The thesis aims to build a legal framework that affects the behavior of viewing ads on social networks in Vietnam, in which the focus is more focused and the conditions that help convert attitudes into intentions. Advertising on social networks.
Trang 1CHAPTER 1: INTRODUCTION TO THE THESIS
1.1 Why did I chose this topic
Practical basis
The Internet in Vietnam has seen a rapid development over the last few years
In 2017, Vietnam had 53.86 million Internet users out of a population of 94.93
million The number of social network users also reached 46 million people, or 48%
of the total population, an increase of 47% compared to 2015 With the rise of the
Internet and the quick emergence of social networks over the recent years in
Vietnam, advertising has become an important tool for every advertisers However,
the key question for them is how to attract social network users to watch their
advertisement In other words, what factors have impact on the behavior of
watching advertisements in social networks?
Theoretical basic:
To answer this question, this study tries to identify and verify the factors
affecting the behavior of watching advertisements in social networks
According to the theory of planned behavior (TPB), attitude has a significant
impact on behavioral intention Furthermore, behavioral intention is the
immediate antecedent to behavior of watching advertisements in social
networks (Ajzen and Fisbein, 1979) Most empirical studies showed the
relationship between the users’ attitude and behavioral intention with regard to
the users’ watching advertisements in social networks (Chu et al.,2013; Kamal
and Chu, 2012) On the contrary, other studies found that attitude had a weak
impact or no impact at all on behavior intention of watching advertisements in
social networks (Kelly et al, 2010; Sashittal et al., 2012; Hadija et al., 2012)
This inconsistency clearly shows that there is still a gap in the research in
behavior of watching advertisements in social networks field Thus, it is
important for the researchers to find out the factors, which can moderate the
relationship between the users’ attitude and behavioral intention toward
watching advertisements in social networks
Therefore, the author decided to choose the topic “Factors have impact on
behavior of watching advertisements in social networks” and to focus more on
the conditional factors that helped to change the attitude into behavioral
intention of watching advertisements in social networks
1.2 Research objectives
The overall objective of this thesis is to build a model of the factors, which affect the behavior of watching advertisements in social networks In this model, more emphasis is placed on condition factors that help to transform the attitude into behavioral intention of watching advertisements in social networks The specific objective of the research include:
- To build a theatrical framework of behavior of watching advertisements
in social networks;
- To build a model of the factors influencing behavior of watching advertisements in social networks in Vietnam and of the conditional factors that help to transform the attitude into behavioral intention of watching advertisements in social networks;
- To verify the proposed research model with actual data collection from social network users’ samples;
- To propose policy recommendations for advertisers and business that use social networks for advertising
1.3 Research subject and scope
Research subject: to investigate the factors that affect the behavior of
watching advertisements in social networks
Research scope:
- The study focuses on Facebook, which is the most popular social network
in Vietnam;
- Users are people who use Facebook as a social network in Vietnam including students and non-students (working people);
- Duration of the study: from February 2017 to May 2017
1.4 Research methodology
During the research implementation, this thesis applies the method of quantitative research that include:
- Measurement scales: most of scales were sourced from relevant literature
in the field The questionnaire, which was designed accordingly, was sent to marketing experts for comments;
- Data collection procedure: Questionnaires are sent to 250 students and 350 non-students living in Hanoi These are the two groups that have many different
Trang 2characteristics Thus, the questionnaires from these two groups are collection and
verified separately
Data analysis:
Collected data were analyzed using the statistical software Statistical
Package for Social Science (SPSS 21.0)
1.5 The lay-out of the thesis
This thesis is divided into five chapters as follows:
Chapter 1: Introduction to the thesis;
Chapter 2: Literature review, method research and research hypothesis;
Chapter 3: Research methodology;
Chapter 4: Findings;
Chapter 5: Discussion and conclusion
CHAPTER 2: LITERATURE REVIEW, METHOD RESEARCH
AND RESEARCH HYPOTHESIS 2.1 Social networks and advertising in social networks
Social networks
Boyd and Ellison (2008) define social network sites as wed-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made
by others within the system
Many marketers have begun to advertise on social networks not only because of the large audiences, but also because social networks allow for very specific targeting of selected individuals that fall within a marketer’s pre-specified characteristics When listing a advertisement on a social network, a marketer can input geographic, demographic and psychographic variables into the system, and because the social networks has this information on all users, the marketer’s advertisement will only be displayed to social network users that fall within those criteria (Gironda and Korgaonkar, 2014)
