An investigation of antecedents and consequences of young consumer attitude towards social messaging app advertising in vietnam

An investigation of antecedents and consequences of young – consumer attitudetowards social messaging app advertising in Vietnam.. A quarter of Internet users using Facebook; while 70% o

An investigation of antecedents and consequences of young – consumer attitude

towards social messaging app advertising in Vietnam.

Group sciences: Nguyễn Hà Trang

Bùi Thi Thùy LinhĐặng Khánh LinhNguyễn Huy BìnhClass: AC2015D & AC2015EScience advisor: Ms Đỗ Ngọcc Bích

1 Introduction:

"Advertising is the nonpersonal communication of information usually paid forand usually persuasive in nature about products, services or ideas by identifiedsponsors through the various media."(Bovee, 1992, p.7) Advertising is a mean ofcommunication with the users of a product or service Contents in advertisement aremessages paid for by organizations/brands and those are intended to inform orinfluence mass audience, as defined by the Advertising Association of the UK.According toEntrepreneur report (2017), advertising can call the public's attention toyour business, usually for the purpose of selling products or services using variousforms of media such as print or broadcast notice Another definition of advertising ofAlyque Padamsee is “Advertising is the missing linking between product attributesand consumer perceptions.” Therefore, marketer uses advertising to introduce aproduct/ brand, differentiation, positioning, to increase sales/profit and to call toaction In recent years, the advertising industry has had important developments, notonly in terms of content but also in terms of appearance, in order to attract users

It can be said that advertising is an almost indispensable marketing tactic ofcompanies or brands In the 1960s, the advertising industry started to rapidly evolvethrough the use of focus groups They built advertising from their own creative geniusmany times in direct conflict with the research findings This unique dynamiccontinued into the 1990s (Duke Perrucci,2017) Currently, marketers have been talkingabout the “death” of traditional advertising when it became obvious that the Internetwas here to stay and the digital revolution was spread worldwide The “death” oftraditional advertising as occurring when less than half of all companies pursue a form

of traditional advertising and more than half of all companies pursue a digitalmarketing strategy There are dozens of factors for why traditional advertising hasgradually declined in popularity over the course of the past decade Millennialsincreasingly distrust traditional forms of advertising (as well as corporate brands),digital marketing has become more accessible and more affordable, and people arefinding better digital substitutes for traditional forms of interaction and entertainment,such as social media, video streaming services, and even remote work In short,traditional advertising does not die, it only transform themselves to fit with newplatform (DeMers J, 2017, Forbes)

Computer and communication technologies have changed the classical ways ofadvertising as well as many other areas of human being habits Over 40% of theworld’s population now has access to the Internet (LivingStone R, 2017) Since then,

a growing number of advertisers transfer from mass media platform to the Internet,they integrate these channels into their media mix to take advantage of thecomputerized advertising environment According to data of Statista (2017), thenumber of smartphone users worldwide is 2.32 billion in 2017 and it is forecastedgrow to 2.5 billion in 2019 However, advertising industry is facing an issue regardspresences; majority of them repeats on mass media and social media platform makesconsumers overwhelmed and annoyed (Gregorio and Sung, 2010) Current ads do notcarry meaningful messages, and sometimes excessive exaggeration of the products andservices makes them feel slightly disappointed about those in real life According tostudy by Lab42 (2013), among surveyed consumers, 57.4% say advertising claims are

"somewhat exaggerated," and 19.0% say they are "very exaggerated," Only 2.8% ofconsumers surveyed say the claims in various ads are very accurate To catch this flaw,the marketers should explore a new tendency and method to perform advertising

