University students who are currently living and studying in ho chi minh city, and especially ueh students

As a result, businesses will identify efficient tactics for advertising on social networking platforms based on data evaluating short and long content consumption behavior.. Understandin

TABLE OF CONTENTS

I/ ABSTRACT 3

II/ INTRODUCTION 3

1/ Why do we choose this topic for our research 3

2/ The objective of our research 3

2/ Samples of our reasearch 3

3/ Scope of our research 3

III/ RESEARCH METHODS USED IN OUR RESEARCH 3

1/ Execution Procedure 3

2/ Research Methods 3

3/ Statistical Scales 3

IV/ THEORETICAL BASIS 3

1/ Some basic concepts 3

a Definition of Statistics 3

b Statistics Methods 3

i Descriptive statistics 3

ii Inferential satistics 3

c Scale of Measurements 3

i Nominal Scale 3

ii Ordinal Scale 3

iii Interval Scale 3

iv Ratio Scale 3

2/ Other Concepts 3

a Definition of “Consume” 3

b Definition of “Short Content” 3

c Definition of “Long Content” 3

d Definition of “Promotion” 3

V/ DISCUSSION AND DATA ANALYSIS 3

VI/ CONCLUSION AND SUGGESTION 3

VII/ LIMITS 3

I ABSTRACT

With the rise of internet and smartphone penetration in Vietnam, social media has been increasingly prevalent in the daily live of the majority of Vietnamese people during the past few years Social media platforms like Facebook, Twitter, TikTok, and others have grown to resemble a mini-society that not only reflects every facet of reality but also has the power to influence it greatly A Google survey reports that 97% of Vietnamese consumers use tablets and smartphones for information searches This is considered an ideal condition for social networks to appear and quickly become common in Vietnam Social networks are regarded as one of the most significant Internet applications that have emerged along with the Internet, particularly for young people in both urban and rural locations nowadays

Born and raised in the digital age, Generation Z easily navigates social networking platforms During the COVID-19 pandemic, young people's social media habits have changed significantly and those changes continue in their lives today According to a study by Kantar, Vietnamese users between the ages of 18 and 24 spend an average of 4 hours a day using social networks, an increase of 1 hour compared to before the pandemic However, what is more surprising is that the consumption of short content has increased significantly The coverage of short videos is truly unexpected when, according to Backlinko statistics, in early 2022, TikTok reached more than 1 billion users, while according to DemandSage, Instagram Reels has also exceeded 2 billion users to date During the Fortune Brainstorm Tech conference, Google Vice President Prabhakar Raghavan revealed a surprising statistic Google's latest survey shows that nearly 40% of Gen Z prefer TikTok or Instagram to Google for information searches Young people today still need to consume long content, but this trend is gradually decreasing This consumption of long and short content has a dramatic impact on the company's product advertising strategy to consumers

In today's competitive market, an advertising campaign is essential for businesses As a result, businesses will identify efficient tactics for advertising on social networking platforms based on data evaluating short and long content consumption behavior Understanding the psychology of businesses, we wish to contribute our small part to clarify this complex issue, and the topic we want to address is "Research on the impact of content consumption on social media platforms on how businesses develop promotion strategies" to research the consumption behavior of long and short content among young people, as well as from there offer the most effective advertising platforms to businesses in the current market

Because this is our first time doing research, our knowledge and experience are still limited, so mistakes are unavoidable We look forward to receiving comments, suggestions, and evaluations from instructors and friends to help

us complete this research We also confirm that all results and data in the

research article are true and evaluate the objective issues mentioned in the topic

1/ Why do we choose this topic

The landscape of social media is rapidly evolving, with short-form content like TikTok videos and Instagram Reels taking center stage and captivating the attention of university students, particularly Gen Z This research dives deep into this captivating new trend, exploring how short-form content has risen to dominance and consumes a significant portion of students' daily time We will not only track clicks and swipe patterns, but also analyze their dwell time and engagement levels to understand what truly captivates them Beyond the short-form craze, however, long-form content like blog posts and in-depth articles still hold value for students seeking deeper information and knowledge This research will also examine how students balance their consumption of both short and long-form content, providing insights into their attention spans and preferences

Our research isn't just about counting clicks; it's about building bridges between brands and university students in this digital jungle of endless scrolling By decoding how students engage with different content types, from fleeting memes to in-depth articles, we empower brands to craft targeted ads that resonate across formats Imagine ads that capture their attention with a witty meme, then spark genuine interest with an insightful article This understanding fosters meaningful connections and builds lasting relationships, paving the way for impactful communication that truly speaks

to the generation defining the digital age

2/ The objective of our research

By understanding what makes students stop, stare and how long they would spend on each kind of contents on the social media, we would like to give suggestions that help brands:

