Final thesis viral marketingx

In order to do so, there are three research objectives conducted: Objective 1: Identify the factors of viral marketing that affect brand awareness in the case ofDIEN MAY XANH Objective 2

Executive Summary

Viral marketing, a technique that people create an attractive content and share on pre-existingsocial network and other technology to increase brand identity, is becoming a trend to promotebrand names of corporations

In Vietnam, with the rapidly develop of social network and the agility of the marketers, viralmarketing is also applied more and more popular, shows how strong and effective it is Thesuccess in branding campaign of Dien May Xanh is one of typical cases study that has proved it Dien May Xanh launched their campaign to introduce themselves in the most creative way Afterfew weeks of launching, social media and social network recorded a wide spreading of Dien MayXanh commercial Internet meme, forums, social network… were bombarded with commercialand slogan of Dien May Xanh’s campaign With the highly successful in the way Dien MayXanh using viral marketing, this research is aimed to analyze factors that made it possible Moreimportantly, the research will show new start-ups a method to spread their affection, their brandname in social media and social network

The research focuses on analyzing viral marketing elements which are contribute to build brandidentity In order to do so, there are three research objectives conducted:

Objective 1: Identify the factors of viral marketing that affect brand awareness in the case ofDIEN MAY XANH

Objective 2: Analyze of the impact of these factors, identify factors most impact on brandawareness of DIEN MAY XANH

Objective 3: Provide some solutions for DIEN MAY XANH to improve viral marketingtechnique that affects the brand awareness

With three clear objectives, 400 surveys were conducted to ensure the accuracy of informationfrom the Hanoi citizens After conducting this study, much valuable information was revealedand some recommendations are showed below

CHAP 1 INTRODUCTION

1.1 Topic background:

Viral marketing is becoming the popular trend of the marketing industry in the world andVietnam also The benefit of it is very huge for companies, influencers and for the consumers aswell

In 2016, when Dien May Xanh first launched their campaign, the social media and socialnetwork soon bombarded with Dien May Xanh’s commercial and slogan by sharing and creatingmeme Within few months, Dien May Xanh becomes a well-known brand name and their sloganbecome the hot trend in a lot of forums and fanpages With the highly successful of Dien MayXanh commercial, this topic’s goal is to reveal the factors that affect customer’s perception of

brand identity of Dien May Xanh Not yet, the true noble purpose of the topic is to introduceyoung and new start-ups which are getting struggle to survive a new method to spread theirbrand name in the highly competitive market.

1.1.1 Viral marketing in the world

Viral marketing has been around since the 1990s Viral marketing is a technique of producingcreative content that consumers then spread among themselves has since taken on a life of itsown And like a virus, it is constantly evolving From television adverts twenty years ago, to therecent forty-three seconds YouTube video that got more attention in 24 hours than a Presidentialspeech, viral marketing strategies are constantly developing in unexpected ways In 2006, ayoung man uploaded on Youtube a video clip he was playing rock-style guitar song Canon Thisvideo clip is so famous that it has been shared and spread like a virus Until now, this clip has13million views and 250.000 comments That was a phenomenon viral marketing campaign of aguitar-teaching website with the support of Youtube, Yahoo and forums

The explosive of smart-phone and social network, video advertising was assumed to become thedominator of digital marketing A last few years had seen the rise of video advertising with somephenomenon viral marketing campaign In 2010, we have seen a video commercial of Old Spice,with many hilarious followers on videos, this made the brand become a place that any marketerswanted to work with In 2012, one of the most innovative public safety videos of all time, Dumbways to die was a hit around the world and there have since been numerous sequels created Theoriginal has an amazing 152M views on YouTube and the campaign won numerous awardsworldwide And in 2013, the winner of Viral Campaign of the Years: Dove Real BeautySketches once again have proved how video advertise and overwhelm social media The videoalone got 67M views and nearly 135 million views for the whole series and made Unilever got amassive audience

1.1.2 Viral marketing in Vietnam and The Case of Dien May Xanh

Previously, there were two successful campaigns and also the first two viral marketingcampaigns in Vietnam It was “Tim em noi dau” of Closeup in 2008, won the silver medal ofAsia advertising, created fever with 3 million views on Youtube and blogs at that time Thesecond is the advertising campaign of Sony Ericsson Vietnam by Don Nguyen's “Vong coGeisha” These are the two campaigns that created a huge buzz first in Vietnam marketingcommunity

And once again, in 2016, there were three companies boldly launched phenomenon viralcampaign, outstanding in the so far saturated market and harvested a perfect result: “Dien MayXanh - Ban muon mua TV”, “Biti’s Hunter - Di de tro ve”, “Vodka Ca Sau - Cam xuc chi co thetot hon”

Image ?: Three viral campaigns of 2016

Within a month, Dien May Xanh attracted 1.349.777 interaction included posts, likes, shares andcomments, more 100.000 interactions than Biti’s Hunter’s campaign and far more than Vodka’sone Over a million interaction within a month made Dien May Xanh’s marketing campaignbecome the most successful viral campaign in Vietnam Moreover, the timing was also perfectsince three campaigns were launched just before Lunar New Year few weeks Therefore, moreattractive to brand awareness can turn into a huge increase in profit

Image ?: Dien May Xanh total interaction on first month

From 18 December 2016 to 16 January 2017, Dien May Xanh got total 1.349.777 interactionsincluded: 21.081 original posts, 142.924 comments, 1.077.673 likes and 108.099 shares In thetop social platforms, 230.800 interactions were made on Facebook, 502 on news, 1.600 onforums, 10.700 on Youtube channel, 2.100 through ecommerce and 4 on Instagram In the firstweek of the event, the interaction reached peak with 229.193 and 223.035 in few days later andthen lower by the time

The appearance of Dien May Xanh’s commercial was flooding social media, especially onFacebook with the enormous interaction: 230.800 It’s proved that Facebook now becoming avery potential marketing channel that every firm wanted to dominate Nearly 230.000 interaction

in the first week was an outstanding number, especially for a regular brand name

Image ?: Dien May Xanh cover trend

Dien May Xanh also showed their quick reaction to the social trend such as : Lac Troi, PikalongDragon, new year haircut, Tet now and then, with pictures of weird, blue man that made socialnetwork shares constantly Those pictures soon became the famous memes on the internet andsocial network in Vietnam Although some viewers feels uncomfortable, or even scare of theblue man, no one can deny Dien May Xanh‘s video commercial got phenomenon views,especially when no celebrities were involved

It has been 6 years from the time Dien May Xanh established, but in the end of 2016, brandname of it has widely known, thanks to their TVC that was first published on TV

In particular, Dien May Xanh is occupying 14% market share Other chains account for 46%market share, and retail stores account for 40% The sales revenue increased 148% ( equal 8,648billions VND ) after the campaign The campaign also increased the social discussion about thebrand from 38,7% up to 73,8% on May 2017 Total likes share and comment on the social

network after the campaign is 3,2 millions Dien May Xanh TVC also get top 2 most viewedcommercial on Youtube Asia at November 2016 with 2 millions viewed after 3 week released Italso became a hot trend on Facebook with many fanpage and Key Opinion Leader sharing theTVC and cover it into new versions.

