The Influence Of Brand Experience On Social Media On Brand Perception, Brand Attachment, And Brand Trust: The Case Study Of Vietnamese Young Consumer’s Perceptions About Samsung Smartphones

Abstract

Social media marketing has made it easier for businesses and customers to interact and communicate, and it's also seen to be a powerful tool for influencing consumers' views and purchase decisions. Samsung has established a significant market share in Vietnam since its launch, and in an effort to maintain a relationship with its customers, the company has activated several social media channels. Many academics have examined brand experience on social media and how they affect brand attachment and brand trust, but not enough attention has been paid to the particular situation of the smartphone business. This thesis aims to evaluate the correlation of brand perception and brand experience on social media in order to indicate suitable branding strategies for Samsung (smartphone sector) in Vietnam. Additionally, applying the case study of Samsung smartphones in Vietnam, this research also investigates the link between brand attachment and brand trust. Young consumers in Ho Chi Minh City who are Samsung users or have certain knowledge about Samsung are chosen to be the data sample and the quantitative method is purposely selected to analyze the structure of methodology and the hypotheses. For data sample, it will be fully collected through survey. Research found that statistic data showed that brand experience plays critical role in building brand attachment and brand trust; however, the relationship between brand attachment and brand trust is not found. Utilitarian benefits as well as hedonic benefits contributes in engaging brand experience. Thus, the findings in this study will help organizations or individuals review branding activities of smartphone in Vietnam market