Tran_Duyen.pdf - Saimaa University of Applied Sciences Faculty of Business Administration Lappeenranta Degree Programme in International Business Tran

Tran_Duyen.pdf - Saimaa University of Applied Sciences...

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Thesis 2016 Saimaa University of Applied Sciences Faculty of Business Administration, Lappeenranta Degree Programme in International Business Tran Nhu My Duyen Beauty b loggers’ influence on Vietnamese young consumers
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2 Abstract Tran Nhu My Duyen Beauty bloggers’ influence on Vietnamese consumers, 60 pages Saimaa University of Applied Sciences Faculty of Business Administration, Lappeenranta Degree Programme in International Business Thesis 2016 Instructors: Senior Lecturer Jaana Tanhuanpää, Saimaa University of Applied Sciences The objective of this thesis was to examine the effect of beauty bloggers towards Vietnamese consumers. The theoretical framework was built up by collecting data from academic books, online articles and newspapers as well as precedent research. The consumer decision process model of P. Kotler was emphasized and related factors were presented respectively. Information for empirical data was gathered by both qualitative and quantitative research, mostly through the web-based survey and topic discussion. The results of the study show that bloggers have a general positive impact on Vietnamese consumers. However, due to certain factors, the valuable trust of customers is threatened to lose. Therefore, the bloggers themselves are needed to work on this issue. Some suggestions of the author were raised and bloggers’ adjustments should be made to develop a stronger and more effective reputation. Keywords: blog, blogger, social media, consumer behaviour.
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3 Table of Contents 1 Introduction .................................................................................................. 5 1.1 Study background .................................................................................. 5 1.2 The purpose of the thesis ...................................................................... 6 1.3 Scope and limitation .............................................................................. 7 1.4 Research question ................................................................................. 7 1.5 Theoretical aspects ................................................................................ 8 1.6 Research method .................................................................................. 9 1.7 Thesis structure ................................................................................... 10 2 Social media .............................................................................................. 10 2.1 Definition and characteristics ............................................................... 10 2.2 Classification ........................................................................................ 12 2.3 Social media sites vs. social networking sites ...................................... 13 3 Blog ........................................................................................................... 16 3.1 What is a blog and a vlog? ................................................................... 17 3.2 History of blog ...................................................................................... 18 3.3 Beauty bloggers/ vloggers who are they? ......................................... 20 3.4 The development of blogging in Vietnam ............................................. 21 3.5 Effect of bloggers in beauty industry .................................................... 24 3.5.1 Beauty blogger as an information source ...................................... 24 3.5.2 Beauty bloggers as an indirect marketing tool ............................... 25 3.5.3 Beauty bloggers as trend creators ................................................. 26 3.6 Case study: Michelle Phan .................................................................. 27 4 Online consumer behavior ......................................................................... 30 4.1 Definition .............................................................................................. 31 4.2 Consumer decision making process .................................................... 31 4.3 Word-of-mouth (WOM) and E-Word-of-mouth (EWOM) ...................... 33 4.4 Effect of bloggers as an eWOM on consumer behavior ....................... 34 5 Empirical research ..................................................................................... 37 5.1 The research method ........................................................................... 37 5.2 Qualitative and quantitative research ................................................... 38 5.3 SPSS ................................................................................................... 39 5.3.1 The survey .................................................................................... 39 5.3.2 The survey questions .................................................................... 40 6 Results analysis and conclusion ................................................................ 43 6.1 Result analysis ..................................................................................... 43 6.1.1 Targeted consumer group ............................................................. 43 6.1.2 Blogging behavior .......................................................................... 46 6.1.3 Purchasing based on blog recommendations ............................... 49 6.1.4 Importance of bloggers .................................................................. 51 6.1.5 Drawbacks of beauty bloggers ...................................................... 52 6.1.6 How do customers react to the marketing activities using bloggers?
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