This is evaluated as the most effective and attractive campaign on social media and socialnetwork in the end of 2016, get over the campaigns of Bitis and Vodka Ca Sau taking over at thesame time

That is the reason why we choose the case of Dien May Xanh to prove the great effect of viralmarketing on brand awareness Organic spread speed and creating the impression of their TVC

on audiences are evidences for what viral marketing can cause

1.3 Research Objectives

Dien May Xanh was very successful in using viral marketing to influence the brand identity ofcustomers Therefore, we do this research to analyze the elements of viral marketing thatinfluence the brand identity of customers, from which to draw the necessary lessons for the start-

These related questions aimed at clarifying research objectives

Question 1: What are the factors of video used in viral marketing that affect brand awareness inthe case of Dien May Xanh?

Question 2: How do all the components affect brand awareness?

Question 3: What are recommendations for other startup companies to apply viral marketingtechnique for increasing the brand awareness?

1.5 Research Scope

With the aim to analyze the success of viral marketing in the case of Dien May Xanh on socialmedia The solutions to improve the viral marketing that was conducted by Dien May Xanh andcan become a lesson for startup companies in Viet Nam

Both viral marketing and brand awareness are very wide field Therefore, to the deepest research,

in viral marketing, the authors just research about the factors that make a video go viral, causeimpact on customer interaction on social media, an effective way to track the cover of a brand in

digital age The objects chosen in this research are citizens in Hanoi, who are using SocialNetwork.

Hanoi is also a very suitable place to do the research since the traffic is greatly huge andelectronic shop is massive From the analysis, suggestion and recommendation to apply the viralmarketing to start-up will be conducted

1.6 Research Methodology

The purpose of this chapter is to clarify methods used in implementation this research, how theresearch was designed and reasons for the selections The chapter show the reader the survey’sstructure and clarifies data collection techniques Besides, the analysis method andmeticulousness measurement are going to be considered After the survey data was collected,analyzing is the next step of the research process Performing analysis with SPSS version 22.0

The chapter moves to the limitation of the research study and the ethical issues In this research,both primary and secondary method were used Firstly, the primary method will be performed byconducting a survey about DIEN MAY XANH viral marketing strategy Therefore, the corefactors will be revealed Next, the process requires the secondary research to collect 3-5 elements

of viral marketing, which can be found on the newspapers, articles or books Then, the data will

be examined along with the figures collected from the primary method in order to have a

The survey will be conducted within one month in both online and offline channels For onlinesurvey, google form was used to collect answers through social network and survey on large andpopular DIEN MAY XANH shops around Hanoi With offline channel, a question list paper wasdelivered to respondents

● Chapter 2: Literature Review

Theoretical clarifying contents of viral marketing, the definition of viral marketing and brandawareness and proposed research model for the report Moreover, this chapter will present thetheoretical models and hypotheses to measure the intensity of factors that affect customers aboutbrand awareness

● Chapter 3: Methodology

The content of this chapter is to show the measurement scale, research concepts and methods ofadjusting the scales The aim of this chapter is to concretize the research methodology, testing

the research model with established theories.

● Chapter 4: Analysis and Findings

This chapter includes analysis from qualitative and quantitative research

In Qualitative Analysis, we collect all the data from in-depth interview We conducted aninterview with Dien May Xanh electronics shop’s manager, its employees and people who used

to share the Dien May Xanh commercial The quantitative research as known as survey will beanalyzed by using SPSS 22 To determine the characteristic of customers and managers in DienMay Xanh before running the survey question, the process of observation was carried out from

3rd 16 June to 20th June

In this chapter, all the raw information and data which had been collected from customers or anyother sources before will be conducted With the data gathered through different techniques 4steps of analysis processes will be used to assess: Cronbach Alpha, Descriptive, Correlation andRegression

● Chapter 5: Recommendations

In this chapter, recommendations are proposed to improve the viral marketing strategy of DienMay Xanh and appropriate suggestions for start-up to spread their brand awareness on marketpresent And lastly, summarize the finding and give suggestions for further research

CHAP 2 LITERATURE REVIEW

2.1 Introduction

This chapter will give a general review on theory, related research and model for the topic: “Theinfluence of Viral Marketing on Brand Awareness, the case of Dien May Xanh” The author willfocus deeply on the definition of viral marketing, video marketing as a part of it, customerinteraction on social media and how it is boosting brand awareness to prove the influence theviral marketing on brand awareness

Finally, we will show research model of this study This model will perform the factors thatmake a video go viral and create a huge number of customer interaction on social media

2.2 Viral Marketing

2.2.1 Definition

The term “Viral Marketing” describes the phenomenon by which people mutually share andspread marketing relevant information initially sent out by markets to stimulate and capitalize onword of mouth behavior (Van der Lans etal,.2010) Viral marketing is viewed by some as word-of-mouth advertising in which individual tell others about products or services (Ehlersetal,.2012) It can be considered as the online version of the traditional word of mouth literature

in marketing, due to 2 reasons The first is the emergence of new technologies, such as email andsocial networks, which have increased the level of reach and immediacy And the second is anincrease in accessibility and reduction in costs in acquiring such technologies because nowindividuals are better able to communicate their opinions to a large subset of the general public

Marketers are looking for new ways of communicating with customers and creating a dialoguewith them The growth and evolution of the Internet has led to the creation of a new format ofword-of-mouth; viral marketing through social media The ultimate goal is to “use consumer-to-consumer communications – as opposed to company-to-consumer communications – todisseminate information about a product or service, thereby leading to more rapid and effectivecost adoption by the market” (De Bruyn & Lilien, 2008, p.151)

Wilson (2012b) identifies the definition of viral marketing as any strategy that motivate customer

to pass on a marketing message to other customers, creating potential growth in the key message

of strategy and its influence He stressed that, as with viruses, such strategies spread quickly andexplode the message to thousands and millions Rouse (2007) believes that viral marketing is anymarketing technique that involve websites or users of social network and social media to pass on

a marketing message to other sites or users, creating a fast exponential growth in the message’seffect and influence Kaplan & Haenlein (2011) further define it as ‘electronic word-of-mouth’whereby some form of marketing message related to a company such as brand, products orservices is transmitted in an unbelievable growing way, often through the use of social networkand media

2.2.2 Benefit of Viral Marketing

The viral marketing concept and its examples recommend that any firm can continue to use thepower of social networks to promote products or services (De Bruyn & Lilien, 2008) This form

of customer to customer communication is an effective means of transforming electroniccommunication networks into influencing networks (Ehlers, in Du Plessis et al., 2012) Viralmarketing exploits existing social networks by stimulate customers to share product information

in form of advertising with other customers (Leskovec, Adamic, & Huberman, 2008) Evidentshow that the viral nature of the Internet means that any negative feedback to the firm can spreadfaster than a fire in a matchbox and it is always impossible to undo the damage done (Paul,2007) According to a Mindcomet Corporation white paper (2008), the Internet has substantiallychanged the concept of word-of-mouth The term ‘Viral marketing’ was first given by venturecapitalist Steve Jurvetson in 1997 and was used to describe Hotmail’s email practice ofappending advertising of themselves to outgoing user mail Like how virus spreading if such anadvertisement reaches ‘vulnerable’ users, the same users will become ‘infected’ (i.e., sign up for

an account) and then go on to infect other vulnerable users However, Klopper (2002) points outthe viral marketing concept encourages customer to spread information online or through othersocial media and social network, which challenges traditional marketing practices Viralmarketing has begun to replace what was traditionally referred to as word-of-mouth (Wampole,2012) The key driver in viral marketing is the effectiveness of unsolicited, electronic referrals tocreate awareness, trigger interest, and generate sales or product adoption (De Bruyn & Lilien,2008) According to Dobele etal (2005), successful viral marketing campaigns are thecombination of an engaging message that related to imagination, fun and intrigue, stimulate ease

of use and visibility, targets credible sources, and leverages combinations of technology

