Summary of Doctoral thesis: Factorshave impact on behavior of watching advertisements in social networds

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CHAPTER 1: INTRODUCTION TO THE THESIS
1.1 Why did I chose this topic
Practical basis
The Internet in Vietnam has seen a rapid development over the last few years.
In 2017, Vietnam had 53.86 million Internet users out of a population of 94.93
million. The number of social network users also reached 46 million people, or 48%
of the total population, an increase of 47% compared to 2015. With the rise of the
Internet and the quick emergence of social networks over the recent years in
Vietnam, advertising has become an important tool for every advertisers. However,
the key question for them is how to attract social network users to watch their
advertisement. In other words, what factors have impact on the behavior of
watching advertisements in social networks?
Theoretical basic:
To answer this question, this study tries to identify and verify the factors
affecting the behavior of watching advertisements in social networks.
According to the theory of planned behavior (TPB), attitude has a significant
impact on behavioral intention. Furthermore, behavioral intention is the
immediate antecedent to behavior of watching advertisements in social
networks (Ajzen and Fisbein, 1979). Most empirical studies showed the
relationship between the users’ attitude and behavioral intention with regard to
the users’ watching advertisements in social networks (Chu et al.,2013; Kamal
and Chu, 2012). On the contrary, other studies found that attitude had a weak
impact or no impact at all on behavior intention of watching advertisements in
social networks (Kelly et al, 2010; Sashittal et al., 2012; Hadija et al., 2012).
This inconsistency clearly shows that there is still a gap in the research in
behavior of watching advertisements in social networks field. Thus, it is
important for the researchers to find out the factors, which can moderate the
relationship between the users’ attitude and behavioral intention toward
watching advertisements in social networks.
Therefore, the author decided to choose the topic “Factors have impact on

behavior of watching advertisements in social networks” and to focus more on
the conditional factors that helped to change the attitude into behavioral
intention of watching advertisements in social networks.

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1.2 Research objectives
The overall objective of this thesis is to build a model of the factors, which
affect the behavior of watching advertisements in social networks. In this
model, more emphasis is placed on condition factors that help to transform the
attitude into behavioral intention of watching advertisements in social networks.
The specific objective of the research include:
- To build a theatrical framework of behavior of watching advertisements
in social networks;
- To build a model of the factors influencing behavior of watching
advertisements in social networks in Vietnam and of the conditional factors that
help to transform the attitude into behavioral intention of watching
advertisements in social networks;
- To verify the proposed research model with actual data collection from
social network users’ samples;
- To propose policy recommendations for advertisers and business that use
social networks for advertising.
1.3 Research subject and scope
Research subject: to investigate the factors that affect the behavior of
watching advertisements in social networks.
Research scope:
- The study focuses on Facebook, which is the most popular social network
in Vietnam;
- Users are people who use Facebook as a social network in Vietnam
including students and non-students (working people);
- Duration of the study: from February 2017 to May 2017.

1.4 Research methodology
During the research implementation, this thesis applies the method of
quantitative research that include:
- Measurement scales: most of scales were sourced from relevant literature
in the field. The questionnaire, which was designed accordingly, was sent to
marketing experts for comments;
- Data collection procedure: Questionnaires are sent to 250 students and 350
non-students living in Hanoi. These are the two groups that have many different


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characteristics. Thus, the questionnaires from these two groups are collection and
verified separately.
Data analysis:
Collected data were analyzed using the statistical software Statistical
Package for Social Science (SPSS 21.0).
1.5 The lay-out of the thesis
This thesis is divided into five chapters as follows:
Chapter 1: Introduction to the thesis;
Chapter 2: Literature review, method research and research hypothesis;
Chapter 3: Research methodology;
Chapter 4: Findings;
Chapter 5: Discussion and conclusion.