Advertising in social networks
With advertising on social networks, more firms have developed their own business pages and profiles on social networks in order to better communication, engage and interact with current and potential consumers Advertising on social networks is a form of online advertising which provides very targeted advertising based on information supplied by members of a social media service
2.2 Literature review about behavior of watching advertising in social network
Studies related to advertising in social network mainly use theories such as the theory of reasoned action –TRA, the theory of planned behavior- TPB, the technology acceptance model – TAM
2.3 Model and research hypothesis
2.3.1 Theory of planned behavior applied to social network environment
Ajzen (1991) developed the TPB in order to cope with limitations of the Theory of Reasoned Action (TRA) – Ajzen and Fishbein (1980) The TRA has
Trang 3been one of the most widely studied models of attitude and behavior (Taylor
and Todd, 1995; Shih and Fang, 2004) According to the TRA, a consumer’s
behavior is determined by his or her behavioral intention which is influenced by
attitude toward the behavior and subjective norm from others However, the TRA
assumes that behaviors are being examined under complete volition control Thus,
situations where behaviors do not require skills, resources, or opportunities cannot
be explained using the TRA (Ajzen, 1991) For a more elaborate prediction of
consumers’ behavioral intentions and actual behaviors with different levels of
volition control, an additional factor, perceived behavioral control, was added to
the TRA The result was a new theory, called the TPB (Ajzen, 1991) The TPB
can be considered as a useful framework in understanding consumer’s behavior of
watching advertisements in social network
2.3.2 Conceptual framework and hypotheses
Hypothesis 1: Behavioral intention of watching advertisements in social
network will be positively related to behavior of watching advertisements in
social network of consumers in Vietnam
Hypothesis 2: Attitude toward advertising in social network will be positively
related to behavioral intention of watching advertisements in social network
Hypothesis 3: Subjective norms concerning watching advertisement in
social network will be positively related to behavioral intention of watching
advertisements in social network
Hypothesis 4: Perceived behavioral control with regard to watching
advertisement in social network will be positively related to behavioral
intention of watching advertisements in social network
Hypothesis 5a: The customers’ involvement in the advertisements moderates
the relationship between attitude and behavioral intention of watching advertisements
in social network: the stronger the customers’ involvement in the advertisements, the
stronger the relationship between attitude and behavioral intention of watching
advertisements in social network, and vice versa
Hypothesis 5b: Trust in social networks moderates the relationship
between attitude and behavioral intention of watching advertisements in social
network: the higher the trust in social networks, the stronger the relationship
between attitude and behavioral intent of watching social networks
advertisements in social and vice versa
Hypothesis 5c: Trust in advertised brand in social networks moderates the
relationship between the attitude and behavioral intention of watching social network advertisements: the higher the trust, the stronger the relationship between attitude and behavioral intent of watching social networks advertisements in social and vice versa
Hình 2.4: Mô hình nghiên cứu của luận án
Attitude toward social network advertisements
Involvement in social network advertisements
Behavioral intention of watching social network advertisements
Behavior of watching social network advertisements
Subjective norms
of watching social network advertisements
Perceived behavioral control of watching social network advertisements
Moderating Variables
Trust in advertised brand in social networs
Trust in the social network
Trang 4CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research sequence
Based on the research objectives, the author studied comparative literature
to form a model research Then, the author built the questionnaire and
investigated quantitative research with two samples from as 250 students and
350 non-students to find out the factors impact on the users’ behavior of
watching advertisements in social network in Vietnam
This study used statistical package for social science (SPSS) software to
perform a reliability and validity test for the measures
3.2 Scales used in the thesis
Scales used in the research are summarized in the figure 3.1
Figure 3.1: List of variables and scale’s source
1 Behavior of watching advertisements in
social networks
Adapted from Mir’scale (2014)
2 Behavioral intention of watching
advertisements in social networks
Adapted from Zeng et al.’ s scale (2009)
3 Attitude toward advertising in social
network
Adapted from Boateng and Okoe’s scale (2015)
4 Subjective norms concerning watching