2.2.3 The information spreading process:

Viral marketing encourages customers to spread information to others, like a virus (Wearing HJ

The SIR epidemiological model (Wearing HJ etal,.2005) and the viral marketing model (Sohn Ketal,.2013) below will explain clearly about viral marketing and how can it spread quickly like avirus:

for viral marketing (Helena Sofia Rodrigues,2010)

The model shows a simple and clearly approach, modeling the viral marketing process throughepidemiological point of view, where a disease is spread by person to person contact In themarketing term, a susceptible individual is a potential customer who have positive attitudetoward the marketing message or use an offering from a firm; also known as the target audience

An infected customer passes the marketing message or uses a specific product or service fromthe company and/or recommend it β is the probability of moving from the target audience toinfective The infected customers start to spread the message through social contacts When anindividual share no more, others infected recovered

2.2.4 Video in Viral Marketing

According to Alan Meyer (2015), using video in viral marketing is a marketing technique thatuses social network and other tools to gain traction for the video in order to promote brandawareness, products, services, or to achieve other marketing objectives A marketing campaignsucceed or not basing on the volume of people who interact with the video Rather than paying tohave the video played (like a regular advertisement), it is promoted to approach an existingaudience that are most likely to be active in social media and will share the video

The general consensus is a video that gains a huge number of views over a certain amount oftime can be considered to have gone viral A specific rule of thumb is a video needs to gain over

5 million views in period of 2 to 3 weeks Some of the most well-known examples of viral videomarketing has all broken 10 million views One argument that everyone can agree on is that avideo can be considered viral if it can remain well-known beyond the initial hype and createword of mouth sharing

Meyer (2015) also state that having a viral marketing video can create a fantastic brandawareness with huge reach across many audiences Therefore, it is an obvious reason to produce

a promotional video to increase brand awareness However, that’s only one of many greatbenefits of viral video marketing The first benefit of viral video marketing is the cost, which isoften times much lower than standard advertising Getting an advertisement play time on TV is

very expensive, especially if it is during any sort of primetime programming on a major channel.While that posting a promotional video on social media are free and also tend to cost much less

to produce than a commercial production meant for TV The second benefit of viral videomarketing is audience targeting Choosing the targeting audience that is more likely to share thevideo with other similar minded people who will enjoy the video and share it as well In General,the initial round of views can come from an existing social media following that actively share

on their social media platform of choice

Video Marketing as a whole, in comparison with print promotion, is a much more effectivepromotional tool Customers have a higher potential of making a purchase from a company thathas video content on their site According to Kissmetrics.com (Can Product Videos IncreaseConversion Rates?, 2012), 64 to 85% of customers are in fact more likely to make a purchaseafter watching a product video This can be applied to using video in viral marketing with thesense that people will be more likely to engage with the company when encountering it through aviral promotional video than if they were to have read a written promotion of the company(Meyer, 2015)

2.2.5 Elements of A Video that Affected Its Customer Interaction

According to Tyler West (2011), factors lead a video become phenomena consist of 4components:

● Run-time: The length of a video

● Music: Any commercial that displayed someone or group singing, contained backgroundmusic, and the quality of this background music can affect the virality of video

● Element of Surprise: a video was considered to have an element of surprise if someone inthe clip made a visual or audible expression of surprise, like act, sing or even justemotion on actor’s face For example, a horror video with the sudden appearance of anobject makes the actor scream out and the audience is startled would be considered tohave an element of surprise The factors in a video that can create the surprise are sound,the dialogue of actors or lyrics

● Element of Laughter: A video was considered to have an element of laughter if someonewas seen or heard laughing during the first 30 seconds of the clip The lyrics and the wayscene is set are the factors make audiences laugh

And for the advertising was used by Honda (Ida Nilsson 2009), an element also has affect thevirality of an advertising video is:

● Product visible: It may be the appearance of products or image of brand, in the case of thefirm’s product is intangible: services Product visible can provide customer a generalview of goods or services that appeared on video advertise

Another research, Treffner and Gajland (2001) argue that a special hallmark is important toachieve brand awareness, since it is the hallmark that the consumer recognizes Hallmark is notthe same as a symbol because it is much wider A brand that want to define their image incustomer’s perception need to impress several hallmarks, usually divided into six groups(Treffner & Gajland, 2001), in advertising video:

1 Word brand, a name or word

to make customers imagine Sound or melody exactly is the Music and lyrics All of them need

to be unique and creative to impress with customers

2.2 Brand Awareness

2.2.1 Definition

According to Keller (1993), brand awareness is the combination of brand recognition and brandrecalling Brand recognition is when a customer has heard or seen a brand and then see or hear itagain, the customer will remember the brand and distinct it from competing brands Brandrecalling can be defined when recognizing a product or service category, the customer’s mindretrieves the brand in relation to the product or service (Keller, 1993) However, according toMacdonald and Sharp (2003), though the two concepts above are well known in the marketingindustry, the role they play when consumers make a decision is less well known When aconsumer is aware of a brand, he/she will most unlikely look for another brand in the samecategory, but if the consumer relates a product to two or more brands, the brand that theconsumer has been the most exposed to will be the one the he/she considers first, since he/sherecognizes that product first and most likely associates the brand with the product (MacDonald &Sharp, 2003; Keller, 1993) According to Hoeffler & Keller (2002), brand awareness should alsohave depth and width Depth being how easy a customer recalls and recognizes the brand whilethe width is how much the consumer think of the brand when buying and consuming Theauthors continue that all brands should have both depth and width in the brand awareness sincedepth will give increased thinking of the brand when in need and width will increase the thinking

of the brand linked to situation when consuming

2.2.2 The Impact of Customer Interaction on Social Media on Brand Awareness

2.2.2.1 The power of Social Media

Social media networks such as Facebook, YouTube and blogs have become very large andpopular during recent years The main strengths of these social networks are the use of viralmarketing A lot of companies are taking advantage of using these social medias for advertisingbecause it is a cheaper alternative to the traditional advertising methods According to theDAGMAR (Defining Advertising Goals for Measured Advertising Results), the social mediascan help consumers from being unaware towards firm’s target actions (Gil-Or, 2010)

As members in a social network, you are connected to your friends and when a message is being

forwarded and passed along by a friend, the trustworthiness in the message increases As theauthor Rebecca Larson stated “Viral marketing works because friends are better at targetmarketing than any database” (Larson, 2009) “More and more business is going to transact viaTwitter, LinkedIn, Facebook and other applications yet to be developed cautioning that thismovement is too important to not be included in a corporate marketing and communicationsstrategy Social media is essentially a new format of word- of-mouth marketing” (Tedesco, 2009,cited in Larson, 2009, p1)