A quarter of Internet users using Facebook; while 70% of them use dark socialprimarily (dark social consists of messaging apps such as Facebook Messenger, Viber,Whatsapp As CEO of Facebook said, “Messaging is one of the few things that people

do more than social networking” In 2016, for the first time in history, mobileadvertising reached $109 billion, or 55% online advertising revenue (Emarketer,2016) In the latest speech at IAB Annual Leadership Meeting 2017, Director of P&G-Marc Pritchard raised concern about the down-path of social media advertising due tooveruse From those indexes, it is clearly that mobile advertising is becoming newtrend in marketing Therefore, marketers are striving to examine new platforms toapproach audiences effectively

Since 2014, Facebook started to test launching the first advertising on Facebookmessenger in the US and this trend opens new opportunity for e-advertising (Theguardian, 2017) In VietNam particularly, about 37% of people who installedmessaging apps such as Zalo, Facebook Messenger ,Viber, Skype, etc but only 11% ofthem used chat apps to shopping online (Pew Research, 2015) ) In addition, the use

of social networking is increasing leading to the risen of using messaging apps

According to www.fastcompany.com, people ages 18 to 29, 49% use one or moremessaging apps, and 41% use apps that automatically delete messages after they areviewed

Vietnam's advertising industry is developing and catching up with theadvertising trends of the world in general and in Southeast Asia in particular Digitalwill be the new trend (Deboo Mohanty - CEO Vivaki Vietnam) With big growth insmartphone adoption, Vietnamese Internet users have a tendency to move onlineactivities towards mobile devices and mobile apps, especially Mobile ads, thus,attracted advertisers’ attention and received higher ads budget Mobile ads spending inSoutheast Asian countries ranged from 78 million to 194 million USD in 2017.Vietnam had the smallest mobile ads market among those countries in 2017, about 78million USD was spent on mobile ads, accounting for 36.6% of total Vietnam digitalads spending Mobile ads are on the rise, and will continue to play a more significantrole in the future of Vietnamese digital ads industry It’s forecasted that mobile adsspending in Vietnam would keep growing gradually to 220 million USD, and capture abigger share (68%) of total digital ads spending in 2020 (eMarketer, lab (2017))

From those mentioned reasons, it is necessary to conduct a research to explorethe influence of social messaging apps on young consumers’ attitude to suggest aplatform for marketer This study focuses to review the mobile-apps advertisingliteratures and framework to indicate possible literature gaps Additionally, it adoptsthe characteristics of mobile-apps advertising and test in the context of socialmessaging apps advertising For these purposes, the study determine how to useadvertising in messaging apps, whether this application will be popular or not So that

it will introduce a new advertising tactics: advertising in social messaging apps, whichwould become the solution for businesses in competition of advertising

1.1 Research aim and objectives:

- To investigate the influences of each variables/components of social messaging appadvertising towards consumers’ attitude and buying intention

- To introduce a new advertising method: advertising in social messaging apps, whichwould become the solution for businesses in competition of advertising

- To determine how to use advertising in messaging apps, whether this application

1.2 Research contribution

The academically contribution:

- Enrich current advertising literature by examining proposed research framework andhypotheses

- Fill the current research gaps: little research to examine social-messaging appadvertising in Vietnam market, traditional advertising’s downtrend, and the need toexplore new marketing communication tool

- Generate the depth insight towards using social messaging apps advertising to attractyoung’s audiences

The practical contribution:

- Suggest new tool in teasing phase for integrated marketing communication

- Provide guidelines to develop social messaging app advertising in IMC campaignbased on hypothesis

1.3 Outline of this study

This research is divided into 4 parts:

Section 1: Introduction: A general introduction to advertising and advertising onmobile phones In addition, talking about the use of social messaging apps and the newtendency of advertising is advertising on social mobile messaging apps

Section 2: Literature Review: this part presents a review of the relevant literature ofsocial messaging apps advertising A research framework also is constructed by usingcognitive method

Section 3: Data analysis and results: this part discusses theoretical contributions andprovides the analysis results

Section 4: Discussion, conclusion and highlights its limitations and future researchdirections

Social media is the internet-based platforms and technologies which designedfor users to make communication with each other, which helps consumers/ audiences

to find, and to build more social connections based on similar social background orcommon interests (Kaplan & Haenlein, 2010; Kwon & Sung; 2011) As found in manyresearches, social media equipped the functions of inviting friends, setting personalinformation profiles, and sending emails or instant messages (Kaplan & Haenlein,2010) Kietzmann et al (2011) have defined this platform as it:“… employs mobileand web-based technologies to create highly interactive platforms via whichindividuals and communities share, co-create, discuss, and modify user-generatedcontent.”

