the impact of social network marketing in building consumer demands of coffee products in thai nguyen city vietnam

THAI NGUYEN UNIVERSITY UNIVERSITY OF AGRICULTURE AND FORESTRY SABASTINE OBUM ANIEBONAM THE IMPACT OF SOCIAL NETWORK MARKETING IN BUILDING CONSUMER DEMANDS OF COFFEE PRODUCTS IN THAI NGU

THAI NGUYEN UNIVERSITY

UNIVERSITY OF AGRICULTURE AND FORESTRY

SABASTINE OBUM ANIEBONAM

THE IMPACT OF SOCIAL NETWORK MARKETING IN BUILDING CONSUMER DEMANDS OF COFFEE PRODUCTS IN THAI NGUYEN

CITY, VIETNAM

BACHELOR THESIS

Study Mode: Full time

Major: Agricultural Economics

Faculty: Advanced Education Program Batch: 2018-2021

Thai Nguyen, /10/2022

DOCUMENTATION PAGE WITH ABSTRACT

Thai Nguyen University of Agriculture and Forestry

Degree Program Bachelor of Agricultural Economics Student name Sabastine Obum Aniebonam

Student ID DTN1854250010

Thesis Title The impact of Social Network Marketing in Building Consumer Demands of Coffee products in Thai Nguyen City, Vietnam

Supervisor Prof Nguyen Thi Gam Supervisor’s

Signature

Abstract:

Along with Thai Nguyen City in the Thai Nguyen Province of Vietnam, there are numerous coffee shops all throughout the country The likelihood of missing a cafe in the region is nearly nonexistent if you explore the neighborhood Online social media platforms are currently popular, much the same as cafes in Thai Nguyen City It is used for communication, internet shopping, and entertainment, among other things

As everyone can share an advertisement and expose it to their social circle, using online social networks as a platform for advertising increases the amount of people who tend to believe in the stated attributes and characteristics of the product The result of this paper helps to better understand the impact of online social network

marketing in building consumer demands of coffee products in Thai Nguyen City, Vietnam In two separate clauses, this study investigates the effects of social

network marketing on consumer demand for coffee products; (i) survey for which is divided into 2 topics; (a) Social network, & (b) Consumer demands, (ii) Survey for consumers- which is divided into 3 topics; (a) Purchase behavior, (b) Consumer’s Satisfaction, and (C) Willingness to pay Staff and consumer

staffs-respondents were subjected to the checklist-questionnaire survey Data were transcribed and analyzed Furthermore, utilizing social networks to create customer wants in the right approach is the key component of smart marketing According to this study, there is a strong link between social network marketing and rising customer demands Even though some people publish nonsense and unpleasant things on social media, the majority of people still utilize it as a means of advertising and interaction Coffee shops benefit from social media because it not only helps them improve sales but also gives them a better understanding of the consumer's perspectives on their products

Keywords Social network marketing, consumer demands, purchasing behavior, consumers satisfaction, and willingness to pay Number of pages: 64 pages

Date of Submission:

