consumer behavior affects on determination of choosing freelance platform in vietnam especially constant content platform

VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION ĐẠI HỌC TÔN ĐỨC THẮNG TƠN DÚC THANG UNIVERSITY FINAL REPORT SUBJECT: CONSUMER BEHAVIO

VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

ĐẠI HỌC TÔN ĐỨC THẮNG TƠN DÚC THANG UNIVERSITY

FINAL REPORT SUBJECT: CONSUMER BEHAVIOR

CONSUMER BEHAVIOR AFFECTS ON DETERMINATION OF CHOOSING FREELANCE PLATFORM IN VIETNAM ESPECIALLY CONSTANT CONTENT PLATFORM

Lecturer: MBA Nguyen Cuong Thinh Group: 2

1 Tang My Ngoc (Leader) 721H0078

2 Cao Phương Quỳnh Nhỉ 721H0092

LECTURER’S COMMENTS

MEMBERSHIP ASSESSMENT TABLE

Phan Ly Na 721H0665 Part 2 Consumer

behavior research process for Constant Content platform: 2.5 &

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LIST OF IMAGES

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INTRODUCTION Permanent staff hiring has long been the norm for corporations But instead of hiring full-time employees, today's scaling businesses increasingly outsource project- based employment to freelancers Since COVID has upended the workplace, more professionals are choosing to work independently Some people take on additional work as a second job, while others are freelancers full-time Although there are difficulties, such as unpredictable income and no standard job benefits, exceptional workers are easily accessible for project-based work

According to Statista, more than half of the U.S workforce, or around 60 million workers, were predicted to be freelancers in 2022, and this number is expected

to rise to 86.5 million by 2027 With so many people choosing to work for themselves, businesses have a wide selection of options in almost every field, including freelance writers with clients who require material for their websites, blogs, social media, etc This pattern has been developing in Vietnam for a while, but it took off during the COVID-19 outbreak Vietnamese academic workers choose freelancing in greater and greater numbers According to data from December 2021 from Anphabe, a social networking service and employment website in Vietnam, up to 53% of academic faculty members have actually engaged in the gig economy

The purpose of this report is to evaluate the results of research in which Vietnamese freelance writers and clients were asked about their experiences and behaviors when using freelance online platforms in general and Constant Content in particular The data included in this report was gathered by means of a one-on-one interview with potential or existing users of Constant Content in Vietnam to have detailed information on their needs, wants, and behaviors in order to make a better development for the platform to be suitable for the Vietnam market

PART 1 THE GENERAL INTRODUCTION OF CONSTANT

CONTENT PLATFORM 1.1 Development of content delivery platforms

Currently, the global economy is facing a difficult economic situation, including inflation and a serious economic crisis In Vietnam, layoffs are happening in many businesses, especially in the information technology, software, and e-commerce industries According to statistics, many businesses have had to cut about 25% of their human resources between September 2022 and May 2023 This means that on average, for every 10 businesses, at least 3 businesses have to cut human resources

Under the impact of the layoff storm, about 13% of workers in Vietnam faced direct job loss To adapt to this situation, some businesses have had to find ways to optimize costs Some of them have outsourced the production of products and services needed for their business plans, or they have turned to freelance workers instead of full-time employees

Laid-off workers, especially those with creative and content skills, often choose

to do freelance work, such as freelance writers, to earn extra income According to a report, currently 14% of knowledgeable human resources in Vietnam work full-time freelance, 26% work part-time freelance, and 13% do freelance work in parallel with a permanent job

This situation has created a growing demand for content creators Therefore, today many intermediary websites are appearing in Vietnam and around the world such

as Vlance, Freelancer, Fiverr, Upwork, etc., that help connect freelancers and businesses, creating opportunities for both parties to seek and deliver projects and services In particular, Vlance is known as the largest freelance website in the Vietnamese freelance job market Websites bring together more than 400,000 talented freelancers with many diverse career fields such as Online Marketing, Web Programming, Design, etc

