Object
Title: Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets
Contributor:
Stankiewicz, Janina - red. nacz. ; Preston, Peter- red. jęz. ; Zmyślony, Roman - red. statyst. ; Skalik, Jan - red. ; Moczulska, Marta - red. ; Adamczyk, Janusz- red.
Group publication title:
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
Format:
Resource Identifier:
DOI:
Pages:
Source:
Management, vol. 24, no 2 (2020)
Language:
Rights:
Biblioteka Uniwersytetu Zielonogórskiego
Object collections:
- Repository > Faculties > Faculty of Economics and Management
- Repository > Types of work > Articles
- Repository > Scientific journals and UZ publishing series > Management
- Repository > Scientific journals and UZ publishing series > Management > Management, volumen 24 (2020)
Last modified:
Dec 6, 2022
In our library since:
Dec 6, 2022
Number of object content hits:
83
All available object's versions:
https://zbc.uz.zgora.pl/repozytorium/publication/73298
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Management
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Management, vol. 27 (2023)
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Management, vol. 26 (2022)
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Management, vol. 25 (2021)
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Management, vol. 24 (2020)
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Management, vol. 24, no 1 (2020)
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Management, vol. 24, no 2 (2020)
- The measurement of successful management via a net profit maximization model with ten factors and financial accounting disclosure policy - case of Vinamilk in F&B Industry in Vietnam
- Presenting a model of managerial practical wisdom in hospitals
- Improving public service culture with reduction of interest conflicts in State-Owned Enterprises (SOEs) task enforcement in emerging markets - case in Vietnam
- Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets
- Strategies of coping with failure in the structure of managers` professional burnout syndrome = Strategie radzenia sobie z porażką w strukturze syndromu wypalenia zawodowego menedżerów
- Job stress and organizational citizenship behavior among university teachers within Bangladesh: mediating influence of occupational commitment
- Plans for better business performance of Sony in Japan - and suggestions for management and financial accounting transparency
- Impact of macro economic factors and financial development on energy projects - case in ASEAN countries
- Sources of financing the activities promoting sport and physical education on the basis of the example of Polish foundations and associations = Źródła finansowania działań promujących sport i wychowanie fizyczne na przykładzie polskich fundacji i stowarzyszeń
- The impact of related parties? trading on the listed company`s earnings management - evidence in Vietnam
- Current situation of Bitcoin management and use: perspectives from the world and recommendations for Vietnam
- Pro-environmental actions of agricultural farms - example of holdings from the Wielkopolska region = Działania prośrodowiskowe gospodarstw rolnych - przykład gospodarstw z Wielkopolski
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Management, vol. 24, no 1 (2020)
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Management, vol. 23 (2019)
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Management, vol. 22 (2018)
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Management, vol. 21 (2017)
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Management, vol. 20 (2016)
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Management, vol. 19 (2015)
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Management, vol. 18 (2014)
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Management, vol. 17 (2013)
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Management, vol. 16 (2012)
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Management, vol. 27 (2023)
| Edition name | Date |
|---|---|
| Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets | Dec 6, 2022 |
