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Now showing items 51-57 of 57
The impact of micro-influencer endorsement on advertising effectiveness - The case of Maybelline drugstore cosmetic products and millennial consumers in VietNam
(International University - HCMC, 2018)
Celebrity endorsement is one of the most effective marketing methods that uses celebrities to represent for the brand. The main reason why this method is preferred is because celebrities have a huge influence on the public ...
The impacts of emotional advertising in purchase intention under beverage industry among generation y in Ho Chi Minh city
(International University - HCMC, 2019)
In modern world, marketer not only use advertising as a tool to boost consuming index of products, but also a productive support for them to communicate with their target customers by transferring their products’ messages. ...
The Influence Of Celebrity Endorsements In Social Media Advertisement On Gen Z's Purchase Intention In Ho Chi Minh City: The Case Of Den Endorsing Honda
(2023)
Among the many marketing strategies, using celebrity endorsement in
advertisements on social media platforms is flourishing considerably in the media era.
The object of this research paper is to determine the impact of ...
The influence of online behavioral advertising on customers' purchase intention - A study of Vietnamese e-commerce platform in Ho Chi Minh city
(International University - HCMC, 2019)
The role of online behavioral advertising in increasingly becoming more essential for brands and advertisers since the benefits it bring up for them is being more remarkable. However, little is known about the impact of ...
Advertising to fellow kids - A study of the Vietnamese millennial consumers' perception and behaviors towards advertisement using internet memes
(International University - HCMC, 2020)
The purpose of this study is to gain insights into the Vietnamese millennial’s perception of Internet memes and their attitude towards Internet memes being used as an advertising tool to explore the extent to which it can ...
The influence of in-app advertisement towards customers' attitudes and behavioral intention - The case of spotify app
(International University - HCMC, 2019)
Monetarized mobile application can be achieved by many ways and a common
one is taking advantage of in-app advertisement. The aim of this research is to discover
the factors that could affect consumers’ attitudes towards ...
The Impact Of Facebook Advertising On Gen Z’s Purchase Intention: The Case Of Lifebuoy’s Interactive Advertising In Vietnam
(2023)
This paper aims to explore the impact of Facebook advertising on Gen Z’s purchase
intention of Lifebuoy’s products with interactive advertising as its driven cause. This
exploration focuses on the influence of Facebooks ...