The Impact of Social Network Advertisements on Consumers’ Purchasing of Jewelry Products in Vietnam
Main Article Content
Abstract
This study examines the impacts of social media advertisements on consumers' behaviors shopping for jewelry products in Vietnam. The theory of planned behavior (TPB) and the technology adoption model (TAM) is used to build this research model. Social media advertisements include brand reputation, information, entertainment, distractions, interactivity, value, and trustworthiness inherited from previous research. The official research sample includes individuals living in the ten richest provinces and cities in Vietnam (i.e.: Hanoi, Ho Chi Minh City, Ba Ria Vung Tau, Bac Ninh, Binh Duong, Dong Nai, Hai Phong, Quang Ninh, Khanh Hoa, Da Nang) with a sample size of 227 respondents. The research results show that social media advertisement factors have an impact on consumers' attitudes and behaviors. The results also show that there are differences in behavior due to the influence of demographic factors.
Keywords:
Shopping behavior, social media advertising, the theory of planned behavior (TPB), jewelry, Vietnam.
References
We Are Social, Vietnam Digital 2020, 2020.
[2] Vietnam E-Commerce Association, "Vietnam E-business Index 2019 Report", 2019, available from: http://en.vecom.vn/document/17185 (accessed on 27/03/2019).
[3] Himelboim, I. and G.J. Golan, "A social networks approach to viral advertising: The role of primary, contextual, and low influencers", Social Media+ Society, 2019, 5(3): p. 2056305119847516.
[4] Lance, P. and G. Guy J, "From subservient chickens to brawny men: A comparison of viral advertising to television advertising", Journal of Interactive Advertising, 2006, 6(2): p. 4-33.
[5] Cho, S., J. Huh, and R.J. Faber, "The influence of sender trust and advertiser trust on multistage effects of viral advertising", Journal of Advertising, 2014. 43(1): p. 100-114.
[6] Golan, G.J. and L. Zaidner, "Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel", Journal of Computer-Mediated Communication, 2008. 13(4): p. 959-972.
[7] Ducoffe, R.H., "How consumers assess the value of advertising", Journal of Current Issues Research in Advertising 1995, 17(1): p. 1-18.
[8] Hoang Thi Thanh., "Research on consumer attitudes towards direct marketing activities of retailers in Hanoi city", Industry and Trade Magazine, 2020.
[9] Hadija, Z., S.B. Barnes, and N. Hair, "Why we ignore social networking advertising", Qualitative Market Research: An International Journal, 15 (1), 2012, pp. 19-32(14).
[10] MacKenzie, S.B., R.J. Lutz, and G.E. Belch, "The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations", Journal of Marketing Research, 1986, 23(2): p. 130-143.
[11] Bruner, G.C. and A. Kumar, "Web commercials and advertising hierarchy-of-effects", Journal of Advertising Research, 2000, 40(1-2): p. 35-42.
[12] Schiffman, L., et al., Consumer behaviour, Frenchs Forest, New South Wales: Pearson Education Australia, 2005.
[13] Lamb Jr, C.W. and J.F. Hair Jr., Essential of Marketing, South-Western, a part of Cengage Learning, 2000.
[14] Loudon, D.L. and A.J. Della Bitta, Consumer behavior: Concepts and applications, 1984: McGraw-Hill Companies.
[15] Hoyer, W.D., et al., Consumer behaviour, 2020: Cengage AU.
[16] Der Waldt, V. et al., Attitudes of young consumers towards SMS advertising, 2009.
[17] Soares, A.M., J.C. Pinho, and H. Nobre, "From social to marketing interactions: The role of social networks", Journal of Transnational Management, 2012, 17(1): p. 45-62.
[18] Brackett, L.K. and B.N. Carr, "Cyberspace advertising vs. other media: Consumer vs. mature student attitudes", Journal of Advertising Research, 2001, 41(5): p. 23-32.
[19] Tsang, M.M., S.C. Ho, and T.P. Liang, "Consumer attitudes toward mobile advertising: An empirical study", International Journal of Electronic Commerce, 2004, 8(3): p. 65-78.
[20] Hoffman, D.L. and T.P. Novak, "Marketing in hypermedia computer-mediated environments: Conceptual foundations", Journal of Marketing, 1996. 60(3): p. 50-68.
[21] Shavitt, S., P. Lowrey, and J. Haefner, "Public attitudes toward advertising: More favorable than you might think", Journal of Advertising Research, 1998, 38(4): p. 7-22.
[22] MacKenzie, S.B. and R.J. Lutz, "An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context", Journal of Marketing, 1989, 53(2): p. 48-65.
[23] Goldsmith, R.E., B.A. Lafferty, and S.J. Newell, "The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands", Journal of Advertising, 2000, 29(3): p. 43-54.
[24] Choi, S.M. and N.J. Rifon, "Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads", Journal of Interactive Advertising, 2002, 3(1): p. 12-24.
[25] Ling, K.C., T.H. Piew, and L.T. Chai, "The determinants of consumers’ attitude towards advertising", Canadian Social Science, 2010, 6(4): p. 114-126.
