Topic research on the impact of marketing media society employes creating brand value

DA NANG UNIVERSITY UNIVERSITY OF INFORMATION TECHNOLOGY AND VIETNAMESE KOREAN MEDIA V1 REPORT TOPIC : RESEARCH ON THE IMPACT OF MARKETING MEDIA SOCIETY EMPLOYES CREATING BRAND VALUE I

DA NANG UNIVERSITY UNIVERSITY OF INFORMATION TECHNOLOGY AND

VIETNAMESE KOREAN MEDIA

V1

REPORT

TOPIC : RESEARCH ON THE IMPACT OF MARKETING MEDIA SOCIETY EMPLOYES CREATING BRAND VALUE

Instructor guides : Dr NGUYEN THANH HOAI

Group member : PHAM THI THANH QUYEN

LE TAN BAO HUY HUYNH KIM DOAT HUYNH GIA KIET

LE THI DUONG Class : 21GBA

DA NANG UNIVERSITY UNIVERSITY OF INFORMATION TECHNOLOGY AND

VIETNAMESE KOREAN MEDIA

VK

=

REPORT

TOPIC : RESEARCH ON THE IMPACT OF MARKETING MEDIA SOCIETY EMPLOYES CREATING BRAND VALUE

Instructor guides : Dr NGUYEN THANH HOAI

Group member : PHAM THỊ THANH QUYEN

LE TAN BAO HUY HUYNH KIM DOAT HUYNH GIA KIET

LE THI DUONG Class : 21GBA

SOCIETY EMPLOYES CREATING BRAND VALUE

Le Thi Duong, Huynh Kim Doat, Huynh Gia Kiet, Le Tan Bao Huy,

Pham Thi Thanh Quyen Vietnam - Korea University of Information and Communication Technology

Faculty of Digital Economics & E-commerce

duonglt.2 |ba@vku.udn.vn ; doathk.21 ba@vku.udn.vn ; kiethg.2 Iba(2vku.udn.vn ;

huyltb.2 1 ba@vku.udn.vn ; Quyenptt.2 1lba@vku.udn.vn

Summary : In the age of digital technology, social networks have become an important and effective marketing channel for businesses Social media not only helps businesses reach and interact with customers quickly and easily, but also helps businesses build and strengthen their brand value However, in the era of Internet and Social Media development, very little research has been conducted on the impact of Social Media Marketing activities (SMMA) on brand value To partially fill this gap, the study examined how SMMA influences brand equity through corporate, interactive, trending, and custom factors The objective of this study is to evaluate the impact of social media marketing factors, including entertainment, interaction, trends and customization, on the brand value of Vietnamese businesses The expected result of this research is to provide some suggestions and recommendations to help Vietnamese businesses improve the effectiveness of social media marketing in creating brand value, as well as suggest directions further research for scientists interested in this topic

Keywords : Social media; brand value

1 TNTRODUCE

In an age where social media has changed the way we interact, advertise and shop, in-depth research on its impact on brand value is inevitable Nearly 4 billion people around the world actively interact with Facebook and Instagram on a monthly basis (Statista, 2021) Social media (SM) significantly impacts the way consumers gather information and share their experiences and opinions, as well as evaluate and choose products and services, including destinations and tourism suppliers (Zeng & Gerritsen, 2014; Ge & Gretzel, 2018) Consumers increasingly interact across various SM platforms with content (e.g., images, videos, text) produced by their peers about products and services, including social media platforms online platforms (SNP) such as Facebook, Weibo and Instagram (Bilgihan,

Barreda, Okumus, & Nusair, 2016)

The popularity of social networks such as Facebook, Instagram, Twitter and TikTok has turned consumers into natural marketers through sharing opinions and experiences about

products and services Therefore, understanding how social media marketing can create or destroy brand value is a deciding factor in the success or failure of businesses More than just building a positive image, social media marketing also poses the challenge of maintaining

reputation and customer trust

Previous studies on social media can be classified into four main categories: brand communities, E-WOM, network analysis, and product harm crises (Gensler, Volckner, Liu- Thompkins, & Wiertz,2013) (Alalwan, Rana, Dwivedi, and Algharabat,2017) divide these groups into subgroups including: first, research that addresses the role of social media in predicting advertising activities, second, the studies examining the role of social media in customer relationship management, third, studies analyzing the impact of the informational

role of social media on consumer behavior, fourth , research focuses on factors influencing

customer adoption of social groups and finally studies focus on social media from the perspective of organizations but there is still not much research on the impact impact of social media marketing activities on consumer behavioral responses, with a particular focus on brand equity Therefore, this research focuses on the impact factors of social media such as interaction, trends, entertainment, and customization that affect brand value in today's changing media landscape This topic not only helps evaluate the impact of social media marketing on brand value, but also provides detailed insight into how to develop an effective marketing strategy in the evolving social media environment constantly changing

