Social media marketing in Vietnam: A study of consumer profiles Trần Thị Thu Trang Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: Dr Trần Đoàn Kim Năm bảo vệ: 2011 Abstract Constructing a questionnaire that can help company to create social media consumer profiles in Vietnam Determining whether social media can be considered as an effective marketing channel, from the user perspectives Deriving a list of commendations for marketing management for entering social media Keywords Quản trị kinh doanh; Marketing; Tiếp thị; Khách hàng; Truyền thông xã hội Content TABLE OF CONTENT Introduction Motivations Goals and Scope Limitations Chapter Review of social media marketing 1.1 Concepts in social media marketing 1.1.1 Word-of-mouth 1.1.2 User-generated content and Web 2.0 .6 1.1.3 Social technographic ladders .6 1.1.4 User-centered marketing communication 1.2 Social media types 1.2.1 Blogs 1.2.2 Chatting software and microblogging 1.2.3 Forums .10 1.2.4 Social news, social bookmarking and content aggregators 10 1.2.5 Social network sites 11 1.2.6 Media sharing and content communities 11 1.2.7 Integrated and mobile social media 13 1.3 More on social media marketing practices 14 1.4 Social media and social media marketing in Vietnam 16 1.4.1 Social media landscape 16 1.4.2 Social media marketing 18 Chapter Methodology for consumer research for social media users in Vietnam 20 2.1 Review of existing research 20 2.1.1 Thesis of (Ivanauskas, 2009) for the UK market 20 2.1.2 Thesis of (Khan, 2009) for markets of Italia, Spain, Pakistan and Uzbekistan 22 2.2 Research strategy 23 2.2.1 Questionnaire design 23 2.2.2 Data collection process 24 Chapter Consumer analysis and recommended entry strategy for marketing management into social media 27 3.1 Consumer analysis 27 3.1.1 The consumer profile of web 2.0 citizen in Vietnam 27 3.1.2 User patterns in interaction with company 33 3.1.3 The profile of Vietnam social media users - an overview 38 3.1.4 The profile of Vietnam social media users - a deeper look 40 3.1.5 The influence of social media on Vietnamese consumers in marketing communication 47 3.1.6 Findings 54 3.2 Recommended strategy for marketing management into social media .58 Conclusion and Future Work 61 References 63 References Asia Digital Marketing Association (2010), Asia Pacific Digital Marketing Yearbook, [available at www.asiadigitalmarketingyearbook.com ] Bursonine and Marsteller (2010), “The Global Social Media Check-up 2010.” [available at: http://www.slideshare.net] Buttle, F.A (1998), “Word of Mouth: Understanding and Managing Referral Marketing”, Journal of Strategic Marketing, (3), 241-54 Chisnall, P., M (1997), Marketing Research, McGraw Hill Chu, S.C (August 2009), Determinants of Consumer Engagement in Electronic Word-ofMouth in Social Networking Sites, PhD Dissertation, The University of Texas at Austin Cimigo (2010), Vietnam Netcitizens Report, [Available at http://cimigo.vn] (Retrieved on Oct 1, 2010) Cone (2008), The 2008 Cone Business in Social Media Study, Cone, [Available at http://www.coneinc.com/content1182 ] Giedrius Ivanauskas (2009), The evaluation of Social media effects on marketing communication: The UK Consumer's perspective, Master Thesis Gilly, M.C., Graham, J.L., Wolfinbarger, M.F., and Yale, L.J (1998), “A Dyadic Study of Interpersonal Information Search”, Journal of the Academy of Marketing Science, 26 (2), 83-100 Henna Sarkkinen (2009), The role of social media in customer communication in business-to-business markets, Master thesis Iyengar, R., Han, S., and Gupta S (2009), “Do Friends Influence Purchases in a Social Network?”, Working Paper 09-123, Harvard Business School Kashif Khan (2010), Marketing communication phenomenon within social networks and blogs, a consumer prospective, Master thesis Li, C and Bernoff, J, (2008), “Groundswell: winning in the world transformed by social technologies”, Harvard Business Press Monika Garnyte and Ana de Avila Perez (2009), Exploring social media marketing towards a richer understanding of social media in postmodernity, MA thesis Razorfish (2008), Consumer Experience Report, Razorfish, http://feed.razorfish.com/publication/xml/2587/6896/6896.pdf ] [available at Rheingold, H (2000), “The Virtual Community: Homesteading on the Electronic Frontier”, The MIT Press, originally published by Addison Wesley in 1993 http://www.amazon.com/Virtual-Community-Homesteading-ElectronicFrontier/dp/0262681218/ Scott D.M (2010), The new rules of marketing and PR: How to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly, John Wiley and Sons, 2nd edition Soumokil, G (2008), Internet consumption report 200: Life capture interactive, [Available at: http://www.lifecaptureinc.com/articles/internetusage.pdf ] Technorati (2008), The state of blogosphere, Technorati [ Available at: http://technorati.com/blogging/state-of-the-blogosphere/ ] Weinberg, T (2009), The new community rules: Marketing on the social web, O’Reilly, http ://www.amazon.com/N ew-Community-Rules-MarketingSocial/dp/0596156812/ Wright and Hinson (2008), “How Blogs and Social Media are Changing Public Relations and the Way it is Practiced”, Public Relations Journal, Vol 2, No Zarrella, D (2010), The Social Media Marketing Book [ Available http://books.google.com/books?id=chd3yfExXMEC&printsec=frontcover&dq= Social+media+m] at: ... media marketing practices 14 1.4 Social media and social media marketing in Vietnam 16 1.4.1 Social media landscape 16 1.4.2 Social media marketing 18 Chapter Methodology... Business in Social Media Study, Cone, [Available at http://www.coneinc.com/content1182 ] Giedrius Ivanauskas (2009), The evaluation of Social media effects on marketing communication: The UK Consumer' s... Yearbook, [available at www.asiadigitalmarketingyearbook.com ] Bursonine and Marsteller (2010), “The Global Social Media Check-up 2010.” [available at: http://www.slideshare.net] Buttle, F.A