October , 2022

Contents

PART I INTRODUCTION 1

1.1 Research rationale 1

1.3.1 Research questions 4

PART II REVIEW OF RELATED LITERATURE 6

2.1 Definition of marketing tactics 6

2.2 Marketing tactics within an online social network 6

2.3 Importance of Marketing tactics within an online social network in building 9

consumer demand 9

2.4 Tools/ Methods of Marketing tactics within an online social network 10

2.5 Relationship between online marketing tactics and consumer demands 13

2.6 Empirical related studies 16

4.1 Data from the staff respondents 22

4.1.2 Demographic and working experience of the respondents: “staffs” 23

Figure 3 Gender bar graph 23

Figure 4 Range of age 23

Figure 5 Work Position 24

Figure 6 Work Experience 24

Figure 7 Working hours 25

Figure 8 Mode of advertisement 25

Figure 9 Business operation 26

Figure 11 Positive Effects 27

Figure 12 Common Problems 28

Figure 13 Common marketing strategies 29

4.1.4 Transcribed data from the survey checklist 30

Table 1 Social Networks 31

Table 2 Consumer demand 32

Figure 14 Gender bar graph 33

Figure 15 Range of age 34

Figure 16 Employment status 34

Figure 17 Visit Frequency 35

Figure 18 Consumer loyalty 36

4.2.3 Transcribed data from the survey checklist 36

Table 3 Purchase Behavior 38

Table 4 Consumer satisfaction 40

PART V CONCLUSION AND RECOMMENDATIONS 43

5.1 Conclusion 43

5.2 Recommendations 46

REFERENCES 48

APPENDICES 50

Appendix 1: Permission letter for survey in Vietnamese 50

Appendix 1: Permission letter for survey in English 51

Appendix 3: Questionnaire for consumers in Vietnamese 52

Appendix 4: Questionnaire for consumers in English 55

QUESTIONNAIRE 55

Appendix 5: Questionnaire for staff in Vietnamese 58

Appendix 6: Questionnaire for staff in English 60

QUESTIONNAIRES Error! Bookmark not defined

Acknowledgment

This research defines the outcome of my glory to thank my family specially my

parents; John and Cecilia Aniebonam Thank you for being part of my inspirational

research project Your support is more than enough which help me a lot in doing this

research I would also like to thank my older brothers, especially Ebuka who has been

there for me physically, and spiritually, and for everything that helps my life as a foreign student here in Vietnam be easier and more comfortable I also want to thank

Rizlyn/Biggie who’s always been there to guide and support me every in every step

of this journey I can’t contain how much I’m grateful to each person that I’ve mentioned

I want to convey my gratitude to the following other important people for helping me finish this thesis First and foremost, I would like to extend my deep gratitude to my

supervisor, Prof Nguyen Thi Gam, for her generosity and ongoing assistance with

this project My supervisor was always kind and patient with me, despite the fact that the pandemic situation made it difficult for me to collect data and complete my research on time She was my study's only mentor, and her advice was invaluable all throughout

I also want to thank the TUAF-AEP office for always making sure that “we as foreign

students” don’t feel any different from the other native students I also want to express my gratitude for being understanding and helpful to us

Last but not the least, all glory and gratitude to our “Heavenly Father-God” whom

we all know that God always gives us strength and knowledge to live our lives happily and freely His presence helps me a lot to finish the research All hard work is dedicated to everyone mentioned above Thank you, I love you, and May God always be with us

PART I INTRODUCTION

1.1 Research rationale

Since the early 20th century, coffee production has consistently been a significant source of income for Vietnam, according to Stephenson (2019) After being introduced by the French in 1857, the Vietnamese coffee business expanded across the plantation economy and eventually became a significant economic power in the area After the Vietnam War and the immediate aftermath, production increased once more, placing coffee second only to rice in terms of the value of agricultural exports from Vietnam One of the most well-known coffees in the world, Robusta coffee, is produced in the highest quantity in Vietnam Drinking coffee has become a tradition in Vietnam, so coffee shops have become well-known (Tran Thuy Hang, 2020) Hang, also said that Vietnamese people drink coffee and offer it as a gift to friends and relatives because they cultivate it and enjoy its flavor Most Vietnamese people drink coffee because the country has a lot of coffee shops They have a large, open area with many of trees, such as the coffee garden A café room with no outside noises, cold air conditioning, the scent of coffee permeating the space, music, art lights, and interior decor Many people claim they "go out for coffee," but when they arrive at the coffee shop, they order juice or milk tea instead "Drinking coffee" has almost become an idiom in Vietnam, and going to a cafe has become a ritual

There are numerous numbers of coffee shops around Vietnam and so as Thai Nguyen City, in Thai Nguyen Province, Vietnam If you roam around the places, it’s almost

impossible not to see any cafe in the area Just like cafes being trendy in Thai Nguyen City, online social networks are also trendy nowadays It is used for entertainment, communication, online selling etc

The use of social network sites as a platform of advertisement increases the number of people who tend to believe about the said qualities and characteristics of the product because the advertisement can be shared by anyone and show it to their friend list The trust of other people to the sharer may help a lot since it is their friend who shared and advertised about the certain product Using social media platform as form of advertisement doesn’t secure to have positive effect in the business Most companies made one mistake while advertising on social media that focuses on advertising campaigns instead of the production of high-quality products According to Jackie Owen, (2019) there are some disadvantages of advertising in social media Including; time-consuming, security and privacy issues, negative feedback, etc

This research is conducted to know “the impact of marketing tactics within an online social network in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam.” The findings of the research will show how do consumers and staffs of coffee shops in Thai Nguyen, Vietnam react on marketing tactics within an online network and how it affects their decision in acknowledging the coffee products in Vietnam despite of the given situations in the survey