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CHAPTER 2: LITERATURE REVIEW, METHOD RESEARCH
AND RESEARCH HYPOTHESIS
2.1 Social networks and advertising in social networks
Social networks
Boyd and Ellison (2008) define social network sites as wed-based services

that allow individuals to (1) construct a public or semi-public profile within a
bounded system, (2) articulate a list of other users with whom they share a
connection, and (3) view and traverse their list of connections and those made
by others within the system.
Many marketers have begun to advertise on social networks not only
because of the large audiences, but also because social networks allow for very
specific targeting of selected individuals that fall within a marketer’s prespecified characteristics. When listing a advertisement on a social network, a
marketer can input geographic, demographic and psychographic variables into
the system, and because the social networks has this information on all users,
the marketer’s advertisement will only be displayed to social network users that
fall within those criteria (Gironda and Korgaonkar, 2014).
Advertising in social networks
With advertising on social networks, more firms have developed their own
business pages and profiles on social networks in order to better communication,
engage and interact with current and potential consumers. Advertising on social
networks is a form of online advertising which provides very targeted advertising
based on information supplied by members of a social media service.
2.2 Literature review about behavior of watching advertising in
social network
Studies related to advertising in social network mainly use theories such as
the theory of reasoned action –TRA, the theory of planned behavior- TPB, the
technology acceptance model – TAM.
2.3 Model and research hypothesis
2.3.1 Theory of planned behavior applied to social network environment
Ajzen (1991) developed the TPB in order to cope with limitations of the
Theory of Reasoned Action (TRA) – Ajzen and Fishbein (1980). The TRA has


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been one of the most widely studied models of attitude and behavior (Taylor
and Todd, 1995; Shih and Fang, 2004). According to the TRA, a consumer’s
behavior is determined by his or her behavioral intention which is influenced by
attitude toward the behavior and subjective norm from others. However, the TRA
assumes that behaviors are being examined under complete volition control. Thus,
situations where behaviors do not require skills, resources, or opportunities cannot
be explained using the TRA (Ajzen, 1991). For a more elaborate prediction of
consumers’ behavioral intentions and actual behaviors with different levels of
volition control, an additional factor, perceived behavioral control, was added to
the TRA. The result was a new theory, called the TPB (Ajzen, 1991). The TPB
can be considered as a useful framework in understanding consumer’s behavior of
watching advertisements in social network.

Hypothesis 5c: Trust in advertised brand in social networks moderates the
relationship between the attitude and behavioral intention of watching social
network advertisements: the higher the trust, the stronger the relationship
between attitude and behavioral intent of watching social networks
advertisements in social and vice versa.

2.3.2 Conceptual framework and hypotheses
Hypothesis 1: Behavioral intention of watching advertisements in social
network will be positively related to behavior of watching advertisements in
social network of consumers in Vietnam.
Hypothesis 2: Attitude toward advertising in social network will be positively
related to behavioral intention of watching advertisements in social network.
Hypothesis 3: Subjective norms concerning watching advertisement in
social network will be positively related to behavioral intention of watching
advertisements in social network.

Hypothesis 4: Perceived behavioral control with regard to watching
advertisement in social network will be positively related to behavioral
intention of watching advertisements in social network.
Hypothesis 5a: The customers’ involvement in the advertisements moderates
the relationship between attitude and behavioral intention of watching advertisements
in social network: the stronger the customers’ involvement in the advertisements, the
stronger the relationship between attitude and behavioral intention of watching
advertisements in social network, and vice versa.
Hypothesis 5b: Trust in social networks moderates the relationship
between attitude and behavioral intention of watching advertisements in social
network: the higher the trust in social networks, the stronger the relationship
between attitude and behavioral intent of watching social networks
advertisements in social and vice versa.

Involvement in
social network
advertisements

Attitude toward
social network
advertisements

Trust in the
social
network

Trust in advertised
brand in social
networs

Behavioral
intention of
watching social
network
advertisements

Behavior of
watching social
network
advertisements

Subjective norms
of watching
social network
advertisements
Moderating
Variables
Perceived behavioral
control of watching
social network
advertisements

Hình 2.4: Mô hình nghiên cứu của luận án


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CHAPTER 3: RESEARCH METHODOLOGY

3.3 Data collection
The results of this study were used to evaluate the reliability and validity
the scales, then adjusting the questionnaire before applying widely. A quote
sample of 250 Vietnamese undergraduate student universities and 350 nonstudents in Hanoi were used.

3.1 Research sequence
Based on the research objectives, the author studied comparative literature
to form a model research. Then, the author built the questionnaire and
investigated quantitative research with two samples from as 250 students and
350 non-students to find out the factors impact on the users’ behavior of
watching advertisements in social network in Vietnam.
This study used statistical package for social science (SPSS) software to
perform a reliability and validity test for the measures.
3.2. Scales used in the thesis
Scales used in the research are summarized in the figure 3.1.
Figure 3.1: List of variables and scale’s source
No

Variable (aspects)

Scale’s source

1

Behavior of watching advertisements in Adapted
social networks.
(2014).

from

Mir’scale

2

Behavioral intention of watching Adapted from Zeng et al.’ s
advertisements in social networks.
scale (2009).

