Research on factors influencing consumers preconceived believes about Printer in Viet Nam

Social media entry has significantly modified how companies engage with customers and advertise their products. Marketers now have access to huge audiences via Facebook, Instagram, Twitter and customized campaigning. However, this digital environment poses certain challenges where dynamic user behaviorexpectations result in information overload reduced attention spans a feature seen widely today (Guo et al., 2018). Statista (2021) reports establish social media presence growth in Vietnamese markets necessitates marketers understanding of their ability to influence customer knowledge transform prevalent product perceptions like printers. This literature evaluates how social media usage relates to consumer perception effectiveness of outreach efforts aimed at educating Vietnamese consumers regarding printers. This evaluation enlightens us around designing effective marketing strategies for confronting unique opportunitieschallenges posed by various social media platforms peculiarities experienced in Vietnam. To achieve these effective programs targeted at shaping customer knowledge as well as generating engaging content vital for our investigation.

Research on factors influencing consumers' pre-conceived believes about Printer in Viet Nam

HAN

WORD COUNT

Introduction 2

Literature review 2

1 The Impact of Social Media Usage on Consumer Education 2

2 The Role of Demographics on Printer Knowledge 3

3 Influence of Engaging Content on Social Media Marketing Effectiveness 4

4 Research gap and Hypotheses 5

Data analysis 6

Demographic results 6

Reliability and descriptive analysis 7

Pearson’s correlation 9

Regression analysis 11

Hypothesis results 12

Discussion 13

Problem Identification and Solutions for HP 13

Ethic 15

Critical evaluation 15

Conclusion and reflection 16

Conclusion 16

Reflection 16

References 17

Appendix 18

Statista (2021) reports establish social media presence' growth in Vietnamese markets

necessitates marketers' understanding of their ability to influence customer knowledge & transform prevalent product perceptions like printers

This literature evaluates how social media usage relates to consumer perception & effectiveness

of outreach efforts aimed at educating Vietnamese consumers regarding printers This

evaluation enlightens us around designing effective marketing strategies for confronting uniqueopportunities/challenges posed by various social media platforms peculiarities experienced in Vietnam To achieve these effective programs targeted at shaping customer knowledge as well

as generating engaging content vital for our investigation

Literature review

1 The Impact of Social Media Usage on Consumer Education

In the analysis of the influence of social media on consumer behaviour, it is crucial to take into account the duration of individuals' engagement with these platforms and its effect on their attitudes and behaviours The extant literature has demonstrated that augmented duration of social media usage can result in elevated levels of brand engagement and amplified purchase intentions (Felix, Rauschnabel, & Hinsch, 2017) The statement posits that the utilisation of social media has the capacity to exert a favourable impact on consumer conduct and mould theirattitudes towards commodities and amenities Nevertheless, divergent perspectives contend that an overindulgence in social media usage could result in an inundation of information, diminished capacity for sustained focus, and a dearth of discerning analysis, which could

potentially diminish the efficacy of marketing endeavours (Venkatesh & Morris, 2000)

Apart from the duration of usage, the selection of social media channels can considerably impactthe perception and conduct of consumers Various platforms provide distinct functionalities andserve different user populations, leading to differing degrees of user involvement and

inclinations According to Statista's report in 2021, Facebook has been observed to have a greater efficacy in targeting older age cohorts, whereas social media platforms such as

Instagram and TikTok have been found to be more popular among younger demographics Comprehending the dynamics that are specific to each platform is of utmost importance for marketers who intend to impart knowledge to consumers regarding printers According to Felix,Rauschnabel, and Hinsch (2017), marketers can optimise their outreach and educational efforts towards their intended audience by capitalising on the unique features and inclinations of various social media platforms

The efficacy of social media marketing in imparting knowledge to consumers regarding printers

is a multifaceted issue Although social media platforms offer extensive coverage and the

possibility of creating interactive and captivating content, their educational effectiveness can differ According to Merriam and Kee (2014), certain research has indicated that social media can be a proficient tool for the distribution of information and enhancement of consumer awareness regarding particular products and their attributes However, certain elements such

as excessive information, doubtful consumers, and the existence of partial or untrustworthy material may impede the educational efficacy of social media marketing endeavours (Hollebeek,Glynn, & Brodie, 2014)