[26] Cho, C.H. and J.D. Leckenby, "Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising", in Proceedings of the Conference-American Academy of Advertising, 1999, American Academy of Advertising.
[27] Wu, G., "Perceived interactivity and attitude toward web sites", in Proceedings of the Conference-American Academy of Advertising, 1999, American Academy of Advertising.
[28] Sukpanich, N. and L.D. Chen, Interactivity as the driving force behind e-commerce, 2000, AMCIS Proceedings, 244.
[29] Wang, C., "An empirical study on consumer’s perceived value and attitude toward advertising", in Proceedings of the 6th Global Information Technology and Management (GITM) World Conference, 2005.
[30] Kotler, P., Dirección de marketing, Pearson Education, 2001.
[31] Ko, H., C.H. Cho, and M.S. Roberts, "Internet uses and gratifications: A structural equation model of interactive advertising", Journal of Advertising, 2005, 34(2): p. 57-70.
[32] Aaker, J., "The negative attraction effect? A study of the attraction effect under judgment and choice", ACR North American Advances, 1991.
[33] Herbig, P. and J. Milewicz, "The relationship of reputation and credibility to brand success",
[34] Veloutsou, C. and L. Moutinho, "Brand relationships through brand reputation and brand tribalism", Journal of Business Research, 2009, 62(3): p. 314-322.
[35] Spreng, R.A. and R.D. Mackoy, "An empirical examination of a model of perceived service quality and satisfaction", Journal of Retailing, 1996, 72(2): p. 201-214.
[36] Patterson, P.G., E. Cowley, and K. Prasongsukarn, "Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice", International Journal of Research in Marketing, 2006, 23(3): p. 263-277.
[37] Lutz, R.J., "Affective and cognitive antecedents of attitude toward the ad: A conceptual framework", Psychological Process Advertising Effects: Theory, Research, Application, 1985: p. 45-63.
[38] Mehta, A., "Advertising attitudes and advertising effectiveness", Journal of Advertising Research, 2000, 40(3): p. 67-72.
[39] Anderson, J.C. and D.W. Gerbing, "Structural equation modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 1988, 103(3): p. 411.
[40] Fornell, C. and D.F. Larcker, Structural equation models with unobservable variables and measurement error: Algebra and statistics, 1981, Sage Publications Sage CA: Los Angeles, CA.
[41] Bagozzi, R.P. and Y. Yi, "On the evaluation of structural equation models", Journal of the Academy of Marketing Science, 1988, 16(1): p. 74-94.
[42] Hong Quyen, "Top 10 provinces are considered to be the richest in Vietnam", 03/09/2020, https://atptravel.vn/top-nhung-tinh-thanh-giau-nhat-vn/ (accessed on 27/4/2021)
[43] Wearesocial, "Vietnam Digital 2020", 18/2/2020, https://datareportal.com/reports/digital-2020-vietnam (accessed on 27/4/2021)
[44] Ngoc An, "55% of the population will shop online?”, 31/05/2020 08:07, https://tuoitre.vn/55-dan-so-se-mua-sam-online-20200531074436835.htm (accessed on 27/4/2021).
[2] Vietnam E-Commerce Association, "Vietnam E-business Index 2019 Report", 2019, available from: http://en.vecom.vn/document/17185 (accessed on 27/03/2019).
[3] Himelboim, I. and G.J. Golan, "A social networks approach to viral advertising: The role of primary, contextual, and low influencers", Social Media+ Society, 2019, 5(3): p. 2056305119847516.
[4] Lance, P. and G. Guy J, "From subservient chickens to brawny men: A comparison of viral advertising to television advertising", Journal of Interactive Advertising, 2006, 6(2): p. 4-33.
[5] Cho, S., J. Huh, and R.J. Faber, "The influence of sender trust and advertiser trust on multistage effects of viral advertising", Journal of Advertising, 2014. 43(1): p. 100-114.
[6] Golan, G.J. and L. Zaidner, "Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel", Journal of Computer-Mediated Communication, 2008. 13(4): p. 959-972.
[7] Ducoffe, R.H., "How consumers assess the value of advertising", Journal of Current Issues Research in Advertising 1995, 17(1): p. 1-18.
[8] Hoang Thi Thanh., "Research on consumer attitudes towards direct marketing activities of retailers in Hanoi city", Industry and Trade Magazine, 2020.
[9] Hadija, Z., S.B. Barnes, and N. Hair, "Why we ignore social networking advertising", Qualitative Market Research: An International Journal, 15 (1), 2012, pp. 19-32(14).
[10] MacKenzie, S.B., R.J. Lutz, and G.E. Belch, "The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations", Journal of Marketing Research, 1986, 23(2): p. 130-143.
[11] Bruner, G.C. and A. Kumar, "Web commercials and advertising hierarchy-of-effects", Journal of Advertising Research, 2000, 40(1-2): p. 35-42.
[12] Schiffman, L., et al., Consumer behaviour, Frenchs Forest, New South Wales: Pearson Education Australia, 2005.
[13] Lamb Jr, C.W. and J.F. Hair Jr., Essential of Marketing, South-Western, a part of Cengage Learning, 2000.
