| dc.description.abstract | The advent of Social media creates opportunity for development of social
commerce. Nowadays, the number of users access Social media increases
significantly. The customers prefer follow brands on Social media site to search
information on corporate main websites. Therefore, Social media is an effective
channel for marketers implement their marketing strategies. Brand awareness plays
an important role of brand association in the memory of the consumers and can boost
up the sales ratio of the product of the company. Hence, the research of factors
affecting Brand awareness on Social media platforms is necessary to find out
solutions for business improvement.
The research, which is conducted in Ho Chi Minh City, Vietnam, aims to
identify factors have positive relationship with Brand awareness of Online retail’s
brands on Social media platforms. The study finds that Electronic-Word-of-mouth is
the most important factor affecting Brand awareness. Besides, Brand exposure is also
positively related to Brand awareness of Online retail’s brands. On the other hand,
Customer engagement factor has the medium correlation to Brand awareness, and it
does not significantly contribute to Brand awareness of Online retail’s brands in the
context of Vietnam. This result is useful for organizations to be conscious of the
importance of factors affecting Brand awareness on Social media platforms as well
as to improve Brand awareness in their customers’ mind.
Keywords: Social media, Online retail, Brand awareness, Customer engagement,
Brand exposure, Electronic-Word-of-mouth | en_US |