According to Hall (2014), the descriptive approach is the type of research design that will help researchers plan and conduct studies in line with their goals Descriptive

research assisted the current study in establishing the relationship between marketing strategies used in online social networks and consumer demands for coffee products The design was conceptualized to provide descriptive information about people, places, and phenomena that sector significantly broad assertion, nothing through narratives The method is done through survey questionnaires wherein the researcher did the survey in 24 selected coffee shops in Thai Nguyen, Vietnam The answers of the chosen respondents affirm the impact of marketing strategies for social networks on the internet in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam

1.2 Significance of the study

This research will help the consumers, coffee shops owner and future researchers

that will conduct research that is connected in the stated topic It will provide information regarding on how do online marketing tactics influenced the consumer demand of coffee products in Thai Nguyen City, Thai Nguyen Vietnam

1.3 Research questions and hypothesis

1.3.1 Research questions

This research specifically it seeks to answer the following questions;

A What are the most effective viral marketing strategies to use of a certain businessman?

B What impact does social media have in the demand of the consumers?

C How do business owners improve their marketing skills through social media?

This research aims to;

 Know the impact of marketing tactics through online social media in consumer demands of coffee products in Vietnam

 Know the pros and cons of using social media as a mean of advertising

 Find out the relationship of online marketing tactics and consumer demands of coffee products

 Propose some recommendation to better select online marketing tactics to build consumer demand of coffee product in Thai Nguyen

1.3.4 Scope and Limitations

This study was carried out at a few Vietnamese coffee shops to learn more about how marketing strategies used in an online social network affected the growth of consumer demand for coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam The information was acquired via a survey questionnaire, and t-test was used for analysis However, the subjects of this study are merely the customers and employees of the selected coffee shops

In the course of doing this study work, 24 coffee shops in Thai Nguyen City, Thai Nguyen Province, Vietnam, were chosen to participate in a survey in a few designated coffee shops

PART II REVIEW OF RELATED LITERATURE

2.1 Definition of marketing tactics

Marketing techniques are the strategic actions that direct a product or service's advertising to achieve a certain marketing target In essence, these are high-level notions The material you produce is part of your strategies Content styles aren't the same as strategies Content styles aren't limited to a single marketing strategy The material you produce to implement the marketing techniques can include white

publications, videos, and blog postings (Ellering, 2014) Tactical marketing is the

absolute legend of strategic marketing, because it is through tactical marketing that strategy is brought to life A tactical marketing plan, also known as a "marketing action plan" or "marketing relations plan," outlines the concrete actions, expenditure, duties and responsibilities, and timetable for marching toward the goals after setting the strategic groundwork for how marketing can play a role in achieving the overall

company objectives (Gallagher, 2020) The researcher will conduct this study to broaden information about the marketing tactics within an online social network

A marketing technique is a plan of action that is used to strategically advertise a company's goods or services According to Nordqvist (2013), "Marketing methods are purposeful acts that drive a product or service's promotion to influence particular marketing goals," the objective is to boost sales while maintaining a competitive product or service (Coschedule 2015) Promotional strategies cover a wide range of techniques and methods employed by marketing experts, including handing out or

releasing advertising goods, sending messages, and interacting on social media In addition to targeted articles and club and organization memberships, marketing

techniques often include radio and television advertising

2.2 Marketing tactics within an online social network

Social network marketing refers to any type of marketing that occurs on social media networks This marketing strategy can be used in a variety of ways, from formal advertising campaigns to casual client involvement (Ward, 2020)

The use of social network sites as a platform of advertisement increases the number of people who tend to believe about the said qualities and characteristics of the product because the advertisement can be shared by anyone and show it to their friend list The trust of other people to the sharer may help a lot since it is their friend who shared and advertised about the certain product Using social media platform as form of advertisement doesn’t secure to have positive effect in the business Most companies made one mistake while advertising on social media that focuses on advertising campaigns instead of the production of high-quality products According to Jackie Owen, (2019) there are some disadvantages of advertising in social media Including; time-consuming, security and privacy issues, negative feedback, etc

The exponential growth of social media platforms over the past few years has significantly improved how influencers engage with their distinct audiences Social media platforms like Facebook, Twitter, and Instagram are used by politicians, businesspeople, sports, and singers to share original ideas, sell products, and build

their brands These apps have also made it much simpler to go viral, which is the holy grail for brands all around the world, and gain a following (Olenski, 2018)