According to Ochinero cited in Larson (2009), “Research validates with certainty that socialmedia is something businesses can no longer ignore Not only do consumer’s opinions abouttheir care experience shared online influence other people’s perceptions about a business, theytruly impact purchase intent” (Larson, 2009, p.7)

Facebook is the largest social media network in the world with more than 1,65 billion activemonthly users Out of these 1,2 billion active users around 1,65 billion is on Facebook once aday The average user has approximately around 130 friends and spends 55 minutes per day infront of Facebook With these numbers, it is easy to understand how big Facebook is.Organizations that choose to advertise on this type of social media can easily reach their targetcustomers The social medias are still expanding and more companies open their minds all thetime about advertising at these communities Through this type of social media viral formatsenable brands to build relationships with their consumers and because of this getting goodopportunities to increase brand engagement (Larson, 2009)

2.2.2.2 The Impact of Customer Interaction of Social Media on Brand Awareness

Customer interaction on social media is defined as all the actions customers that are using socialmedia on social media do with a content, includes like, share and comment Customer interaction

is an important component of a robust customer service plan for most businesses today (JeanneGrunert, 2015) With the developing of Social Media, typical is Facebook, almost marketingcampaigns now cannot ignore this channel The interaction of customers left on each content isbecome an effective way to track the coverage and attraction of that content From it, marketerscan estimate the number of customers who know about the product, service and brand also Ifyou aren't using social media channels to engage with customers, it's time to start understandingthe benefits of it and create an effective plan to harness the power of social media

According to Hubspot, 71% of consumers are more likely to make a purchase based on socialmedia recommendations No matter which social media channel your company uses, customerinteraction is vital to building a sense of community, loyalty and engagement with yourcustomers

2.3 The Relationship Between Viral Marketing and Brand Awareness

Below is the model Ajdin and Olga (2009) show to present the relationship between viralmarketing and brand awareness:

through to position their brand It is divided into two interconnected areas Brand Awareness andViral Marketing with seven phases in them Using blue arrow in the model that presentsinfluence of these two areas on each other shows the interrelation between them

The first step, identify, is how the organization would like customers to see its brand As Aaker(1991) explains, identity is what the brand wants to be, and he describes it from two aspects; corebrand identity is the unique and unchangeable qualities in the brand, such as trust, quality, valueand innovation Brand extended identity is the element that can be changed and modified indifferent markets, such as functional advantages, logotype, slogan and product scope Further onthere are different perspectives of brand identity, which helps to build a meaning and associationaround the brand: product, organization, person and symbol (Aaker, 1991) The organization canthen choose to build the awareness around one or two of them

The second step, positioning, is when the organization needs to find a customer group, wherethey have a competitive advantage through differentiation This step should be done beforecreating a successful strategy by evaluating different questions such as: What position do wehave now? What position do we want to reach? Which competitors do we have to budge? Can

we stick out? (Merlin, 1999) The organization should then choose the best advantages and thenmediate the chosen position in an efficient way to the market

The third step, Achieving Brand Awareness Strategy, is closely related to the Viral MarketingStrategy, since some of the stages are directly or indirectly done simultaneously Brandawareness is the ability to distinguish a brand among other brands It is important to increase thebrand name identity as well as linking the characteristics to the item There are several factors asways to achieve brand awareness: Involve a slogan or jingle, be different and memorable,symbol exposure, publicity, event sponsorship, consider brand extension, using cue, recallrequires repetition and the recall bonus (Aaker, 1991)

In step 4, Viral Marketing Strategy, the organization will now create a strategy based on thebrand identity and brand positioning First the organization needs to decide if they shouldimplement an active or passive viral marketing type, meaning if customer should spread themessage when he/she uses it or if the receiver needs to participate, for example, by downloadsoftware (Subramani & Rajagopalan, 2003) Secondly, some viral marketing strategies workbetter than others and there are six principles that the organization should follow to becomesuccessful with the viral marketing campaign: give away products or services, effortless transfer

to others, scale easily from small to very large, exploits common motivation and behaviors,utilizes existing communication networks and takes advantage of others resources (Wilson,2005)

The fifth step is Viral Marketing and Emotions It is important to realize that emotions are a vitalaspect of viral marketing Online information like viral marketing campaigns are shared morerapidly when the receiver has a strong emotional connection with the specific message (Dobele

et al., 2007) There exist six primary emotions with a strong influence on viral behavior likesurprise, joy, sadness, anger, fear and disgust (Dobele et al., 2007)

The Campaign in the sixth step is where the company actually implements the viral marketingstrategy to achieve brand awareness As mentioned before, this strategy is based on the brandidentity and brand positioning

The last step, Measuring Brand Awareness, is the outcome of the first six steps, whereorganizations see the results of the activities performed in all previous phases such as identity,positioning, achieving brand awareness, viral marketing strategy, and the campaign According

to Aaker (1991) there are three levels of brand awareness measurement: Brand recognition which

is the first stage of brand awareness, brand recall where the consumer can name a brand in aproduct class and top of mind where the first brand that a consumer can recall amongst a givenclass of product Further on, increased sales, the number of channel visitors, the number ofpeople watching a certain campaign are other indicators pointing on an increased brandawareness In this last step, the organization measures its brand awareness, to see whether the

campaign is successful or not.

Those are all the steps an organization uses viral marketing to get brand awareness (Ajdin andOlga 2009)

Viral marketing now is the trend of the world It is a marketing technique that help a brand name,

a product or a message is spread in the community with breakneck speed Mission of talentedmarketers is creating impressed content, skillfully integrate the key message they want audiences

to know in them and post them on social network Making video is go viral is the best suggest inthis time for marketers because it is the most popular and effective way, easy to make impression

on audiences Besides, the cost to run Facebook Ads for video is very cheap The marketermaybe just spends a low cost for the first time to make the video be known by some potentialaudience, who are sure to like this kind of video, and then people will share and talk about them

in a native way Brands don’t need to invest any money for advertising while their brand name ortheir product is still remembered by customers That is the way viral marketing affects customersperception

2.4 Hypothesis and Theoretical model

2.4.1.1 Run-time has a positive relationship with customer interaction.

According to Taylor West (2011), the difference between long and short run-times was subtlethat in most other variables The results for this variable are as follows: 60% or 12 out of 20videos in the sample size were three minutes or less The average run-time for all videos was 2minutes and 47 seconds The longest video in the sample was “Jill and Kevin’s Big Day” at 5minutes and 9 seconds If a promotional is too long, it will be hard for the customer to watch tillthe end, except the content of this video is very excellent Therefore, this will create pressure formarketers who make content

Following the article of (Pozin, 2014), run-times impact to the awareness of audience and makethem consider about watching or not Some people is too lazy to look at screen for a full videowhile many others thinks that a long video is very useful with detail information A video with ashort run-time but content is still concise can create interest for customers to watch

2.4.1.2 Music has a positive relationship with customer interaction.

Tylor West (2011) suggest that making references to a famous song, or was a music video wasconsidered to have musical qualities A lot of video in this time also use popular songs or anotherway, create unique song bases on music trend

