The thesis aims to build a legal framework that affects the behavior of viewing ads on social networks in Vietnam, in which the focus is more focused and the conditions that help convert attitudes into intentions. Advertising on social networks.
1 CHAPTER 1: INTRODUCTION TO THE THESIS 1.1 Why did I chose this topic Practical basis The Internet in Vietnam has seen a rapid development over the last few years In 2017, Vietnam had 53.86 million Internet users out of a population of 94.93 million The number of social network users also reached 46 million people, or 48% of the total population, an increase of 47% compared to 2015 With the rise of the Internet and the quick emergence of social networks over the recent years in Vietnam, advertising has become an important tool for every advertisers However, the key question for them is how to attract social network users to watch their advertisement In other words, what factors have impact on the behavior of watching advertisements in social networks? Theoretical basic: To answer this question, this study tries to identify and verify the factors affecting the behavior of watching advertisements in social networks According to the theory of planned behavior (TPB), attitude has a significant impact on behavioral intention Furthermore, behavioral intention is the immediate antecedent to behavior of watching advertisements in social networks (Ajzen and Fisbein, 1979) Most empirical studies showed the relationship between the users’ attitude and behavioral intention with regard to the users’ watching advertisements in social networks (Chu et al.,2013; Kamal and Chu, 2012) On the contrary, other studies found that attitude had a weak impact or no impact at all on behavior intention of watching advertisements in social networks (Kelly et al, 2010; Sashittal et al., 2012; Hadija et al., 2012) This inconsistency clearly shows that there is still a gap in the research in behavior of watching advertisements in social networks field Thus, it is important for the researchers to find out the factors, which can moderate the relationship between the users’ attitude and behavioral intention toward watching advertisements in social networks Therefore, the author decided to choose the topic “Factors have impact on behavior of watching advertisements in social networks” and to focus more on the conditional factors that helped to change the attitude into behavioral intention of watching advertisements in social networks 1.2 Research objectives The overall objective of this thesis is to build a model of the factors, which affect the behavior of watching advertisements in social networks In this model, more emphasis is placed on condition factors that help to transform the attitude into behavioral intention of watching advertisements in social networks The specific objective of the research include: - To build a theatrical framework of behavior of watching advertisements in social networks; - To build a model of the factors influencing behavior of watching advertisements in social networks in Vietnam and of the conditional factors that help to transform the attitude into behavioral intention of watching advertisements in social networks; - To verify the proposed research model with actual data collection from social network users’ samples; - To propose policy recommendations for advertisers and business that use social networks for advertising 1.3 Research subject and scope Research subject: to investigate the factors that affect the behavior of watching advertisements in social networks Research scope: - The study focuses on Facebook, which is the most popular social network in Vietnam; - Users are people who use Facebook as a social network in Vietnam including students and non-students (working people); - Duration of the study: from February 2017 to May 2017 1.4 Research methodology During the research implementation, this thesis applies the method of quantitative research that include: - Measurement scales: most of scales were sourced from relevant literature in the field The questionnaire, which was designed accordingly, was sent to marketing experts for comments; - Data collection procedure: Questionnaires are sent to 250 students and 350 non-students living in Hanoi These are the two groups that have many different characteristics Thus, the questionnaires from these two groups are collection and verified separately Data analysis: Collected data were analyzed using the statistical software Statistical Package for Social Science (SPSS 21.0) 1.5 The lay-out of the thesis This thesis is divided into five chapters as follows: Chapter 1: Introduction to the thesis; Chapter 2: Literature review, method research and research hypothesis; Chapter 3: Research methodology; Chapter 4: Findings; Chapter 5: Discussion and conclusion CHAPTER 2: LITERATURE REVIEW, METHOD RESEARCH AND RESEARCH HYPOTHESIS 2.1 Social networks and advertising in social networks Social networks Boyd and Ellison (2008) define social network sites as wed-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system