Social media marketers must realize the value of social media in business and educate themselves as attitudes shift and technology evolves They use all of the techniques are available to see how the audience responds Find out where they prefer to communicate Find out what makes them happy and what makes them unhappy You will grow your partnership and your brand's popularity by continuing this process Phelps (2013) asserts that businesses that use clever strategies can make the most of their limited financial resources in terms of advertising its products or services specifically A strategy is a plan to achieve a particular objective A technique, on the other hand, outlines the specifics of how the plan will be implemented An idea is all that a marketing plan is a picture of how the objective might be reached

A marketing technique is what you do to carry out the strategy Cruz (2013) said that in order to have good marketing tactics, there are some marketing methods to consider Which includes;

• Sending emails to current and prospective customers

• Using sites such as Facebook, Twitter, and Instagram to connect with clients and potential clients A prospect is someone who to believe has the potential to become a customer

• Taking part at trade shows Trade exhibits can also be used as a marketing tool

• Presenting at industry organization events or the chamber of commerce are examples of grassroots activities

• Billboard, radio, television, internet, and print advertisements

• Publish targeted content A well-written post can generate a large number of leads Keep in mind, though, that articles take significantly longer to produce results than, say, advertisements

• Club and organization participation can assist you in integrating several marketing techniques into your networking efforts

Lastly "Tactical blend isn't something that can be set and forgotten Make sure to track the progress each month and make changes based on the outcomes of each technique." (Hartford 2011)

2.3 Importance of Marketing tactics within an online social network in building consumer demand

Using a social media management company, in addition to implementing this method, will help you reach a larger audience (Sherman, 2019) Gil-Or (2010), stated that online social network in general and Facebook, as the leading network, in general, has become a very appealing forum for many businesses in the last couple of years Most businesses are using today conventional push tactics in order to spread their marketing messages to the social networkers Since networkers consider the social platform space to be vendor-free, these approaches are not very effective The use of viral marketing and electronic word of mouth is the key strength of social networks, as members are linked to one another in a way that increases the trustworthiness of

messages passed between friends The ancient phenomenon of transmitting knowledge from one human to another is known as word of mouth Blogs, buzz advertising, viral marketing, online marketing, consumer networks, and other marketing strategies fall under the umbrella of word-of-mouth marketing Messages sent by word of mouth are generally more trustworthy because the recipient has reason to assume that the sender received no compensation for passing on the information As a result, it's ideal for helping service businesses like restaurants With the rise of electronic social networks, electronic word of mouth became very common Friends are sharing other contact mechanisms such as face to face, phone, smartphone, and even electronic mail as social networks become the actual norm in today's communication between friends The goal of this study is to know the effects of online marketing tactics in consumer demands of coffee in Thai Nguyen City, Thai Nguyen Vietnam

2.4 Tools/ Methods of Marketing tactics within an online social network

Social media marketing is more popular than ever before You must essentially be doing it The problem is that this implies competition A great plan is required to make a dent We've discovered some programs that will help us automate some of the tasks If you're anything like me, you want to automate as much as possible Until the alien wasp army arrives, machines are the future These tools will assist you in creating slick social media presence and attracting customers Customers are wonderful They'll assist you with content creation, influencer engagement, and social media monitoring (Patrick Whatman 2020)

There are different platforms that you can use for marketing tactic within an online social network that includes, Facebook, Twitter, Instagram, Youtube, Blogs, Pinterest etc There are also some tools that can be use especially in identifying audience such as; Google Analytics – Audience Tab, Keyword Planner, Facebook Business Page Insights

Because social media is such a young technology, its platforms and popularity are continuously changing However, as a point-in-time statistic, platform popularity can be determined According to a Pew Research survey from 2019, YouTube was the most popular platform, with 73 percent of adults in the United States using it Almost everyone has access to social media platforms nowadays, and some people use it to Not all social media platforms may be suitable for marketing tactics,

If you're just getting started with social media marketing, there's no need to use all of them at once Even if your company had the financial resources to hire a marketing firm or create an in-house social media team to engage in all of those channels, it wouldn't necessarily be a good idea due to the variances in user demographics

Pros and Cons of Social Network Marketing Pros;