 Speak their language: Craft promotions that click with their studies and spark real conversations

 Earn their trust: Forget algorithms! We find the things that truly grab their attention and build trust deeper than any hashtag

 Navigate the shifting landscape: In this social media jungle, where platforms rise and fall like trends, we give brands a compass to connect with the students who really matter

3/ Samples of our research

University students who are currently living and studying in Ho Chi Minh City, and especially UEH students

4/ Scope of our research

 Sample size: 238 students

 Geopraphic size: Ho Chi Minh city

 Survey method: Online

 Survey platform: Google Form

 Survey dates: Nov 28 – Dec 12, 2023

III RESEARCH METHODS USED IN OUR RESEARCH

1/ EXECUTION PROCEDURE

Phase 1: Planning Research

Interpretation:

 Focused topic: Compare short content consumption with long content

consumption on social media platforms

 Focused sample: University students who are living and studying in Ho Chi Minh City

 Content outline: *as listed above*

 Research methods: Applying a variety of effective statistical methods with

flexibility to achieve highest precision possible to analyze collected data from the survey

 Content distribution: *as listed above*

Phase 2: Collecting Data

Interpretation:

 Survey’s objectives: Collect data on short and long content consumption on social media platforms of university students

 Questionnaire: Reality of content consumption, Social media platforms,

Frequency of consumption, Rate of helpfulness to consumers

 Survey tool: Google form

 Designing the survey form: Tailoring questions to best serve established

objectives of the research, Arranging in a climbing order of specification

 Distributing the survey form: To social media connections, secondary

connections, acquaintances, non-acquaintances, via communication platforms

 Collecting data from survey’s answers: by categorizing answers into multiple

Choosing the

focused topic

Choosing the

focused sample

Establishing content outline

Determining research methods

Distributing content for execution

Determining

Survey's

Objectives

Establishing the

productive

questionnaire

Selecting the survey tool

Designing the survey form

Distributing the survey form to the sample

Collectign data from survey's answers

relevant sets of data with respect to research’s objectives

Phase 3: Summarize and Analize Data

Interpretation:

 Summarizing answers: Merging related data from the survey form’s answers into different group mixes to clarify and elaborate on the specified scope of the research

 Analyzing data: Matching chained answers to comprehensively and cohesively deduce consumption patterns among the chosen sample

Phase 4: Report on Results from the Research

Interpretation:

 Expanding references: Obtaining supporting information and proficient

opinions on the similar topic from credible sources

 Generating conclusions: Producing a concise accurate summary of the present reality of long and short content consumption

 Generating recommendations: Suggesting potential changes to adjust the

current picture of consumption, Ways to promote each distinct type of

consumption

Expanding

References

Generating Conclusions

Generating Recommendations

2/ RESEARCH METHOD

1/ Sampling method

In the field of statistics, a sampling method is a perfect procedure for selecting

a subset of individuals from a focused population to derive an estimate of the desired characteristic data of the whole population with the highest possible consistency with that population There exists a fixed set of elements crucial to establish a productive sampling process:

 Sampling method: There are two main types of sampling method:

within the population, allowing strong statistical inferences about the entire population to be made by distributing equal chances of being included in the sample to each member of the said group

based on a variety of criteria, notably convenience, to collect data with ease

 Sample size: The number of individuals to take part in the survey, being selected in accordance with prerequisite characteristics A larger sample can yield relatively more precise data with respect to the population

In our particular research, we have chosen the convenience sampling to approach the largest possible sample in the dispensed time budget for this

preliminary stage This has its pros and cons, which work in both of the opposite directions by raising and lowering the risk of sampling bias The sample size we have reached at the concluding time of the survey is 238, entailing 238 answers from university students

2/ Statistical method

Statistical method is a proficient system of consecutive methods that consists of collecting and organizing data, summarizing and analyzing information, then finally synthesizing and making decisions based on the knowledge obtained from those preceding stages to create value Thus, this includes aggregating, calculating to conclusively present data in a fashion that provides guidance for prediction, theorizing, and decision-making in a collective of various fields An accurate statistical analysis can advocate more confident conclusions, such as promoting confidence in investments, inducing businesses in related fields to expand spendings

on products or on advertising

In this research of ours, the prime objective is to collect and analyze the content consumption behaviors of university students on social media platforms nowadays to deduce patterns in a credible manner that informs major businesses in this industry to attract more

3/ STATISTICAL SCALES

Objectives Description Numerica

l Order

Types of Variables

Levels of Measuremen t

Method of Analysi s Personal

Informatio

n of the

Sample

Overall

Informatio

n

Have you

ever used

social media?