Many marketers have begun to advertise on social networks not only because of the large audiences, but also because social networks allow for very specific targeting of selected individuals that fall within a marketer’s prespecified characteristics When listing a advertisement on a social network, a marketer can input geographic, demographic and psychographic variables into the system, and because the social networks has this information on all users, the marketer’s advertisement will only be displayed to social network users that fall within those criteria (Gironda and Korgaonkar, 2014) Advertising in social networks With advertising on social networks, more firms have developed their own business pages and profiles on social networks in order to better communication, engage and interact with current and potential consumers Advertising on social networks is a form of online advertising which provides very targeted advertising based on information supplied by members of a social media service 2.2 Literature review about behavior of watching advertising in social network Studies related to advertising in social network mainly use theories such as the theory of reasoned action –TRA, the theory of planned behavior- TPB, the technology acceptance model – TAM 2.3 Model and research hypothesis 2.3.1 Theory of planned behavior applied to social network environment Ajzen (1991) developed the TPB in order to cope with limitations of the Theory of Reasoned Action (TRA) – Ajzen and Fishbein (1980) The TRA has been one of the most widely studied models of attitude and behavior (Taylor and Todd, 1995; Shih and Fang, 2004) According to the TRA, a consumer’s behavior is determined by his or her behavioral intention which is influenced by attitude toward the behavior and subjective norm from others However, the TRA assumes that behaviors are being examined under complete volition control Thus, situations where behaviors not require skills, resources, or opportunities cannot be explained using the TRA (Ajzen, 1991) For a more elaborate prediction of consumers’ behavioral intentions and actual behaviors with different levels of volition control, an additional factor, perceived behavioral control, was added to the TRA The result was a new theory, called the TPB (Ajzen, 1991) The TPB can be considered as a useful framework in understanding consumer’s behavior of watching advertisements in social network Hypothesis 5c: Trust in advertised brand in social networks moderates the relationship between the attitude and behavioral intention of watching social network advertisements: the higher the trust, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa 2.3.2 Conceptual framework and hypotheses Hypothesis 1: Behavioral intention of watching advertisements in social network will be positively related to behavior of watching advertisements in social network of consumers in Vietnam Hypothesis 2: Attitude toward advertising in social network will be positively related to behavioral intention of watching advertisements in social network Hypothesis 3: Subjective norms concerning watching advertisement in social network will be positively related to behavioral intention of watching advertisements in social network Hypothesis 4: Perceived behavioral control with regard to watching advertisement in social network will be positively related to behavioral intention of watching advertisements in social network Hypothesis 5a: The customers’ involvement in the advertisements moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the stronger the customers’ involvement in the advertisements, the stronger the relationship between attitude and behavioral intention of watching advertisements in social network, and vice versa Hypothesis 5b: Trust in social networks moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the higher the trust in social networks, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa Involvement in social network advertisements Attitude toward social network advertisements Trust in the social network Trust in advertised brand in social networs Behavioral intention of watching social network advertisements Behavior of watching social network advertisements Subjective norms of watching social network advertisements Moderating Variables Perceived behavioral control of watching social network advertisements Hình 2.4: Mơ hình nghiên cứu luận án CHAPTER 3: RESEARCH METHODOLOGY 3.3 Data collection The results of this study were used to evaluate the reliability and validity the scales, then adjusting the questionnaire before applying widely A quote sample of 250 Vietnamese undergraduate student universities and 350 nonstudents in Hanoi were used 3.1 Research sequence Based on the research objectives, the author studied comparative literature to form a model research Then, the author built the questionnaire and investigated quantitative research with two samples from as 250 students and 350 non-students to find out the factors impact on the users’ behavior of watching advertisements in social network in Vietnam This study