Importance of Vietnamese Generation Z’s customer behaviors on social media marketing
Le, Duc; Vu, Nhung (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122031231
https://urn.fi/URN:NBN:fi:amk-2022122031231
Tiivistelmä
Thanks to the phenomenal growth of the digital world today, Generation Z in Vietnam uses smart devices to have access to a wide range of resources. Social media is one of the easiest methods for Generation Z in Vietnam to get information, share their status, and upload videos and photos to celebrate happy times. From this vantage point, businesses, marketers, and companies can benefit from this if they are aware of how Vietnamese generation Z uses social media. It also illustrates how Vietnamese generation Z has influenced social media marketing and how social media has affected Vietnamese youth.
The thesis aims clarify these points by answering the main research question and two sub-questions which will be covered in the thesis objective, research question, and limitations. Besides that, the thesis also shows how social media affects Vietnamese generation Z and the relationship between generation Z and social media.
The two primary elements of the theoretical framework are marketing and consumer behavior. Fundamental marketing, inbound marketing and outbound marketing, and digital marketing are all covered in chapters 2, 3, and 4 of the marketing section, respectively. Chapters 5 and 6, which discuss consumer behavior and generation Z behavior, respectively, are included in the other section.
Both quantitative and qualitative methods are used in the thesis. Online surveys are used to execute the quantitative method, while interviews are used to implement the qualitative method. The results of each of these approaches help to resolve the research question and two sub-questions.
The study's findings showed how generation Z uses social media in Vietnam and its impact on that country. It also demonstrates the evolution of how decisions are made during the purchasing process. Because of the advertisements, they find it difficult to control their demand for purchases on social media. In addition, it alters the way that people make purchases. The process of searching and reviewing takes longer than traditional shopping.
The thesis aims clarify these points by answering the main research question and two sub-questions which will be covered in the thesis objective, research question, and limitations. Besides that, the thesis also shows how social media affects Vietnamese generation Z and the relationship between generation Z and social media.
The two primary elements of the theoretical framework are marketing and consumer behavior. Fundamental marketing, inbound marketing and outbound marketing, and digital marketing are all covered in chapters 2, 3, and 4 of the marketing section, respectively. Chapters 5 and 6, which discuss consumer behavior and generation Z behavior, respectively, are included in the other section.
Both quantitative and qualitative methods are used in the thesis. Online surveys are used to execute the quantitative method, while interviews are used to implement the qualitative method. The results of each of these approaches help to resolve the research question and two sub-questions.
The study's findings showed how generation Z uses social media in Vietnam and its impact on that country. It also demonstrates the evolution of how decisions are made during the purchasing process. Because of the advertisements, they find it difficult to control their demand for purchases on social media. In addition, it alters the way that people make purchases. The process of searching and reviewing takes longer than traditional shopping.