[14] Loudon, D.L. and A.J. Della Bitta, Consumer behavior: Concepts and applications, 1984: McGraw-Hill Companies.
[15] Hoyer, W.D., et al., Consumer behaviour, 2020: Cengage AU.
[16] Der Waldt, V. et al., Attitudes of young consumers towards SMS advertising, 2009.
[17] Soares, A.M., J.C. Pinho, and H. Nobre, "From social to marketing interactions: The role of social networks", Journal of Transnational Management, 2012, 17(1): p. 45-62.
[18] Brackett, L.K. and B.N. Carr, "Cyberspace advertising vs. other media: Consumer vs. mature student attitudes", Journal of Advertising Research, 2001, 41(5): p. 23-32.
[19] Tsang, M.M., S.C. Ho, and T.P. Liang, "Consumer attitudes toward mobile advertising: An empirical study", International Journal of Electronic Commerce, 2004, 8(3): p. 65-78.
[20] Hoffman, D.L. and T.P. Novak, "Marketing in hypermedia computer-mediated environments: Conceptual foundations", Journal of Marketing, 1996. 60(3): p. 50-68.
[21] Shavitt, S., P. Lowrey, and J. Haefner, "Public attitudes toward advertising: More favorable than you might think", Journal of Advertising Research, 1998, 38(4): p. 7-22.
[22] MacKenzie, S.B. and R.J. Lutz, "An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context", Journal of Marketing, 1989, 53(2): p. 48-65.
[23] Goldsmith, R.E., B.A. Lafferty, and S.J. Newell, "The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands", Journal of Advertising, 2000, 29(3): p. 43-54.
[24] Choi, S.M. and N.J. Rifon, "Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads", Journal of Interactive Advertising, 2002, 3(1): p. 12-24.
[25] Ling, K.C., T.H. Piew, and L.T. Chai, "The determinants of consumers’ attitude towards advertising", Canadian Social Science, 2010, 6(4): p. 114-126.
[26] Cho, C.H. and J.D. Leckenby, "Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising", in Proceedings of the Conference-American Academy of Advertising, 1999, American Academy of Advertising.
[27] Wu, G., "Perceived interactivity and attitude toward web sites", in Proceedings of the Conference-American Academy of Advertising, 1999, American Academy of Advertising.
[28] Sukpanich, N. and L.D. Chen, Interactivity as the driving force behind e-commerce, 2000, AMCIS Proceedings, 244.
[29] Wang, C., "An empirical study on consumer’s perceived value and attitude toward advertising", in Proceedings of the 6th Global Information Technology and Management (GITM) World Conference, 2005.
[30] Kotler, P., Dirección de marketing, Pearson Education, 2001.
[31] Ko, H., C.H. Cho, and M.S. Roberts, "Internet uses and gratifications: A structural equation model of interactive advertising", Journal of Advertising, 2005, 34(2): p. 57-70.
[32] Aaker, J., "The negative attraction effect? A study of the attraction effect under judgment and choice", ACR North American Advances, 1991.
[33] Herbig, P. and J. Milewicz, "The relationship of reputation and credibility to brand success",
[34] Veloutsou, C. and L. Moutinho, "Brand relationships through brand reputation and brand tribalism", Journal of Business Research, 2009, 62(3): p. 314-322.
[35] Spreng, R.A. and R.D. Mackoy, "An empirical examination of a model of perceived service quality and satisfaction", Journal of Retailing, 1996, 72(2): p. 201-214.
[36] Patterson, P.G., E. Cowley, and K. Prasongsukarn, "Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice", International Journal of Research in Marketing, 2006, 23(3): p. 263-277.
[37] Lutz, R.J., "Affective and cognitive antecedents of attitude toward the ad: A conceptual framework", Psychological Process Advertising Effects: Theory, Research, Application, 1985: p. 45-63.
[38] Mehta, A., "Advertising attitudes and advertising effectiveness", Journal of Advertising Research, 2000, 40(3): p. 67-72.
[39] Anderson, J.C. and D.W. Gerbing, "Structural equation modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 1988, 103(3): p. 411.
[40] Fornell, C. and D.F. Larcker, Structural equation models with unobservable variables and measurement error: Algebra and statistics, 1981, Sage Publications Sage CA: Los Angeles, CA.
[41] Bagozzi, R.P. and Y. Yi, "On the evaluation of structural equation models", Journal of the Academy of Marketing Science, 1988, 16(1): p. 74-94.
[42] Hong Quyen, "Top 10 provinces are considered to be the richest in Vietnam", 03/09/2020, https://atptravel.vn/top-nhung-tinh-thanh-giau-nhat-vn/ (accessed on 27/4/2021)
[43] Wearesocial, "Vietnam Digital 2020", 18/2/2020, https://datareportal.com/reports/digital-2020-vietnam (accessed on 27/4/2021)
[44] Ngoc An, "55% of the population will shop online?”, 31/05/2020 08:07, https://tuoitre.vn/55-dan-so-se-mua-sam-online-20200531074436835.htm (accessed on 27/4/2021).