used statistical package for social science (SPSS) software to perform a reliability and validity test for the measures 3.2 Scales used in the thesis Scales used in the research are summarized in the figure 3.1 Figure 3.1: List of variables and scale’s source No Variable (aspects) Scale’s source Behavior of watching advertisements in Adapted social networks (2014) from Mir’scale Behavioral intention of watching Adapted from Zeng et al.’ s advertisements in social networks scale (2009) Attitude toward advertising in social Adapted from Boateng and network Okoe’s scale (2015) Subjective norms concerning watching Adapted from Gironda and advertisements in social networks Korgaonkar’s scale (2014) Perceived behavioral control concerning Adapted from Ajzen’ scale watching advertisements in social (1991) networks The customer’s involvement in the Adapted from Zaichkowsky’s advertisements in social network scale (1994) Trust in advertised brand in social Adapted from Kananukul et network al’s scale (2014) Trust in the social network Adapted from Kananukul et al’s scale (2014) The survey lasted over four months (from February to May 2017) For student sample, out of 250 questionnaires released, only 183 (73%) were returned For non-student sample, the results were lower than student sample, out of 350 questionnaires released, only 222 (63%) were returned 9 10 CHAPTER 4: RESULTS Items Generally speaking, I want to what my family thinks I should 4.1 Results toward student sample 4.1.1 Testing reliability and validity of the measures Before testing the model, we took steps to check reliability and validity of the measures; exploratory factor analysis and Cronbach’s alpha reliability were thus conducted; independent factors and dependent ones were separated for the assessment 4.1.2 Exploratory factors analysis (EFA) 0.729 Perceived behavioral control of watching social network advertisements – α = 0.704 For me, to view advertisement in social networks is easy 0.618 I can control my behavior with regard to watching advertisements in 0.863 social network Whether or not I view advertisement in social networks is 0.825 completely up to me Moderate variables Items measuring attitude toward advertising in social network, subjective norms with regard to watching advertisements in social network, involvement in the advertisements in social network, trust in social network and trust in advertised brand in social networks are analyzed by the exploratory factor analysis using Principal Component method, Rotaltional varimax Results of the analysis eliminate 14 items with low load factors, and factors are drawn with a total deviration of 71.16% All these factors have Cronbach Alpha at an acceptable level (0.7) as shown in figure 4.1 Figure 4.5: Measure test results of the independent variables Items Loading Loading Attitude toward social network advertisements - α = 0.821 Overall, I like social media advertisements 078 I consider social media advertisements very essential 078 I would describe my overall attitude toward social media 709 advertisements very favorably Subjective norms with regard to watching advertisements in social network - α = 0.779 Most people who are important to me would feel watching 0.529 advertisements in social network is good Most people who are important to me would feel watching 0.795 advertisements in social network is wise My family thinks it’s a good idea to view advertisements in social 0.749 network Involvement in the advertisements in social network – α = 0.831 Advertisements in Facebook are related to me 0.851 Advertisements in Facebook are valuable to me 0.727 Advertisements in Facebook focused input to me 0.839 Trust in social network – α= 0.742 I feel that this social network would act in a consumer’s best interests 0.822 I believe that this social network continues to be a good source of 0.767 information about products/services over the long term, thus enhancing my confidence I feel confident that I can rely on this social network when I need 0.680 information about products/services of this nature Trust in advertised brands in social network – α= 0.871 This brand is believable 0.844 This brand is credible 0.864 I trust this brand 0.818 This brand makes a trustworthy impression 0.719 In the figure 4.2, the behavioral intention and behavior of watching advertisements in social network are carried out in a similar way The final items and reliable coefficient with factors are at an acceptable level (Figure 4.2) Figure 4.6: Measure test results of the behavioral intention and behavior of watching advertisements in social network variables 11 12 Items Loading Intention of watching social network advertisements – α= 0.821 I will click on advertisements shown in Facebook I will pay attention to advertisements shown in Facebook 0.881 0.890 I will search related information about advertisements shown in 0.805 Facebook Behavior of watching social network advertisements – α= 0.826 I often click on Newsfeed advertisements in Facebook 0.923 I often click on advertisements shown on my Facebook profile 