The digital marketing landscape in the Vietnamese market
Phung, Ha (2019)
Phung, Ha
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112221957
https://urn.fi/URN:NBN:fi:amk-2019112221957
Tiivistelmä
The purpose of this thesis is to provide understanding of Vietnamese consumer’s online behaviour. This is done through an examination of Vietnamese consumers’ online behaviour regarding digital and social media, as well as factors influencing such behaviour.
The framework focuses on digital marketing concepts and consumer behaviour. Additionally, a closer look at the Vietnamese market was also studied, as it is the main target for this research.
Quantitative research, which included a survey, was the research method used in this study. The secondary data from the Q&Me market research organization is used for empirical research, due to the need for a large-scale investigation. A survey among 620 Vietnamese online users was made, in order to ascertain consumers’ perspectives towards online platforms.
The findings of this research lead to positive outcomes, as local Vietnamese consumers consider messaging apps and social media to be essential aspects of their daily activity. This research gives valuable insight into what is beneficial for marketers, as they consider applying business strategies to the Vietnamese market through online channels.
The framework focuses on digital marketing concepts and consumer behaviour. Additionally, a closer look at the Vietnamese market was also studied, as it is the main target for this research.
Quantitative research, which included a survey, was the research method used in this study. The secondary data from the Q&Me market research organization is used for empirical research, due to the need for a large-scale investigation. A survey among 620 Vietnamese online users was made, in order to ascertain consumers’ perspectives towards online platforms.
The findings of this research lead to positive outcomes, as local Vietnamese consumers consider messaging apps and social media to be essential aspects of their daily activity. This research gives valuable insight into what is beneficial for marketers, as they consider applying business strategies to the Vietnamese market through online channels.