APPLICATION OF DIGITAL MARKETING IN MOTIVATING CONSUMER TO CHOOSE FITNESS SERVICE AT CALIFORNIA FITNESS AND YOGA CENTER

MINISTRY OF EDUCATION AND TRAINING

STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY
-------------------------------------------

PHAM QUYNH ANH

APPLICATION OF DIGITAL MARKETING IN MOTIVATING
CONSUMER TO CHOOSE FITNESS SERVICE AT
CALIFORNIA FITNESS AND YOGA CENTER

GRADUATION THESIS
FACULTY OF BUSINESS ADMINISTRATION
NUMBER: 7340101

HO CHI MINH CITY, DECEMBER - 2018


MINISTRY OF EDUCATION AND TRAININGSTATE BANK OF VIETNAM
BANKING UNIVERSITY OF HO CHI MINH CITY
-------------------------------------------

PHAM QUYNH ANH

APPLICATION OF DIGITAL MARKETING IN MOTIVATING
CONSUMER TO CHOOSE FITNESS SERVICE AT
CALIFORNIA FITNESS AND YOGA CENTER

GRADUATION THESIS

FACULTY OF BUSINESS ADMINISTRATION
NUMBER: 7340101

ADVISOR: PhD. HOANG THI THANH HANG

Ho Chi Minh City, December – 2018


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APPLICATION OF DIGITAL MARKETING
IN MOTIVATING CONSUMER
TO CHOOSE FITNESS SERVICE AT
CALIFORNIA FITNESS AND YOGA CENTER


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ABSTRACT
The study of “Application of digital marketing in motivating consumer to
choose fitness service at California Fitness and Yoga Center” is conducted in Ho
Chi Minh City from September to December 2018.
The objectives of the study are to learn the current situation and application of
digital marketing on motivating consumers to choose fitness service at California
Fitness and Yoga Center.
The research found out that the factors informativeness, entertainment,
credibility and irritation had impact on consumers‟ attitude towards digital
advertisement. In the research, a questionnaire was developed and investigated
among 109 people who are both members and non-members of California Fitness
and Yoga Center. The research subjects were asked questions based on the 5 level

Likert scale.
From the result, the study was able to propose some recommendations and to
increase the performance of digital marketing at California Fitness and Yoga
Center. In addition, some limitations were also included in the study and
suggestions for further researches related to digital marketing and fitness industry
were also presented.


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ACKNOWLEDGEMENTS
This thesis is the author's own work, the research results are honest, in which
no previously published content or content done by others is used except for fully
cited references.
I specially send my sincere gratitude to my advisor – Mrs. Hoang Thi Thanh
Hang for many valuable advices and comments to help me well accomplish my
thesis; and in spite of being extraordinarily busy with her duties, took time to hear,
guide, and keep me on the correct path.
Next, I would like to give my special thanks to all staff and lecturers of
Business Administration faculty of Banking University Ho Chi Minh City. They
have helped me build knowledge and enjoy my time at the university from the
beginning of my academic years.
To the very end, their help for an easier thesis period for all students is
precious to me.
Last but not least, I want to give my special thanks to my family for their
unconditional love and encouragement through my hard time dealing with thesis.
To them all, I dedicated this thesis.


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TABLE OF CONTENT
ABBREVIATION ................................................................................................... 6
INTRODUCTION ................................................................................................... 8
1. Statement of the Problem ................................................................................. 8
2. Objectives ...................................................................................................... 10
3. Research questions ......................................................................................... 11
4. Scope of the study .......................................................................................... 11
5. Research Methodology ................................................................................... 11
6. Structure of the study ..................................................................................... 12
CHAPTER 1: LITERATURE REVIEW................................................................ 13
1.1 Theoretical basis........................................................................................... 13
1.1.1 Overview of Digital Marketing .............................................................. 13
1.1.2 Some features of digital marketing ......................................................... 14
1.1.2 Digital marketing and Traditional marketing .......................................... 15
1.1.3 Some most-used Digital Marketing channels .......................................... 16
1.1.4 Application of Digital marketing in business .......................................... 18
1.2 Literature Review ......................................................................................... 19
CHAPTER 2: REALITY OF APPLYING DIGITAL MARKETING IN
CALIFORNIA FITNESS AND YOGA CENTER. ................................................ 24
2.1 Introduction of California Fitness and Yoga Center ...................................... 24
2.1.1 An overview of California Fitness and Yoga Center ............................... 24
2.1.2 Services .................................................................................................. 25
2.1.3 An overview of business performance of CFYC..................................... 27
2.2 Digital marketing application at CFYC ........................................................ 28