0.923 4.1.3 Testing results Figure 4.7: Regression result with intent of watching advertisements in social network is a dependent variable- student sample 071 075 Gender (1 Male; Female) 046 Age 074 057 061 Personal average income 012 -.020 -.028 Major (IT =1; non IT = 2) -.007 -.009 -.014 Information motivation -.043 -.094 -.094 Product information search motivation 172 * 094 077 Networking information 210 ** 077 078 Entertainment motivation 218 ** 152 * 157 ** Subjective norms 141 a 148 a Perceived behavioral control of watching 160 * 152 ** advertisement in social network Attitude toward advertisements mean center 279 ***.301 *** Involvement in advertisements mean center 069 028 Trust in advertised brand mean center -.002 047 Trust in Facebook mean center 035 008 Attitude toward advertisements x Involvement -.104 in advertisements mean center Attitude toward advertisements x Trust in 181 ** advertised brand mean center Attitude toward advertisements x Trust in Facebook mean center R2 0.186 R2 Change 0.186 Adjusted R 0.149 F change 4.968 a significant at 90%; * at 95%; ** at 99%; *** at 99,9% -.073 0.372 0.391 0.186 0.186 0.32 0.149 8.311 4.968 Next, to assert the suitability of the data with research model, regression result of the behavior of watching advertising in social network variable as a dependent variables is carried out (Figure 4.4) The result shows that intent of watching advertisements in social network has a positive impact on behavior of watching advertisements in social network R2 with full model (M6) is 47%, significantly larger than the model that only includes control variables (M5) This result again shows the suitability between reality and theory Figure 4.8: Regression result with behavior of watching advertisements in social network is a dependent variable Independent variable M4 M5 M6 Gender (1 Male; Female) 067 083 042 Age 043 028 -.004 Personal average income 064 021 032 Major (IT =1; non IT = 2) 077 059 064 Information motivation -.056 -.058 -.005 Product information search motivation 058 006 -.048 Networking information 162 083 040 Entertainment motivation 230 169* 082 Subjective norms 002 -.078 Perceived behavioral control 084 -.008 Attitude toward advertisements mean center 240** 081 Involvement in advertisements mean center 217** 177* Trust in advertised brand mean center 036 037 Trust in Facebook mean center -.105 -.124 13 Independent variable M4 Intention of watching advertisements in social network R2 0.135 R2 change 0.135 14 M5 M6 571 *** 0.268 0.472 0.133 0.135 0.133 0.095 0.207 F change 3.398 5.082 a significant at 90%; * at 95%; ** at 99%; *** at 99,9% 0.095 0.207 Adjusted R 3.398 5.082 Loading Most people who are important to me would feel watching 808 advertisements in social network is wise My family thinks it’s a good idea to view advertisements in social network 778 Generally speaking, I want to what my family thinks I should 667 My friends think it’s a good idea to click on an advertisement on 653 social networking site Perceived behavioral control of watching social network advertisements – α = 0.704 4.2 Results toward non-student sample 4.2.1 Testing reliability and validity of the scale The Cronbach’s alpha for almost the constructs were above 0.7 indicating that measures are valid (Hair et al., 1998) 4.2.2 Exploratory factor analysis (EFA) For me to watch online video ads is possible 740 I can control my behavior with regard to watching advertisements in 826 social network Whether or not I view advertisement in social networks is completely 836 up to me Moderate variables Items measuring attitude toward advertising in social network, subjective norms with regard to watching advertisements in social network, involvement in the advertisements in social network, trust in social network and trust in advertised brand in social networks are analyzed by the exploratory factor analysis using Principal Component method, Rotational varimax Figure 4.12: Measure test results of the independent variables – with nonstudent sample Items Items Loading Attitude toward social network advertisements - α = 0.879 Overall, I like social media advertisements 748 I consider social media advertisements very essential 823 I would describe my overall attitude toward social media 797 advertisements very favorably Subjective norms with regard to watching advertisements in social network - α = 0.836 Most people who are important to me would feel watching 705 advertisements in social network is good Involvement in the advertisements in social network – α = 0.861 Advertisements in Facebook are related to me 825 Advertisements in Facebook are valuable to me 781 Advertisements in Facebook focused input to me 816 Trust in social network – α= 0.881 I feel that this social network would act in a consumer’s best interests 775 I believe that this social network continues to be a good source of information about products/services over the long term, thus 846 enhancing my confidence I feel confident that I can rely on this social network when I need 736 information about products/services of this