3

Attitude toward advertising in social Adapted from Boateng and
network.
Okoe’s scale (2015).

4

Subjective norms concerning watching Adapted from Gironda and
advertisements in social networks.
Korgaonkar’s scale (2014).

5

Perceived behavioral control concerning Adapted from Ajzen’ scale
watching advertisements in social (1991).
networks.

6

The customer’s involvement in the Adapted from Zaichkowsky’s

advertisements in social network.
scale (1994).

7

Trust in advertised brand in social Adapted from Kananukul et
network
al’s scale (2014)

8

Trust in the social network

Adapted from Kananukul et
al’s scale (2014)

The survey lasted over four months (from February to May 2017). For
student sample, out of 250 questionnaires released, only 183 (73%) were
returned. For non-student sample, the results were lower than student sample,
out of 350 questionnaires released, only 222 (63%) were returned.


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CHAPTER 4: RESULTS

Items
Generally speaking, I want to do what my family thinks I should do

4.1 Results toward student sample
4.1.1 Testing reliability and validity of the measures
Before testing the model, we took steps to check reliability and validity of
the measures; exploratory factor analysis and Cronbach’s alpha reliability were
thus conducted; independent factors and dependent ones were separated for the
assessment.
4.1.2 Exploratory factors analysis (EFA)

0.729
Perceived behavioral control of watching social network
advertisements – α = 0.704
For me, to view advertisement in social networks is easy
0.618
I can control my behavior with regard to watching advertisements in 0.863
social network
Whether or not I view advertisement in social networks is 0.825
completely up to me
Moderate variables

Items measuring attitude toward advertising in social network, subjective
norms with regard to watching advertisements in social network, involvement
in the advertisements in social network, trust in social network and trust in
advertised brand in social networks are analyzed by the exploratory factor
analysis using Principal Component method, Rotaltional varimax. Results of
the analysis eliminate 14 items with low load factors, and 6 factors are drawn
with a total deviration of 71.16%. All these factors have Cronbach Alpha at an
acceptable level (0.7) as shown in figure 4.1.
Figure 4.5: Measure test results of the independent variables
Items

Loading

Loading

Attitude toward social network advertisements - α = 0.821
Overall, I like social media advertisements

.078

I consider social media advertisements very essential

.078

I would describe my overall attitude toward social media .709
advertisements very favorably
Subjective norms with regard to watching advertisements in social
network - α = 0.779
Most people who are important to me would feel watching 0.529
advertisements in social network is good
Most people who are important to me would feel watching 0.795
advertisements in social network is wise
My family thinks it’s a good idea to view advertisements in social 0.749
network

Involvement in the advertisements in social network – α = 0.831
Advertisements in Facebook are related to me

0.851

Advertisements in Facebook are valuable to me

0.727

Advertisements in Facebook focused input to me

0.839

Trust in social network – α= 0.742
I feel that this social network would act in a consumer’s best interests

0.822
I believe that this social network continues to be a good source of 0.767
information about products/services over the long term, thus
enhancing my confidence
I feel confident that I can rely on this social network when I need 0.680
information about products/services of this nature
Trust in advertised brands in social network – α= 0.871
This brand is believable

0.844

This brand is credible

0.864

I trust this brand

0.818

This brand makes a trustworthy impression

0.719

In the figure 4.2, the behavioral intention and behavior of watching
advertisements in social network are carried out in a similar way. The final items
and reliable coefficient with factors are at an acceptable level (Figure 4.2).
Figure 4.6: Measure test results of the behavioral intention and behavior of
watching advertisements in social network variables


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Items
Loading
Intention of watching social network advertisements – α= 0.821
I will click on advertisements shown in Facebook
I will pay attention to advertisements shown in Facebook

0.881
0.890

I will search related information about advertisements shown in 0.805
Facebook
Behavior of watching social network advertisements – α= 0.826
I often click on Newsfeed advertisements in Facebook

