assignment cover sheet humanitarian topics on products leads to purchase intentions in the fashion industry in vietnam

Not only being a social media marketing channel or an online saleschannel, social media is also a tool for businesses to convey messages andcommunicate with customers to capture psycholo

FPT UNIVERSITY

Digital Marketing

MKT301 - Marketing Research

Assignment Cover Sheet

Due: 12/1/2023

List of Group

Lưu Dim Ki u(L) Nguyn Minh Tri V' Th( Huy n Trân Lương Tr,n Lan Anh Dương M Tiên Hu0nh Lê Minh Thư

No of words:

Topic:

The influence of the media on

humanitarian topics on products

leads to purchase intentions in the

fashion industry in Vietnam

Word limit:

CHAPTER I: INTRODUCE

1 Introduce

2 Research objectives and Research questions

2.1 Research objectives

2.2 Research questions

3 Research scope

4 Methodology and Data overview

5 Aims of research

6 Thesis outline

CHAPTER 2: LITERATURE REVIEW AND

THEORETICAL FRAMEWORK

I LITERATURE REVIEW

1 Theory of humanitarian theme communication

2 Brand equity

3 Purchase intention

II Theoretical framework

Reference

CHAPTER I: INTRODUCE

1 Introduce

The global internet has ushered in a new era and changed the traditional concept of connected communication With just a simple click, we can easily send emails to one

or countless users anywhere in the world The Internet has become an effective tool for people to receive information and a huge store of knowledge like an

"encyclopedia"

Today, with the explosion and rise of social media like Facebook, Youtube, Twitter, Tiktok have become indispensable online platforms for users on the internet worldwide Not only being a social media marketing channel or an online sales channel, social media is also a tool for businesses to convey messages and communicate with customers to capture psychology, listen to customers' opinions and feelings about the brand From there, businesses can understand customer behavior, prevent possible communication factors In addition, it enhances brand awareness, brand association, and perceived brand quality

With the strong development of the Internet has provided a better means for consumers to collect information and advice related to consumer behavior from other consumers by electronic word of mouth (eWOM) (Hennig-Thurau & Walsh, 2003; Moran et al., 2014) Electronic word of mouth allows users to receive, share and filter information effectively, overcoming obstacles both in space and time (Cheung, 2014)

It can be said that electronic word of mouth gives consumers the power to influence other buyers through opinions about the products or services used (Chu, 2009; Chu & Kim, 2011; Kozinets & associates, 2010) In addition, social media in general and electronic word of mouth in particular also have an impact on marketing communications With consumers increasingly exposed to a wide range of marketing messages, and marketing budgets shrinking, marketers cannot ignore the advantage of the influencer power of social media in general and eWOM in particular (Hennig-Thurau et al., 2004)

In Vietnam, word of mouth still plays an important role for consumers when 89% of consumers consider the source of information and recommendations from family and friends to be the most reliable And 75% of users indicate that they trust consumer

opinions posted online (Nielsen, 2017) This is a testament to the significant influence

of electronic word of mouth on the behavior of Vietnamese consumers

Currently, there are many local brands born in the Vietnamese fashion market But to talk about social media marketing for brands with humanitarian theme is not yet popular in our country So what is humanity? Humanity is an ethic that shows love, respect and protection for people It is an ethic that shows kindness, charity, and compassion to everyone around And what is the connection between humanitarian communication and the fashion industry? So, let's analyze the topic: "The influence of the media on humanitarian topics on products leading to purchase intention in the fashion industry in Vietnam" Our team hopes that through this research, we can provide information that brands can use to improve their marketing activities, informing readers about the influence of the media on humanitarian topics on products leads to purchase intention in the fashion industry in Vietnam

2 Research objectives and Research questions

2.1 Research objectives

The objective of the study is to systematically and comprehensively evaluate the influence of the media on humanitarian topics on products leading to purchase intention in the fashion industry in Vietnam

2.2 Research questions

-What is the impact of humanitarian communication on brand equity and purchase intention?

- What is the effect of empathy, interaction, trends, customization in humanitarian theme communication on brand value?

- What is the effect of empathy, interaction, trends, customization in humanitarian topic communication on e-wom?

- The impact between brand value and buying trend?

3 Research scope

Subjects of the study are customers aged 16 and over in Vietnam market Because since the 16th grade, people have been strongly exposed to the forms of marketing communication of fashion brands through social networks The study focuses on the influence of the media on humanitarian topics on product purchase intention in the fashion industry in Vietnam

4 Methodology and Data overview

To collect primary data, we use Likert scale The components in that scale are designed into questions with 5 levels from 1 (strongly disagree) to 5 (strongly agree) The suggested sample size is… people They are 16 years old or older Quantitative research was conducted on Vietnamese people who shop via social media platforms This online questionnaire is designed on the Google Forms platform We sent this questionnaire to invite people to participate in the survey mainly through Facebook, Zalo Then, the collected data will be processed and analyzed through SPSS and AMOS software