nature I trust this SNS in providing accurate information about products/services 723 Trust in advertised brands in social network – α= 0.900 This brand is believable 807 This brand is credible 733 I trust this brand 831 This brand makes a trustworthy impression 726 15 16 In the figure below, the behavioral intention and behavior of watching advertisements in social network are carried out in a similar way The final items and reliable coefficient with factors are at an acceptable level (Figure 4.6) Networking information motivation -.070 -.115 -.116 Entertainment motivation 062 -.014 -.012 Subjective norms 075 052 Perceived behavioral control 100 087 Figure 4.13: Measure test results of the behavioral intention and behavior of watching advertisements in social network variables Attitude toward advertisements mean center 392 388*** Involvement in advertisements mean center 033 051 Items Intention of watching social network advertisements – α= 0.892 Loading Trust in advertised brand mean center 065 070 Trust in Facebook mean center 186 203 I will click on advertisements shown in Facebook 931 I will pay attention to advertisements shown in Facebook -.104a 991 Attitude toward advertisements x Involvement in advertisements mean center I will search related information about advertisements shown in 876 Facebook Attitude toward advertisements x Trust in advertised brand mean center -.066 Behavior of watching social network advertisements – α= 0.845 143** I often click on Newsfeed advertisements in Facebook 919 Attitude toward advertisements x Trust in Facebook mean center I often click on advertisements shown on my Facebook profile 919 R2 242 572 588 R2 change 242 330 016 Adjusted R2 195 532 542 F Model 5.116 14.222 12.908 Change F 5.116 25.968 2.533 4.2.3 Testing results Figure 4.15: Regression result with intent of watching advertisements in social network is a dependent variable with non-student sample Independent variable Gender (1 Male; Female) M1 -.153 -.028 M2 -.017 Age -.070 -.023 003 Work for Vietnam enterprises 089 -.003 004 Work for Foreign invested enterprises 053 003 002 Free work -.056 -.032 -.013 Business owners 039 059 Job -.116 -.073 -.056 education -.027 -.006 -.018 Personal average income Information motivation -.138 -.146 -.152 -.016 -.038 -.035 Product information search motivation 412 227*** 069 214 M3 a significant at 90%; * at 95%; ** at 99%; *** at 99,9% Next, to assert the suitability of the data with research model, regression result of the behavior of watching advertising in social network variable as a dependent variables is carried out (Figure 4.4) The result shows that intent of watching advertisements in social network has a positive impact on behavior of watching advertisements in social network R2 with full model (M6) is 47%, significantly larger than the model that only includes control variables (M5) This result again shows the suitability between reality and theory Figure 4.16: Regression result with behavior of watching advertisements in social network is a dependent variable with non-student sample 17 18 Independent variable Gender (1 Male; Female) M4 M5 -.155 -.155 -.002 Age -.094 -.094 -.031 Work for Vietnam enterprises 066 066 009 Work for Foreign invested enterprises 010 010 -.021 Free work -.063 -.063 002 Business owners -.022 -.022 -.024 Job -.071 -.071 041 032 education 032 Personal average income Information motivation -.028 -.028 051 -.030 -.030 -.010 Product information search motivation 412 068 Networking information motivation -.006 -.006 056 Entertainment motivation 010 010 -.074 Subjective norms 119 068 Perceived behavioral control 049 -.019 Attitude toward advertisements 306 038 Involvement in advertisements 091 068 Trust in advertised brand in social network 150 106 Trust in social network 094 -.033 412 Intention of watching advertisements in social network Figure 4.17: Total results of hypotheses analysis M6 Results Hypotheses H1 072 H2 210 485 685 R2 change 210 275 200 Adjusted R2 161 437 654 F Model 4.260 10.020 21.872 Change F 4.260 17.979 127.678 a significant at 90%; * at 95%; ** at 99%; *** at 99,9% The sum results are shown in figure 4.9: Student sample advertising in social network will be positively related to behavioral intention of watching advertisements in social network H3 H4 Hypothesis 3: Subjective norms Supported Not Supported concerning watching advertisement in social network will be positively related to behavioral intention of watching advertisements in social network Hypothesis 4: Perceived behavioral Supported Not Supported control with regard to watching advertisement in social network will be positively related to behavioral intention of watching advertisements in social network .684*** R2 Nonstudent sample Hypothesis 1: Behavioral intention of Supported Supported watching advertisements in social network will be positively related to behavior of watching advertisements in social network of consumers in Vietnam Hypothesis 2: Attitude toward Supported Supported Status H5a Not Hypothesis 5a: The customers’ Not involvement in the