Since what

Numerical (quantitative )

Which social

media have

you used?

Bar graph Which social

media do you

often

consume

content on?

graph

How much

time per day

do you spend

on electronic

devices?

8

Numerical (quantitative )

How much

time per day

do you spend

on content

consumption

?

9

Numerical (quantitative )

How helpful

is the content

consumed to

you?

graph

Do you

prefer short

or long

content?

Why do you

have such

preference?

media do you

often

consume

short content

on?

(qualitative)

How much

time per day

do you spend

on short

content

consumption

?

14

Numerical (quantitative )

Rate the time

consumption

of short

content

graph Rate the

helpfulness

of short

content

Bar graph

Long

Content

Which social

media

platform do

you often

consume

long content

on?

How much

time per day

do you spend

on long

content

consumption

?

18

Numerical (quantitative

Rate the time

consumption

of long

content

Bar graph Rate the

helpfulness

of long

content

graph

IV THEORETICAL BASIS

1 Some basic concepts

a Definition of Statistics

Statistics is defined as the art and science of collecting, analyzing, presenting, and interpreting data Particularly in

business and economics, the information provided by collecting, analyzing, presenting, and interpreting data gives managers and decision makers a better understanding of the business and economic environment and thus enables them to make more informed and better decisions

b Statistical Methods

i Descriptive Statistics

 Descriptive statistics are brief informational coefficients that summarize a given data set, which can be either a representation of the entire population or a sample of a population Descriptive statistics are broken down into measures of central tendency and measures of variability (spread)

 Measures of central tendency include the mean, median, and mode, while measures of variability include standard deviation, variance, minimum and maximum variables, kurtosis, and skewness

ii Inferential Statistics

 Making estimates about populations (for example, the mean SAT score of all 11th graders in the US)

 Testing hypotheses to draw conclusions about populations (for example, the relationship between SAT scores and family income)

c Scales of Measurement

a Nominal scale

 Nominal scale is the simplest scale, where variables are categorized

or named

 Data used in this scale are qualitative and do not have order or ranking

 Example: gender (male, female), eye color, etc

b Ordinal scale

 In this scale, variables are also categorized or named However, data

in ordinal scale can be ordered or ranked

 The differences between values or ranks are not uniform and meaningful

 This scale is often used to measure attitudes, opinions, views, perceptions, and preferences

 Example: Customer satisfaction rating (very satisfied, satisfied, neutral, dissatisfied, very dissatisfied)

c Interval scale

 On the interval scale, variables are categorized and ordered, the intervals between values are consistent and meaningful, but there is

no true zero point

 Addition and subtraction can be performed, but multiplication and division do not make sense while using this scale

 Example: Temperature measured in Celsius or Fahrenheit

d Ratio scale

 The ratio scale has all the properties of the interval scale, but it also has a true zero point

 All arithmetic operations are available in this scale, including multiplication and division

 Example: height, weight, age, income, etc

2 Other concepts

a Definition of “content consumption”

 "Content consumption" typically refers to the act of engaging with and utilizing various forms of digital or media content It involves the active process of accessing, viewing, reading, or interacting with content such as articles, videos, music, podcasts, social media posts,

or any other information or entertainment available through digital platforms or traditional media Content consumption can occur across various mediums and channels, reflecting how individuals access and absorb information or entertainment in today's digital age

b Definition of “short content”

 "Short content" refers to information, media, or material that is concise, compact, or brief in its presentation It typically delivers its message or information succinctly and quickly, aiming to convey key points or ideas in a condensed format Short content can come

in various forms, such as short articles, brief videos, concise summaries, or abbreviated versions of longer content pieces Its purpose is often to provide quick access to information, cater to shorter attention spans, or deliver content that can be consumed rapidly without requiring a significant time investment

c Definition of “long content”

 "Long content" refers to information, media, or material that is comprehensive, in-depth, or extensive in its presentation It typically encompasses detailed and thorough coverage of a topic, providing comprehensive information, analysis, or storytelling that delves deeply into subject matter Long content often includes lengthy