Facebook Marketing towards Vietnamese consumers
Bui, Trang (2013)
Bui, Trang
Laurea-ammattikorkeakoulu
2013
Creative Commons Attribution-NonCommercial-NoDerivs 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120920580
https://urn.fi/URN:NBN:fi:amk-2013120920580
Tiivistelmä
This thesis examines to figure out whether Facebook can make an impact on consumers’ behavior among Vietnamese customers. The main objective of this thesis is to identify the potential consumers by understanding the consumer’s decision-making process and thus, recommend some effective marketing methods using Facebook as a marketing tool for companies in Vietnam, by investigating the current Vietnamese Facebook users and support of relevant theories.
The theoretical part of the thesis are divided in two parts, the first part describes the concepts of consumer behavior, including consumers rules, models of consumer behavior and other factors which affect consumer decision-making process. The se-cond section of the literature review studies marketing methods of the network economy concerning Facebook marketing approaches and the importance of social media, particularly Facebook, in marketing nowadays is discussed.
The empirical study was implemented by applying both quantitative and qualitative methods; an online questionnaire was used to collect the data. The purpose of the inquiry was to survey the demographic and psychographic of Vietnamese Facebook users to reveal what attracts the Facebook users and what companies should avoid, in order to be more appealing to consumers.
This research resulted that that Facebook has become an important part of everyday life, and in order to be successful and initiative in such a competitive market as Vietnam, companies require more know-how regarding the functionality of the electronic environment, and more importantly, a deep understanding of consumer psychology.
The theoretical part of the thesis are divided in two parts, the first part describes the concepts of consumer behavior, including consumers rules, models of consumer behavior and other factors which affect consumer decision-making process. The se-cond section of the literature review studies marketing methods of the network economy concerning Facebook marketing approaches and the importance of social media, particularly Facebook, in marketing nowadays is discussed.
The empirical study was implemented by applying both quantitative and qualitative methods; an online questionnaire was used to collect the data. The purpose of the inquiry was to survey the demographic and psychographic of Vietnamese Facebook users to reveal what attracts the Facebook users and what companies should avoid, in order to be more appealing to consumers.
This research resulted that that Facebook has become an important part of everyday life, and in order to be successful and initiative in such a competitive market as Vietnam, companies require more know-how regarding the functionality of the electronic environment, and more importantly, a deep understanding of consumer psychology.