Critically synthesizing from studies of Mangold & Faulds (2009), Sterne (2010), Hoffman & Fodor (2010) have categorized social media in eight ways:

Table 1: categorized social media

Source: Research team collected

Numbe

r

3 Co-creation sites Nike’s NIKEiD, Jet Blue’s Travel

Stories

4 Social Bookmarking Sites Blinkist, StumbleUpon

5 Forums and Discussion

6 Review sites Angie’s List, Yelp

7 Social Networking Sites Facebook, LinkedIn

8 Multimedia Sharing Sites Flickr, YouTube

A new report compiled by Hootsuite and We Are Social found that there are3.028 billion active social media users in 2017, that meant 40 percent of the globalpopulation is using social media(Williams, B (2018)) There are now over 3 billionsocial media users in the world - about 40 percent of the global population (Mashable,2018).There is no doubt that social media will be the most valuable market in the nearfuture In this case, it is worthy to do more deeply research around this topic

2.2 Mobile advertising:

Mobile advertising is referred to as the communication of products or services

to mobile device and smartphone consumers (Ki Youn Kim and Bong GyouLee,2014) Adding more information, in other research of P.Chen and H.Hsieh (2012),smart mobile advertising media is an interactive communication system that pre-identifies consumer preferences and then delivers customized advertising messages orservices to each user (P Chen, H Hsieh, 2012) Precisely, it is the use of wirelesstechnology to provide an integrated content regarding a product or a service to theintended customers in a direct manner (Altuna and Konkuk, 2009; Plavini andDurgesh,2011) According to the research in 2014,mobile advertising is considered asthe best mean to cut through the clutter and interact directly with the consumer Hence,

it approach one to one marketing and attract attention of customer more effectively(Nandagopal et al., 2014)The lastest indexes from Statista indicate that the number ofmobile phone users in the world will reach 4.9 billion in 2018,up 4 percent year - on -year (Statista,2018) Due to the widespread of mobile phone usage, mobile advertising

is forecasted to grow more than three times faster than total media this year, 23.5% vs.6.6% , and continue increasing to 47.9% by 2022.(eMarketer,2018) To implementintegrated marketing communication more effectively, Plummer, Rappaport, Hall &Barocci (2007) suggested that companies need to focus on targeting customer withcustomised content to fit with personal interests, so they need to transfer to desktopplatform to mobile platform

Since mobile messenger apps advertising in Vietnam are still at an early stage

of development (eMarketer,2016),research about mobile ad is essential for advertisers

to better understand the communication channels to reach potential customers andunderstand the users’attitude of mass media channels (Dholakia and Dholakia 2004;Fortunato and Dunnam 2004; Heller 2006) Regarding a reputable Vietnam marketingwebsite , Brandsvietnam, there is little attention on studying influences of new mobileadvertising tool currently such as - social messaging app ad on young consumers inVietnam context (Brandsvietnam,2017) toward mobile advertising applications.Hence, this study is conducted to investigate the hypotheses of consumer attitudestoward mobile marketing and propose additional findings in regards to Vietnamesemobile apps users

2.3 Cognitive response:

The cognitive response approach was used to examine how much theindividuals who are exposed to a persuasive message engaged in active, effortfulprocessing (Fiske and Taylor, 1991) The cognitive responses impact on attitude ofconsumers (Petty et al 1981) The thought-listing from environment to attention,comprehension, attitude and intention to buy (Cacioppo et al., 1981) Researchsubjects were instructed to list any thoughts that would come to mind when they read

or heard a persuasive message Then, these thoughts were content-analyzed andcategorized depending on their favorability (Petty and Cacioppo,1986a)