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1.2 Introduction to Constant Content

Ten years ago, in the area of producing and marketing pre-written content for the web, Constant Content was a pioneer Since then, the company has developed from

a tiny start-up to one of the biggest and most reputable marketplaces for original, high- quality content that is also SEO-friendly

While Constant Content continues to provide thousands of unique pre-written articles through their catalog as they have changed with market trends and business demands over the years, their main focus is on the creation of custom content based on client-specific requests and needs

Today, Constant Content has become one of the biggest and most well-known marketplaces for SEO-friendly content Constant Content connects businesses with the top freelance writers online and is trusted by over 50,000 organizations With the motto

"High-quality, custom content at your fingertips", clients can easily order high-quality content for your website with a tumkey professional writing service They can assist organizations of any size in scaling and improving their clients content creation thanks

to their user-friendly, collaborative platform and managed corporate services

In order to express brand stories, boost SEO, and increase sales, Constant Content links businesses with thousands of expert writers who can produce articles, eBooks, product descriptions, and other materials The services offered by Constant Content include the widest selection of original articles for sale as well as a customized content writing service

1.3 Operational objectives

One of the primary objectives of Constant Content is to become the established marketplace for high-quality, original, SEO-friendly content based on clients specific requests and needs They are aiming to reach this goal while adhering to a set of commitments in order to offer the greatest service and safeguard for clients and freelance writers:

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¢ Guaranteed high-quality, unique, premium, SEO-friendly content

e Provide free revisions for every piece of custom content

¢ Dedicated account management with easy access for writers is provided

® Connect clients with writers who understand their industry, and the platform only works with top talent

® The website’s rigorous human editorial controls ensure quality standards are always met

e Article turnaround time is typically 48 hours, and writers NEVER miss a deadline

¢ Help clients build a team of experts to serve as a subsidiary to their in-house content marketers

e Every article is run through Copyscape, an anti-plagiarism checker to ensure originality

¢ Manage all clients’ content needs, production, and delivery so they don’t have

Image 1 Table display the amount of customers using Constant Content and number of articles

Among content providing platforms, Constant Content is an international platform that is of interest to many content creators Some data show that there are

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about 100,000 professional writers participating in the activity with nearly 200,000 articles per day as well as serving more than 50,000 businesses and most of them give very good

Over 85% ofsubmitted Top writers make over Over 100, 000 sites — and

articles sellevery year $90,000 per year 100+ big brands — buy

from Constant Content

Moreover,

Constant Content is trusted by Linked ‘in| thousands of companies, even large

Image 2 The review from Linkedin

firms such as LinkedIn, Uber, etc., for its value and originality The web also sells over 85% of articles each year and helps writers earn more than 90,000 dollars per year

Image 3 Statistics on the number of articles and writers of Constant Content

Constant Content provides many types of content from sales-onented copywriting, brand- shaping content writing or about any topic the business requires It helps businesses find content writers that suit their needs in just a few simple steps with the following 4 methods:

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¢ Call for article: All available writers are invited to submit your article

¢ Casting call: All available writers can apply to work for your project

e Targeted request: To request editor-approved writers that match specific criteria

e Expert request: To choose writers from a list of professionally certified groups Besides, Constant Content mainly provides the following four main contents:

¢ Blog articles:

The businesses can easily search an available database of thousands of articles covering hundreds of topics such as home, merchandise, Every article is screened by the editorial team, which offers professional editing All content is verified as plagiarism-free with Copyscape, and 'Full Rights’ articles are guaranteed to be unique and SEO - friendly

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Image 4 The article topics

® Product descriptions:

Blog posts Ready-made content

Custom articles SEO-Triendly

Fast delivery

Nowadays, every product that wants to be unique should have its own description highlighting how it will help prospects achieve their purchase objectives Therefore, product pages are crucial for companies to sell their products, and Constant Content can help with that On this website, writers can work directly with customers

on any project or industry-specific project, from product descriptions to blog posts Constant content has partnered with several large clients such as Zulily, Sears.,

to provide this type of experiential content to their visitors and customers

Image 5 The clients of Constant Content

¢ White papers/ eBooks:

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Constant Content website browses over 100,000 high-quality and diverse blog posts and eBooks for sale, and it also orders custom blog content from expert freelance

PART2 CONSUMER BEHAVIOR RESEARCH PROCESS FOR

CONSTANT CONTENT PLATFORM 2.1 Research Objectives

Understanding the needs, desires, and behaviors of Freelance Writers: This research aims to explore what freelance writers desire before they joi or intend to participate in the Constant Content platform This may include information regarding their personal characteristics, preferences, motivations, expectations, and their level of commitment when working on this platform

Understanding the needs, desires, and behaviors of Clients using the Constant Content Platform: It is crucial to comprehend the requirements, desires, and behaviors

of clients who are currently using or intend to use Constant Content's services This may involve information about the types of content they seek, their budget, time constraints, and their evaluation of service quality

Evaluating and enhancing Constant Content platform features: This research will also help us assess the effectiveness of the services offered by the platform, such

as page copy, product descriptions, Whitepapers/ eBooks, Blog posts, payment systems, etc We can identify the strengths and weaknesses of these features based on user (client) feedback and propose improvements if necessary

SWOT Analysis: Based on data collected from surveys, interviews, observations, and experiments, we can determine the strengths, weaknesses, opportunities, and threats related to the Constant Content platform This will aid our team in developing marketing strategies and improving products/services to better meet the needs of both freelance writers and clients

2.2 Research Participants

® Clients

- Scale: Companies and businesses of small, medium, and large sizes

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Recruitment Situation: Businesses facing resource shortages during peak periods in the field of content writing or companies seeking to hire freelance writers to optimize resources by only paying for completed work, without incurring costs related to permanent employees, such as traming fees, salaries, insurance, and benefits

Geographical Location: Vietnam

Freelancers

Age: 18-34 years old

Gender: Male and female

Interests: Individuals with a passion for writing and creative content generation Geographical Location: Vietnam

Work Location: Ho Chi Minh City

Educational Level: High school graduates, primarily at the university level

Post-Graduate Bachelor's Graduated

High-Schoc Womar Men

Image 8 Level of education by gender

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During interviews, we employ open-ended questions to allow interviewees to freely express their opinions, needs, challenges, and expectations We refrain from providing suggestions or personal opinions during interviews to:

Ensure objectivity: Offering suggestions or personal opinions may create pressure or bias in interviewees’ responses, potentially leading to inaccurate information

Create space for free expression: Interviewees should feel free to share their perspectives and opinions without being influenced by the interviewer's viewpoints Not providing suggestions or personal opinions fosters a safe space for open expression

Collect diverse information: Effective interviews require gathering information from various sources and perspectives By refraining from providing suggestions or personal opinions, we encourage interviewees to freely share their thoughts, resulting in a more diverse and comprehensive dataset

2.4 Practical interview

Client 1; Laneige Vietnam

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Interviewee: Mr Phan Cong Minh Hy

Job Position: E-commerce specialist at Laneige Vietnam

Industry: Cosmetics

Interview Method: In-person interview

Interview Duration: 20 minutes

Website: https://www.laneige.com.vn/

Email: lancige@vn.amorepacific.com

Description: Laneige is a renowned cosmetics brand from South Korea, founded

by the Amore Pacific Group in 1994 In recent years, Laneige has penetrated the Vietnamese market and become a familiar brand among beauty enthusiasts in Vietnam Despite having its own dedicated marketing team, including content writers, the company still has the need to hire freelance writers, especially during peak shopping seasons with high-intensity PR posting and advertising demands when the company's workforce may not have enough time or resources

to handle these demands adequately

Client 2: Steve P.T Tang Immigration Consulting Corp

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STEVE TANG IMMIGRATION CONSULTING CORP

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