2 THEORETICAL BASIS OF RESEARCHING THE IMPACT OF SOCTAL MEDIA

IN CREATING BRAND VALUE

2.1 Social Media

There are many different definitions of social media, reflecting the diversity of researchers’ perspectives Mariam Nomar, in her research, mentioned several definitions when applying her program to online community building This is where individuals can interact with each other for a variety of purposes, allowing them to create personal pages and share information with specific audiences or through a system that defines groups of invited users specifically join These people have access to their own pages and the information is publicly displayed ( Nomar, 2012)

The 21st century witnessed the rapid development of diverse social media platforms such

as Twitter, Instagram, Facebook and many other applications, which are considered applications built on the Internet platform, promoting the creation of and share information, ideas, and diverse content through technological devices and computer network

Hegazy defines social media as an interactive environment that allows users to communicate anytime, anywhere in the world, using video and audio communication, sharing photos, and strengthening social relationships festival their association (Essani, 2012)

Social networks have become an effective tool for bringing people together, unifying views

on specific topics, as well as allowing users to express political views or even express opinions expressing criticism of the government (Maksymowicz, 2014) or discussing sensitive issues such as the economic situation (Alinejad, 2018)

2.2 Brand value

The concept of brand value plays a key role in the financial landscape of brands and significantly shapes their pricing strategies Complementing this, brand equity is of paramount importance in many strategic contexts, from mergers and licensing to fundraising and brand management decisions, as observed by ( Chandon , 2003)

At its core, brand value represents the net present value of future cash flows derived from

a branded product compared to a similar unbranded product This is a tangible measure that describes the value of the brand to both the organization's management and its shareholders Meanwhile, brand equity encompasses a multifaceted framework involving customer perception, knowledge, and behavior that stimulates demand and facilitates premium pricing for branded products In essence, it represents how customers perceive the brand This concept expands to include factors such as brand associations, market dynamics and the inventory of marketing assets that differentiate one brand from another, proactively quantifying and managing brand equity adopting a customized measurement framework is pivotal in delivering value to a company's shareholders, a point highlighted in (MK Tiwari - Global Business Magazine, 2010.)

2.3 Basis for proposed hypothesis

2.3.1, Interaction

Social media platforms have been reshaped in a way that customers and organizations interact creating a space to share and communicate in a digital environment User information comments, reviews, creates and shares content on online networks, social networks open up direct access to brands and provide simultaneous creation Therefore, the ubiquitous nature of social media with its high potential for engagement and relationship building has attracted particular interest in the concept of engagement on this platform (Barger et al , 2016 ; Hallock et al., 2019 ; Oviedo-Garcia et al , 2014 ; Peltier et al., 2020 ; Schivinski et al.,

2016 ) Engage with customers in real time and manage large volumes of data customer data has become an important research area, opening up new opportunities for go-to-market strategies on social media (Liu et al., 2019 )

Scholars agree that interaction on social networks is the actual expression of interaction with customers in a specific context (Brodie et al., 2013), reflecting the positive attitude of individual customers towards customers community match or trade notes (Dessart, 2016)

Interaction on social networks can occur with many different audiences, including many communities, representing different customers within the network and the brand (Dessart, 2016) Furthermore, the principles and outcomes of social media engagement have been well defined to understand why customers interact on social media and what outcomes may arise (Barger et al., 2016 ) , such as loyalty, satisfaction, trust and commitment (Van Doorn et al., 2010) With the increasing spread of social networks and their exploitation as an important marketing tool , practitioners have recognized a clear link between customer engagement and metrics to evaluate the success of a digital strategy Therefore, studies show that the Engagement variable influences to SMM activities and has a positive impact on corporate value

