| dc.description.abstract | In recent years, accompanying to the explosion of the Internet, doing social media brand communication is as one of the most powerful marketing technique which can help business save a lot of money as well as targeting to the right audiences and get the responses to continuous improving. The effect of Facebook on brand equity is an innovative issue for any marketers nowadays. Despite plenty of studies focusing on the topic, no research has investigated thoughtfully about the data of green tea industry. Different industries have different consumer behaviors, and most of the marketing activities in Vietnam concentrate on cheating or spending too much money on advertising and gain less profit. As the results, this study aims to examine the differences between firm-created and user-generated content on Facebook on the metrics of brand equity as well as suggest some recommendation for marketers in green tea industry by useful data and results. After reviewing related research in social media and brand equity fields, the model was adapted and introduced with eight hypotheses.
A qualitative method in the form of group interview was carried out to adjust the measurement scales. In the next step, the quantitative approach was executed online through Fanpage Matchashop. 247 valid answers were analyzed through multiple tests such as Cronbach alpha, EFA, CFA, and SEM to test the proposed hypotheses. The results do statistically support the impacts of the company designed and consumer-generated on Facebook to build a brand. Related research is recommended to be conducted in many industries and nations with developing more proper data and results to enhance the original model. | en_US |
