Demographics of the participants (n = 728)
| Variable | Cases (%) |
|---|---|
| Age | |
| Under 20 | 164 (22.50) |
| 21–30 | 309 (42.40) |
| 31–40 | 163 (22.40) |
| 41–50 | 60 (8.20) |
| Over 50 | 32 (4.40) |
| Gender | |
| Female | 404 (55.50) |
| Male | 324 (44.50) |
| Education profile | |
| High school | 88 (12.10) |
| Graduated high school | 108 (14.80) |
| College | 139 (19.10) |
| University | 314 (43.10) |
| Post graduate | 79 (10.90) |
| Occupation status | |
| Student | 200 (27.50) |
| Staff | 319 (43.80) |
| Both | 188 (25.80) |
| Other | 21 (2.90) |
| Monthly income | |
| Under 5m VND/month | 197 (25.10) |
| From 5–9m VND/month | 204 (28) |
| From 10–19m VND/month | 218 (29.90) |
| From 20m VND/month to over | 109 (15) |
| Daily time spent using social networks | |
| Under 1 h | 88 (12.10) |
| From 1–2 h | 225 (30.90) |
| From 2–3 h | 244 (33.50) |
| Over 3 h | 171 (23.50) |
| Frequency of browsing stories on social networking sites | |
| 1–3 times per day | 266 (36.50) |
| More than 3 times per day | 266 (36.50) |
| 1 time every 2–3 days | 104 (14.30) |
| 1 time every 4–5 days | 56 (7.70) |
| 1 time per week | 36 (4.90) |
| Time spent viewing stories on social networking sites in a day | |
| Under 1 h | 334 (45.90) |
| From 1–2 h | 267 (36.70) |
| From 2–3 h | 73 (10) |
| Over 3 h | 54 (7.40) |
| The frequency of purchases made on brands’ marketing stories | |
| Rarely | 134 (18.40) |
| Sometimes | 290 (39.80) |
| Frequently | 231 (31.70) |
| Very often | 53 (7.30) |
| Always | 20 (2.70) |
| Products/services often purchased brands’ stories (multiple answers) | |
| Clothes | 557 (76.50) |
| Cosmetics | 349 (47.90) |
| Household appliances | 215 (29.50) |
| Technological products | 207 (28.40) |
| Food and drinks | 294 (40.40) |
| Other | 46 (5.90) |
| Variable | Cases (%) |
|---|---|
| Under 20 | 164 (22.50) |
| 21–30 | 309 (42.40) |
| 31–40 | 163 (22.40) |
| 41–50 | 60 (8.20) |
| Over 50 | 32 (4.40) |
| Female | 404 (55.50) |
| Male | 324 (44.50) |
| High school | 88 (12.10) |
| Graduated high school | 108 (14.80) |
| College | 139 (19.10) |
| University | 314 (43.10) |
| Post graduate | 79 (10.90) |
| Student | 200 (27.50) |
| Staff | 319 (43.80) |
| Both | 188 (25.80) |
| Other | 21 (2.90) |
| Under 5m VND/month | 197 (25.10) |
| From 5–9m VND/month | 204 (28) |
| From 10–19m VND/month | 218 (29.90) |
| From 20m VND/month to over | 109 (15) |
| Under 1 h | 88 (12.10) |
| From 1–2 h | 225 (30.90) |
| From 2–3 h | 244 (33.50) |
| Over 3 h | 171 (23.50) |
| 1–3 times per day | 266 (36.50) |
| More than 3 times per day | 266 (36.50) |
| 1 time every 2–3 days | 104 (14.30) |
| 1 time every 4–5 days | 56 (7.70) |
| 1 time per week | 36 (4.90) |
| Under 1 h | 334 (45.90) |
| From 1–2 h | 267 (36.70) |
| From 2–3 h | 73 (10) |
| Over 3 h | 54 (7.40) |
| Rarely | 134 (18.40) |
| Sometimes | 290 (39.80) |
| Frequently | 231 (31.70) |
| Very often | 53 (7.30) |
| Always | 20 (2.70) |
| Clothes | 557 (76.50) |
| Cosmetics | 349 (47.90) |
| Household appliances | 215 (29.50) |
| Technological products | 207 (28.40) |
| Food and drinks | 294 (40.40) |
| Other | 46 (5.90) |
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