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2.2.1 The situation of applying digital marketing in 2015-2017 period ............ 28

2.2.2 Evaluation of the application of digital marketing at CFYC ................... 33
2.3 Consumer attitude towards digital marketing application at CFYC ............... 34
2.3.1 Methodology .......................................................................................... 34
2.3.2 Proposed research model ........................................................................ 35
2.3.3 Data analysis .......................................................................................... 38
2.4 Results ......................................................................................................... 42
CHAPTER 3: CONCLUSION AND RECOMMENDATION ............................... 44
3.1 Conclusion ................................................................................................... 44
3.2 Recommendation .......................................................................................... 45
3.2.1 Entertainment ...................................................................................... 45
3.2.2

Informativeness ................................................................................. 46

3.2.3 Credibility .............................................................................................. 46
3.2.4

Irritation ............................................................................................. 47

3.2.5

Other suggestions .............................................................................. 47

3.3 Research limitations ..................................................................................... 48
REFERENCE ........................................................................................................ 50


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ABBREVIATION

CFYC

California Fitness and Yoga Center

HCMC

Ho Chi Minh City

MMA

Mix martial arts

PT

Personal trainer/training

DM

Digital marketing

CIR

Cost-Income Ratio

SEM

Search Engine Marketing

SEO

Search Engine Optimization

ROI

Return on Investment

SMEs

Small and Medium-sized Enterprises

CMG.ASIA

California Management Group Asia


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LIST OF TABLE
Table 1.1. Comparison of digital marketing and traditional marketing ................... 15
Table 1.2 Some digital marketing tools and channels............................................. 16
Table 2.1. Factors affecting attitude towards digtal marketing arts......................... 36
Table 2.2. Respondents‟ Demographic (N=109) .................................................... 39

LIST OF FIGURE

Figure 2.1 A social research of Fitness Industry 01/09/2015 - 30/11/2015 ............. 25
Figure 2.2 Revenue of CFYC during 2015 to 2017 period ..................................... 28
Figure 2.6 Total affiliate revenue and cost ............................................................. 32
Figure 2.7 Total Internal revenue ........................................................................... 33
Figure 2.8. Proposed model ................................................................................... 36

Figure 2.9. Most used digital channels .................................................................. 41
Figure 2.10 Factors' Mean score ............................................................................ 42


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INTRODUCTION
1. Statement of the Problem
There is undeniable evidence that regular physical activity contributes to the
primary and secondary prevention of several chronic diseases and is associated with
a reduced risk of premature death. There has been a connection between the volume
of physical activities and wellbeing status, for instance the most physically active
people are at the lowest risk. The most impressive progress in health status is when
people who are least fit become physically active.
Exercise is perceived as a good way of enhancing and maintaining physical
and emotional wellbeing. Studies also revealed that the effects of yoga on both
healthy and diseased populations may be as effective as or better than exercise at
improving a variety of health-related issues (Ross and Thomas, 2010). The health
and fitness industry develops as people become more aware of the benefits of
achieving and maintaining a healthy lifestyle. As health care costs increase,
consumers realize it's more economical to invest their time and money in achieving
good health rather than paying for the treatment of the conditions attributed to
unhealthy habits (Warburton et al, 2006).
According to Maslow‟s hierarchy of needs, once a person‟s physiological
needs are satisfied, they would feel the needs for safety. These needs include one‟s
health and well-being. After physiological and safety needs are fulfilled, human
needs to feel belonging and accepted among social groups. Other than good
physical and mental health, people also go to the gym to make friend, to have a
sense of belonging to a community. This explains the uprising trend of fitness and
yoga industry in Vietnam and the run for market share is getting more intense as

firms have to constantly find new approach to their customers.
In the era of information technology development, the media has been
growing, with the strongest growth being the Internet. With outstanding advantages,
the Internet since the beginning has played an important role in every aspect of life.