Berger and Milkman (2009) implemented a survey about the reality TV show and videos onsocial networks and prove it by the numbers Accordingly, the Music of a TV show and theemotions of the viewer still have interaction with each other The TV program creators can make

up the script for the audio because it affects the viewer's emotions, and emotions will determinetheir behavior In other words, Music is the factor that ensure video becomes easily to reach thecustomers, especially is the customers with difficult music style

2.4.1.3 Lyrics has a positive relationship with customer interaction.

Lyrics is an element of surprise, one of factors that lead videos to become Internet phenomena,according to Tyler West (2011)

Following Berger and Milkman (2009), a journal demonstrates that the audiences still pay theirattention in video content and remember it Accordingly, a typical example of this statementcould be shock factor Its means that a video which has some shock factors is easier to rememberthan a video that doesn’t have it Shock factor also is an element that makes video viral by word

of mouth (Berger & Milkman, 2009) The study also found that a video which may evoke anger

or happiness is easier to be shared These people tend to share a video that makes them angry orhappy as a way to express their feelings with others In other words, content is the factor thatmakes video becomes more special Lyrics, dialogue of actors or story the video tell are allcontent of a video A strange and unique lyric that a video has can cause a big impression withthe audience This video makes the audience surprise also have more potential to share by theaudience

2.5.1.4 Scene has a positive relationship with customer interaction.

Scene is the element of laughter in a video (Tyler West, 2011) It is one of the most importantfactor that make audience laugh out loud Research of Tyler West (2011) point out that laughterwas recorded in 30%, or 6 out of 20 videos This means that 70%, or 14 out of 20 videos had noelement of laughter The video that exhibited the most visible was aptly named, “BabyLaughing” This video featured a baby boy being prompted by its parent to laugh for 1 minuteand 40 seconds To have a humor scene, the actors and objects in video must act oddly andfunny, even sometimes the actors behave like idiots

Like lyrics, how the scene is set up is also a part of content And according to Berger andMilkman (2009) the authors quoted above, content is the important thing make audiences watchand remember a video

2.4.1.5 Product’s Visibility has a positive relationship with customer interaction.

The ties between the real world and the product must be visible This made the brand messagelikeable ((Ida Nilsson 2009) A successful TVC is a TVC that is skillfully integrated theappearance of the product into it without causing discomfort On the contrary, customers can seethe value that products and brands want to bring to them

2.5.1.6 Proposed hypothesis

The hypothesis following was based on the research of the relationship between the virality of avideo with brand awareness The factors are Run-time, Music, Lyric, Scene, Product’s Visibility

Hypothesis 1: Run-time has a positive relationship with customer interaction.

Hypothesis 2: Music has a positive relationship with customer interaction.

Hypothesis 3: Lyrics has a positive relationship with customer interaction.

Hypothesis 4: Scene has a positive relationship with customer interaction.

Hypothesis 5: Product’s Visibility has a positive relationship with customer interaction.

2.4.2 Theoretical model

This model developed based on the concept of the viral marketing and factors affecting customerinteraction Base on those models and definition above, the author applies the virality of a videowith 5 components: (Tyler West, 2011) (Ida Nilsson 2009) (Treffner and Gajland, 2001)

The

author’s model

The research model will be of guidance in this process to examine the impact of viral marketing

on brand awareness and it also summarizes the different theoretical framework that has beenexamined Moreover, it was used for formulating interview questions in order for them to bevery much in line with the theory Also, the model provided easy step-by-step structure forpresenting the empirical findings, the analysis of the research, as well as this model was followedduring drawing conclusions

2.5 Scope and Limitation

The secondary data collected from credible and suitable sources such as related research and journal articles All the gathering information focuses on the definition of viral marketing and thefactors affect virality of a video and how these influences customer interaction on social media,from it cause effect on brand awareness Especially, the researches about using video to go viral

e-on social media and get brand awareness will be useful for this research Besides, the

information between variables of video such as run-time, Music, lyric, scene, product’s visibilityand customer interaction will be useful.

However, because using video to do viral marketing is a new trend in recent years, there are fewprevious quality research about the factors that make a video go viral is really Therefore, it’sreally hard for the authors to get more theories to hypothesis

Besides, the scope of this research is just about proving video is effective way of viral marketing

to influence customer interaction on social media, a very small part of brand awareness

2.6 Conclusion

This chapter has pointed out the definition of viral marketing, brand awareness, customerinteraction as an effective way to tracking the cover of brand and the overview of relationshipbetween viral marketing and brand awareness The author proposes a theoretical model for theresearch with five viral video factors: run-time, Music, lyric, scene, product’s visibility.Moreover, the proposed hypothesis is identified in order to use in the below chapter

CHAP 3 METHODOLOGY

3.1 Introduction

This chapter show you the foundation understanding of research, such as what is a research, itsmeaning and the ethical issues of research It will also reveal methods used to perform research,how it was designed and reasons for application The chapter also provide a general view ofsurvey structure and clarifies data collection techniques In the end of this chapter, researchlimitations and ethical issues will close the comprehensive process of research

3.2 Philosophy

Most people plan their research project in relation to a question that needs to be answered or aproblem that needs to be solved They immediately think about what data should be analyzed andwhat methods should be used to gather those data However, how a researcher uses methods tocollect data belongs in the center of the “research onion” In coming to the central of the onion,researchers need to fully understand the research philosophies and explain why they made thechoice Within the scope of business studies in particular, there are four main researchphilosophies: Pragmatism, Positivism, Realism and Interpretivism

3.2.1 Pragmatism

In the research onion, the first layer contains 4 main research philosophies, pragmatism is one ofthose Pragmatism research philosophy accepts concepts to be relevant only if they supportaction Pragmatism asserted that in one research project, there are many different ways, evenmixed, to carry on the research and no single point of view can reveal the whole picture A soleviewpoint cannot acquire the whole truth when there maybe multiple realities For that,pragmatism focus on the questions of research projects and methods to obtain it Therefore,pragmatism philosophy uses whatever combination of methods necessary to reveal the answer ofresearch question Also, it has to be notice that, pragmatism do not use multiple research

methods, rather it uses method or mixed one that well-credited, reliable and relevant thatadvances research in possible way ( Mark Saunders, 2012 )

3.2.2 Realism

Realism research philosophy relies on the independence of reality of the mind In thisphilosophical position, an object exist independence in reality and what a person sees based ontheir perspective Realism can be divided into two types: Direct realism and critical realism.Direct realism explains: what you see is what you get Reality is formed of what we’veexperienced through our senses In other words, what an individual’s senses and experiencesevery day is exactly the real world However, critical realism argues that what an individualexperience and sense are not the real world, just an image of things in the real world In short,direct realism accept the fact of reality is unchanged and require simple study for project Incontrast, critical realism follows the complexity of the real world, attempt to explore deeperlayers of each matter and demand multi-level studies for each project (Mark Saunders, 2012)

3.2.3 Interpretivism

Interpretivism is one of research philosophies that involve researcher to interpret all elements,factors of the study It requires deep understanding of any factors in one research project.Accordingly, interpretivism accept reality if only a researcher access through social constructionsuch as language, behavior and consciousness With interpretivism, researcher is part of what isbeing researched and cannot be separated Therefore, data collection method of interpretivismtechniques most used are small sample, and perform in-deep investigation and often chosequalitative method (Mark Saunders, 2012)