0.923

I often click on advertisements shown on my Facebook profile

0.923

4.1.3 Testing results
Figure 4.7: Regression result with intent of watching advertisements in social
network is a dependent variable- student sample
.071
.075
Gender (1. Male; 2. Female)
.046
Age
.074
.057
.061
Personal average income
.012
-.020
-.028
Major (IT =1; non IT = 2)
-.007
-.009
-.014
Information motivation
-.043
-.094
-.094
Product information search motivation
.172 * .094

.077
Networking information
.210
** .077
.078
Entertainment motivation
.218
** .152 * .157 **
Subjective norms
.141 a .148 a
Perceived behavioral control of watching
.160 * .152 **
advertisement in social network
Attitude toward advertisements mean center
.279 ***.301 ***
Involvement in advertisements mean center
.069
.028
Trust in advertised brand mean center
-.002
.047
Trust in Facebook mean center
.035
.008
Attitude toward advertisements x Involvement
-.104
in advertisements mean center
Attitude toward advertisements x Trust in
.181 **
advertised brand mean center

Attitude toward advertisements x Trust in
Facebook mean center
R2
0.186
R2 Change
0.186
Adjusted R

2

0.149
F change
4.968
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%

-.073
0.372

0.391

0.186

0.186

0.32

0.149

8.311

4.968

Next, to assert the suitability of the data with research model, regression
result of the behavior of watching advertising in social network variable as a
dependent variables is carried out (Figure 4.4).
The result shows that intent of watching advertisements in social network
has a positive impact on behavior of watching advertisements in social network.
R2 with full model (M6) is 47%, significantly larger than the model that only
includes control variables (M5). This result again shows the suitability between
reality and theory.
Figure 4.8: Regression result with behavior of watching advertisements in
social network is a dependent variable
Independent variable
M4
M5
M6
Gender (1. Male; 2. Female)
.067
.083
.042
Age
.043
.028
-.004
Personal average income
.064
.021
.032
Major (IT =1; non IT = 2)

.077
.059
.064
Information motivation
-.056
-.058
-.005
Product information search motivation
.058
.006
-.048
Networking information
.162
.083
.040
Entertainment motivation
.230
.169*
.082
Subjective norms
.002
-.078
Perceived behavioral control
.084
-.008
Attitude toward advertisements mean center
.240**
.081
Involvement in advertisements mean center
.217**

.177*
Trust in advertised brand mean center
.036
.037
Trust in Facebook mean center
-.105
-.124


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Independent variable
M4
Intention of watching advertisements in social
network
R2
0.135
R2 change
0.135

14

M5

M6
.571

***

0.268

0.472

0.133

0.135 0.133

0.095
0.207
F change
3.398
5.082
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%

0.095 0.207

Adjusted R

2

3.398 5.082

Loading

Most people who are important to me would feel watching
.808
advertisements in social network is wise
My family thinks it’s a good idea to view advertisements in social network
.778
Generally speaking, I want to do what my family thinks I should do
.667

My friends think it’s a good idea to click on an advertisement on
.653
social networking site
Perceived behavioral control of watching social network advertisements –
α = 0.704

4.2 Results toward non-student sample
4.2.1 Testing reliability and validity of the scale
The Cronbach’s alpha for almost the constructs were above 0.7 indicating
that measures are valid (Hair et al., 1998).
4.2.2 Exploratory factor analysis (EFA)

For me to watch online video ads is possible
.740
I can control my behavior with regard to watching advertisements in
.826
social network
Whether or not I view advertisement in social networks is completely
.836
up to me
Moderate variables

Items measuring attitude toward advertising in social network, subjective
norms with regard to watching advertisements in social network, involvement
in the advertisements in social network, trust in social network and trust in
advertised brand in social networks are analyzed by the exploratory factor
analysis using Principal Component method, Rotational varimax.
Figure 4.12: Measure test results of the independent variables – with nonstudent sample
Items

Items

Loading

Attitude toward social network advertisements - α = 0.879
Overall, I like social media advertisements

.748

I consider social media advertisements very essential

.823

I would describe my overall attitude toward social media
.797
advertisements very favorably
Subjective norms with regard to watching advertisements in social
network - α = 0.836
Most people who are important to me would feel watching
.705
advertisements in social network is good

Involvement in the advertisements in social network – α = 0.861
Advertisements in Facebook are related to me

