Tạp chí đã xuất bản
2004
ISSN
ISSN 2615-9813
ISSN (số cũ) 1859-3682

SỐ 206 | THÁNG 5/2023

Tác động của quảng cáo qua mạng xã hội đối với ý định mua hàng tiêu dùng nhanh của giới trẻ tại Thành phố Hồ Chí Minh

Ngô Xuân Huy, Nguyễn Đức An, Ngô Tịnh Hy, Hoàng Thị Ngọc Loan

Tóm tắt:

Bài nghiên cứu khám phá mối quan hệ bao gồm các khía cạnh của quảng cáo (marketing) qua mạng xã hội (SMM) đối với ý thức giá trị, niềm tin thương hiệu và gắn kết thương hiệu trên mạng xã hội (MXH), nhằm giúp các doanh nghiệp hoạch định các chiến lược marketing qua MXH hợp lý để tiết kiệm thời gian, chi phí và tối đa hóa lợi nhuận. Dữ liệu được thu thập từ 300 đối tượng thuộc giới trẻ tại Thành phố Hồ Chí Minh (TP.HCM) (từ 15 đến 29 tuổi) có sử dụng các nền tảng MXH. Nghiên cứu sử dụng phương pháp thống kê mô tả, phân tích độ tin cậy thang đo, phân tích nhân tố khám phá và phân tích hồi quy đa biến. Kết quả phân tích cho thấy, SMM và gắn kết thương hiệu trên MXH có tác động mạnh nhất đến Ý định mua hàng.

 

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The Impact of Social Media Marketing on Young People's Purchase Intentions for Fast-Moving Consumer Goods in Ho Chi Minh City

Abstract:

The aim of this study is to explore the relationships, including aspects of social media marketing (SMM) on value consciousness, brand trust and social brand engagement. Helping businesses plan reasonable social media marketing strategies to save time, reduce costs and maximize profits to understand the needs and promote the purchase intention of consumers. Data was collected from 300 young people in Ho Chi Minh City (aged 15 to 29) using social media platforms. The study used descriptive statistics, scale reliability analysis, exploratory factor analysis and multivariate regression analysis. The analysis results show that social media marketing and social brand engagement have the strongest impact on purchase intention.