... collected from 1,050 TikTok users in Vietnam, a fast-growing digital market in Asia, through both online and offline surveys. The model was analyzed using Smart PLS 3.3.9. Findings The results show that TikTok advertising content positively affects purchase intention, both directly and indirectly via...

...) of generation Z (Gen Z) in Vietnam. This study also attempts to understand the mediating role of trust in shopping online (TO) in the relationship between WQ and PI. By focusing on TO, WQ and eWOM, the research identifies key strategies for improving consumer engagement and driving e-commerce growth. Design...

... by CMOs' proactive personality. Design/methodology/approach A sample of 298 CMOs of firms in Vietnam was surveyed to collect data. Confirmatory factor analysis was employed to validate the measures of the constructs used in the model and structural equation modeling (SEM) was used to test the model...

...Cu Xuan Le; Hu Wang Purpose The purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in Vietnam. Design/methodology...

...Felicitas Evangelista; Brian Koon Low; Minh Thanh Nguyen Purpose Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors...

... mobile commerce (MC) in the context of a developing country, Vietnam. Design/methodology/approach Based on self-administered survey data of 382 Vietnamese consumers, a structural equation modelling approach with latent constructs is used to test the hypotheses. Findings Perceived values explain...

... in the transitional economy Vietnam. Design/methodology/approach A questionnaire was developed based on the technology adoption literature. After data cleaning, 595 responses were deemed valid. Factor analysis (EFA and CFA) was utilized on split samples, and a structural equation model developed to identify...

... rights only Vietnam Emerging market Pro-environmental behaviour Altruistic values Energy efficient appliances Purchase behaviour The general acceptance that climate change and its adverse impacts are driven by human activity has led to the prominence of environmental sustainability...

.../approach The research is conducted in the context of the transition economy of Vietnam, using a combination of methods. Qualitative interviews are followed by a survey of 199 small firms in Hanoi, Vietnam. Since competitor concentration is count data, Poisson regression is used to test the relationship...

... Vietnamese logistics service company with numerous customers within the area of Ho Chi Minh City. Design/methodology/approach – Research work is based on a case study within a company called Gemadept, who is providing logistics services in Vietnam. Researchers were given access to the company data...

.... It then investigates how product evaluation and consumer ethnocentrism are capable of explaining consumer's perceived value of the product. Finally, it tests the impact of consumer perceived value on consumer willingness to buy. Design/methodology/approach – A sample of 251 consumers of local wine in Vietnam...

.../approach The above questions were answered in the context of an emerging economy using 174 responses obtained from executives of business‐to‐business firms in Vietnam. Findings The findings show that among key components of RMO, trust, bonding, shared value, and reciprocity have positive influence...

...Luu Trong Tuan Purpose The purpose of this paper is to analyze the linkages between leadership, organisational trust, and marketing effectiveness, in service businesses within three service categories (health care, hotel, and resort) in Vietnam. Design/methodology/approach The research...

... adopt the cultural‐behavioral approach to conceptualise marketing and innovation orientations as consisting of both culture‐driven and behaviour‐producing characteristics. © Emerald Group Publishing Limited 2011 Australia Vietnam Manufacturing industries Market orientation Marketing...

...Phuc Nguyen; Lin Crase Purpose Under the pressure of competition from non‐state‐owned enterprises (non‐SOEs) since the Renovation in 1986, the Government of Vietnam has sought to reform state‐owned enterprises (SOEs) in order to improve their productivity and efficiency. Whilst...

... are based on a cross‐section sample of 846 households in Vietnam using self‐administrating questionnaires, with fish as a main research object, and analyzed using structural equation modelling. Findings The relationship between perceived risk and satisfaction is negative and satisfaction has...

... of shipping companies, port operators and freight forwarders/NVOCCs in Vietnam listed in the Visaba Times – Vietnam Shipping and Logistics Review. A list of 197 maritime transport service‐providing organisations, including 66 shipping companies, 49 port operators and 82 freight forwarders...

... © Emerald Group Publishing Limited 2008 Internet Service levels Customer relations Tourism Vietnam From the travel service suppliers' viewpoint, the benefits arise from the potential of the Internet as a new medium for providing information and communication to customers...

...Trang T.M. Nguyen; Tho D. Nguyen; Nigel J. Barrett Purpose This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO). Design/methodology/approach A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam...

...Vinh Van Thai; Devinder Grewal Ports, as one of the important links between different modes of transport within the logistics chain, have special essence since their efficiency and competitiveness will certainly have an impact on the chain, and hence the national and regional economy. Vietnam...