.825

Advertisements in Facebook are valuable to me

.781

Advertisements in Facebook focused input to me

.816

Trust in social network – α= 0.881
I feel that this social network would act in a consumer’s best interests

.775
I believe that this social network continues to be a good source of
information about products/services over the long term, thus .846
enhancing my confidence
I feel confident that I can rely on this social network when I need
.736
information about products/services of this nature
I trust this SNS in providing accurate information about products/services

.723

Trust in advertised brands in social network – α= 0.900
This brand is believable

.807

This brand is credible

.733

I trust this brand

.831

This brand makes a trustworthy impression

.726


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In the figure below, the behavioral intention and behavior of watching
advertisements in social network are carried out in a similar way. The final items
and reliable coefficient with factors are at an acceptable level (Figure 4.6).

Networking information motivation

-.070 -.115

-.116

Entertainment motivation

.062

-.014

-.012

Subjective norms

.075

.052

Perceived behavioral control

.100

.087

Figure 4.13: Measure test results of the behavioral intention and behavior
of watching advertisements in social network variables

Attitude toward advertisements mean center

.392

.388***

Involvement in advertisements mean center

.033

.051

Items
Intention of watching social network advertisements – α= 0.892

Loading

Trust in advertised brand mean center

.065

.070

Trust in Facebook mean center

.186

.203

I will click on advertisements shown in Facebook

.931

I will pay attention to advertisements shown in Facebook

-.104a

.991

Attitude toward advertisements x Involvement in
advertisements mean center

I will search related information about advertisements shown in
.876
Facebook

Attitude toward advertisements x Trust in advertised
brand mean center

-.066

Behavior of watching social network advertisements – α= 0.845

.143**

I often click on Newsfeed advertisements in Facebook

.919

Attitude toward advertisements x Trust in Facebook
mean center

I often click on advertisements shown on my Facebook profile

.919

R2

.242

.572

.588

R2 change

.242

.330

.016

Adjusted R2

.195

.532

.542

F Model

5.116 14.222 12.908

Change F

5.116 25.968 2.533

4.2.3 Testing results
Figure 4.15: Regression result with intent of watching advertisements in
social network is a dependent variable with non-student sample.
Independent variable
Gender (1. Male; 2. Female)

M1

-.153 -.028

M2

-.017

Age

-.070 -.023

.003

Work for Vietnam enterprises

.089

-.003

.004

Work for Foreign invested enterprises

.053

.003

.002

Free work

-.056 -.032

-.013

Business owners

.039

.059

Job

-.116 -.073

-.056

education

-.027 -.006

-.018

Personal average income
Information motivation

-.138 -.146

-.152

-.016 -.038

-.035

Product information search motivation

.412

.227***

.069

.214

M3

a significant at 90%; * at 95%; ** at 99%; *** at 99,9%
Next, to assert the suitability of the data with research model, regression
result of the behavior of watching advertising in social network variable as a
dependent variables is carried out (Figure 4.4).
The result shows that intent of watching advertisements in social network
has a positive impact on behavior of watching advertisements in social network.
R2 with full model (M6) is 47%, significantly larger than the model that only
includes control variables (M5). This result again shows the suitability between
reality and theory.
Figure 4.16: Regression result with behavior of watching advertisements in
social network is a dependent variable with non-student sample.


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Independent variable
Gender (1. Male; 2. Female)

M4

M5

-.155 -.155

-.002

Age

-.094 -.094

-.031

Work for Vietnam enterprises

.066

.066

.009

Work for Foreign invested enterprises

.010

.010

-.021

Free work

-.063 -.063

.002

Business owners

-.022 -.022

-.024

Job

-.071 -.071

.041

.032

education

.032

Personal average income

Information motivation

-.028 -.028

.051

-.030 -.030

-.010

Product information search motivation

.412

.068

Networking information motivation

-.006 -.006

.056

Entertainment motivation

.010

.010

-.074

Subjective norms

.119

.068

Perceived behavioral control

.049

-.019

Attitude toward advertisements

.306

.038

Involvement in advertisements

.091

.068

Trust in advertised brand in social network

.150

.106

Trust in social network

.094

-.033

.412

Intention of watching advertisements in social
network

Figure 4.17: Total results of hypotheses analysis

M6

Results
Hypotheses

H1

.072
H2

.210

.485

.685

R2 change

.210

.275

.200

Adjusted R2

.161

.437

.654

F Model

4.260 10.020 21.872

Change F
4.260 17.979 127.678
a significant at 90%; * at 95%; ** at 99%; *** at 99,9%
The sum results are shown in figure 4.9:

Student
sample

advertising in social network will be
positively related to behavioral intention
of watching advertisements in social

network.
H3

H4

Hypothesis 3: Subjective norms Supported Not
Supported
concerning watching advertisement in
social network will be positively related
to behavioral intention of watching
advertisements in social network.
Hypothesis 4: Perceived behavioral Supported Not
Supported
control with regard to watching
advertisement in social network will be
positively related to behavioral intention
of watching advertisements in social
network.

