Object structure

Creator:

Thao Nguyen Thi Phuong ; Anh Nguyen Van

Contributor:

Stankiewicz, Janina - red. nacz. ; Preston, Peter- red. jęz. ; Zmyślony, Roman - red. statyst. ; Skalik, Jan - red. ; Moczulska, Marta - red. ; Adamczyk, Janusz- red.

Title:

Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets

Group publication title:

Management, vol. 24 (2020)

Subject and Keywords:

social media marketing ; EWOM ; attitude towards advertisement ; intention to use ; media społecznościowe ; reklama ; wykorzystanie reklamy

Abstract:

The study identifies the factors that influence marketing through social media of users in the Vietnam market, conducted through qualitative and quantitative methods. The research results show that Intention to use social media marketing is directly affected by Attitude towards advertisement and Attitude to electronic words of mouth. ; Additionally, perceived usefulness, Search Level and Perceived risk are factors that directly affect Attitude towards advertisement. Whereas, material condition and perceived usefulness are factors that affect Attitudes towards electronic words of mouth. This study also provides some implications for marketers through social networks to increase the confidence and effectiveness of marketing campaigns and programs through this channel.

Publisher:

Zielona Góra: Faculty of Economics and Management Press

Date:

2020

Resource Type:

artykuł

Format:

application/pdf

DOI:

10.2478/manment-2019-0047

Pages:

69-93

Source:

Management, vol. 24, no 2 (2020)

Language:

eng

Rights:

Biblioteka Uniwersytetu Zielonogórskiego