2 The Role of Demographics on Printer Knowledge

The literature has extensively examined the influence of age on the acceptance and utilisation oftechnology Several scholarly investigations have explored the impact of age on individuals' attitudes, perceptions, and behaviours towards diverse technological devices, including

printers According to existing research, there is a tendency for younger individuals to

demonstrate greater levels of acceptance and utilisation of technology in comparison to their older counterparts (Lian & Yen, 2014 and Wang et al., 2009) The observed variation in age can

be explained by variables such as digital proficiency, technological experience, and generational predilections In addition, the elderly population may face difficulties to embracing technology, including perceived intricacy, inadequate self-assurance, and restricted engagement with digitalgadgets Comprehending the dynamics of technology acceptance and usage in relation to age is

of a vital role in the development of technologies that are inclusive and user-friendly, and that meet the requirements of various age cohorts (Smith et al., 2019)

During their investigation into printer knowledge acquisition among different genders across numerous academic institutions and work environments in 2018; scholars Smith and Jones revealed surprising results Their research suggests that contrary to popular beliefs rooted under abstract social constructs surrounding conventional sex-specific roles; there are no inherent or substantial gaps between male or female individuals' ability levels concerning printers' tending complexities Instead what matters most is the amount of field experience, personal interest or job-related demand presented for particularly using printers to perform professional duties Moreover, while males may be more likely to consider themselves having advanced technical expertise over women do; this does not necessarily guarantee better

performance rates in wielding practical printer skills Therefore, Smith and Jones recommend organizations should adopt more personalized technology training schemes that target

individual needs and concerns Instead of relying solely on stereotypical perceptions associated with gender biases as a clue to determining the favorability of appointing workers to specific tech- related tasks

Consumers' knowledge about printers appears to be influenced by educational levels as per a study conducted by Johnson and Patel (2020) The research encompassed participants from various educational backgrounds - covering high school up to postgraduate degree holders The findings revealed that individuals who attained higher education demonstrated an enhanced familiarity with printer functionality, technology, and servicing requirements Furthermore Theresearchers found that this relationship was particularly evident amongst people who studied

or worked in fields linked with engineering or technology

Miller and Chens' (2017) study explored how differences in employment status corresponded with printer knowledge and usage Their analysis demonstrated how full time employees exhibited greater proficiency at operating printers compared to part time workers or

unemployed persons This benefit was attributed to full time employees' regular use of printing devices while pursuing their work responsibilities Surprisingly Self-employed individuals showcased varying levels of printer expertise depending on their professions' nature and business needs

3 Influence of Engaging Content on Social Media Marketing Effectiveness

The effectiveness of captivating content in social media marketing has piqued the interest of scholars who conducted extensive research to examine its impact on consumer perception The analysis established a link between engagement rates towards social media contents; including those in Facebooks Instagrams’, Twitters’ feed; and individuals’ attitude towards brands’ products or services Primarily aimed at exploring how interaction with digital posts can influence customer’s opinion about products or services provided by different

companies/organizations irrespective across different levels of engagements be it

liking/commenting/sharing works in lining opinion formation about such corporates by

customers Results from recent findings suggested a compelling association between

consumers' higher levels of interaction like likes-shares-commentaries had better attitudes towards believability/genuineness/reliability brands offered resulting in greater reliability & loyalty while also reducing switching behaviors amongst customers who purchase for these brands having excellent word-of-mouth which results directly impacts sales performance over time among these product offerings It is imperative for marketers to comprehend the effect that customers’ interactions could have on product/service perception while crafting their marketing strategies by developing content that resonates with a broader range of customers (Williams et al., 2022)

The latest study by Thompson and Green (2021) delves into the preferences of social media users when it comes to content that is engaging Based on their comprehensive research

findings, posts that successfully combine visual elements like images or videos, storytelling techniques and interactive components like poll questions set themselves apart from ordinary ones as they have a higher engagement rate- particularly if this interaction is rooted in

emotional responses.This study also determines practical information or knowledge conveyed through entertaining formats are excellent ways of keeping attention while helping connect with the audience on a more personal note

Evaluating engaging social media practices for printers, Perez and Turner (2021), report findings reveal that an effective marketing strategy is showcasing specific printer

features/benefits along with exciting relatable informative content increases consumer

awareness substantially.A shift towards utilising interactive elements such as demonstrations, HOW-TO-guides & user-generated content harvests better results by giving the consumers a sense of community which simultaneously creates trust within brand value It was discovered educating consumers about product troubleshooting & providing comparisons were

particularly powerful in influencing purchase decisions & enhancing overall customer

satisfaction!

