Project-2- Report - essay - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES ----------------------------- PROJECT 2 REPORT BRAND ENGAGEMENT AND VIDEO MARKETING’S EFFECT ON CONSUMER BEHAVIORAL INTENTION HUỲNH GIA HUỆ 2192416 NGUYỄN GIA LƯƠNG 2191509 NGUYỄN BẢO HÂN 2193878 HOÀNG THỊ CÁT TƯỜNG 2198934 HOÀNG HOA HƯỜNG 2193966 NGUYỄN HÀ YẾN MY 2190841
INSTRUCTOR: MS. NGUYỄN THỊ HỒNG LIÊN HO CHI MINH CITY, 2022
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES ----------------------------- PROJECT 2 BRAND ENGAGEMENT AND VIDEO MARKETING’S EFFECT ON CONSUMER BEHAVIORAL INTENTION STUDENT: HUỲNH GIA HUỆ 2192416 NGUYỄN GIA LƯƠNG 2191509 NGUYỄN BẢO HÂN 2193878 HOÀNG THỊ CÁT TƯỜNG 2198934 HOÀNG HOA HƯỜNG 2193966 NGUYỄN HÀ YẾN MY 2190841
INSTRUCTOR: MS. NGUYỄN THỊ HỒNG LIÊN ACKNOWLEDGEMENT
We would like to express our sincere thanks to all the people who have
supported us in order to finish our project 2. First of all, we give many thanks to
our lecturer, Ms. Nguyen Thi Hong Lien, to be enthusiastic with us during the
whole course of the study. She gives us a lot of detailed guidelines in all
sections of the study, especially in the section that required making a
questionnaire, which is the most challenging part for us. Moreover, she is very
patient in instructing us on how to correct our mistakes and that makes us feel
grateful to her. Secondly, we thank our friends, HSU students, for supporting us
in doing the questionnaire. If it had not been for their support, we could not
have had enough data to analyze and generate the results for our study. Finally,
we want to thank each other for becoming a strong team on this project. Thank
you for not giving up and making a great contribution to the team. Sincerely thank! i HOA SEN UNIVERSITY ABSTRACT
The study attempts to investigate the influence of customer acquisition and
connection in businesses across digital industries. In addition, the study also
focused on identifying brand engagement in marketing, on social media
platforms, and in virtual brand communities. Identify the importance of video
marketing in the strategic development of businesses. Advertising challenges,
trends, and the transition to digital marketing. The effects of explainer videos,
which are concise and highly educational, attract a large audience In addition,
the studies were evaluated through a survey with 105 participants. The
questionnaire samples were collected and analyzed and described in detail. To
accomplish this goal, several recommendations have been made to customers
for brands to improve the effectiveness of video marketing. i HOA SEN UNIVERSITY TABLE OF CONTENTS
ACKNOWLEDGEMENT.............................................................................................i
ABSTRACT..................................................................................................................i
TABLE OF CONTENTS..............................................................................................ii
TABLE OF GRAPH....................................................................................................vi
1.2. Research Problems.............................................................................................1
1.3. Research Objectives...........................................................................................2
1.4. Research Questions............................................................................................2
1.5. Research Structure.............................................................................................2
2.1. Brand engagement..............................................................................................3
2.1.1. Overview of brand engagement in marketing..............................................3
2.1.2. Brand engagement in social media platforms..............................................4
2.1.3. Brand engagement in virtual brand communities........................................5
2.2. Video Marketing.................................................................................................6
2.2.1. The importance of video marketing in developing the strategy of
companies.............................................................................................................6
2.2.3. Advertisement trends and the shift to digital marketing..............................8
2.2.4. Definition of explainer videos.....................................................................9
2.2.5. Characteristics of explainer videos..............................................................9
CHAPTER 3: METHODOLOGY...............................................................................11
3.1. Participants.......................................................................................................11
3.2. Instruments.......................................................................................................11
3.3. Method of data analysis....................................................................................11 ii HOA SEN UNIVERSITY
3.4. Data collection.................................................................................................12
3.5. Data analysis....................................................................................................12
3.6. Procedure and time frame.................................................................................12
CHAPTER 4: FINDINGS AND DISCUSSIONS.......................................................13
4.1. Selective questions...........................................................................................13
4.1.1. Age............................................................................................................13
