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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
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Research Paper, Business Studies, Vietnam, Volume 11 Issue 6, June 2022
Pages: 1760 - 1768What Motivates People to Participate in Social Commerce? A Case Study of Vietnamese Youth in Ho Chi Minh City
Huan Vo [3] | Anh Bui
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Research Paper, Business Studies, Vietnam, Volume 11 Issue 11, November 2022
Pages: 407 - 413The Impact of Perceived Corporate Social Responsibility Practices on young Vietnamese People?s Behavioural Intention to Purchase Food and Beverages in Ho Chi Minh City
Huan Vo [3] | Yen Truong