HCMIU Thesis: Recent submissions
Now showing items 101-120 of 5948
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Addiction And Compulsive Buying In Short-Form Video Application: The Case Of Tiktok
(2024)Purpose: The study set out to discover how short form video features exert influences on addiction and compulsive buying within the context of Opponent Process Theory alongside engagement and FoMO. Method: The research ... -
The Mediating Role Of Anti-Brand Community Engagement In The Relationship Between Negative Emotional Relationship And Negative Ewom
(2024)Recent study indicates that brands are now being perceived as social entities that have a significant impact on how customers interact with one other and with consumer groups that have a tendency to oppose a particular ... -
Green Knowledge Acquisition And Green Performance: The Mediating Role Of Ambidextrous Green Innovation, The Moderating Role Of Organizational Green Culture And Ambidextrous Leadership
(2024)This study explores how efficiently green knowledge acquisition (GKA) influences green performance (GP) within Vietnamese small and medium-sized enterprises (SMEs). It examines the mediating roles of green knowledge ... -
The Effect Of Country Of Origin And Consumer Ethnocentrism On Brand Equity Of Cosmetics Product In Ho Chi Minh City
(2024)The cosmetics market in Vietnam, especially in Ho Chi Minh City, has high consumer demand but lacks a dominant monopoly brand. This presents an opportunity for cosmetic brands to rapidly develop if they can capture ... -
Consumer Purchase Intentions Motivated By Computer Generated Imagery (Cgi) Influencers In Viet Nam, Case In Facebook
(2024)The thesis examines the effect of virtual influencers vs actual influencers in influencer marketing, with an emphasis on aspects such as beauty, social interactions, and trustworthiness on customer buy intentions. Data ... -
Impacts Of Celebrity Endorsement On Brand Trust As A Mediating Factor And On Brand Awareness: Case Of Minh Tu Endorsing Tresemme
(2024)Focusing on consumer perceptions of the brand through celebrity endorsement in Vietnam, this study utilizes the example of supermodel Minh Tu endorsing the TRESemmé brand. It investigates the influence of celebrity ch ... -
The Mediating Role Of Emotional Exhaustion And Job Satisfaction In The Relationship Between Workplace Ostracism, Customer Incivility And Turnover Intention In The Hospitality Sector In Vietnam
(2024)The tourism and hospitality industry is making a major contribution to the growth of the global economy, not to mention Vietnam (Statista, 2024). Yet, employee turnover intentions constitute serious managerial concerns; ... -
Negative Celebrity Publicity Influencing On Consumers' Attitude Toward The Celebrity And The Endorsed Brand: The Case Of Vietnamese Generation Z
(2024)Purpose – This research aims to investigate consumers' perceptions of celebrities and brands when negative publicity involving the celebrities arises. Literature review – Prior research on celebrity endorsement, negative ... -
Factors Influencing Repurchase Intention When Shopping Online: Case Study Of Tiktok Shop
(2024-06)TikTok Shop, a new e-commerce platform, has achieved significant success in the industry, reaching amazing revenue milestones. It has emerged as a formidable rival to well-established heavyweights in the business, like ... -
Decoding Consumer Behavior: Unraveling The Factors Driving Online Purchasing Decisions On Shopee In Vietnam.
(2024-06)Vietnam is a developing country where e-commerce is becoming increasingly widespread and gradually gaining more users. E-commerce is at the forefront of the trend in buying and selling. This study focuses on examining ... -
Factors affecting employee engagement: The case of MB bank in Ho Chi Minh City
(2023)Purpose - The purpose of this research is to clarify the meaning of employee engagement and find the factors that have the strongest affect on employee engagement, thereby helping MB Bank in Ho Chi Minh City implement ... -
The effect of the country-of-origin, brand trust and brand satisfaction on the customer's online purchase intention: Case study of Vietnam's generation Z in fashion industry
(2023)Recently, the 4.0 industries have been developing in different countries. And the fashion market is also developing with technology. There are different online channels and commerce to sell clothes from different fashion ... -
Investigating the efficiency of the Vietnamese six socio-economic regions education system with dea approach
(2023)Education plays an essential role in human capital, economic growth, and social development. One of the important components of human capital investment in children is household educational expenditure. In Vietnam, the ... -
Examining The Relationship Between Digital Content Marketing And Purchase Intention: Insights From Vietnam
(2024-01)In the digitalized era, the development of searching for digital content is expanded since it helps marketers build marketing strategies effectively. This paper aims to investigate the relationship between digital content ... -
An Analysis Of The Factors Influencing Young Generations' Bank Selection In Ho Chi Minh City
(2024)The selection of a bank is a critical aspect of banking strategy in today's highly competitive environment. Banks must identify and enhance factors that contribute to customer retention to effectively plan marketing ... -
An empirical investigation into the influence of sustainable marketing on brand image and customer relations of generation Z - Case study of Uniqlo Vietnam
(2023)In contemporary society, sustainability has become an imperative concern, necessitating organizations to collaborate with society for sustained growth. Marketing managers are increasingly focused on addressing consumers' ... -
The Impact Of Product Packaging On Consumer Perceived Value And Purchase Intention Of Plant-Based Milk In Vietnam
(2024)The main focus of this study was to investigate how product packaging affects consumer perceived value and purchase intention. Furthermore, the study also examined the mediating role of consumer perceived value in the ... -
The impact of E-service quality and customer satisfaction on online shopping behavior in the case of shopee Vietnam
(2023)The topic "The impact of e-service quality and customer satisfaction on online shopping behavior in the case of Shopee Vietnam" was carried out with the goal of discovering and measuring the impact of e-service quality ... -
The Impact Of Influencers In Live Streaming Commerce On Customers' Emotional To Their Purchase Intention: The Case Of Cosmetic Market In Vietnam
(2024)In this genetic era, combining live commerce and shopping gives retailers, brands, and digital platforms a new channel with grate scope to create value. Even the largest brands, retailers, and e-commerce platforms ... -
Impact Of Idol Endorement On Customer Imitation Behavior As Mediating Variable And Online Purchase Intention Of Gen Z Customers Towards Fashion In Vietnam: The Case Of Jennie Blackpink As Brand Ambassador Of Calvin Klein
(2024)This study concentrates on examining the perspective to which extent that idol characteristics, personality traits and expertise can significantly generate the imitation behavior, leading to the intention of online ...