advertisements in social networks
Adapted from Gironda and Korgaonkar’s scale (2014)
5 Perceived behavioral control concerning
watching advertisements in social
networks
Adapted from Ajzen’ scale (1991)
6 The customer’s involvement in the
advertisements in social network
Adapted from Zaichkowsky’s scale (1994)
7 Trust in advertised brand in social
network
Adapted from Kananukul et al’s scale (2014)
8 Trust in the social network Adapted from Kananukul et
al’s scale (2014)
3.3 Data collection
The results of this study were used to evaluate the reliability and validity the scales, then adjusting the questionnaire before applying widely A quote sample of 250 Vietnamese undergraduate student universities and 350 non-students in Hanoi were used
The survey lasted over four months (from February to May 2017) For student sample, out of 250 questionnaires released, only 183 (73%) were returned For non-student sample, the results were lower than student sample, out of 350 questionnaires released, only 222 (63%) were returned
Trang 5CHAPTER 4: RESULTS
4.1 Results toward student sample
4.1.1 Testing reliability and validity of the measures
Before testing the model, we took steps to check reliability and validity of
the measures; exploratory factor analysis and Cronbach’s alpha reliability were
thus conducted; independent factors and dependent ones were separated for the
assessment
4.1.2 Exploratory factors analysis (EFA)
Items measuring attitude toward advertising in social network, subjective
norms with regard to watching advertisements in social network, involvement
in the advertisements in social network, trust in social network and trust in
advertised brand in social networks are analyzed by the exploratory factor
analysis using Principal Component method, Rotaltional varimax Results of
the analysis eliminate 14 items with low load factors, and 6 factors are drawn
with a total deviration of 71.16% All these factors have Cronbach Alpha at an
acceptable level (0.7) as shown in figure 4.1
Figure 4.5: Measure test results of the independent variables
Attitude toward social network advertisements - α = 0.821
Overall, I like social media advertisements 078
I consider social media advertisements very essential 078
I would describe my overall attitude toward social media
advertisements very favorably
.709
Subjective norms with regard to watching advertisements in social
network - α = 0.779
Most people who are important to me would feel watching
advertisements in social network is good
0.529 Most people who are important to me would feel watching
advertisements in social network is wise
0.795
My family thinks it’s a good idea to view advertisements in social
network
0.749
Generally speaking, I want to do what my family thinks I should do 0.729
Perceived behavioral control of watching social network advertisements – α = 0.704
For me, to view advertisement in social networks is easy 0.618
I can control my behavior with regard to watching advertisements in social network
0.863 Whether or not I view advertisement in social networks is completely up to me
0.825
Moderate variables Involvement in the advertisements in social network – α = 0.831
Advertisements in Facebook are related to me 0.851 Advertisements in Facebook are valuable to me 0.727 Advertisements in Facebook focused input to me 0.839
Trust in social network – α= 0.742
I feel that this social network would act in a consumer’s best interests 0.822
I believe that this social network continues to be a good source of information about products/services over the long term, thus enhancing my confidence
0.767
I feel confident that I can rely on this social network when I need information about products/services of this nature
0.680
Trust in advertised brands in social network – α= 0.871
This brand makes a trustworthy impression 0.719
In the figure 4.2, the behavioral intention and behavior of watching advertisements in social network are carried out in a similar way The final items and reliable coefficient with factors are at an acceptable level (Figure 4.2)
Figure 4.6: Measure test results of the behavioral intention and behavior of
watching advertisements in social network variables
Trang 6Items Loading
Intention of watching social network advertisements – α= 0.821
I will click on advertisements shown in Facebook 0.881
I will pay attention to advertisements shown in Facebook 0.890
I will search related information about advertisements shown in
0.805
Behavior of watching social network advertisements – α= 0.826
I often click on Newsfeed advertisements in Facebook 0.923
I often click on advertisements shown on my Facebook profile 0.923
4.1.3 Testing results
Figure 4.7: Regression result with intent of watching advertisements in social
network is a dependent variable- student sample
Gender (1 Male; 2 Female) 046 071 075
Major (IT =1; non IT = 2) -.007 -.009 -.014
Information motivation -.043 -.094 -.094
Product information search motivation 172 * 094 .077
Networking information .210 ** 077 .078
Entertainment motivation .218 ** 152 * 157 **
Perceived behavioral control of watching
advertisement in social network .160 * 152 **
Attitude toward advertisements mean center .279 ***.301 ***
Involvement in advertisements mean center .069 028
Trust in advertised brand mean center -.002 047
Attitude toward advertisements x Involvement
Attitude toward advertisements x Trust in
Attitude toward advertisements x Trust in