Figure 1: cognitive process (source: Authors)

First of all is environment, generally it is exposure to information stage Inonline shopping, shopping atmosphere embraces various design features, includingproduct presentation using technological devices Isen (1987) found that pleasantenvironments allowed an individual to handle more information, foresee more positiveoutcomes, and to engage in more exploration Hedonic pleasure is often associatedwith the degree of playfulness that shoppers experience from the website (Ja¨rvenpa¨aand Todd, 1997) and enhances customer information search behaviors (Schmidt,1996) In addition, pleasure derived from shopping is associated with consumers’involvement with clothing (Michaelidou and Dibb, 2006), which leads them to bemore thoughtful about information related to the product (Kim, 2005) Although therelationship between arousal and perceived amount of information has not beenexamined, the attention has been found to increase shoppers’ intentions to stay andbrowse in the environment (Greenland and McGoldrick, 1994; Sherman et al., 1997).

By spending more time browsing the websites, consumers may acquire greater amount

of information to process the transaction Comprehension encompasses syntactic,semantic, and pragmatic processes

By the process of comprehension, the attitude will be defined as consumer’sfavorable or unfavorable after viewing the advertisement (Michell and Olso,1981).Advertisement attitude has been argued to simultaneously affect purchase intentiondirectly (MacKenzie et al,1986) Purchase intention is used to identify the last purpose

of advertisement (Kim and Han,2014, Xu et al., 2009) That also can be used toexplain the purchase of products or services due to a match between the advertisementand consumers (Kamins, 1990, Tingchi Liu et al, 2007) Mittal (1990) found thatadvertising attitude and brand trust affect brand attitude positively as well make themotivation of purchasing intention This idea has also been found in research ofMacKenzie and Lutz (1989) that advertising attitude are the cause-and-effectparameters influencing purchase intention

Drawing from mentioned literature, in order to examine influence of SMAD,cognitive process will be used to construct research framework as it presents asequential flow of how consumer generate their affective and cognitive responsetowards stimuli or event

2.4 Attitude toward advertising:

Attitude is a momentous concept in marketing research In general, attitudes are

“mental states used by individuals to structure the way they perceive their environmentand guide the way they respond to it (Aaker et al 1995; p 254) The theory of attitude

in marketing had been observed by Kotler (2000) “an attitude is a person’s enduringfavorable or unfavorable evaluations, emotional feelings, and action tendencies towardsome object or idea” In other research of Solomon ( 2013), attitude is a lasting,general evaluation of people, objects, advertisements or issues Those evaluations areexpressed by affective emotions which found to be main determinant of buyingintention (Solomo 2013) Hence, research about consumers’ attitude has becamespecial concern for researchers and marketers for a long time (Mitchell and Olson1981) In advertising industry, consumers’ attitude toward advertising are oftenevaluated and recorded through the consumer’s attention, appreciation and responseswith each type of advertisement (Brackett and Carr 2001; Briggs and Hollis 1997) Asmentioned in James and Cover (1992)’s study also have shown that overall attitudestoward advertising is developed in complex way for each tactics Hence, it is necessary

to conduct a research to explore customer’s affective response towards new form ofmobile advertising as social-messaging-app-advertising