5 Aims of research

The purpose of this study is to present important research findings to assess the influence of humanitarian issues on products on purchase intention in the fashion industry in Vietnam First, research findings are guidelines for marketers This is intended to help marketers identify target and potential customer segments Secondly, the goal is also to measure the effectiveness through the perception level of customers when approaching marketing activities on humanitarian topics of fashion brands in the Vietnamese market through social networks Besides, there is a correct view and valuable understanding of the use of social media marketing in brand management and operation From there, brands can measure the effectiveness of their social media marketing, create more effective social media content, drive better e-WOM, and improve outcomes for social media programs their social media Third, this study investigates the factors that influence the purchase intention of consumers This study also proposes effective social media marketing solutions to affirm and enhance brand value, increase customer interaction and interest in the brand's marketing activities From there, offer solutions to stimulate customers to decide to buy that brand and not another brand

6 Thesis outline

Chapter 1: INTRODUCTION

Chapter 2: LITERATURE REVIEW AND THEORETICAL MODELS

Chapter 3: METHODOLOGY

Chapter 4: ANALYSIS AND FINDINGS

Chapter 5: CONCLUSION AND RECOMMENDATION

CHAPTER 2: LITERATURE REVIEW AND THEORETICAL FRAMEWORK

This chapter will clarify theories related to social media, purchase intention, and brand equity From there, a theoretical model for this problem was proposed and the component scales for this study were formed

I LITERATURE REVIEW

1 Theory of humanitarian theme communication

1.1 Theory of humanitarian

Humanitarianism is an active belief in the value of human life,

whereby humans practice benevolent treatment and provide assistance to other humans to reduce suffering and improve the conditions of humanity

for moral altruistic, , and emotional reasons One aspect involves voluntary emergency aid overlapping with human rights advocacy, actions taken by

governments, development assistance, and domestic philanthropy Other critical issues include correlation with religious beliefs, motivation of aid between altruism and social control, market affinity, imperialism and

neo-colonialism gender, and class relations, and humanitarian agencies.[1] A practitioner is known as a humanitarian

1.2 Digital humanitarianism

Digital humanitarianism is humanitarian intervention conducted at a distance, sometimes without physical presence on the ground, through digital tools and often in

an online, collaborative manner including citizen participation It is technically a consequence of the rapid spread of mobile phones, internet connectivity, social media, and geographical information systems that enable a large number of individuals to effectively collaborate online When a major crisis occurs, affected populations and concerned organizations turn to their mobile phones or to the internet to seek and to

share information on the crisis Digital humanitarianism developed as a way to describe the activity of volunteers and organizations who apply digital tools to capture this flow of online information, organize it, locate it, and verify its content The collection and mapping of social media messages after the Haiti earthquake in 2010 is claimed to be the birth of digital humanitarian activity (Meier 2015) Countless humanitarian interventions by ad hoc groups of volunteers or by established

organizations have been facilitated by the fact that affected populations are able to share information globally in real time, and concerned citizens are able to organize and act online Open geographical information systems have made it possible to organize, visualize, and share such information, and the humanitarian community has adopted the value of information sharing both as a supportive activity and as a humanitarian activity on its own (Burns 2014; Harvard Humanitarian Initiative 2011) The transition from in-kind to cash-based aid using digital devices and the

introduction of biometric IDs has led to the adaption of digital humanitarianism to cover such activities Drawing the line between humanitarian technology and digital humanitarianism is a subject of dispute The rapid increase in connectivity and commercial interest in connecting the world and the subsequent digitalization of education, relief, and humanitarian services, are exposed to critical reflection Connectivity and open sharing of information generate security risks because it is not always possible to monitor those using the online information and for what purpose (Sandvik, Gabrielsen Jumbert, Karlsrud and Kaufmann 2014) Others claim that digital humanitarianism, remote management, and distant sensing help “to occlude the negative by headlining the problem-solving potential of technoscience” (Duffield 2016: 154) As techno-optimists promote the new digital reality, others challenge the humanitarian adaptation of digital tools, and see them as a threat to true relief or development and as tools for surveillance and oppression (Duffield 2016) In between, there is a broad horizon for exploring the effects, risks, and possibilities of new technologies adapted to a humanitarian landscape

1.2.1 Empathy.

Empathy is the ability to understand or feel what another person is going through within their frame of reference, that is, the ability to put yourself in the other person's shoes There are many definitions for empathy that cover a wide range of emotional states (Bellet, Paul S, Michael J Maloney, 1991) Empathy always brings positivity to everyone New research also points to the importance of all aspects (Tracy Brower, 2021) Behind the collection of products is a story, expressing the feelings of the weak Therefore, we need empathy from consumers to be able to feel and understand the stories of each collection

1.2.2 Interaction.

In addition, consumer interactions have a broader and more significant impact on consumers' brand emotions than actions between brands and consumers (Mcafee, 2005) Consumers tend to trust information gathered through social networks more than from advertising in marketing or promotional activities As a result, trust tends to exist for the types of social media that provide the latest information Essentially, these interactions are changing the communication dynamics between brands and customers They also promote the development of user-generated content on social networks (Daugherty et al., 2008), (Gallauter and Ransbotham, 2010), (Kaplan and Haenlein, 2010) Social media users are driven by social needs In addition, social networks also contribute to maintaining social contact, reducing stress,

entertaining, And consumers can also use this medium to participate in media interactions In research related to social media, this type of need is called social interaction (Leung, 2009; Leung et al., 2000) Consumers are more likely to believe and make purchasing decisions from product reviews or content creator feedback than from brand ads or promotions