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%
Next, to assert the suitability of the data with research model, regression result of the behavior of watching advertising in social network variable as a dependent variables is carried out (Figure 4.4)
The result shows that intent of watching advertisements in social network has a positive impact on behavior of watching advertisements in social network R2 with full model (M6) is 47%, significantly larger than the model that only includes control variables (M5) This result again shows the suitability between reality and theory
Figure 4.8: Regression result with behavior of watching advertisements in
social network is a dependent variable
Gender (1 Male; 2 Female) 067 083 042
Major (IT =1; non IT = 2) 077 059 .064 Information motivation -.056 -.058 -.005 Product information search motivation 058 006 -.048 Networking information .162 083 .040 Entertainment motivation .230 169* 082
Perceived behavioral control 084 -.008 Attitude toward advertisements mean center 240** .081
Involvement in advertisements mean center 217** 177* Trust in advertised brand mean center .036 .037
Trust in Facebook mean center -.105 -.124
Trang 7Independent variable M4 M5 M6
Intention of watching advertisements in social
***
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%
4.2 Results toward non-student sample
4.2.1 Testing reliability and validity of the scale
The Cronbach’s alpha for almost the constructs were above 0.7 indicating
that measures are valid (Hair et al., 1998)
4.2.2 Exploratory factor analysis (EFA)
Items measuring attitude toward advertising in social network, subjective
norms with regard to watching advertisements in social network, involvement
in the advertisements in social network, trust in social network and trust in
advertised brand in social networks are analyzed by the exploratory factor
analysis using Principal Component method, Rotational varimax
Figure 4.12: Measure test results of the independent variables – with
non-student sample
Attitude toward social network advertisements - α = 0.879
Overall, I like social media advertisements 748
I consider social media advertisements very essential 823
I would describe my overall attitude toward social media
Subjective norms with regard to watching advertisements in social
network - α = 0.836
Most people who are important to me would feel watching
advertisements in social network is good .705
Most people who are important to me would feel watching
advertisements in social network is wise .808
My family thinks it’s a good idea to view advertisements in social network .778 Generally speaking, I want to do what my family thinks I should do .667
My friends think it’s a good idea to click on an advertisement on
Perceived behavioral control of watching social network advertisements –
α = 0.704
For me to watch online video ads is possible 740
I can control my behavior with regard to watching advertisements in
Whether or not I view advertisement in social networks is completely
Moderate variables Involvement in the advertisements in social network – α = 0.861
Advertisements in Facebook are related to me .825 Advertisements in Facebook are valuable to me .781 Advertisements in Facebook focused input to me .816
Trust in social network – α= 0.881
I feel that this social network would act in a consumer’s best interests .775
I believe that this social network continues to be a good source of information about products/services over the long term, thus enhancing my confidence
.846
I feel confident that I can rely on this social network when I need information about products/services of this nature .736
I trust this SNS in providing accurate information about products/services .723
Trust in advertised brands in social network – α= 0.900
This brand makes a trustworthy impression .726
Trang 8In the figure below, the behavioral intention and behavior of watching
advertisements in social network are carried out in a similar way The final items
and reliable coefficient with factors are at an acceptable level (Figure 4.6)
Figure 4.13: Measure test results of the behavioral intention and behavior
of watching advertisements in social network variables
Intention of watching social network advertisements – α= 0.892
I will click on advertisements shown in Facebook 931
I will pay attention to advertisements shown in Facebook .991
I will search related information about advertisements shown in
Behavior of watching social network advertisements – α= 0.845
I often click on Newsfeed advertisements in Facebook 919
I often click on advertisements shown on my Facebook profile 919
4.2.3 Testing results
Figure 4.15: Regression result with intent of watching advertisements in
social network is a dependent variable with non-student sample
Gender (1 Male; 2 Female) -.153 -.028 -.017
Work for Vietnam enterprises 089 -.003 004
Work for Foreign invested enterprises 053 003 002
Product information search motivation .412 .214 .227***
Networking information motivation -.070 -.115 -.116
Attitude toward advertisements mean center 392 .388***
Involvement in advertisements mean center .033 .051 Trust in advertised brand mean center .065 .070
Attitude toward advertisements x Involvement in
a
Attitude toward advertisements x Trust in advertised
Attitude toward advertisements x Trust in Facebook
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%
