarding the research it is

advantageous for conducting exploring interviews utilizing the method of qualitative research though a theoretical framework is being established During conducting investigations by means of interviews, the scholar was going to produce questions with answers particular to the individual who was being interviewed In the words of Gill et al

(2008), the individual being interviewed would be supplying the questioner with an

understanding of their own life experiences, and perspectives, alongside purposes through supplying responses regarding the specified inquiries

3.6 DATA COLLECTION TECHNIQUE

3.5.2.1 Questionnaires

The survey strategy is related to the deductive approach used in the research approach Followed this strategy appeared as being well appropriate to the research area and helped to collect a large amount of data in a highly economical way (Saunders, et, al, 2007, p138) In accordance with Oppenheim (2002), the scholar gathered data by means of the utilization of a questionnaire The surveys consisted of before-prepared that possessed substances

associated with the study's topic in enable to receive solutions from a variety of people who took part in the investigation The answers provided to an online survey can be manually printed out as well as delivered directly to the responder Scholars have a greater likelihood to generate reliable outcomes as long as they develop and handle surveys efficiently The findings accurately represent the appropriate ideas and perspectives provided by individuals, which contributes to a successful conclusion of the research project The study's paper was carefully and extensively implemented accordance to the phases of the procedure of research, as well as has dealt with the topics of study that were presented in the project This was accomplished with the purpose of accomplishing the identified study objectives Utilizing a survey composed of 75 individuals, that consisted of acquaintances, family members, and friends The vast majority of those surveyed possess currently accessed the internet and social networking in order to do studies about an extensive range of items and services by means of the utilization of online search engines including Facebook

Furthermore, the implementation of questionnaires permitted researcher to get hold of a huge number of those surveyed and gather and assess a substantial quantity of information across a significant number of people without spending any costs because of the availability of instruments and platforms on the Internet In order to get the most accurate responses regarding the study's topic, a total of three different parts of the checklist servey have been integrated The initial step that researcher did was to construct an online survey that could

be answered on participants’ time and that could be filled out via internet access by registering on different social networking websites

3.5.2.2 Interview

When using a qualitative approach, the scholar starts by preparing inquiries that can be considered applicable to the topic of discussion When the person being interviewed responds to the inquiries that have been geared up, the questioner is going to acquire knowledge pertaining to the respondent's perspectives, lived experiences, opinions, and motivations immediately obtained from those being interviewed (Gill et al., 2008) As clarrified in the work of Dicicco-Bloom and Crebtree (2006) that the knowledge that is gathered by means of the interview proves to be more precise as well as comprehensive when compared to that which gets gathered using the application of questionnaires Nevertheless, this method does come with a few drawbacks, which include the possibility that those being interviewed fail to respond to particular inquiries and the possibility that the information that is acquired will be susceptible to interpretation

The individual being questioned proved TPC's current supervisor, and the first as well as the second interviews occurred place within the administrative office of the business The first interviews, which taken occurred on January 2, 2002, were performed with the objective of acquiring some basic background of the company; and testing the questions as well as collected information Then, the current executive administrator at TPC had responsibility for conducting the interviews for the current study, encompassing approximately ten distinct inquiries The observer intended for getting the primary data through carrying out a second interview on January 19, 2022, and arranged it for taking place on that day It could transpire that the participant could require between 20 and 30 minutes to respond with answers regarding the queries which are related to the study's subjects The author of the study was planning on digging greater through the evidence with the goal to gain a deeper understanding of how multiple facets of e-WOM, especially the amount and quality of e-WOM, affect TPC businesses in actual life Furthermore, the questionnaire component contains genuine information regarding the business when the organization integrates e-WOM into a portion of its marketing strategy This takes place when the business utilizes the

technique of digital word-of-mouth marketing Therefore feasible to make conclusions about the ideas laid out in the paper based on this information

3.8 TRIANGULATION, RELIABILITY, AND VALIDITY

3.8.1 Triangulation

Triangulation entails observing objects from different angles This may include combining different methodologies, information sources, and even academics throughout the course of the investigation This is basically an academic who can better understand the subject by studying the perspective from multiple angles (Denscombe, 2017) Due to the encompassing scope of research, triangulation provides a critical means to provide validating all of the information gathered For the reason that the precision and relevancy underlying the outcomes along with highlighting any inconsistencies, the current research established information gathered through surveys, interview questionnaires, and other sources of secondary data A study triangle describes the technique of combining both qualitative and quantitative approaches in order in order to reinforce as well as clarify the conceptual framework of a study

3.8.2 Reliability

The level that defines the framework's reliability can be applied as a metric for evaluating consistency and logic As Bryman and Bell (2001) highlight, the complexity of sustaining dependability appears increasingly apparent in quantitative studies In

accordance with Silverman's (2009) recommendations, for the purpose of making evidence appear more reliable, scholars ought to frequently assess the outcomes in relation to additional data that is accessible as well as the results and recommendations from different investigators In this scope of current paper, the researcher aims to guarantee both the validity as well as the reliability underlying the outcomes along with observing any inconsistencies, the study’s information gathered through the sources of secondary, questionnaires and interviews