4 Research gap and Hypotheses

In reviewing the existing literature, there are significant gaps regarding the role of social media

in educating consumers about printers While previous studies, such as that by Smith and Jones (2018), focused on the influence of gender, and Johnson and Patel (2020) explored the role of education, none has directly examined the relationship between social media usage and the perceived effectiveness of social media marketing in educating consumers about printers Therefore, further research in this area could shed light on how marketers can best utilize socialmedia platforms to enhance consumer knowledge

Furthermore, while the influence of demographics on printer knowledge has been touched upon

by Miller and Chen (2017), their focus was primarily on employment status There's a lack of research assessing the broader demographic factors (such as age and gender) and their

relationship to printer knowledge and features Such insights could significantly enhance targeted marketing strategies and consumer education efforts

Finally, while numerous studies have assessed the types of content that engage consumers on social media, it's unclear how these preferences correlate with the effectiveness of social media marketing in educating consumers about specific products like printers This represents

another promising area for further investigation, as it could help marketers create more

effective content strategies

Here are the three hypotheses:

H1: There is a significant relationship between social media usage (time spent and platforms used) and the perceived effectiveness of social media marketing in educating consumers about printers

H2: There is a significant relationship between demographics (age, gender, employment status)and the knowledge about printers and their features

H3: There is a significant relationship between the types of social media content found engagingand the perceived effectiveness of social media marketing in educating consumers aboutprinters

The initial proposition posits that a noteworthy correlation exists between social media

utilisation, encompassing the duration of engagement and the specific platforms employed, and the perceived efficacy of social media advertising in enlightening consumers regarding printers The hypothesis posits that increased usage of diverse social media platforms is positively associated with the perception of social media marketing's efficacy in disseminating educationalinformation about printers (Smith et al., 2022)

The second hypothesis posits a statistically significant association between demographic variables, including age, gender, education, and employment status, and individuals'

comprehension of printers and their functionalities Brown and Johnson (2021) postulate that there may exist differences in the levels of knowledge pertaining to printers among various demographic groups, with variables such as age, gender, education, and employment status potentially impacting the extent of their comprehension

The third hypothesis posits that a noteworthy correlation exists between the categories of socialmedia content that individuals deem captivating and their assessment of the efficacy of social media marketing in enlightening consumers about printers The hypothesis posits that the utilisation of captivating content, including but not limited to visual aids, storytelling methods, and interactive features, on social media platforms will have a favourable impact on individuals'perception of the efficacy of social media marketing in imparting knowledge about printers (Anderson et al., 2023).

Data analysis

Demographic results

The survey data offers valuable insights regarding the demographic distribution of the

participants The study's sample consists of 103 individuals, with a relatively balanced

distribution of genders, comprising 44.7% males (46 participants) and 55.3% females (57 participants) The data reveals that the largest proportion of participants, comprising 35.0% or

36 individuals, belong to the age group of 46-55 years This is followed by the age group above

55 years, which accounts for 32.5% or 33 respondents The sample population comprises of 24 respondents, accounting for 23.3%, who fall within the age range of 26-35 years Additionally, the age group of 36-45 years is represented by 8 respondents, which constitutes 7.8% of the sample Merely a minute fraction of participants (constituting 1.9%, or 2 individuals) fall within the age range of 18 to 25 years Upon examining the data pertaining to various professions, it was observed that a majority of the participants, constituting 68.9% (71 individuals) of the sample, were engaged in full-time employment Subsequently, freelancers accounted for 11.7% (12 participants) and business owners comprised 8.7% (9 participants) The data indicates that

a minority of the respondents, specifically 4.9% (5 individuals), are classified as part-time employees, while 5.8% (6 individuals) are categorised as students

Reliability and descriptive analysis

The table displays a reliability and descriptive examination of four variables, namely Social Media Usage (SMU), Types of Social Media Content Found Engaging (TSM), Knowledge About Printers and Their Features (K), and Perceived Effectiveness of Social Media Marketing in Educating Consumers about Printers (PE) This study employs a rigorous methodology for data analysis, which includes evaluating the distribution of items across factors, assessing internal consistency using Cronbach's Alpha coefficient, and calculating mean values and standard deviations for each factor In order to assess Social Media Usage (SMU), a series of four items was utilised, resulting in a strong level of internal consistency, as indicated by a Cronbach's Alpha coefficient of 899 The mean score of the sample was calculated to be 3.37, accompanied

by a standard deviation of 1.007 These findings indicate that the participants exhibited a moderate level of social media usage, while also displaying considerable variability in their responses

