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Behavioral Intention Of Young Consumers Towards The Acceptance Of Social Media Marketing in Emerging Markets

Author

Listed:
  • Thao Nguyen Thi Phuong

    (Ph.D., Dalat University, The Faculty of Economics & Business Administration, Lamdong, Vietnam)

  • Van Anh Nguyen

    (Ph.D., Dalat University, The Faculty of Economics & Business Administration, Lamdong, Vietnam)

Abstract

The study identifies the factors that influence marketing through social media of users in the Vietnam market, conducted through qualitative and quantitative methods. The research results show that Intention to use social media marketing is directly affected by Attitude towards advertisement and Attitude to electronic words of mouth. Additionally, perceived usefulness, Search Level and Perceived risk are factors that directly affect Attitude towards advertisement. Whereas, material condition and perceived usefulness are factors that affect Attitudes towards electronic words of mouth. This study also provides some implications for marketers through social networks to increase the confidence and effectiveness of marketing campaigns and programs through this channel.

Suggested Citation

  • Thao Nguyen Thi Phuong & Van Anh Nguyen, 2020. "Behavioral Intention Of Young Consumers Towards The Acceptance Of Social Media Marketing in Emerging Markets," Management, Sciendo, vol. 24(2), pages 69-93, December.
    • Handle: RePEc:vrs:manmen:v:24:y:2020:i:2:p:69-93:n:4
    DOI: 10.2478/manment-2019-0047
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    References listed on IDEAS

    as
    1. Xueming Luo & Jie Zhang & Wenjing Duan, 2013. "Social Media and Firm Equity Value," Information Systems Research, INFORMS, vol. 24(1), pages 146-163, March.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social media marketing; EWOM; attitude towards advertisement; intention to use;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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