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Thanks to the Internet, society is growing faster and stronger. The more developed
the society, the more important is the role of the Internet.
A report from WeAresocial revealed that, by January 2018, there were over 4
billion Internet users, which accounted for 53% of the world population, 42% of
which were active social media users. More than two-thirds of the world‟s
population now has a mobile, with most people now using a smartphone.
By January 2016, Vietnam's population had reached nearly 94 million
people, along with the growing trend of technology that users were increasingly
exposed to the internet. Statistics showed that Vietnamese people are online for
nearly 5 hours with computer devices, and 2.5 hours for mobile devices, mostly on
social networking. On average, access and usage of social media sites took up to 2
hours of total usage time, with 47.3 million users, which accounted for 50% of the
population, about 35 million people use social media and 29 million people use
them on their mobile phones. The average time that a Vietnamese individual visits a
social network is 2 hours. This impressive usage of Internet has opened an
opportunity to new business as well as new ways to access to customers.
As a result, consumer behavior has also changed in recent years. Customers
are increasingly looking for product information, services on the internet to research
or to buy the product. Therefore, firms should have the vision to exploit the
prospects that digital marketing can provide. Digital marketing channels help
businesses connect with a certain audience at a reasonable cost while the value they
provide is limitless.

Despite the fact that digital marketing has a history of almost 3 decades since
the term “digital marketing” being first used in the 1990s when “Archie Search
Engine” launched, there has not been many further researches related to this field in
Vietnam. Digital marketing has not been recognized and used to its full capacity.
Facing the change of marketing in the world as well as in Vietnam, further studies


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of digital marketing are important to firms who wish to ensure competitive
advantages through understanding their customer behavior.
The research was designed to explore and identify the effect of digital
marketing on consumer behavior and how it motivates consumer to choose fitness
services, more specifically at California Fitness and Yoga center (CFYC) in Ho Chi
Minh City. Only a very limited number of studies related to the effect of digital
marketing on consumer behavior was found in this context of fast growing
technology era. For that reason, the study wishes to contribute partially to a
development of social science. Furthermore, the research findings may help to
provide information for further research related to fitness industry. Based on these
findings, recommendations can be proposed to firms who are working in this
industry in general and for CFYC in particular so as to improve their strategies of
customer access.
2. Objectives
2.1 General Objectives
This study aimed at learning the application of digital marketing in
motivating consumers to choose fitness services at CFYC.
2.2 Specific objectives
The study was expected to complete through archiving specific objectives
including:
(i) analyzing the current situation of CFYC and the application of digital

marketing in the company.
(ii) suggesting solutions regarding optimizing the effectiveness of using
digital marketing at CFYC from a management perspective.


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3. Research questions
In line with the three specific objectives, the central questions to be examined
are:
1. What is digital marketing?
2. How is the reality of applying digital marketing in CFYC?
3. What are the recommendations to improve the use of digital
marketing at CFYC?
4. Scope of the study
4.1 Subject of the study
The study focuses on investigating people who are currently members of
California Fitness and Yoga Center, including students, parents, workers, etc.
4.2 Scope of study
The research aims at examining people who are currently using fitness
service at CFYC. The research was conducted in the context of the rapid
transformation of science and technology, resulting in the changes in marketing
operations among fitness industry.
5. Research Methodology
The research was conducted with the qualitative approach through the
following steps:
Preliminary research was conducted through studying the theoretical basis of
digital marketing and its applications as well as studies of related topics.
Observation and expert interview approaches were used to examine the application
of digital marketing and identify factors affecting consumer‟s attitude towards

digital advertisement. A quantitative approach was also used in this study to collect
data and give conclusion about customer‟s attitude towards digital marketing
advertisements. Data was collected through questionnaire which consists of 12


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items of informativeness, entertainment, credibility and irritation; measured by the
Likert scale (1 = strongly disagree; 5 = strongly agree); and 6 items on demographic
factors including gender, age, job, range of income, online time, the channels
through which the subject learn of fitness club information. All data collected would
be processed and filtered through the support of Excel.
6. Structure of the study
Chapter 1: Theoretical basis: In this chapter, studies were reviewed to
provide an overview of the definitions, concepts and theories related to the topic
area, through which to develop the theoretical basis and hypothesis model.
Chapter 2: The application of digital marketing at CFYC. In this chapter,
current state of digital marketing application in fitness industry was discussed; as
well several conclusions were drawn to explain the researchers‟ new understandings
of the research problems on the basis of key findings.
Chapter 3: Conclusion and Recommendation. This chapter would give a
conclusion and presenting appropriate solution in research, as well as study
limitations and further research direction. This chapter was written to highlight key
findings and provide solutions based on the logical synthesis of key results as well
as propose possible remedies for the research problems.