advertisements Supported Supported moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the stronger the customers’ involvement in the advertisements, the stronger the relationship between 19 20 Results Hypotheses Status Student sample Nonstudent sample attitude and behavioral intention of watching advertisements in social network, and vice versa H5b H5c Supported Hypothesis 5b: Trust in social networks Not moderates the relationship between Supported attitude and behavioral intention of watching advertisements in social network: the higher the trust in social networks, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa Hypothesis 5c: Trust in advertised brand Supported Not Supported in social networks moderates the relationship between the attitude and behavioral intention of watching social network advertisements: the higher the trust, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa CHAPTER 5: DISCUSSION AND CONCLUSION 5.1 Discussion The findings of this study show that the hypotheses H1 and H2 are accepted Specially, intention of watching advertisements in social networks had a significant relationship with behavior of watching advertising in social network in Vietnam The results also revealed that attitude toward advertisements in social networks had a significant relationship with behavioral intention of watching advertising in social network Several past studies showed similar results (ex: Wu and Wang, 2008; George, 2002; Muk, 2013) With student sample, it was found that the determinants of intention to watching advertisements in social networks (subject norm and perceived behavioral control with regard to watching advertisements in social networks) positively influenced intention to watching advertisements in social network However, with non-student sample, this results was not supported The findings of this thesis (subject norm and perceived behavioral control influenced intention) support the findings of previous studies (Lin et al., 2014; George, 2004; Muk, 2013) Hypothesis 5a: The customers’ involvement in the advertisement in the advertisements moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the stronger the customers’ involvement in the advertisements, the stronger the relationship between attitude and behavioral intention of watching advertisements in social network, and vice versa The results from both student sample and non-student sample showed that the hypothesis was not supported Especially, with nonstudent sample these results showed that the customers’ involvement in advertisements hindered the influence from attitude toward advertisements in social network to intention of watching advertising in social network This is likely to be in line with the study of Aguirre et al (2015), who found that when consumers are not informed, customers reject the personalized content and exhibit lower behavioral intention Hypothesis 5b: Trust in social networks moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the higher the trust in social networks, the stronger the relationship 21 22 between attitude and behavioral intent of watching social networks advertisements in social and vice versa The results showed that the student sample was not supported by the hypothesis 5b However, the non-student sample was supported by the hypothesis 5b Thus, trust in social network, for non- student sample moderates the relationship between consumers’ attitude toward social network advertisements and consumers’ intention of watching advertisement in social networks The results imply that companies that intend to use social media advertising must build a corporate image for themselves; such companies should empathize with their customers and instill trust and confidence in their customers Again, companies that intend to use social media advertising must create memorable and lasting impression on the mind of their consumers in every encounter Similarly, the hypothesis 5c mentioned that Trust in advertised brand in social networks moderates the relationship between the attitude and behavioral intention of watching social network advertisements: the higher the trust, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa The findings showed that, with non-student sample, the hypothesis 5c was not supported In contrast, with student sample, this hypothesis supported Therefore, in this research, the author has found the elements that could help improve or hinder the relationship between attitude toward advertising and intention of watching advertisements in social network in Vietnam For student sample, customers’ trust in advertised brand might be the factor that strengthens the intention to watch social network advertisement The stronger the trust in advertised brand, the greater the intention Thus, customers are more likely to watch the advertisements For non-student sample, customers’ trust in social network might be the factor that strengthens the intention to watch social network advertisement Theoretically, the research results contributes to the systematic studies on the relationship between