3.2.4 Positivism

As a philosophy, positivism follow to the view that knowledge only achieved throughobservation and measurement, is trustworthy Choses positivism, researcher will prefercollecting data from previous research projects or observable reality and analyze the relationship

of cause and effect That often leads to statistical analysis which included several measurementtechniques In short, positivism based on an idea that only through science, researcher could find

a way to learn about the truth Therefore, the techniques most used to collect data must be highlystructured, well-designed such as a detail survey or focus group method Sample size alwayslarge, at least 400 responses for each research project However, qualitative method sometimecan be used as a supporter for data collection techniques (Mark Saunders, 2012)

3.2.5 Philosophy Applied

Based on the definition as well as the personality of four research philosophies, positivism waschosen to apply to this research project Positivism is perfectly matched with this researchproject by sharing same idea: using science to learn about the truth Positivism prefer collectingdata to conduct a statistical analysis to reveal the relationship of cause and effect In the case ofDIEN MAY XANH, this project was born for the sole purpose: reveal the influence of viralmarketing on brand awareness In order to do so, the team need to gather data from severalsources as much as possible Then develop hypotheses based on the information gathered Thosehypotheses may be right or wrong, however, a test for hypotheses is absolutely necessary Theywill be tested and confirmed, in whole or part, leading to further development of new

hypotheses, and again, tested in a further research project Positivism doesn’t require an in-deepinvestigations for research questions, which is perfectly appropriate with this research projectwhen the team has limited resources, both time and money

3.3 Structure of Research

Most research projects share the same general structure The research process usually beginswith a wide area of subject or interest, the initial problem that the researcher wants to discover.For example, the researcher wonders how to use social media, or social network to improve theproductivity of students in history But from the beginning his concern is far too broad toperform in any single research project (it might not even be addressable in a lifetime ofresearch) To make it possible, the researcher somehow has to narrow the range of his interestdown to one aspect that can reasonably be studied in his project This might involve formulating

a hypothesis or a focus question For example, the researcher might hypothesize that joiningsome page of history, or sharing some historical events will help students get positive attitudetoward learning, therefore, improve their performance At the narrowest point of the researchhourglass, the researcher is participated in direct measurement or observation of the question ofinterest (William M.K, 2008)

Once the data we needed is gathered, the researcher begins to figure it out to understand it,commonly by analyzing it in any possible ways Even a simple hypothesis required a number ofanalyses in which a researcher might typically study At this point, the researcher startsformulating some initial conclusions about what happened as a result of the affection ofFacebook or Twitter to the students Finally, the researcher often will attempt to address theoriginal broad question of interest by generalizing from the results of this specific study to otherrelated situations For example, on the basis of strong results indicating that the social networkhad a strong positive effect on student performance, the researcher might conclude that socialnetwork such as Facebook, Twitter, Reddit are not harm students as we thought

The majority of social research begins with some general problems or questions People might,for instance, be interested in what programs aid students to get jobs after graduate Usually, thetarget of research is large enough that they could not hope to address it adequately in a singleresearch study Consequently, researcher usually shorten the problem’s range down to a morespecific research objective that we can hope to address The research objective often begins withthe article of some theories that have been advanced to address the research problem Forexample, the article insisted that whether or not it would be economical for the country to keepusing nuclear energy or finding other types of clean energy The research question is the centralissue being addressed in the study and is often phrased in the language of theory For example, aresearch question might be:

Is a program of nuclear energy more effective (than using clean energy) to the countryeconomic?

The problem of a statement is that it is still too general to be researched directly Consequently,

in most research researcher formulates an even more specific objective, called a hypothesis thatdescribes in operational terms exactly what we think will happen in the study For example, the

hypothesis for our nuclear energy might be something like:

The Nuclear Power Plant Program will significantly reduce the electricity cost for the wholestate, saving more budget than the states that using clean energy

Notice that this hypothesis is specific enough that a reader can understand quite well what thestudy is trying to assess

According to William M.K, in causal studies, there are at least two major variables of interest,the cause and the effect Usually the cause is some types of event, program, or treatment.Researcher make a distinction between causes that they can control (such as a program) versuscauses that occur naturally or outside the researcher's influence (such as a change in interestrates, or the occurrence of an earthquake) The effect is the outcome that the researcher wishes tostudy For both the cause and effect they make a difference between our idea of the construct andhow they are really demonstrating in reality For instance, think about what a program of supportnuclear energy might be, people tend to think of the "construct." On the other hand, the realworld is not always what people think it is In research, researchers remind ourselves of this bydistinguishing our view of an entity (the construct) from the entity as it exists (theoperationalization) (William M.K, 2008)

In causal studies, researcher interested in the influences of some occasion on one or moreoutcomes The outcomes are straight connected to the research questions - they are usually mostinterested in outcomes that are most reflective of the problem In the hypothetical supportednuclear energy study, researcher would probably be most concern to measures of financialbenefit - is the direct benefit of nuclear energy, or, what is the amount of electricity of 1 nuclearplant can produce in 1 year?

Finally, in a causal study researcher usually are comparing the effects of cause of interest (e.g.,the program) relative to other conditions triggered it (e.g., another program or no program at all).Thus, a key component in a causal study concerns how researcher decide what units (e.g.,people) receive the program and which are placed in an alternative condition This issue isdirectly related to the research design that they use in the study One of the central questions inresearch design is determining how people wind up in or are placed in various programs ortreatments that they are comparing

3.4 Research Progress

So as to carry on the research project, a completely detail of research progress has been writtendown It provides researcher a clear path of what should be done first and what are those nextsteps In this project, research progress could be understood in four main parts: Define researchproblem, Hypotheses, Analyze the data, Interpret and Report Every research project begins with

a problem or a question that need to be answered Therefore, the first step to solve a problem isrecognize there is one existed In Viet Nam, there are few companies have a certain success inviral marketing and gain unmeasurable profit as well as customer perception Still, it hasn’tbecome a trend for medium and small firms, or start-up companies to learn and apply for theirown company So, in order to help entrepreneurs to recognize a very powerful tool for marketingand gain customers brand awareness, this project was conducted to measure the relationship

between sharing behaviors and factors that have strong impact on those behaviors Second, afterclarify the problem, research on secondary data that directly related to the subject is absolutelynecessary It could be an article about sharing on social media, or some previous researchprojects that aim to understanding factors of viral marketing that could have strong impact oncustomer perception Those secondary data would act as a foundation of research model which isthe most important task of every project At the same time, all definitions of concepts or theorieslinked to the project also were found After literature review, a model would be created to matchthe research objective Next, research design was written down to clarify each step in theresearch project Research philosophy required one out of four types of basic researchphilosophies which cannot be missed in all types of research Among 4 basic types of researchphilosophies, only positivism is appropriate and meet the research objective and style Besides, aperfect design cannot ignore the research approach Two types were given but only one wasaccepted In this case, deductive approach has taken advantage And the last section of researchdesign was the methods to collect data for analyzing: Qualitative and Quantitative Based on thegoal of research project, each of them, or sometime both could be used to gathered data andinformation In this project, both methods were used to collect any kinds of data that could beuseful for further analyzing After data was gathered, a careful analyzing would be conducted.Using SPSS as a tool, data interpretation would be divine into four parts: Reliability test,Frequency analysis, Correlation test and Regression Finally, SPSS’s results would be converted

to words and report would be written The research progress would be illustrated below:

3.5 Research Approach

There are 2 methods of reasoning often used in research, called: inductive and deductive method.According to Wilson, Gulati and Babbie A deductive approach is concerned with “developing ahypothesis (or hypotheses) based on existing theory, and then designing a research strategy totest the hypothesis”

It has been stated that “deductive means reasoning from the particular to the general If a causalrelationship or link seems to be implied by a particular theory or case example, it might be true

in many cases A deductive design might test to see if this relationship or link did obtain on moregeneral circumstances” Deductive approach can be explained by the means of hypotheses,which can be derived from the propositions of the theory In other words, deductive approach isconcerned with deducting conclusions from premises or propositions Deduction starts with anexpected pattern “that is tested against observations, whereas induction begins with observationsand seeks to find a pattern within them (Wilson, J 2010)

And for Snieder and Pelissier deductive research approach reveals a known theory orphenomenon and tests if that theory is valid in a given situations It has been noticed that thedeductive approach follows the way of logic most closely The reasoning starts with a theory andleads to a new hypothesis This hypothesis is put to the test by confronting it with observationsthat either lead to a confirmation or a rejection of the hypothesis (Babbie, E R 2010)

Moreover, deductive reasoning can be explained as “reasoning from the general to theparticular”, whereas inductive reasoning is the opposite In other words, deductive approachinvolves formulation of hypotheses and their subjection to testing during the research process,while inductive studies do not deal with hypotheses in any ways

In this study, based on the characteristic of the subject as well as the sources, deductivereasoning was applied to our research

Figure ?: The deductive approach (Source: Mills et al,2009)

to uncover trends in thought and opinions, and dive deeper into the problem Qualitative datacollection methods vary using unstructured or semi-structured techniques Some commonmethods include focus groups (group discussions), individual interviews, andparticipations/observations The sample size is typically small, and respondents are selected tofulfill a given quota ( Joseph F Hair, 2013 )

3.6.2 Quantitative Method

Quantitative Research is used to quantify the problem by way of generating numerical data ordata that can be transformed into useable statistics It is used to quantify attitudes, opinions,behaviors, and other defined variables – and generalize results from a larger sample population.Quantitative Research uses measurable data to formulate facts and display patterns in research.Quantitative data collection methods are much more structured than Qualitative data collectionmethods Its collection methods include various forms of surveys – online surveys, papersurveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews,longitudinal studies, website interceptors, online polls, and systematic observations (Susan2011)

3.6.3 Conclusion

Combining of qualitative and quantitative research is becoming more and more common In fact,elements of both designs can be used together in mixed-methods studies For this research, bothquantitative and qualitative were applied to produce better information and data

3.7 Data Collection Method

Collecting data is a critical step in a research project which can even determine the success orfailure of a research Therefore, collecting data usually costly and time-consuming That why indata collection method, every step needed to be understood clearly This chapter will provide aninsight into the collection method

3.7.1 Secondary Data

Data is what a researcher need to get results Those data that was collected by someone otherthan the user called: secondary data Such data are cheaper and more quickly obtainable than theprimary data and also may be available when primary data cannot be obtained at all There aretwo types of secondary data: internal and external Internal secondary data is usually a low-priceinformation sources for the agencies or company doing research, and is the place to start forexisting operations It exists for company purposes such as marketing campaign, sale program orinventory management On the other hand, external data is collected by outside organizationssuch as federal government, statistic agencies The first advantage of using secondary data (SD)

has always been the saving of time Not enough with this, in the social called Internet Era, thisfact is more than evident In the past, secondary data collection used to require many hours oftracking on the long libraries corridors Advanced technology has changed this world Theprocess has been simplified Precise information can be founded via the tool called searchengines Strongly connected to the previous research projects are the best way to save time andmoney In general, it is far cheaper than old ways of collecting data One may find larger datapacks like those collected by government, agencies surveys or article with no additional cost.Lastly, generating new insights from previous analyses (Fàbregues,2013) Reanalyzing data canalso lead to unexpected new discoveries Since the database used may be accessible for outsider,one can analyze the data and come up with new relevant conclusions or simply verify andconfirm previous results (Ghauri, 2005)

Data collected by oneself (primary data) is collected with a concrete idea in mind, usually toanswer a research question or just meet certain objectives In this sense, secondary data sourcesmay provide researcher with vast amount of information, but quantity is not synonymous ofappropriateness This is simply because it has been collected to answer a different researchquestion or objectives The inappropriateness may be, for instance, because of the data wascollected many years ago, the information refers to an entire country when one aims to study aspecific region, or the opposite, one aims to study an entire country but the information is given

in a region wide (Denscombe, 2007)

There are two possible ways to be taken when SD is not appropriate:

● Answering your research question partially with the subsequent lack of validity;

● Researcher need to find an alternative technique of data collection, such as survey orinterviews Or Lack of control over data quality (Saunders, 2009)

Government and other official institutions are often a guarantee of quality data, but it is notalways the case For this reason, quality issues must be verified as outlined in this post

3.7.2 Primary Data

Sometime, when secondary data cannot meet the research objective, a researcher have to thinkabout primary data collection Collect primary data might have some advantages First,determine research’s goal allows the research organization to address issues specific to the rightsituation Primary research is conducted to gather the information the researcher wants to studyand report it in ways that benefit the research goal Also, it brings researcher a change to greatercontrol Not only does primary research allow the researcher to focus on specific problems, italso permits the researcher to have a higher level of control over how the data is gathered In thisway, the researcher can decide on such issues as size of project (e.g., how many responses),location of research (e.g., geographic area) and time frame for completing the project Finally,primary data has a proprietary Information Information collected by the researcher usingprimary research is their own and is generally not shared with others Thus, information can bekept hidden from competitors and potentially offer an “information advantage” to the companythat undertook the primary research (Joseph F Hair, 2013)

To ensure the accuracy of the project, both Primary data and Secondary data would be used for

analysis The main sources of secondary data come from websites, articles, research projects andbooks Primary data has three main sources: observation, interview and online survey.