.684***

R2

Nonstudent
sample
Hypothesis 1: Behavioral intention of Supported Supported
watching advertisements in social
network will be positively related to
behavior of watching advertisements in
social network of consumers in Vietnam.

Hypothesis
2:
Attitude
toward Supported Supported
Status

H5a

Not
Hypothesis
5a:
The
customers’ Not
involvement in the advertisements Supported Supported
moderates the relationship between
attitude and behavioral intention of
watching advertisements in social
network: the stronger the customers’
involvement in the advertisements, the
stronger the relationship between


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Results
Hypotheses

Status

Student
sample

Nonstudent
sample

attitude and behavioral intention of
watching advertisements in social
network, and vice versa.
H5b

H5c

Supported
Hypothesis 5b: Trust in social networks Not
moderates the relationship between Supported
attitude and behavioral intention of
watching advertisements in social
network: the higher the trust in social
networks, the stronger the relationship
between attitude and behavioral intent of
watching social networks advertisements
in social and vice versa.
Hypothesis 5c: Trust in advertised brand Supported Not
Supported
in social networks moderates the
relationship between the attitude and
behavioral intention of watching social
network advertisements: the higher the

trust, the stronger the relationship
between attitude and behavioral intent of
watching social networks advertisements
in social and vice versa.

CHAPTER 5: DISCUSSION AND CONCLUSION
5.1 Discussion
The findings of this study show that the hypotheses H1 and H2 are
accepted. Specially, intention of watching advertisements in social networks
had a significant relationship with behavior of watching advertising in social
network in Vietnam. The results also revealed that attitude toward
advertisements in social networks had a significant relationship with behavioral
intention of watching advertising in social network. Several past studies showed
similar results (ex: Wu and Wang, 2008; George, 2002; Muk, 2013).
With student sample, it was found that the determinants of intention to
watching advertisements in social networks (subject norm and perceived
behavioral control with regard to watching advertisements in social networks)
positively influenced intention to watching advertisements in social network.
However, with non-student sample, this results was not supported. The findings
of this thesis (subject norm and perceived behavioral control influenced
intention) support the findings of previous studies (Lin et al., 2014; George,
2004; Muk, 2013).
Hypothesis 5a: The customers’ involvement in the advertisement in the
advertisements moderates the relationship between attitude and behavioral
intention of watching advertisements in social network: the stronger the
customers’ involvement in the advertisements, the stronger the relationship
between attitude and behavioral intention of watching advertisements in social
network, and vice versa. The results from both student sample and non-student
sample showed that the hypothesis was not supported. Especially, with nonstudent sample these results showed that the customers’ involvement in
advertisements hindered the influence from attitude toward advertisements in

social network to intention of watching advertising in social network. This is
likely to be in line with the study of Aguirre et al. (2015), who found that when
consumers are not informed, customers reject the personalized content and
exhibit lower behavioral intention.
Hypothesis 5b: Trust in social networks moderates the relationship
between attitude and behavioral intention of watching advertisements in social
network: the higher the trust in social networks, the stronger the relationship


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between attitude and behavioral intent of watching social networks
advertisements in social and vice versa. The results showed that the student
sample was not supported by the hypothesis 5b. However, the non-student
sample was supported by the hypothesis 5b. Thus, trust in social network, for
non- student sample moderates the relationship between consumers’ attitude
toward social network advertisements and consumers’ intention of watching
advertisement in social networks.

The results imply that companies that intend to use social media
advertising must build a corporate image for themselves; such companies
should empathize with their customers and instill trust and confidence in their
customers. Again, companies that intend to use social media advertising must
create memorable and lasting impression on the mind of their consumers in
every encounter.

