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Research Paper | Business Studies | Vietnam | Volume 12 Issue 2, February 2023

Factors Influencing Brand Awareness on Social Media Flatforms in Vietnam: The Case of Young Tiktok Users in Ho Chi Minh City

Huan Vo ^[3] | Trang Vo

Abstract: Nowadays, TikTok has surpassed Instagram to become the second most popular social network in Vietnam after Facebook. This social media flatform has also quickly become a potential marketing channel in the country where one of its apparent impacts on users is increasing their brand awareness. This study focuses on identifying six factors of TikTok marketing activities (i.e.: informativeness, trendiness, customization, interaction, entertainment, and electronic word-of-mouth) that have impact on brand awareness of young TikTok users (18-24 years old) living in Ho Chi Minh City, the largest city of Vietnam. The quantitative research obtains data from 177 valid answers via both online and offline formats. In findings, the study indicates that, in this case, the factor 'interaction' has the most impact on brand awareness, followed by the factor 'customization'. The remaining 'informativeness' and 'entertainment' factors do not have much impact on the issue. As a result, the paper aims to contribute to the current existing literature of the field. Furthermore, as this study does not delve into a specific industry, the paper also hopes to be seen as a general reference point for businesses in relevant marketsto consider when they plan their marketing strategies using this social media flatform.

Keywords: social media flatform, brand awareness, TikToK, young consumer, Vietnam

Edition: Volume 12 Issue 2, February 2023,

Pages: 180 - 185