• Cheap: When compared to other types of marketing, social media is a bargain

You may register for free on most platforms, and upload content there Those unpaid postings have the potential to reach a sizable audience, which will (hopefully) encourage them to share the content with their social network contacts Additionally, there are numerous paid advertising options available to make sure that your message is seen For instance, Facebook offers a wide range of ad targeting possibilities, including the capacity to focus on users that reside nearby

• Direct communication with customers: Businesses can utilize social media

to interact with their target audience and develop meaningful relationships with clients By leaving comments on other people's posts and starting conversations, you may interact with people directly as opposed to broadcasting a message and hoping it gets through

• Having the ability to learn more about customers: As you interact with and

communicate with your customer base, you will learn more about them On their social media profiles, people frequently share personal information, including details about their interests and preferences that may be useful for

business

• Cons ;

• Time-Intensive: From a commercial standpoint, the biggest issue with social network marketing is that it may be quite time-consuming Campaigns on social media are not one-time events; they must be nurtured over time While

bigger corporations have had success with this sort of marketing, they also have the means to assign significant numbers of employees to overseeing social media marketing efforts These are resources that many small firms lack • Direct Marketing is Ineffective: social media is used by businesses mostly

for marketing purposes On social media, however, overt advertising is quite easy to spot Less effective than more subtle forms of social media promotion are overt attempts to sell In order to use social network marketing effectively, businesses must be recognized as members of the social media community The use of original content and active audience participation may help with this

• Increases the Likelihood of public Chastisement and Hac: Because of the

community character of social media, businesses must be wary of the potential for negative publicity Customers, ex-employees, and competitors can bombard a public social media page with unfavorable comments (whether true or false) Hackers may attack your page in order to distribute false information or create havoc

2.5 Relationship between online marketing tactics and consumer demands

Consumer behavior is how customers behave and react in the retail world, and marketing concepts are used to promote and sell goods or services It is important for a company to consider how and to what the customer will react in order to develop a successful marketing strategy Marketing is mainly concerned with identifying areas

where the company should concentrate its resources by identifying an inherent need and satisfying it, thus delighting the consumer and increasing sales The higher a company's market share, the better its chances of surviving in the marketplace Consumer behavior studies, on the other hand, are concerned with deciphering patterns in consumer purchasing behaviors and the factors that lead to repeat purchases, which is the perfect prerequisite for a company seeking to capitalize on those needs and values and increase its market share (Eugeniechew, 2016) In order to more successfully reach your target demographic, you must use platforms that your clients are already using These social media platforms, where the majority of users spend the majority of their day and night, are incomparable You as a social media company could want to capitalize on these consumers' inclinations in order to get some substantial leads These social media platforms help you draw in the right customers and present your brand or product to potential customers at the right times (Hary 2020)

Businesses are being forced to modify their digital marketing approach and strategy as a result of the influence of internet marketing on customer behavior Businesses all throughout the world need data on consumer behavior This is as a result of their ongoing efforts to enhance both the shopping experience and, consequently, their sales figures They can do research on consumer behavior to learn more about market expectations Additionally, it enables them to develop improvements that will assist clients make wiser purchase choices (2021 R Rjoub)

What is Consumer Demand?

Consumer demand is the willingness and capacity of customers to purchase a variety of goods and services across time or at a certain point in time The mere desire to purchase something does not constitute an effective demand; the ability to pay must be there as well Or to put it another way, demand can only be created when there is sufficient purchasing power Purchasing power is determined by the ratio of current consumer income (or disposable savings) to current price levels (Economic-online 2020)

Furthermore: Participation becomes much more challenging to achieve when there

are fewer hours in the day for a variety of Social Apps, information, accounts to follow, and customized advertisements While Facebook algorithms are getting smarter at figuring out which posts to promote "organically" for a user to spend more time on the platform, users are unfollowing and filtering their feeds to control relevancy If you're still trying to sell through each post and statement, users are unfollowing and filtering their feeds (2021 R Rjoub)

Lastly: One of the biggest changes in consumer behavior brought about by digital

marketing is that regular customers who once went to the first store they saw are now researching products online the day before visiting a physical store, reading reviews from other customers, comparing prices, and looking for similar products Technology advancements have resulted in a two-fold increase in consumers' expectations for quick, effective service They have access to genuine customer input on goods and services via online forums and user reviews It is unacceptable to have

questions as quickly as possible When customers don't get what they were promised, they become angry and let it out in public, which hurts business and the economy (Amman Jordan 2020)