Similarly, the hypothesis 5c mentioned that Trust in advertised brand in
social networks moderates the relationship between the attitude and behavioral

intention of watching social network advertisements: the higher the trust, the
stronger the relationship between attitude and behavioral intent of watching
social networks advertisements in social and vice versa. The findings showed
that, with non-student sample, the hypothesis 5c was not supported. In contrast,
with student sample, this hypothesis supported.
Therefore, in this research, the author has found the elements that could
help improve or hinder the relationship between attitude toward advertising and
intention of watching advertisements in social network in Vietnam. For student
sample, customers’ trust in advertised brand might be the factor that strengthens
the intention to watch social network advertisement. The stronger the trust in
advertised brand, the greater the intention. Thus, customers are more likely to
watch the advertisements. For non-student sample, customers’ trust in social
network might be the factor that strengthens the intention to watch social
network advertisement. Theoretically, the research results contributes to the
systematic studies on the relationship between attitude and behavioral intention,
particularly in the conditions that promote this relationship. The authors prove
that at least one factor might help narrowing the distance from attitude to
intention. The findings also explain, to a certain extent, the existence of the gap
from customers’ attitude to their intention to watch social network
advertisements.
5.2 Recommendation for advertisers
Practically, the findings put forward some suggestions for the advertisers
in the context of social networks with the most important factor to be consider
is the enhancement of trust in advertised brand. The improvement of intellectual
property, ensuring products’ quality as well as supply and after sale services.

5.3 Some limitations of the research and directions for further
research
5.3.1 Some limitations of the research
- The difficulties in collecting survey forms were a sample size limitation.

The author did not reach the advertisers and advertising companies;
- Due to difficulties in accessing samples in other localities, the research
sample was conducted only in Hanoi, which made the dissertation less
representative of users of the cities. However, this limitation is partly overcome
as the sample has many characteristics similar to that of the general user in
Vietnam.
5.3.2 Some directions for further research
- Expanding the scope of research with other developed cities - such as Ho
Chi Minh City and Da Nang - expanding the research object to better see the
impact of factors on the behavior of watching advertising on the social network.
- Designing questionnaires to assess the impact of factors on the behavior
of advertising on the social network from various sources;
- Future researchers may continue to investigate consumers’ behavior
toward advertising in social network, for example, intention to purchase
products after watching advertisements in social networks and the actual
purchase behavior.
- Again, future studies may explore other variables that can also moderate
attitude toward advertising in social network and consumers’ behavioral
intention.


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Conclusion
The Internet in Vietnam has seen a rapid development over the last few years.

must build a corporate image for themselves; such companies should empathize

In 2017, Vietnam had 53.86 million Internet users out of a population of 94.93

thesis also given some directions for further research, for example, expanding

million. The number of social network users also reached 46 million people, or 48%

the scope of research with other developed cities - such as Ho Chi Minh City

of the total population, an increase of 47% compared to 2015. With the rise of the

and Da Nang - expanding the research object to better see the impact of factors

Internet and the quick emergence of social networks over the recent years in

on the behavior of watching advertising on the social network. Again, future

Vietnam, advertising has become an important tool for every advertisers. This

studies may explore other variables that can also moderate attitude toward

thesis found a model of the factors, which affect the behavior of watching

advertising in social network and consumers’ behavioral intention.

advertisements in social networks. In this model, more emphasis is placed on
condition factors that help to transform the attitude into behavioral intention of
watching advertisements in social networks.
In addition, this study found that intention of watching advertisements in
social networks had a significant relationship with behavior of watching
advertising in social network in Vietnam. With non-student sample, trust in

social networks moderates the relationship between attitude and behavioral
intention of watching advertisements in social network: the higher the trust in
social networks, the stronger the relationship between attitude and behavioral
intent of watching social networks advertisements in social and vice versa. With
student sample, trust in advertised brand in social networks moderates the
relationship between the attitude and behavioral intention of watching social
network advertisements: the higher the trust, the stronger the relationship
between attitude and behavioral intent of watching social networks
advertisements in social and vice versa
The findings put forward some suggestions for the advertisers in the
context of social networks with the most important factor to be consider is the
enhancement of trust in advertised brand. The improvement of intellectual
property, ensuring products’ quality as well as supply and after sale services.
The results imply that companies that intend to use social media advertising

with their customers and instill trust and confidence in their customers. This