The impacts of collectivism-oriented social media marketing activities on brand equity and purchase intention in Vietnam - Case study of a local footwear brand Biti’s Hunter
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| Format: | Thesis |
| Kulcsszavak: | advertisements brand equity collectivism collectivistic appeals local brand Purchase Intention social media marketing activities Vietnam |
| Online Access: | http://dolgozattar.uni-bge.hu/53049 |
| Abstract: | Social media platforms have become essential in daily life, they offer businesses a distinct opportunity to interact with audiences and foster brand-consumer connections. Furthermore, it explores the importance of using collectivist messaging in social media marketing, specifically in collectivistic civilizations such as Vietnam. The research examines the impact of collectivist appeals integrated into marketing activities on brand equity and purchase intention in the realm of social media, using Biti's Hunter, a Vietnamese footwear brand, as a case study. The findings clarified the positive correlations between dimensions of collectivism-oriented marketing activities via social media including (1) Entertainment, (2) Interaction, (3) Trendiness, (4) Customization, (5) E-WOM, (6) Collectivistic appeal in advertising and (7) Brand equity which can beneficially influence on (8) Purchase intention of the customers. The study examines several theories proposed by previous researchers in order to analyze the overall research hypotheses. In addition, a quantitative methodology was utilized by administering survey questionnaires to a total of 250 participants. The thesis finalizes by providing practical suggestions for marketers and businesses to effectively utilize the evolving characteristics of social media marketing as well as emphasize the significance of collectivism-focused strategies in creating brand equity and encouraging purchasing decisions in the modern era of digital technology. |
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