Bachelor of Business Administration, Economics, Finance and Accounting: Recent submissions
Now showing items 61-80 of 2650
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The Impact Of Social Media Marketing Through Mediating Factors On The Purchase Intention: A Case Study Of Cocoon Vietnam Brand
(2024)With the current digital era, the use of social media and social media marketing has become crucial in the marketing strategies of businesses. Understanding the impact of social media marketing on purchase intention is ... -
Branded Music Video’s Effect On Vietnamese Consumers’s Brand Attitude: Case Of Mirinda In Vietnam
(2024)Even though the music video marketing has proven its potential to a sharp grow in Vietnam, there is limited research exploring its effectiveness in branding, particularly in branded music video. The objective of this ... -
Factors Affecting Prospective Students’ Decision-Making Process Of Mba Program
(2024)This study explores Factors affecting prospective students’ decision-making process of MBA program in the Vietnamese market. The objective of this study is to deeply understand the factors that influence, and the way ... -
Determinant Factors Affecting The Z Generation’s Attitudes Toward Their Visiting Intention When Choosing Foreign Restaurants In Ho Chi Minh City
(2024)Throughout Vietnam's history, traditional dishes have been a fundamental part of the Vietnamese’s lives and almost the only choice for them when considering to eat out. Over the years, globalization has increased the ... -
Relationship Between Flexible Working Arrangements And Job Satisfaction Mediated By Work-Life Balance: A Case Study In Dalat
(2024)This research aims to establish the relationship between flexible employment arrangements and job satisfaction by examining the mediating impact of work-life balance in Dalat. A total of 256 replies were obtained from ... -
Understanding The Purchase Intention Of Broad-Spectrum Sunscreen Among Young Adults In Ho Chi Minh City (Hcmc) And The Moderating Effect Of Genders
(2024)Background: The rapid growth of the sunscreen market in Ho Chi Minh City (HCMC) has been influenced by heightened awareness of skin protection among young adults, especially in response to the city's intense UV exposure. ... -
"The Correlation between Service Quality, Technology Adaptation Capabilities, Consumer Satisfaction, and Loyalty in E-Commerce: A Case of Using Shopee in Vietnam"
(2024)The growth of the e-commerce sector in Vietnam has led to an increasing demand for online shopping among consumers. The E-S-Qual model was utilized in the study to examine various dimensions of service quality on Shopee, ... -
Past Green Purchase Experience On
(2024)The purpose of this paper is to research how influencer source credibility and parasocial relationships might affect purchase intention in the fashion live-streaming industry. Vietnamese target consumers range in age ... -
INVESTIGATING THE ROLE OF PACKAGING DESIGN ON PERCEIVED VALUE, PRICE FAIRNESS AND CONSUMER’S PURCHASE INTENTION IN READY-TO-DRINK (RTD) TEA INDUSTRY IN VIETNAM
(2024)In the context of increasing consumer demand for convenient products, the ready-to-drink tea industry in the Vietnamese market is also experiencing robust growth amidst fierce competition among beverage brands. Beverage ... -
The Influence Of Knowledge Of Eco-Labels, Environmental Concerns And Past Green Purchase Experience On Consumer's Green Purchase Intention: A Case Of Food Products In Ho Chi Minh City
(2024)In Vietnam, especially in Ho Chi Minh City, the food industry is undergoing significant transformation and growth. However, the concept of eco-labels on food products is still relatively new to many consumers, and there ... -
The Impact Of Perceived Price On Negative Ewom Intention: Online Shopping Behavior In Vietnam
(2024)This study explores the role of perceived price (i.e. the price perceived by customers as expensive, cheap, or normal) as a factor influencing customers' negative electronic word-of-mouth (eWOM) intention when they ... -
Examining The Impact Of E-Government Trust On E-Government Satisfaction And Continuance Intention To Use E-Government The Case Of Ho Chi Minh City, Vietnam
(2024-07)As the world shifts towards digital transformation, it is becoming more and more important to understand the determinants that impact confidence among citizens, their contentment, and their readiness to continue utilising ... -
Factors Affecting Green Skincare Purchase Intentions: A Case Study Of Hcmc
(2024-05)This thesis explores the factors affecting green skincare purchase intentions among consumers in Ho Chi Minh City (HCMC), using a case study approach. With the increasing importance of sustainability in consumer behavior, ... -
Consumer Intention For Premium Subscription In Freemium Services: Exploring Factors Influencing Intention To Upgrade To Premium Of Music Streaming Services In Vietnam.
(2024)In the era of booming music streaming, understanding consumer behavior regarding premium subscription adoption is pivotal for service providers. This research investigates factors influencing Vietnamese users' intentions ... -
Exploring The Antecedents And Outcomes Of Customer Engagement On Interactive Digital Platforms: Case Study Of Shopee Vietnam
(2024)With a particular focus on Shopee Vietnam, this study investigates the causes and effects of customer engagement (CE) in interactive digital platforms. Based on the Self-Determination Theory (SDT), the study looks at ... -
The Effects Of Advertising Attributes In Youtube E-Commerce Video Advertising: The Study Among Consumer Using Shopee In Ho Chi Minh City
(2024)Shopee has been a leading, dominant and successful business in the online market in Vietnam since 2016. Beside its attractive features and convenience, one notable aspect that has contributed to the success is the use ... -
The Examination Of The Correlation Between Product Placement In Short-Form Videos On Tiktok And Vietnamese Young Consumer Purchase Intention
(2024)With a focus on small and medium-sized businesses (SMEs) in the food and beverage (F&B) industry, this study investigates the relationship between product placement in short-form videos on TikTok and the purchase ... -
The Influence Of Innovative Culture On The Prevention Of Job-Hopping Behavior In Vietnam Smes: The Mediating Role Of Transformational Leadership
(2024-05)Innovation is regarded as a sustainable objective for market competition through the creation of novel products, services, and processes. Furthermore, it is essential to effectively manage the culture of innovation, ... -
Examining The Relationship Between Internship Satisfaction, Social Support, And Career Intention Among Business Students In Ho Chi Minh: The Mediating Role Of Career Decision Self-Efficacy.
(2024)The research aims to study the influence of internship satisfaction, as well as social support on career intention among business students in Ho Chi Minh City, Vietnam, which highlight the role of career decision ... -
The impact of key opinion leaders (KOLS) on social networks on the attitudes towards products of customers - A case of Chau Bui applied with Vietnamese generation Z in Ho Chi Minh city
(2024)As stated by Nash (2022), the pandemic and the restrictions come with it have contributed to increase the amount of time people spend online, from socializing to purchasing. Thanks to the evolution of new technologies, ...