3 Research framework development:

3.1 Information:

The term “information” refers to the process in which consumers recognize thecontent in an advertisement and feel that it is informative regarding the product orservice being advertised (Ducoffe, 1996) In advertisement, information play asignificant role conveying beneficial information (Daugherty, et al 2008),and it alsoprovide utilitarian offer and practical information for consumers/ audiences (Okazaki,2005a) Moreover, it is a condition of providing useful or interesting information(Ducoffe,1996; Informative, n.d.) Informativeness includes a good source of productinformation, the ability to supply relevant product information and provide up-to-dateinformation (Bracket & Carr, 2001) Advertisement with quality of information shows

a direct influence on the customers‘ perceptions of the company and the company'sproducts To be precise, it might be determined by accuracy and usefulness for theconsumers Currently, consumer want to customize mobile content which is

appropriate to their interests(Milne and Gordon, 1993) In study of Tsang et al (2004),perceived informativeness affects consumers‘ attitudes toward mobile advertising ingeneral Previous studies indicate the primary function of advertising is to conveyinformation about products and services to allow consumers to make the best possiblepurchase decisions (Scholosser et al.1999) In this study, social-messaging-appadvertising contains relevant product and service information to raise brand awareness.Therefore, our first hypothesis is developed:

H1: Information will have a positive effect on consumers attitude toward socialmessaging app advertising

3.2 Time convenience:

In advertising industry, timing factors can be considered as the primary factor

on the success of business transactions It has been one of the principal motivationunderlying customer inclinations to adopt online shopping behavior (Clulow, Valerie &Reimers Vaughan, 2009) Time convenience is the degree to which a consumerperceives that mobile app technology provides instantaneous and time benefits(Kleijnen, Ruyter,& Wetzels,2007) Especially, The term “convenience” refers to acustomer’s general preference for convenient goods and services-has major impact onbuying decisions (Berry, L., Seiders, K., Grewal, D,2002).A study of Jih and Wen-Jang(2007) found that time convenience was the most relevant factor in the use of mobiledevices for Internet shopping In the same line with these scholars, Zhao and Balague(2015) explore that time convenience allows consumers to obtain brand/productinformation and/or access promotions without any temporal constraint As a result,launching the suitable advertisement content during the right time with sufficientnumbers of repetition will stimulate the consumers’ behavioral attitude and maintainits exclusivity (Peng, B , Maneesoonthorn, C., & Fortin, D ,2006) In other study ofPark, T., Shenoy, R., & Salvendy, G (2008), they disclosed that the exposure timedetermines the consumers’ ability to recall and recognize a particular advertisement The higher the exposure time, the higher will be the advertisement recall andrecognition rate (Danaher, P J., & Mullarkey, G W ,2003) It is clear that timeconvenience is one key factor of online advertising In this case, social messaging appadvertising is a new form of e-advertising Therefore, it is expected that the dimension

of timing also portray a favorable effect on the attitude of a consumer Therefore, thefollowing hypothesis was proposed:

H2: Timing of an advertisement has a positive effect on the consumers’ attitudetowards mobile advertising

3.3 Entertainment:

One of the elements which significantly effects the attractiveness andeffectiveness of advertising is entertainment Indeed, it has drawn the attention ofmany marketing researchers and marketers alike Therefore previously, marketersfocus on providing instrumental value to users but nowadays they try to provide theself-fulfilling value to users by incorporating enjoyment and entertainment (van derHeijden, 2004) This has also been seen in the case of Hirschman that the distinctionbetween utilitarian and hedonic products has important implications for consumerbehavior (Hirschman and Holbrook, 1982) While utilitarian advertising associatedwith objective and functional characteristics, hedonic advertising provide the contentwith the interest for consumer

This is an extremely relevant to characteristics of advertising on the internet ingeneral, and advertising on messaging apps in particular.One of the most importantcharacteristics of messaging apps is its ability to share public or semi-public profilewithin a social network This characteristic gives advertising on messaging apps theopportunities to hyper-target campaigns using profiling information (Shih, 2009) Bywhich, advertisers can use their knowledge about a specific market segment to designcustomized advertising and bring the content with entertainment in the mostappropriate and effective way to consumers, which can approach their interests andpersonal attentions

However, in many cases the advertising on apps focus more on short form butconvenient and quick for consumers to receive large amounts of information Inaddition, in some other cases, consumers might see the advertising on apps as “ notonly creepy, but off-putting” if they felt that the firm has violated their privacy (Stone,2010) But, the opposite has been demonstrated in many other studies that theentertainment has been found to have a positive impact on users’ technologyacceptance (Teo, Lim and Lai, 1999; Venkatesh, 2000; van der Heijden, 2004; Lin and

Lu, 2011)

H3: Entertainment has a positive effect on the consumers’ attitude towards mobileadvertising.