3.7.3 Measurement Scale, Survey Design

In this project, nominal and ordinal scale were applied to the survey question Nominal scale wasapplied to the general questions such as: gender, age, income, status, … with the simple answer.Ordinal scale was applied in the form of 5 Point Likert Scale with 1 = Weakest influence, 2 =Weak influence, 3 = Normal, 4= Strong influence and 5 = Strongest influence This scale wasapplied to questions that evaluate how success the video of DIEN MAY XANH is The nextsection is about how survey was designed and how to applied measurement scale

Survey was designed with three main parts First is general questions determine customer’sprofile such as: age, working status In those question, nominal scale was applied Second, detailinformation of frequency of using social network and how customers interact with videocommercial Since the questions were simple, nominal scale was also applied Last, evaluate fivefactors of video that could have strong influence to customer’s interaction With those importantquestions, ordinal scale was applied

3.7.4 Sampling

3.7.4.1 Sample Size

Sample population is the key factor lead to the success or failure of a research The larger thesample, the more certain researcher can be that the answers truly reflect the opinion of thepopulation This indicates that for a given confidence level, the larger the sample size, thesmaller the confidence interval According to Comrey and Lee (1992) 100 = poor, 200 = fair,

300 = good, 500 = very good, 1,000 or more = excellent There should be at least 300 cases(Noruis, 2005: 400, in David Garson, 2008) And Hutcheson and Sofroniou (1999) recommends

at least 150 - 300 cases, more toward the 150 ends when there are a few highly correlatedvariables, as would be the case when collapsing highly multicollinear variables (in DavidGarson, 2008) Therefore, in this project, responds were required And in the end of the survey

405 responses were made

3.7.4.2 Sample Characteristic

Age: DIEN MAY XANH is an electronic shop, so obviously, the commercial aim to people whohave family or at least financial independence So, the age can run from 27 to 50 In Vietnam,people under 27 usually under the cover of family, then it’s hard for these people to buy anythingwithout their parents’ permission And with the elder above 50, they nearly don’t connect tosocial network and have a vague perception of social media The only channel they can watchthe commercial is television Unfortunately, DIEN MAY XANH’s effect bombarded the socialnetwork such as Facebook, Youtube or Twitter, rather than only appeared on television

Income: DIEN MAY XANH has wide range of products, can satisfy every type of customers.According to Doisongphapluat, the average income of Hanoi’s citizens is 2.200 USD or 50million per years

Location: DIEN MAY XANH’s commercial coverage the entire Vietnam However, this projectonly focuses on Hanoi’s citizens In 2017, the number of store of DIEN MAY XANH in Hanoihas reach to 33 However, due to the limitation of time and budget, this project can only research

5 stores

3.8 Data analysis methods

After survey data is collected, data analysis is the next step of the research process To conductthe analysis, SPSS version 22.0 will be applied to analyze the data in this project “IBM® SPSSStatistics® is leading statistical software used to solve a wide variety of business and researchproblems This powerful tool provides a range of techniques, including ad-hoc analysis,hypothesis testing and reporting, to make it easier to access and manage data, select and performanalyses and share the results The solution offers a base edition with optional add-ons that can

be activated to expand predictive analytics capabilities as one need them SPSS Statistics isavailable as a flexible subscription option or a perpetual license.” (https://www.ibm.com )

3.8.1 Reliability Test

Reliability has to do with the quality of measurement In its everyday sense, reliability is the

"consistency" or "repeatability" of one measures First, researcher have to study the foundation

of reliability, the exact score theory of measurement Along with that, they need to distinguishthe different types of measurement error because those errors in measures play an important role

in degrading reliability With this foundation, researcher can consider the basic theory ofreliability, including a precise definition of reliability There one will find out that there are somefactors only can be estimate, not measured Because of this, there a variety of different types ofreliability that each have multiple ways to estimate reliability for that type In the end, it'simportant to integrate the idea of reliability with the other major criteria for the quality ofmeasurement – validity - and develop an understanding of the relationships between reliabilityand validity in measurement (William M.K, 2008)

In this research, in order to test the reliability of survey data, Cronbach’s Alpha function of SPSS22.0 was applied The rate of Cronbach’s Alpha would run from 0 to 1 The possible range ofreliability is from 0.7 to 0.8 The high rate of index proves that the structure of survey is not goodenough, items are computed within a same structure And if it’s too low, the survey’s questionsare too bad for respondents to answer

3.8.2 Frequency Analysis

Frequency analysis is a part of descriptive analysis, show the number of times an event occurred.Frequency analysis is an important area of statistic that analyzes measures of central tendency,dispersion and percentile Most popular measures of central tendency used for frequency analysisare mode, mean, median And for dispersion are Standard deviation, Range and Variance Also,SPSS 22.0 help researcher formulate variety types of graphs to show percentile (Joseph F Hair,2013)

3.8.3 Correlation Analysis

SPSS correlation test is a procedure for testing whether two metric variables are linearly related

in some population The extent to which they are is usually expressed by a number, called thecorrelation coefficient In this research, SPSS bivariate correlation tool was applied to assess thecorrelation between four factors of video and customer’s interaction In order to measure howstrong degree of relationship, we used Pearson correlation value (R) and Sig (2-tailed) value (P)

to analyze

If |R| <3 then the relationship is considered as weak; moderate if 0.3< R< 0.7 and strong if |R|>0.7

If P value is 0.00 –> 0.05, it is a significant correlation

If R<0, it is a negative association; R>0, it is a positive correlation (MBA Bach Khoa, 2015)

3.8.4 Regression

Linear regression is usually the next step up after correlation was finished It is used whenresearcher want to predict the value of a variable based on the value of another variable Thevariable needed to predict is called the dependent variable (or sometimes, the outcome variable).The variable which are using to predict the other variable's value is called the independentvariable (or sometimes, the predictor variable) Regression analysis is a way researcher appliesmathematical equation to reveal which of those variables does have impact on others Which

influence most? Which can be ignored? Which needed to be fixed.

3.8.5 Ethical Consideration

In any research, ethical issues are presented in every part, steps of research processes According

to William M.K there are a number of key phrases that describe the system of ethical protectionsthat the contemporary social and medical research establishment have created to try to protectbetter the rights of their research participants The principle of voluntary participation requiresthat participants not be forced into participating in research This is especially relevant whereresearchers had previously relied on 'captive audiences' for their subjects - prisons, universities,and places like that Similarity to the concept of voluntary participation is the requirement ofinformed agreement Essentially, this means that prospective research participants must be fullyunderstood about the processes and risks involved in research and must give their agreement toparticipate Ethical standards also expect researchers not put participants in any position thatmight involve risk or harm as a result of their participation Harm can be considered as bothphysical and psychological There are two standards that are applied in order to help protect theprivacy of research participants Most research project guarantees the participants confidentiality

- they are assured that any participations information will not be revealed to anyone who is notdirectly involved in the research project The stricter standard is the principle of anonymitywhich essentially means that the participant will remain anonymous throughout the study even

to the researchers themselves Clearly, the anonymity standard is a stronger guarantee of privacy,but it is sometimes difficult to achieve, especially in situations where participants have to bemeasured at multiple time points (e.g., a pre-post study) Increasingly, researchers have had todeal with the ethical issue of a person's right to service Good research practice often requires theuse of a no-treatment control group a group of participants who do not get the treatment orprogram that is being studied But when that treatment or program may have beneficial effects,persons assigned to the no-treatment control may feel their rights to equal access to services arebeing curtailed (William M.K, 2008)

Even when clear ethical standards and principles exist, there will be times when the need to doaccurate research runs up against the rights of potential participants No set of standards canpossibly anticipate every ethical circumstance Furthermore, there needs to be a procedure thatassures that researchers will consider all relevant ethical issues in formulating research plans Toaddress such needs most institutions and organizations have formulated an Institutional ReviewBoard (IRB), a panel of persons who reviews grant proposals with respect to ethical implicationsand decides whether additional actions need to be taken to assure the safety and rights ofparticipants By reviewing proposals for research, IRBs also help to protect both the organizationand the researcher against potential legal implications of neglecting to address important ethicalissues of participants