Next, to assert the suitability of the data with research model, regression result of the behavior of watching advertising in social network variable as a dependent variables is carried out (Figure 4.4)
The result shows that intent of watching advertisements in social network has a positive impact on behavior of watching advertisements in social network R2 with full model (M6) is 47%, significantly larger than the model that only includes control variables (M5) This result again shows the suitability between reality and theory
Figure 4.16: Regression result with behavior of watching advertisements in social network is a dependent variable with non-student sample
Trang 9Independent variable M4 M5 M6
Gender (1 Male; 2 Female) -.155 -.155 -.002
Work for Vietnam enterprises 066 066 009
Work for Foreign invested enterprises 010 010 -.021
Product information search motivation .412 .412 .068
Networking information motivation -.006 -.006 056
Trust in advertised brand in social network .150 .106
Intention of watching advertisements in social
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%
The sum results are shown in figure 4.9:
Figure 4.17: Total results of hypotheses analysis
Results Student sample
Non-student sample H1 Hypothesis 1: Behavioral intention of
watching advertisements in social network will be positively related to behavior of watching advertisements in social network of consumers in Vietnam
Supported Supported
H2 Hypothesis 2: Attitude toward
advertising in social network will be positively related to behavioral intention
of watching advertisements in social network
Supported Supported
H3 Hypothesis 3: Subjective norms
concerning watching advertisement in social network will be positively related
to behavioral intention of watching advertisements in social network
Supported Not
Supported
H4 Hypothesis 4: Perceived behavioral
control with regard to watching advertisement in social network will be positively related to behavioral intention
of watching advertisements in social network
Supported Not
Supported
H5a Hypothesis 5a: The customers’
involvement in the advertisements moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the stronger the customers’
involvement in the advertisements, the stronger the relationship between
Not Supported
Not Supported
Trang 10Hypotheses Status
Results Student sample
Non-student sample attitude and behavioral intention of
watching advertisements in social
network, and vice versa
H5b Hypothesis 5b: Trust in social networks
moderates the relationship between
attitude and behavioral intention of
watching advertisements in social
network: the higher the trust in social
networks, the stronger the relationship
between attitude and behavioral intent of
watching social networks advertisements
in social and vice versa
Not Supported
Supported
H5c Hypothesis 5c: Trust in advertised brand
in social networks moderates the
relationship between the attitude and
behavioral intention of watching social
network advertisements: the higher the
trust, the stronger the relationship
between attitude and behavioral intent of
watching social networks advertisements
in social and vice versa
Supported Not
Supported
CHAPTER 5: DISCUSSION AND CONCLUSION 5.1 Discussion
The findings of this study show that the hypotheses H1 and H2 are accepted Specially, intention of watching advertisements in social networks had a significant relationship with behavior of watching advertising in social network in Vietnam The results also revealed that attitude toward advertisements in social networks had a significant relationship with behavioral intention of watching advertising in social network Several past studies showed similar results (ex: Wu and Wang, 2008; George, 2002; Muk, 2013)
With student sample, it was found that the determinants of intention to watching advertisements in social networks (subject norm and perceived behavioral control with regard to watching advertisements in social networks) positively influenced intention to watching advertisements in social network However, with non-student sample, this results was not supported The findings
of this thesis (subject norm and perceived behavioral control influenced intention) support the findings of previous studies (Lin et al., 2014; George, 2004; Muk, 2013)
Hypothesis 5a: The customers’ involvement in the advertisement in the advertisements moderates the relationship between attitude and behavioral intention of watching advertisements in social network: the stronger the customers’ involvement in the advertisements, the stronger the relationship between attitude and behavioral intention of watching advertisements in social network, and vice versa The results from both student sample and non-student sample showed that the hypothesis was not supported Especially, with non-student sample these results showed that the customers’ involvement in advertisements hindered the influence from attitude toward advertisements in social network to intention of watching advertising in social network This is likely to be in line with the study of Aguirre et al (2015), who found that when consumers are not informed, customers reject the personalized content and exhibit lower behavioral intention
Hypothesis 5b: Trust in social networks moderates the relationship
between attitude and behavioral intention of watching advertisements in social network: the higher the trust in social networks, the stronger the relationship