3.4 Interaction:

The interactivity of internet and, most especially, Web 2.0 has changed thephase of advertising in the world today (Stelzner, 2014) It because of its improvedfeatures which allow a two-way (or multi-way) communication It also have removedmost of the shortcomings of the traditional advertising media (i.e print and broadcastmedia), such as the one-way nature of communication and expensive usage (Stelzner,2014) The significant role of interactivity in advertising has also been proven in manyother studies, the main reason that lead social network sites become a popular way ofspreading and sharing information is their ability to spread information through socialinteractions (Savolainen, 2001; Boyd and Ellison, 2008; Ferguson, 2008; Kuo-Hsiang

et al., 2012; Shu and Chuang, 2011; Aral and Walker, 2011;Chen et al., 2014; Wangand Vaughan, 2014) That is also the reason why a lot of companies devote billions ofdollars (euros) to advertisement in social networks worldwide (Cha et al (2009);Bernoff and Li (2008)

This is extremely related to advertising on messaging apps Because, messagingapps enable people to present themselves, display their social networks, and create orkeep connections with others It is also where individuals may communicate withpeople they already know, or meet new ones (Ellison et al., 2007) Therefore,messaging apps are considered as the great tool of advertisement with its superiorinteroperability This ability is also much more effective than any social network sitesbecause of the individuality that advertising on messaging apps can include in itscontent for each target consumer

However, the interaction of consumers are partly depend on the availablereputation of the companies using advertising on messaging apps as corporatereputation has a key role in consumer decision-making (Yoon et al., 1993) Someconsumers respond favorably to companies that are can be trusted (Berens and vanRiel, 2004; Rutsaert et al., 2013) The earlier studies (Caruana and Ewing, 2010; Yoon

et al., 1993) found that corporate reputation is strongly effects the buying decision orpositive interaction of consumers with advertisement on social media In general,advertising on messaging apps is a directly way to interact with targeted consumers in

order to spread the information and build the relationship between firms andconsumers This has also discussed in the study of Zeng et al (2009) which found thatwhen an online advertisement is relevant to the recipient, the consumer will be able todevelop the positive attitude toward it and responds favorably

H4: Interaction has a positive effect on the consumers’ attitude towards mobileadvertising

3.5 Consumer attitude toward purchase intention:

The theories of planned behavior and reasoned action propose that attitude is animmediate determinant of intention to perform a behavior (Ajzen an Fishbein,1980).Consumers’ shopping and purchasing behavior has changed as the number of vendorsavailable to them via the internet and other means has grown (Korner andZimmermann, 2000) Research has indicated that consumers’ attitude is a goodpredictor of their shopping behavior such as purchase intention (Evans et al., 1996) Inaddition, researchers have found a positive relationship between consumers’ attitudestoward online shopping and their purchasing (Goldsmith and Goldsmith, 2002;Jarvenpaa and Tractinsky, 1999; Kim et al., 2003; Shim et al., 2001;Watchravesringkan and Shim, 2003) Tsang et al (2004) have mentioned that theconsumer’s attitudes are influenced by perceived information toward advertising.Owing to the internet’s information, consumers reduce their concern about the sources,prices, performance, and other aspects of products (Shim et al., 2001) While that,information providing plays one of the most significant role in advertising (Daugherty,

et al 2008) Advertising also bring the most useful information to customers (Okazaki,2005a) All of the theoretical and empirical literature cited above is the basis for ourproposition that consumers with favorable attitudes toward advertising on messagingapps can lead to intention to buy