2.6 Empirical related studies

The primary goal of social media marketing is to persuade customers to purchase goods The measurement of consumers' buying decisions is one way to measure the efficacy of social media marketing Furthermore, brand managers should be mindful of the potency of negative feedback from dissatisfied consumers in order to avoid tarnishing a company's image As a result, businesses must respond quickly to dissatisfied customers and make efforts to convert them into loyal customers through seller goodwill and attentive service Building customer confidence in product/service brands leads to a more optimistic attitude and desire to buy (Hoa et al, 2018) Knowing the underlying drivers of consumer behavior results is critical for e-marketing personnel to effectively devise e-marketing campaigns and allocate sufficient resources to improve customer loyalty and build long-term relationships As a result, while e-marketing practitioners anticipate how to attract, maintain, and persuade customers to buy goods and services, consumers (or e-consumers, as the case may be) look with them to guide them in making the best choices for them in their purchases (Samuel et al, 2012) The previous studies have been lacked in information about how does online marketing tactics affects the consumer demand of a product that is already a trend all over the country According to a Bazaar voice marketing survey, 54 percent of shoppers in five countries stated they would not buy

a product if they felt it had phone reviews (Bazaar voice Marketing Research, 2020) According to an Appetitive survey, 55 percent of reviews on the App Store are phone, while 45 percent of reviews on the Google Play Store are fake (Appetitive Marketing Research, 2014) Bad money drives out good money, and customer perceptions of the value of internet reviews have decreased dramatically In other words, the duped customers are unsure who to trust Obviously, there are no sales without trust The answer could be found in the creation of a successful online social network The anonymity of the online world is at the root of the problem Customers are hesitant to trust sellers or reviewers since they are unfamiliar with them However, if they create a strong and robust online social network for buyers and sellers, trust will naturally develop Take, for example, celebrities on Facebook They've built a strong online community with their fans, and the fans themselves are a formidable online community In this population, distrust is tough to detect (Yue Wang 2020)

E-commerce systems should improve the buyer review and seller response features, minimize the difficulty and time cost of both parties' operations, and improve both parties' user experience They should develop new measures of review efficacy in order to assist potential buyers in receiving useful reviews more quickly, so improving the user experience and increasing the willingness of purchasers to remark on products They should create a point system to incentivize and promote sellers to respond to relevant consumer feedback in a proactive and active manner They could offer purchasers special financial incentives, such as lotteries and other means, to encourage them to actively participate in online evaluations (Bin Zhang 2020)

However, the researcher has digged deeper to know the underlying effects of the online marketing in building consumer demands of coffee given the fact that the coffee is already in trend in Vietnam since early centuries

III METHODOLOGY

This chapter presents the research strategy and approach, the methods of data collection of the respondents and instruments for data analysis

3.1 Materials and Instruments

This research is a qualitative and quantitative study that aims to understand the impact of social network marketing in building consumer demands of coffee products in Thai Nguyen City, Vietnam Participant observation and informal interviews were done and materials such as notebook, pen, questionnaires and online survey were used for data collection A laptop was also used to transcribe, and analyze data from survey forms and journals

3.2 Research contents

To collect data, we follow conceptual framework of the study

Figure 1 Conceptual Framework

The inputs of the research were primary and secondary data The primary data were consisted of surveyed questions that subjected to different themes And the secondary data are composed of existing researches from the journal, book, article and other reliable sources Then, the transcribed data from the survey was analyzed through t-tests Moreover, correlation and comparison of the existing research will be utilized And finally, an output was to understand the impact of social network marketing in building consumer demands of coffee product in Thai Nguyen City, Vietnam

3.3 Methodology

3.3.1 The research design

This research is a quantitative research interview that seeks to understand the impact of social network marketing in building consumer demands Moreover, it is useful for getting the story behind a participant’s experiences and observation The interviewer can pursue in-depth information around the topic This approach was chosen given

comparison of the existing research

• Understand the impact of social network marketing in building consumer demands of coffee products in Thai Nguyen City, Vietnam

that the objective of the research was to provide their experience in coffee shops through answering the survey form Additionally, natural setting was carried out in this study, mainly through participant observation, and informal interviews to permit an understanding of their perspective’s lives Primary data were collected through the transcripts of survey forms that the participants answered