attitude and behavioral intention, particularly in the conditions that promote this relationship The authors prove that at least one factor might help narrowing the distance from attitude to intention The findings also explain, to a certain extent, the existence of the gap from customers’ attitude to their intention to watch social network advertisements 5.2 Recommendation for advertisers Practically, the findings put forward some suggestions for the advertisers in the context of social networks with the most important factor to be consider is the enhancement of trust in advertised brand The improvement of intellectual property, ensuring products’ quality as well as supply and after sale services 5.3 Some limitations of the research and directions for further research 5.3.1 Some limitations of the research - The difficulties in collecting survey forms were a sample size limitation The author did not reach the advertisers and advertising companies; - Due to difficulties in accessing samples in other localities, the research sample was conducted only in Hanoi, which made the dissertation less representative of users of the cities However, this limitation is partly overcome as the sample has many characteristics similar to that of the general user in Vietnam 5.3.2 Some directions for further research - Expanding the scope of research with other developed cities - such as Ho Chi Minh City and Da Nang - expanding the research object to better see the impact of factors on the behavior of watching advertising on the social network - Designing questionnaires to assess the impact of factors on the behavior of advertising on the social network from various sources; - Future researchers may continue to investigate consumers’ behavior toward advertising in social network, for example, intention to purchase products after watching advertisements in social networks and the actual purchase behavior - Again, future studies may explore other variables that can also moderate attitude toward advertising in social network and consumers’ behavioral intention 23 24 Conclusion The Internet in Vietnam has seen a rapid development over the last few years must build a corporate image for themselves; such companies should empathize In 2017, Vietnam had 53.86 million Internet users out of a population of 94.93 thesis also given some directions for further research, for example, expanding million The number of social network users also reached 46 million people, or 48% the scope of research with other developed cities - such as Ho Chi Minh City of the total population, an increase of 47% compared to 2015 With the rise of the and Da Nang - expanding the research object to better see the impact of factors Internet and the quick emergence of social networks over the recent years in on the behavior of watching advertising on the social network Again, future Vietnam, advertising has become an important tool for every advertisers This studies may explore other variables that can also moderate attitude toward thesis found a model of the factors, which affect the behavior of watching advertising in social network and consumers’ behavioral intention advertisements in social networks In this model, more emphasis is placed on condition factors that help to transform the attitude into behavioral intention of watching advertisements in social networks In addition, this study found that intention of watching advertisements in social networks had a significant relationship with behavior of watching advertising in social network in Vietnam With non-student sample, trust in social networks moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the higher the trust in social networks, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa With student sample, trust in advertised brand in social networks moderates the relationship between the attitude and behavioral intention of watching social network advertisements: the higher the trust, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa The findings put forward some suggestions for the advertisers in the context of social networks with the most important factor to be consider is the enhancement of trust in advertised brand The improvement of intellectual property, ensuring products’ quality as well as supply and after sale services The results imply that companies that intend to use social media advertising with their customers and instill trust and confidence in their customers This ... placed on condition factors that help to transform the attitude into behavioral intention of watching advertisements in social networks In addition, this study found that intention of watching advertisements. .. see the impact of factors on the behavior of watching advertising on the social network - Designing questionnaires to assess the impact of factors on the behavior of advertising on the social. .. Hypothesis 1: Behavioral intention of Supported Supported watching advertisements in social network will be positively related to behavior of watching advertisements in social network of consumers in Vietnam