1.2.3 Trendiness.

Trendiness defined as providing the latest and up-to-date information regarding products for customers (Godey et al (2016) Social media provides the latest news and hot discussion topics and also the core product search channels (Naaman et al., Becker & Gravano., 2011) Consumers want to keep up with the news, so they frequently use different types of social media to get information, and they have the belief that this is a more reliable source of information than traditional media

company-sponsored through traditional advertising activities ((Mangold & Faulds, 2009)

1.2.4 Customization.

Customization represents the extent to which a service reflects the demands of customers to satisfy an individual's preferences (Schmenner, 1986) The customization

of social media is a tool for companies to communicate the uniqueness of their brands and improve preferences and loyalty to those brands (Martin and Todorov, 2010) Customization in social media is based on contact with individual of users That is a major difference with conventional advertisement media Therefore, marketers provide personalized messages and services combined with customized marketing efforts to create value for a specific group of consumers, facilitating customized (Zhu

& Chen, 2015) and contributing to building the relationship between consumers and brands (Kim & Ko, 2012)

1.2.5 Electronic word-of-mouth (e-WOM) and the effects to e-WOM

Electronic word of mouth (eWOM), known as online reviews, recommendations or opinions through technology tools Livin et al (2008) defines eWOM as “all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers." They add that this includes communication between producers and consumers as well as

between consumers themselves Their type is two-way: a) the range of

communication: one-to-one (email), one-to-many (review site) or many-to-many (virtual community); and b) level of interaction: from asynchronous (email, review sites, blogs) to synchronous (chat rooms, newsgroups, instant messaging)

eWOM is less personal but has a broader reach than traditional WOM (Hennig-Thurau

et al 2004)

The endogenous nature of eWOM signifies that eWOM is not only a driver of firm performance (e.g., sales measures), but it could also be its outcome (e.g., high-selling products attract more eWOM) (Chintagunta et al 2010)

Consumers often share their views, preferences and experiences about products with others Word of mouth diffuses information and influence, and can promote product use and sales (Babić et al 2016; Chevalier and Mayzlin 2006; Iyengar, Van den Bulte, and Valente 2011) WOM we can further develop the diffusion property of

eWOM.Similar to WOM, eWOM diffuses information in a network fashion but at a faster rate than traditional WOM

However, not all eWOMs are positive Here, eWOM is user experience reviews, recommendations, so it has both positive and negative sides Also eWOM is word of mouth online, we don't know who the sharer is, there are risks coming from

competitors The rapid spread of eWOM is also a negative side

2 Brand equity

2.1 Theory of brand equity

Brand equity is an abstract definition, there are many opinions surrounding the definition of brand equity (WINTERS, 1991) gave an example in terms of

determining the value of a brand in a brand acquisition or merger, three methods were discussed by Smith (1988)

1 Market approach The present value of the future economic benefits to be received by the owner of the asset The amount that the property will exchange between the buyer

and the seller is willing with equity for both This approach requires an active public market For brands there is no such active public market

2 Cost approach The amount of money he needs to replace the brand, including all the costs of product development, test marketing, advertising, etc Smith does not believe this is an appropriate method for brand valuation The difficulty with market-based asset pricing is that even some marketers are hesitant to add their value to external statements, known as “balance sheet recognition” (Barwise, 1993, Mizik and Nissim, 2011)

3 Income approach Generally this is the preferred method The formula for calculating brand value is V = I/r, where: V = the value of the income stream brought by the brand, I = the (net) income from the brand (all cash inflows minus all including cash outflows), r = capitalization rate that reflects all business, economic and regulatory risks associated with using the brand and achieving potential earnings

Brand quity is an intangible asset that is difficult to measure However, brand value is largely determined based on customers Therefore, in order to improve brand equity, it

is necessary to increase brand value for customers

2.1.1 Brand awareness

Brand awareness is the extent to which target audiences of a brand are able to recognize or recall it in different situations (Hitesh Bhasin, 2021) It is a measure of how recognizable a brand is with its products or services to existing and potential customers A brand that is said to be successful is the first brand that customers think

of when there is a need to use, and is a brand that many people know Brands with high brand awareness are generally referred to as ‘trending,’ ‘buzzworthy,’ or simply

‘popular.’ Establishing brand awareness is valuable when marketing and promoting your company and products, especially in the early stages of a business (Allie Decker, 2022) According to (Verbeke et al., 2005), when there is a good brand awareness, users will save the time they spend searching for information about the product they want to buy, as well as reduce the risk for them

2.1.2 Brand association

Brand associations are the neural connections made by consumers between the brand and an image, idea, person, place, attribute or emotion (Krishnan, H.S 1996) suggested that "brand association" can be used as a generic term to denote the

association between two components, for example brand and customer, thus

suggesting association brand associations in the minds of customers