DSpace at VNU: Social media marketing in Vietnam: A study of consumer profiles

Social media marketing in Vietnam: A study
of consumer profiles
Trần Thị Thu Trang

Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: Dr. Trần Đoàn Kim
Năm bảo vệ: 2011
Abstract. Constructing a questionnaire that can help company to create social media
consumer profiles in Vietnam. Determining whether social media can be considered
as an effective marketing channel, from the user perspectives. Deriving a list of
commendations for marketing management for entering social media
Keywords. Quản trị kinh doanh; Marketing; Tiếp thị; Khách hàng; Truyền thông xã
hội
Content
TABLE OF CONTENT

Introduction ........................................................................................................................... 1
Motivations ....................................................................................................................... 1
Goals and Scope .................................................................................................................2
Limitations ......................................................................................................................... 3
Chapter 1. Review of social media marketing ......................................................................4

1.1.

Concepts in social media marketing ........................................................................4

1.1.1. Word-of-mouth ..................................................................................................5
1.1.2. User-generated content and Web 2.0.................................................................6
1.1.3. Social technographic ladders .............................................................................6
1.1.4. User-centered marketing communication ..........................................................7

1.2.

Social media types ...................................................................................................8

1.2.1. Blogs ..................................................................................................................8
1.2.2. Chatting software and microblogging ............................................................... 9
1.2.3. Forums .............................................................................................................10
1.2.4. Social news, social bookmarking and content aggregators ............................. 10
1.2.5. Social network sites .........................................................................................11
1.2.6. Media sharing and content communities .........................................................11
1.2.7. Integrated and mobile social media .................................................................13
1.3. More on social media marketing practices ............................................................ 14
1.4. Social media and social media marketing in Vietnam...........................................16
1.4.1. Social media landscape .................................................................................... 16
1.4.2. Social media marketing .................................................................................... 18
Chapter 2. Methodology for consumer research for social media users in Vietnam 20

2.1.

Review of existing research ................................................................................ 20

2.1.1. Thesis of (Ivanauskas, 2009) for the UK market ............................................. 20
2.1.2. Thesis of (Khan, 2009) for markets of Italia, Spain,

Pakistan and

Uzbekistan .................................................................................................................... 22

2.2.
Research strategy ................................................................................................ 23
2.2.1. Questionnaire design ........................................................................................ 23
2.2.2. Data collection process .................................................................................... 24
Chapter 3. Consumer analysis and recommended entry strategy for marketing management
into social media .................................................................................................................. 27

3.1.

Consumer analysis .............................................................................................. 27

3.1.1. The consumer profile of web 2.0 citizen in Vietnam ....................................... 27
3.1.2. User patterns in interaction with company ...................................................... 33


3.1.3. The profile of Vietnam social media users -

an overview ........................ 38

3.1.4. The profile of Vietnam social media users -

a deeper look ...................... 40

3.1.5. The influence of social media on Vietnamese consumers in marketing
communication .............................................................................................................. 47

3.1.6. Findings ............................................................................................................ 54
3.2.

Recommended strategy for marketing management into social media .............58

Conclusion and Future Work ............................................................................................... 61
References ............................................................................................................................63

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