Ảnh hưởng của hoạt động marketing trên mạng xã hội đến lòng trung thành thương hiệu và truyền miệng điện tử của người tiêu dùng đối với các thương hiệu cà phê nổi tiếng tại Việt Nam=The impact of social media marketing activities on brand loyalty and electronic word-of-mouth of consumers in the vietnamese coffee industry

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Tác giả: Văn Thanh Trường Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Khoa học và Công nghệ (ĐH Công nghiệp TP. HCM), 2024

Mô tả vật lý: tr.1-15

Bộ sưu tập: Metadata

ID: 244845

Thêm vào giỏ

Nghiên cứu này nhằm mục đích khám phá tác động của hoạt động marketing trên mạng xã hội (SMMA) đối với tài sản thương hiệu, lòng trung thành thương hiệu và truyền miệng điện tử (eWOM) của người tiêu dùng trong ngành cà phê Việt Nam, một thị trường đang phát triển với sự cạnh tranh ngày càng gay gắt. Dựa trên mô hình Stimulus-Organism-Response (SOR), nghiên cứu sử dụng phương pháp định lượng và thu thập dữ liệu từ 213 người tiêu dùng cà phê thông qua khảo sát trực tuyến. Kết quả nghiên cứu chỉ ra rằng hoạt động marketing trên mạng xã hội, được thể hiện qua bốn khía cạnh: giải trí, tương tác, xu hướng và tùy biến, có tác động đáng kể đến nhận thức và hình ảnh thương hiệu. Hơn nữa, nhận thức và hình ảnh thương hiệu tích cực được chứng minh là có ảnh hưởng tích cực đến lòng trung thành thương hiệu và truyền miệng điện tử. Nghiên cứu này đóng góp vào tài liệu học thuật bằng cách cung cấp bằng chứng thực nghiệm về tác động của SMMA đối với tài sản thương hiệu, lòng trung thành thương hiệu và eWOM trong bối cảnh cụ thể của ngành cà phê Việt Nam. Nghiên cứu cũng cung cấp những hiểu biết sâu sắc về vai trò then chốt của SMMA trong việc xây dựng và củng cố tài sản thương hiệu, từ đó thúc đẩy lòng trung thành và khuyến khích eWOM cho các thương hiệu cà phê tại Việt Nam.This study aims to investigate the impact of social media marketing activities (SMMA) on brand equity, brand loyalty, and electronic word-of-mouth (eWOM) among coffee consumers in Vietnam, a burgeoning market characterised by increasing competition. Drawing upon the Stimulus-Organism-Response (SOR) model, the research employs a quantitative methodology, collecting data from 213 coffee consumers through an online survey. The findings reveal that SMMA manifested through four dimensions: entertainment, interaction, trendiness, and customisation, significantly influences brand awareness and brand image. Furthermore, positive brand awareness and image positively affect brand loyalty and eWOM. This study contributes to the academic literature by providing empirical evidence of the impact of SMMA on brand equity, brand loyalty, and eWOM in the specific context of the Vietnamese coffee industry. It also offers valuable insights into the pivotal role of SMMA in building and strengthening brand equity, fostering loyalty and encouraging eWOM for coffee brands in Vietnam.

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