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CHAPTER 1: LITERATURE REVIEW

This chapter was designed to provide an overview on theoretical basis of
the study. In this chapter, theories of digital marketing is discussed and compared
with traditional marketing. This chapter also provided a look on some of the popular
digital marketing tools. Some studies about related topics were also presented.
1.1 Theoretical basis
1.1.1 Overview of Digital Marketing
Digital marketing (DM) is the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones, display
advertising, and any other digital medium. Chaffey (2013) defined digital marketing
as the use of technologies to help marketing activities in order to improve customer
knowledge by matching their needs. Digital marketing's development since the
1990s and 2000s has changed the way brands and businesses use technology for
marketing. In 2017, the use of mobile devices increased sharply, leading to the
growth of the internet and people started connecting with each other via social
networks. Companies have realized to importance of digital marketing, which
becomes universal and effective as digital platforms are more and more integrated
into marketing strategies and everyday life.
Digital marketing methods such as search engine optimization (SEO), search
engine marketing (SEM), content marketing, influencer marketing, content
automation, campaign marketing, data-driven marketing, social media marketing,
social media optimization, e-mail direct marketing, etc. are becoming more popular.
As the matter of fact, digital marketing now expands to non-Internet channels that
provide digital media like mobile phones SMS, hotline, etc. This expansion to nonInternet channels helps to differentiate digital marketing from online marketing.


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1.1.2 Some features of digital marketing
1.1.2.1 Measureable
Digital marketing can measure its performance easily and effectively with

the support of measuring tool (Google Analytics for example). Users are able to
know how many clicks and impression coming from which ads, which banners,
which channels, the time customers stay on their website, where they decided to
leave he website, etc. to evaluate the effectiveness of marketing faster and more
precise.
1.1.2.2 Targetable
Being able to target wanted customers is the most importance thing for firms
as it could help double the effects of marketing strategies, therefore increase sale.
Using digital marketing approach also help companies to create needs and attention
for customers towards their products and services, target different ads to different
segments, convert customers to action, and only focus customers who have actual
needs therefore lower the cost for advertising.
1.1.2.3 Optimizable
Digital marketing allows firms to analyze, test and optimize their campaigns,
from then they are able to learn what they should do; which channels have the
highest click, impression and conversion rate; and contribute in conduct marketing
research, using different tools like Google Analytics, Clicky, Statcounter, Hobsport,
Adobe Marketing Cloud, etc.
1.1.2.4 Interactive
Interaction between customers and businesses does not only motivate customers
to choose one‟s products and services, but also promote their loyalty to a brand.
Companies receive feedbacks, customer insight in order to adjust and improve their
offerings. And by having influence a company, customers would feel as if they are
appreciated, brand credibility is also increased.


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1.1.2 Digital marketing and Traditional marketing
There is nothing unfamiliar about traditional marketing as it can be recognized

everywhere. Traditional marketing uses non-digital methods to promote for
business while digital marketing uses digital channels to gain customers. Some
comparisons are discussed below.

Table 1.1. Comparison of digital marketing and traditional marketing
Digital Marketing

Methods

The Internet, digital platforms,

Traditional Marketing

Mass media.

social media, etc.

Space

Time

Not restricted by national and

Limited by national and

territorial boundaries.

territorial boundaries.

24/7 year-round exposure is

24/7 year-round exposure is

possible.

not possible.

Instant information update.

Response

Audience

Immediate response and interact

Take long time to respones.

with the audience.

Sometime impossible.

Broadly reached

Limited reach.

Segment can easily be targeted.

Specific customer segment
cannot be targeted.

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Cost

Reasonable and controllable.

High.
Can only be assigned once

Data Storage

Customers‟ data can be easily

Data is hard to gather and

gathered and stored with

stored.

unlimited number.

Campaign

Can be easily changed and

Once campaign prevails for a

innovated.

long time.

1.1.3 Some most-used Digital Marketing channels
Table 1.1 Some digital marketing tools and channels
Channel

Definition

Advantage

Disadvantage

SEO

Search engine

Low-cost.

Competitive.

optimization.

Trustworthy.

Slow.

The process of

Able to get targeted

getting traffic

traffic.

from unpaid
search results.

Good content is
necessary.

Increase web visibility.

Proactive in building

Efficient.

links.
Uncertain.
No full control.

