Social media marketing in Vietnam: A study of consumer profiles Trần Thị Thu Trang Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn
Trang 1Social media marketing in Vietnam: A study
of consumer profiles Trần Thị Thu Trang
Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: Dr Trần Đoàn Kim
Năm bảo vệ: 2011
Abstract Constructing a questionnaire that can help company to create social media
consumer profiles in Vietnam Determining whether social media can be considered
as an effective marketing channel, from the user perspectives Deriving a list of
commendations for marketing management for entering social media
Keywords Quản trị kinh doanh; Marketing; Tiếp thị; Khách hàng; Truyền thông xã
hội
Content
TABLE OF CONTENT
Introduction 1
Motivations 1
Goals and Scope 2
Limitations 3
Chapter 1 Review of social media marketing 4
1.1 Concepts in social media marketing 4
1.1.1 Word-of-mouth 5
1.1.2 User-generated content and Web 2.0 6
1.1.3 Social technographic ladders 6
1.1.4 User-centered marketing communication 7
Trang 21.2 Social media types 8
1.2.1 Blogs 8
1.2.2 Chatting software and microblogging 9
1.2.3 Forums 10
1.2.4 Social news, social bookmarking and content aggregators 10
1.2.5 Social network sites 11
1.2.6 Media sharing and content communities 11
1.2.7 Integrated and mobile social media 13
1.3 More on social media marketing practices 14
1.4 Social media and social media marketing in Vietnam 16
1.4.1 Social media landscape 16
1.4.2 Social media marketing 18
Chapter 2 Methodology for consumer research for social media users in Vietnam 20 2.1 Review of existing research 20
2.1.1 Thesis of (Ivanauskas, 2009) for the UK market 20
2.1.2 Thesis of (Khan, 2009) for markets of Italia, Spain, Pakistan and Uzbekistan 22
2.2 Research strategy 23
2.2.1 Questionnaire design 23
2.2.2 Data collection process 24
Chapter 3 Consumer analysis and recommended entry strategy for marketing management into social media 27
3.1 Consumer analysis 27
3.1.1 The consumer profile of web 2.0 citizen in Vietnam 27
3.1.2 User patterns in interaction with company 33
Trang 33.1.3 The profile of Vietnam social media users - an overview 38
3.1.4 The profile of Vietnam social media users - a deeper look 40
3.1.5 The influence of social media on Vietnamese consumers in marketing communication 47
3.1.6 Findings 54
3.2 Recommended strategy for marketing management into social media 58
Conclusion and Future Work 61
References 63
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