3.8.3 Validity

As defined by Saunders (2007), validation constitutes a tool for reviewing the procedures which at first will be utilized and performed, encompassing gathering and analyzing information for evaluation in order determine the degree of truthfulness of the

measurement working, in addition to the relationship that exists among various concepts that constitute the subjects being studied In other words, validity is a analysal method for determining whether or not the techniques this are going to be utilized are credible In terms of reliability, individuals frequently make use of the knowledge that is readily accessible Outside reliability and the material's validity are actually the two distinct components that collectively make up this component of it

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION

This chapter presents analysis of the data interpretation and discussion of findings based on the objectives of the study Regarding the objectives of the research, the qualitative

approaches of data collection will be conducted by asking questionnaires

4.2 Servey data results

4.2.1 The Profile of the Study Respondents

Table 1 Table showing gender of respondents

Figure 2 PIE CHART SHOWING GENDER DISTRIBUTION

 Age distribution of repondents

As shown in Table 2 and Figure 3, the survey includes 12 participants in the age category ranging from 18 to 24 years old, which makes up for 16% of the overall; the remaining 57 participants in the age range of 25 to 34 years old, which counts for 76% of the total; and there are 6 individuals in the age group of 35 years of age or more, which serves for 8% of the entire sample.

Table 2 Table showing age of respondents

Figure 3 PIE CHART SHOWING AGE DISTRIBUTION

 Average Income Monthly distribution of repondents

Table 3 Table showing average of respondents

FIGURE 4 AVERAGE INCOME MONTHLY

The result implies can be seen on the Table 3 and Figure 4 that 54 individuals who have a monthly income of less than 5 million VND, which represents 72% of the total those

surveyed; there are also 16 respondents with incomes that range from 5 million to 10 million VND, taking into account 21% of the total participants; there are 3 participants whose

income range is from over 10 million to 20 million VND, accounted for 4% of the total respondents; and there are 2 respondents whose income ranges from over 20 million to 3% of the total respondents

 Usage of SNS of the respondents

FIGURE 5 USAGE OF SNS OF PARTICIPANTS

As is evidently observed from Figure 5, the entirety from those who participated in the questionnaire incorporates social media channels This is responsible for completely 100 percent all of the individuals who took part in this survey, which totaled 75 individuals The collected information emphasizes that the individuals who attended the interview possessed the opportunity to access the contents by way of networking sites derived from online WOM, which requires consideration preceding continuing to the following phase of the examination

Table 4 Table showing time spent on social networking site daily

FIGURE 6 TIME SPENT ON SOCIAL NETWORKING SITE DAILY

Table 5 Table showing customer searches seeking e-WOM information on SNS

< 1 hour1 - 3 hour4 - 5 hour> 5 hourTime spent on social networking sites daily

FIGURE 7 CUSTOMER SEARCHES SEEKING E-WOM INFORMATION ON SNS

In light of the resulting outcome in Table 4 and Figure 6, it remains believable to suggest that consumers are constantly checking online social media networks as a possible source for digital WOM knowledge regarding an item or service they are fascinated considering buying A large number of those participating engage between one and three hours a per day visiting social media outlets, which makes up for 55 percent of individuals; those who regularly browse these online communities on average four to five hours every day contribute 21 percent Additionally, the poll incorporates a total percentage of 77 percent percent of respondents who reported that that the anticipated duration they spend on social media platforms is in excess of five hours, whereas 15% percent provided the lowest time assessing that falls below 1 hour This suggests that a majority of users frequent social media channels for a longer duration of time Further, it has been stated in Table and Figure 7 that Facebook represents one of the greatest essential instruments that consumers believe they can make use of for getting online WOM while they are looking for sources of data This assumption accounts for 64 percent of the total Virtual forums and community portals contribute to 18% of the overall usage of electronic instruments, resulting in them being the second most frequently used digital tool amongst respondents In comparison, just 18 percent of the aggregate proportion of individuals on those platforms (Zalo and Instagram)

Table 6 Table showing how long have customer been using SNS

FIGURE 8 HOW LONG HAVE CUSTOMER BEEN USING SNS

Additionally, as demonstrated from Figure 8 and Table 6, respondents were provided with prompts to answer questions about the period of time that individuals had been using and participating in social networking pages This persuaded an aggregate of 46% of the people polled who had experienced by applying these kinds of platforms for longer than five years around this point, whereas a mere 4 percent of those surveyed had been utilizing it for a duration of less than six months Individuals who had been using it for between six months and one year constitute 12% of the overall population; individuals with experiences that spans up to five years make up 38% of the entire population It would be reasonable to

derive the inference that the experiences of people utilizing these kinds of internet-based platforms represent about 84 percent of all individuals who presently exist associated with the usage of social media networking platforms demonstrate no difficulty accessing and

making use of electronic WOM

Table 7 Table showing Consumers check electronic reviews and recommendations before buying services/products

FIGURE 9 CONSUMERS CHECK ELECTRONIC REVIEWS AND RECOMMENDATIONS BEFORE BUYING SERVICES/PRODUCTS

Respondents were tasked to reply clearly to the query of the extent to which they check out web-based feedback and recommendations prior to completing decisions about their purchases, as shown in Figure 9 as well as in Table 7 The end result of the survey showed