3.3.2 Location

The researcher conducted a survey in Thai Nguyen City, Thai Nguyen Vietnam The places were chosen using subjective sampling Different coffee shops inside Thai Nguyen City were chosen as the location for the research

Figure 2 Location of the research area

The figure shows the map of Thai Nguyen City, Vietnam and the red part shows the coffee shops in

Thai Nguyen (Photo retrieved from:

3.3.3 Materials

Survey questionnaires were used in order to know the influence of online marketing tactics to the consumer demands of coffee product in Thai Nguyen City, Vietnam

3.3.4 Sample size

The sample size of the study is a total of 396 respondents that are both consumer (260) and staffs (136) that are from a total of 27 coffee shops in Thai Nguyen City, Thai Nguyen Vietnam

3.3.5 Survey

A checklist questionnaire was initially prepared for the interview session that was utilized for this research The interviewees are grouped into two; (i) consumers, and (ii) staffs

3.4 Data collection process

The data was obtained within a 3 month-long face to face and online survey from selected respondents Surveys were documented using printed checklist or online survey All respondents were respectfully asked about their consent by having them sign the survey form below, and this was done out of an ethical concern for all participants For improved interaction and comprehension between the interviewer and subject, all questions were translated into the town's native tongue Moreover, to research secondary data sources relevant to the study, books, online databases, and scientific journals were used

3.5 Data Analysis

The quantitative analysis of survey data, all responses were transcribed accordingly and a t-test was performed

PART IV: RESULTS AND DISCUSSION

This chapter shows the findings and interpretation of data based on quantitative analysis Transcribed data were analyzed in order to provide in-depth information

about the impact of social network marketing in building consumer demands for coffee products in Thai Nguyen City, Vietnam Additionally, this chapter also used secondary data Without a doubt, the findings presented in this part answered the study's research questions

Presentation of Data

The data collected were compiled in this section of the paper and presented through tables and figures

4.1 Data from the staff respondents

The following data were the following information transcribed from the answers of the “cafe staffs” respondents It shows their demographic information as well as their response to the given statements

4.1.2 Demographic and working experience of the respondents: “staffs”

Figure 3 Gender bar graph

There are a total of 136 staff respondents that answered the survey 65.4% were male and 34.6% were female While the range of age of the staff were shown below

Figure 4 Range of age

The age of 66.9% of the total population is ranging from 16 to 25 years old While 25.7% is ranging 26-35 years old and the remaining 7.4% are the staffs wherein the

ages were 36 and above years old

Age range of staffs

16-25 years old26-35 years old36 and above

Figure 5 Work Position

There are 63 “staff respondents” that are waiters/waitress in the total population while there are 26 cashiers, 21 bartenders, 9 managers and 7 owners

Figure 6 Work Experience

There are 79 “staff respondents” of the total population that are working for 0-3 years while there are 43 staffs that are working for 4-6 years, then the 7 staff respondents have been working from 7-10 years already while the remaining 7 are working for more than 10 years already

Work Position

Working experience

0-3 years4-6 years7-10 years>10 years

Figure 7 Working hours

There are 132 “staff respondents” of the total population that are working for 5-6 hours a day while there are 19 staffs that are working for 7-8 hours a day, then the remaining 5 are working for more than 8 hours a day

4.1.3 Interview questions about the “coffee shops”

Figure 8 Mode of advertisement

Based on the answers of respondents, 51.5% are already using online platforms in order to advertise their coffee products while the rest are using brochures, posters etc to advertise their coffee products There also people who’s using both online platforrms and printed advertisments

Working hours

5-6 hours7-8 hours> 8 hours

Figure 9 Business operation

The largest part of the total population is 75.7% of the total respondents wherein the coffee shops they are working for have been operating for 1-5 years only while 19.1% is from 6-10 years and the remaining percentage were operating for more than 10 years already

Figure 10 Online platforms

The researcher asked the respondents to put as many online platforms they were using to advertise their coffee products In the graph above, you can see that the most-used social media platform to advertise products is Facebook followed by blogs and then the others are not as high as the users who’s advertising products through Facebook

Figure 11 Positive Effects

According to the selected respondents, 58% said that the positive effects of posting their coffee products on social media are mainly to increase sales followed by increasing of customer’s awareness the expansion of target market

3 What are the positive effects of posting your coffee products on social media?

Increase sales

Increase Customer's awarenessExpansion of target marketOthers