Google Ads

Google‟s pay-

Target specific traffic.

Could be expensive

per-click

Easily measurable.

depending on

service that
draws traffic to

keywords.
Faster than SEO.
Google‟s
Free tutorial and


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websites.

certificate from Google.

recommendations could

Cost is controllable.

be distractive.
Require resources and
skills.

Facebook

Facebook

Wide customer reach.

Could be expensive

advertising

A/B testing.

depending on user‟s

allows business
to reach people

experience.
Easy lead generation.
Competitive.

based on

Creative.

location, age,

Performance is

gender,

measureable.

interests etc.

Cost-effective.
Free tutorial and
certificate from
Facebook.

Website

The process of

Potential to reach wider

Information could be

using website

audience.

considered unreliable.

for marketing.

Place and time flexible

Unreliable connection

Interact between

is bad for business.

consumers and firms.

Difficulty reaching

Low cost, high value.

targeted audience.

Linked from other

Could be annoying.

media.
Secure brand
recognition.


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Email

The means of

Permission based.

Could be annoying

marketing

Flexible design.

Could be undelivered.

using
personalized

Target specific audience. Design and size

email sent to

Shareable.

problems.

customers.

High ROI.

Require resources and
skills.

Performance
measureable and
comparable.
Able to test before send.
Cost-effective
Flexible in time.
SMS

Flexible in time.

Require to be concise.

Efficient.

Could be annoying.

Highly interactive

Could be ignored.

Easily gather
information.

1.1.4 Application of Digital marketing in business
Nowadays, traditional marketing has made way for digital marketing. The
growth of digital marketing is due to the dramatic innovation of technology and the
change of market dynamics (Mort, Sullivan, Drennan, Judy, 2002). It is a powerful
means of marketing for building brands and increase traffic for companies.
Digital marketing provides business with the rich source of information about
their customers and potential customers, which then enables them to engage in


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effective one-to-one marketing and facilitates two-way communication with
customers. One-to-one marketing to be effective requires the capture of customeroriented information, so that their needs and preferences can be specified, and then
elements of the marketing mix can be adapted and adjusted to meet these
requirements. Customer information gathered by interaction through digital tools

can allow business to learn precisely who their customers are. Furthermore, digital
marketing gives business the chance to investigate new demand for developing
products or services before expanding its target market.
Additionally, companies can, not only create online marketing campaigns, but
also can easily track their effectiveness and move resources the most effective
campaigns. They can also be able to easily track what action online do their
customer make and to which advertisement had the user responded before making
the purchase. Companies can test many online activities and continue invest in the
ads that deliver good performance (Pura, 2013).
As from consumers‟ perspective, digital marketing technologies allow them to
stay updated with products and services continuously. They can engage with
company‟s activities, access to information, and interact immediately when their
needs are met therefore limit the chance of misinterpretation of the information
taken, as well give feedbacks to companies.
1.2 Literature Review
Smith (2012) in “Longitudinal Study of Digital Marketing Strategies
Targeting Millennials” through a combination of qualitative and quantitative
method, found out that this generation spends a considerable amount of time online,
digital marketing is an effective way to communicate with them. Over the years,
online coupons have become the most popular method of digital marketing,
followed by email marketing while they are less and less favorable towards
Youtube ads and pop-up ads remain disliked throughout the research period. The


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interaction of website receives attention but it does not succeed in maintain web
visits. The element that keeps millennials revisiting websites is promotion.

Ducoffe (1995) identified entertainment, informativeness and irritation as

factors contributing to consumers' evaluations of ad values and thus attitudes toward
advertisement. Brackett and Carr (2001) further validated Ducoffe's model, and
extended the model to include credibility and consumer demographics. Credibility
is shown to be directly related to both advertising value and attitude toward
advertising. Demographic variables, such as college major, age and gender were
shown to affect only attitudes toward advertising. Ducoffe (1996) and Brackett and
Carr (2001) measured Attitude toward ads by favorability/unfavorability.
A study of Pawar (2014) on “The effectiveness of online marketing on
integrated marketing communication” using descriptive method with the help of
questionaire techniques, concluded that consumers rely on modern marketing tools
to enhance their detailed knowledge of a brand so as to evaluate its strengths and
weaknesses; this information saves their time by allowing them to make the
purchase decision quickly. It was also revealed that the main reason of the rapid
development of online marketing is the increasing literacy about internet among
people. At the same time consumers are skeptical about the safety of internet due to
fraud and privacy issue.
Pikas and Sorrentino (2014) studied “The effectiveness of online advertising:
consumer‟s perceptions of ads on Facebook, Twitter and YouTube” by using
descriptive statistics method with the help of questionnaire to collect data,
concluded that, as Facebook, Twitter and Youtube have become more popular,
businesses are paying to advertise on these popular social networking sites. While
most agree that a business should have a social media presence, the effectiveness of
these advertising methods is controversial. It is assumed that if a business‟ online
advertising strategy is formulated correctly, marketers can effectively target this