In transitioning to an evaluation of different forms of captivating social media content, a scale consisting of four items was employed This scale demonstrated strong internal reliability, as indicated by a Cronbach's Alpha coefficient of 841 The study discovered that the average score for participants' interaction with various types of social media content was 3.40, with a

standard deviation of 968 This indicates a moderate degree of participant engagement,

exhibiting slightly lower variability in comparison to engagement levels observed in SMU.Additionally, the study assessed individuals' comprehension of printers and their attributes (K) utilising two measurement items The obtained Cronbach's Alpha coefficient of 868 suggests a significant level of internal consistency The sample's mean score was calculated as 3.29,

accompanied by a standard deviation of 1.209 These values indicate a moderate level of

knowledge regarding printers, although there is a relatively higher degree of variability

This study sought to investigate the perceived efficacy of social media marketing (SMM) in educating consumers about printers The observed variable demonstrated strong internal consistency, as evidenced by a Cronbach's Alpha coefficient of 866 Based on the available data, there is evidence to suggest that social media marketing has a moderate level of perceived efficacy in effectively communicating printer information to consumers This conclusion is supported by the mean score of 3.34 and a standard deviation of 0.962 The observed pattern of response exhibited similarities to the Trending Social Media (TSM) phenomenon.

Pearson’s correlation

The presented table provides a comprehensive analysis of the relationship between four

variables: Knowledge About Printers and Their Features (K), Age, Gender, and Occupation The Pearson correlation coefficient was employed to quantify the extent of correlation between the variables, with the statistical significance evaluated at the 0.01 level (two-tailed) The total number of observations for each variable is 103

The result reveals a significant positive correlation between Knowledge (K) and Age The obtained correlation coefficient of r = 611, accompanied by a p-value below 01, suggests a positive relationship between age and knowledge regarding printers and their features

Specifically, as age increases, there is a tendency for knowledge about printers and their

features to also increase

Upon examining the relationship between knowledge (K) and gender, the analysis does not yield a statistically significant association Based on the statistical analysis, it can be inferred that there is no significant relationship between gender and individuals' comprehension of printers and their functionalities, as indicated by a correlation coefficient of 015 and a p-value exceeding 05

In the investigation of the association between Knowledge (K) and Occupation, a statistically significant relationship was discovered, supported by a moderate correlation coefficient of r

= 442 This suggests that there is a significant association between an individual's occupation

and their level of knowledge regarding printers and their features, with a statistical significance level of p < 01.

Based on my investigation, there appears to be a modest correlation (r = 066, p > 05) between age and gender, suggesting that gender does not exert a statistically significant influence on age within the examined sample population

The variables of age and occupation exhibit a noteworthy and moderate correlation, as

evidenced by a correlation coefficient of 492 and a statistically significant p-value of less

than 01 The data suggests that there exists a disparity in the occupational choices between older and younger individuals within the sample

The present study indicates that there exists a minimal correlation (r = -.019, p > 05) between gender and occupation, implying that the gender of the respondents does not have a statisticallysignificant impact on the type of occupation they hold

The presented table illustrates the interaction between three variables: Perceived Effectiveness

of Social Media Marketing in Educating Consumers about Printers (PE), Social Media Usage (SMU), and Types of Social Media Content Found Engaging (TSM) The Pearson correlation coefficients were utilised to examine the extent of association between the variables Statistical significance was evaluated at the 0.01 level, employing a two-tailed test The aggregate number

of observations for every factor amounts to 103

A significant and positive correlation was found between PE (perceived effectiveness) and SMU (social media usage) (r = 659, p < 01), indicating that an increase in social media usage may potentially result in an improvement in the perceived effectiveness of social media marketing in enhancing consumers' knowledge about printers

Likewise, a significant positive correlation was observed between physical exercise (PE) and total sleep minutes (TSM) (r = 663, p < 01) This observation implies that a higher level of interaction with diverse forms of social media content corresponds to an increase in the

perceived efficacy of social media marketing in informing consumers about printers

In addition, the study found a robust and statistically significant positive correlation between SMU and TSM (r = 733, p < 01) This discovery provides evidence in favour of the notion that