Effectiveness of internet advertising in Vietnamese fashion industry : A case of 3 companies DI, Newlife and Loli&Poli

Abstract

The purpose of this study is to get the full view of the E-marketing system in fashion companies, example DI, Newlife and Joli&Poli and determine the role of online advertising in term of E-marketing. However, due to the diversified in type of fashion, the researcher decided to conduct the study within only fashion for young people in new and successful companies such as DI, Newlife and Joli&Poli. So that, to justify the purpose, four research questions have been addressed. Based on the research questions, relevant literature was reviewed and used as a guide for the data collection. To get required information, the researcher used the exploratory research with qualitative approach. A questionnaire for customers and staff combined with in - depth interview with managers assisted the researcher to figure out the current state of online advertising within the three companies. The main findings showed that the online advertising not only brings many benefits to the companies such as cost but also there are many mistake in process such as miscommunication and technology. This leads to many problems related to the interaction in companies and customers.