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large segment of the population. In order to develop an effective marketing strategy
consumer‟s opinions and desires need to be considered and acted upon. A survey

was conducted to test consumer‟s perception of online advertisements. The result is
that most people are annoyed by online advertisements in general. It seems that
respondents are not likely to want to be exposed to information, marketing and
other online advertising techniques while on Facebook, YouTube and Twitter
therefore this is not an effectiveness marketing technique for companies to use.
Pura (2013) did a qualitative research on „”Effectiveness of online marketing
tools”, which revealed that email marketing is the most effective tool that has
proven to deliver the most value, followed by organic search marketing. Email
marketing is effective because unlike social media, people do not consider email as
intrusive to one‟s personal life, since they are used receiving commercial email. But
the use of email marketing requires certain constraints to optimize efficiency. This
study also found out that, the purpose of using social media is to communicate
between companies and their customers rather than actually selling. Social media
gives people the ability to express, so companies can collect the feedback from its
customers and improve customer service as a way to promote word-of-mouth
marketing.
Brajnik and Gabrielli (2010) conducted a study called “A Review of Online
Advertising Effects on the User Experience” to identify experimental studies that in
the last decade have investigated the effects of banners, as well as their
characteristics, on web user‟s behavior and attitudes. In this study, qualitative
analysis based on abstracts of papers in literature review was made to select most
relevant researches and those providing empirical evidence to support findings. The
study discovered that, usability is connected to user attention. Animation can be
either effective or detrimental depending on its density. Interactivity of ads is
effective as it improves perception, attitude, comprehension, and persuasion. Welldesigned and placed adverts can improve the chances for end users to engage with
emotionally attractive and rewarding information.


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“The usage of digital marketing channels in SMEs” research of Taiminen and
Karjaluoto (2015) used a multiple case study as its research strategy to understand
SMEs marketing practices by investigating digital marketing in the marketing mix
of micro and small companies in a regional economy. The research used qualitative
analysis to clarify the usage of different marketing channels before using descriptive
technique to analyze data gathered from survey. The study confirmed the
assumption that many SMEs do not use the full potential of the new digital tools
and hence are not fully exploiting the opportunities they can bring.
A paper was conducted by Verissimo et al (2014) on digital marketing and
social media to demonstrate how firms can improve digital marketing engagement
by focusing on relationship-based interactions with their customers. Based on a
survey of marketing managers using descriptive analysis, this article shows that
firms face internal and external pressures to adopt a digital presence in social media
platforms. Firms‟ digital marketing engagement can be categorized according to
perceived benefits and digital marketing usage.
Royle and Laing (2014) wrote “The Digital Marketing Skills Gap: Developing
a Digital Marketer Model for the Communication Industries” to enhance industry
and academic knowledge of skills gaps across the communication industry and to
provide an evidence-based model to aid educators and practitioners in addressing
these gaps. In this research, a qualitative approach was taken, first using interviews,
then focus groups in order to triangulate the interview findings. The research
provided a model which outlines the necessary skills and competencies
encompassed by the ideal digital marketer.
In Vietnam, Ngo My Tran and Mai Vo Ngoc Thanh have conducted a research
on “The effectiveness of social network marketing to consumers‟ purchase intention
in Can Tho City”. Based on data collected from 193 consumers living in Can Tho
city, research results showed that there were four factors of social network
advertising affecting the consumers‟ purchase intention. Of which, social

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interactivity, permission and entertainment had a significantly positive effect on
consumers‟ purchase intention.

Chapter 1 Summary
Chapter 1 had given an overview on the theories about digital marketing and
its role in a business as well presented some related researches. These theories
contributed as a basis for proposed research models.
The next chapter would provide an overview of the situation of CFYC and the
application of digital marketing at CFYC. Since then research findings, statistics
and conclusion would be presented.