H1: Interaction has an impact on SMM activity

2.3.2 Trend

Trends are of interest to researchers who study them from angles such as temporal and geographical aspects (C Budak., 2021) The noun trend is defined as 'the general direction in which something is developing or changing’ or ‘fashion’ according to the Oxford Dictionary, 1 and as 'the general direction of change’, 'a way of behaving behave or conduct oneself,

‘something’ that is growing and becoming more popular, 'a trend' or ‘something that is currently popular or fashionable’, according to the Miriam-Webster dictionary ” (NM Gibbs., 2015) A trend here is defined as an extremely new trend that is gaining traction and influence

in the market ( Pinto , 2015)

Our study also confirms electronic word of mouth as a mediator of the relationship between social media communication and brand equity Recommendations for practice are also proposed ( Sabira Sagynbekova et al., 2021) Many authors believe that consumers tend to trust product-related information found through SM more than traditional channels because it

is considered more useful and up-to-date Therefore, we can observe that whenever the SM platform provides trendy and hot topics, brands and customers create more trust, thereby minimizing search efforts of the user (Ra'ed Masa'deh et al., 2021) Trends, as part of SMMaA, positively influence brand image Trends, as part of SMMA, positively influence brand image, (Duyen, PT , 2022) Therefore, studies show that the Trendness variable affects SMM activities and has a positive impact on business value

H2: Trends have an impact on SMM activities

2.3.3 Entertainment

Entertainment is a humanistic concept, as humans we are attracted or captivated by our body's sensory inputs: sight, sound, touch, taste and smell Our bodies have the ability to mentally process these inputs into thoughts and emotions, which in tum can produce

physiological outputs such as laughter, screams, smiles, raised eyebrows, frowns frowned and flinched ( Huyen, P T et al 2021 ) With related research product attributes and brand equity in the mobile sector: The mediating role of customer experience ( Sheng, ML, & Teo,

TS 2012), The influence of social networks on customer satisfaction Purchase intention: The mediating role of brand equity ( Majeed, M., Owusu-Ansah, M., & Ashmond, AA (2021) , Entertaining sharing: the impact of consumer equity on shared videos and brand value Therefore, studies show that the Entertainment variable has an influence on SMM activities and has a positive impact on corporate value

H3: Entertainment has an impact on SMM Activities

2.3.4 Custom

Customization, the ability for users to modify the interface, is a key feature in today's interactive devices (Marathe & Sundar, 2011) Mass customization, in a fixed solution space, uses technology to handle complexity and cost (Piller & Miiller, 2004) It shapes business strategies, emphasizing diversity and cost efficiency (Noguchi et al., 2016)

In social media, customization tailors services to individual preferences, promoting satisfaction and brand loyalty (Masa'deh et al, 2021) Brands leverage website personalization to gain stronger relationships (Godey et al., 2016) Emphasizing customer satisfaction, social media customization builds brand loyalty (Sehar & Ashraf, 2019), positively contributing to business value Therefore, studies show that the Customize variable affects SMM activities and has a positive impact on business value

H4: Customization has an impact on SMM Activities

The main characteristic of social media is the production and consumption of content that runs without limitations of time or place This shows that social media, through active consumer participation, has a greater impact on how consumers behave or think about a brand than one-way communication by a company lead Kim and Ko (2010) studied the impact of SMMA for luxury brands on Customer Equity and found that SMMA significantly affects Brand Equity value Research results of (Song, 2012), show that advertising on social networks has a significant impact on Brand Value ( Alhaddad, AA , 2015 ) studied SMMA carried out by luxury brands and found that this effort significantly affects Brand Image and Brand Perception The hypothesis shows that Social Media Marketing activities positively influence brand equity

H5: SMM activities will have a direct positive impact on brand value

Based on the proposed basis for model1 research below

Figure 1 Proposed research model

Hl

TRENDINESS ¬

H2

H3

|

Ỉ

S MIZATION

3 Research Methods

3.1 Sample

Regarding sample size, the study uses 4 observed variables According to the suggestion of (Hair & Cong Suu (2014), the ratio of observations to an observation plate should be 10:1, therefore, the minimum number of storks determined for the study is 260 Data were collected from an online survey with a sample size of 540 Survey participants are

Vietnamese consumers who are using SM channels such as facebook, zalo, youtube, and have

seen brand product advertisements on social networks This SM and remember it Research and survey of user reviews and feelings related to the brand products they have viewed

