IDEAS home Printed from https://ideas.repec.org/a/vrs/manmen/v24y2020i2p69-93n4.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/manment-2019-0047
    Download Restriction: no
    File URL: https://libkey.io/10.2478/manment-2019-0047?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ajaya Kumar Swain & Ray Qing Cao, 2019. "Using sentiment analysis to improve supply chain intelligence," Information Systems Frontiers, Springer, vol. 21(2), pages 469-484, April.
    2. Ghezzi, Antonio & Gastaldi, Luca & Lettieri, Emanuele & Martini, Antonella & Corso, Mariano, 2016. "A role for startups in unleashing the disruptive power of social media," International Journal of Information Management, Elsevier, vol. 36(6), pages 1152-1159.
    3. Leila Meratian Esfahani & Lester W. Johnson, 2018. "Stakeholders’ Engagement and Strategic Management of Social Media," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(6), pages 47-56, September.
    4. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    5. Agarwal, Shweta & Kumar, Shailendra & Goel, Utkarsh, 2019. "Stock market response to information diffusion through internet sources: A literature review," International Journal of Information Management, Elsevier, vol. 45(C), pages 118-131.
    6. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    7. Kim, Bumjoon & Koo, Minjae, 2024. "Managerial ability and firm’s tweeting activity," Research in International Business and Finance, Elsevier, vol. 69(C).
    8. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    9. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    10. Kunpeng Zhang & Wendy Moe, 2021. "Measuring Brand Favorability Using Large-Scale Social Media Data," Information Systems Research, INFORMS, vol. 32(4), pages 1128-1139, December.
    11. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    12. Femke Hilverda & Margôt Kuttschreuter, 2018. "Online Information Sharing About Risks: The Case of Organic Food," Risk Analysis, John Wiley & Sons, vol. 38(9), pages 1904-1920, September.
    13. Irina Maiorescu & Razvan Dina & Alexandru Doru Plesea & Alecu Felician, 2015. "The Impact of Facebook Upon Social Skills of Young People ? a Business Employment Perspective," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(Special 9), pages 1289-1289, November.
    14. Robiady, Nurlita Devian & Windasari, Nila Armelia & Nita, Arfenia, 2021. "Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 492-500.
    15. Bertschek, Irene & Kesler, Reinhold, 2022. "Let the user speak: Is feedback on Facebook a source of firms’ innovation?," Information Economics and Policy, Elsevier, vol. 60(C).
    16. Tingting Song & Jinghua Huang & Yong Tan & Yifan Yu, 2019. "Using User- and Marketer-Generated Content for Box Office Revenue Prediction: Differences Between Microblogging and Third-Party Platforms," Service Science, INFORMS, vol. 30(1), pages 191-203, March.
    17. Amal Aouadi & Sylvain Marsat, 2018. "Do ESG Controversies Matter for Firm Value? Evidence from International Data," Journal of Business Ethics, Springer, vol. 151(4), pages 1027-1047, September.
    18. Abdullah Yahia Moqbile Ahmed, 2017. "The Impact of Exposure to Advertisement Online on Purchase Decision Empirical Study of Saudi Customers in Western Region," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 366-386, July.
    19. Xing Wan & Javier Cenamor & Jing Chen, 2017. "Exploring Performance Determinants of China’s Cable Operators and OTT Service Providers in the Era of Digital Convergence—From the Perspective of an Industry Platform," Sustainability, MDPI, vol. 9(12), pages 1-19, December.
    20. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmen:v:24:y:2020:i:2:p:69-93:n:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.