H5: Consumer’s attitude has positive significant effect on their purchase intentiontowards advertising on mobile messaging apps

3.6 Gender:

Gender discrimination is defined as how men and women react differently inthe things they find interesting and the activities they prefer to engage in (KarlijnMassar , Abraham P Buunk,2013) Boys and girls are not necessarily encouraged toexperience emotions differently despite of learning different display rules (Brody

2000) Consistent with the mentioned point of view, Robert J.Fisher and Laurette Dube(2012) found that there is not significantly different of advertisement between males’and females’ responses in the information processing Another view is that men andwomen give equal attention to all available promotion information (Meyers-Levy,1989; MeyersLevy & Maheswaran, 1991; Meyers-Levy & Sternthal, 1991) Therefore,

in the case of social mes- app advertising, researchers would test the followinghypothesis:

H6: Gender discrimination has no impact on consumer’s attitude toward mobileadvertising on messaging apps

Figure 2: Proposed research framework (Source: Authors)

4 Methodology:

4.1 Research design

This paper adopted quantitative research and deductive approach to exam theyoung consumer attitude towards social messaging apps advertising.Quantitativeresearch study is suggested to determine the relationship between an independentvariable and a dependent or outcome variable within a population (Babbie, Earl R,2010) In this study, we developed research framework to illustrate the factorsaffecting consumer attitudes toward social apps advertisements

All items (in questionnaire) used to measure the variable adopt the 5 points Scale ranging from “Strongly disagree” (1) to “Strongly agree” (5) in order to analyzethe collected data in software Table below will present the used items in this study:Table 2: The used of items in study

Likert-Source: Authors’ collection

2 Watching social messaging app ad provides me new information about product/ brand

3 Information in social messaging app advertising is reliable

Tsang et al (2004)Bracket & Carr (2001)

Time

convenience

T1

T2T3

1.Social mess-app advertising increase

my number of times that I expose to information

2 Social mess-app advertising is reasonable length to watch

3 Social mess-app appear every time I open app

Mohd Nazri Mohd Noor, Jayashree Sreenivasan and Hishamuddin Ismail(2013)

Drossos, M., Giaglis,

G M., Lekakos, G., Kokkinaki, F., & Stavraki, M G (2007)

Interaction

I1I2 1 Two-way (or multi-way) 2 Favorable response Stelzner (2014)Durvasula et al.,

1 Watching mess-app advertising is enjoyable

2 Watching mess-app advertising content is interesting

3 Mess-app advertising can stimulate

my imagination about products and brands

Van der Heijden (2004)

Consumers’

attitude At1

At2

1.I think the social mess-app advertising

I have watched was pleasant

2 I think the social mess-app advertising

MacKenzie and Lutz

(1898)Jones et al (2009)

1 After watching social mess-app advertising, I will purchase that products

2 After watching social mess-app advertising, I will have intention to buy

4.2 Participants

The aim of the study is explore the attitude of young consumers towards mess-app advertising According to Statista report (2016), the ages from 16 to 24 hadthe highest rate of accessing the internet every day in Vietnam Precisely, here are65.8% male and 34.2% female in Vietnam Young participants from 16-24 also haveexperience with mobile phones more than 2 years reached 85% and most of them havedaily usage of mobile messaging apps at least 1 hour (eMarketer,2016) The GfKsurvey found that 74% of smartphone users in Vietnam used a messaging service morethan one per week, and 45% of people who 18 to 29 years old use four or moremessaging applications (GjK,2016) Most of participants in this age group are heavyusers of messaging apps and main buyers (34%) in online/ecommerce (Ecomobi,2017) As consequences, the target participants chosen for this study are younguniversity students from 18-29 using mobile phones to enhance the quality ofcollected data

social-4.3 Data collection

The purpose of this study is to explore the attitude of young consumers in VietNam approach the mobile advertising on messaging applications, as the result, it wassent directly to 18-25 years old people We collected our data through online (Google