Regarding the sample selection method, the research team applied the snowball sampling method Accordingly, the survey is sent to a group of subjects in accordance with the research requirements, and they are encouraged to introduce and share the survey with similar subjects

Regarding the research subjects, in the classification by gender, the majority are female due

to the fact that women often have a higher interest in brand products on social networks and often do online shopping more glandular than men Regarding age, the study focused mainly

on young groups, ranging from under 20-40 years old and also on groups over 40 years old Regarding educational level, the study sample includes people with high school, college, university and post-graduate degrees Regarding occupation, the study sample includes all people with occupations including students, direct producers, housewives, office workers and other occupations Regarding income, the study sample includes subjects with income from

less than 10 million, from 10-30 million and from 30 million or more Survey subjects came from many different areas across the country Demographic survey table refer to table 1

Regarding data analysis method, the study uses SPSS software to support the data processing

process

3.2 Data analysis and questionnaire measurement

Primary data was collected through a self-administered online questionnaire, all items were developed and adjusted based on general knowledge from the literature These items were revised by a panel of experts and non-experts, through one pilot testing, to assess the face and content validity of the measurement items

The questionnaire includes four main parts: Interaction with 12 authored questions (Dessart et al., 2016 and Kim & Ko; Yadav & Rahman,2018), Trends with 4 authored questions (Kim &

Ko ,2010 and Yadav & Rahman ; Ladhari et al,2018), Entertain with 5 questions authored by Kim & Ko,2010), Customize with 4 questions authored (Kim & Ko,2012), Each variable was measured against a background of previous literature and research, adjusted to reflect the context of the current study A 5-point Ligert scale is applied (from | point for strongly disagree to 5 points for strongly agree).(See table 1)

3.3 List of questions

Primary data was collected through a self-administered online questionnaire, all items were developed and adjusted based on general knowledge from the literature These items were revised by a panel of experts and non-experts, through one

pilot testing, to assess the face and content validity of the measurement items

The questionnaire includes four main sections: Engagement, Trends, Entertainment, Customization Each variable was measured against a background of previous literature and research, adjusted to reflect the context of the current study The 5-point Ligert scale is applied (from 1 point for strongly disagree to 5 points for strongly agree) Survey questionnaire refers to table 2

Table 2 Survey questionnaire:

Interact 1) Interacting with (brand/community) is like Dessart et al., 2016

ITR1 a treat for me Kim & Ko ; Yadav &

Rahman ITR2 2) I spend a lot of time thinking about

(brand/community) ITR3 3 ) I make time to think about (brand/community) 4) When interacting with ITR4 = (brand/community), I forget everything else around me

ITRS 5.) Time flies when I am interacting with

Trend

Entertainmen

t

Customize

ITR6

ITR7

ITR8

ITR9

TIR10

TIRII

ITR12

TRDI

TRD2

TRD3

TRD4

ENTI

ENT2

ENT3

ENT4

ENTS

CUT1

CUT2

(brand/community)

6 ) When I am interacting with (brand/community), I get carried away

7 ) When interacting with (brand/community), it is difficult to detach myself

8 ) It is easy to deliver my opinion through high-tech brand's social media

9 ) It is possible to exchange opinions or converse with other users through a high-tech brand's social media

10 ) It is possible to share information with other users through a high-tech brand's social media

11 ) It is possible for me to share and update the existing content on a high-tech brand's social media

12 ) It is possible for this high-tech brand's brand regularly interacts with its followers and fans

1 ) It is the newest information of contents shown in the high-tech brand's social media

2) It is very trendy to use high-tech brand's social media

3 ) It is available of anything trendy von high- tech brand's social media

4 ) High-tech products are one of the most important ways to express my individuality

1 ) It is fun to use high-tech brand's social media

2 ) It is interesting of the contents shown in the high-tech brand's social media

3 ) It is exciting to use high-tech brand's social media

4 ) It is easy to kill time using high-tech brand's social media

5 ) It is fun to collect information on brands

or items through a high-tech brand's social media

1)High-tech brand's social media provides customized service

2)It is possible to search customized information on high-tech brand's’ social media

Kim & Ko ; Yadav &

Rahman ; Ladhari et

al

Kim & Ko

Kim & Ko

10