4.1.2. Do you think joining the review community is valuable to you?..............14
4.1.3 Do you often recommend or invite friends and family to join the review
community?.........................................................................................................15
4.2. Research question 1: How brand engagement impacts social media users’
purchasing intensions?............................................................................................16
4.2.1. Do you frequently share information about a product or service in review
communities?......................................................................................................16
4.2.2. How can you learn more about a product before you buy it?....................16
4.2.3. Are evaluations from Influencers, KOLs, Youtubers, TikTokers, etc. readily
persuading you to make a purchase or use a service?..........................................17
4.2.4. Do you believe the network's influencers that advocate products are
reliable?...............................................................................................................18
4.2.5. Do you typically remain loyal to a brand because?...................................18
4.2.6. In your opinion, which factor plays the most important role in connecting
you with the brand?.............................................................................................19
4.2.7. If there are not many offers and discounts, do you still want to stick with
that brand?...........................................................................................................20
4.3. Research question 2: Why explainer videos are the current trend?...................21
4.3.1. Do you enjoy watching videos promoting products or services?...............21
4.3.2. Is a brand promoted by visual, color, and sound content attract you?........22 iii HOA SEN UNIVERSITY
4.3.3. How often do you see promotional videos?...............................................23
4.3.4. Where do you usually see promotional videos?.........................................23
4.4.4. Do you argee with the following factors?..................................................24
4.4. Discussion........................................................................................................25
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION..................................28
5.1. Research Summary...........................................................................................28
5.2. Research Implications......................................................................................28
5.3. Research Limitations........................................................................................28
5.4. Research Recommendations.............................................................................28
REFERENCES...........................................................................................................30 iv HOA SEN UNIVERSITY TABLE OF GRAP v HOA SEN UNIVERSITY
GRAPH 1: NUMBER OF AGES PARTICIPATING IN THE SURVEY...............................................................................14
GRAPH 2: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU THINK JOINING THE REVIEW
COMMUNITY IS VALUABLE TO YOU?”..........................................................................................................14
GRAPH 3: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU OFTEN RECOMMEND OR INVITE
FRIENDS AND FAMILY TO JOIN THE REVIEW COMMUNITY?”......................................................................15
GRAPH 4: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: “DO YOU FREQUENTLY SHARE
INFORMATION ABOUT A PRODUCT OR SERVICE IN REVIEW COMMUNITIES?”..........................................16
GRAPH 5: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: "HOW CAN I LEARN MORE ABOUT A
PRODUCT BEFORE I BUY IT?”.......................................................................................................................17
GRAPH 6: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: " ARE EVALUATIONS FROM
INFLUENCERS, KOLS, YOUTUBERS, TIKTOKERS, ETC. READILY PERSUADING YOU TO MAKE A PURCHASE O
USE A SERVICE?”..........................................................................................................................................17
GRAPH 7: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: "DO YOU BELIEVE THE NETWORK'S
INFLUENCERS THAT ADVOCATE PRODUCTS ARE RELIABLE?”......................................................................18
GRAPH 8: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: " DO YOU TYPICALLY REMAIN LOYAL T
A BRAND BECAUSE?”...................................................................................................................................19
GRAPH 9: THE PERCENT OF THE ANSWER FOR THE QUESTION: “IN YOUR OPINION, WHICH FACTOR PLAYS THE
MOST IMPORTANT ROLE IN CONNECTING YOU WITH THE BRAND?”.........................................................19
GRAPH 10: THE PERCENT OF THE ANSWER FOR THE QUESTION: “IF THERE ARE NOT MANY OFFERS AND
DISCOUNTS, DO YOU STILL WANT TO STICK WITH THAT BRAND?”.............................................................20
GRAPH 11: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU ENJOY WATCHING VIDEOS
PROMOTING PRODUCTS/SERVICES?”..........................................................................................................21
GRAPH 12: THE PERCENT OF THE ANSWER FOR THE QUESTION: “IS A BRAND PROMOTED BY VISUAL, COLOR,
AND SOUND CONTENT ATTRACT YOU?”.....................................................................................................22
GRAPH 13: THE PERCENT OF THE ANSWER FOR THE QUESTION: “HOW OFTEN DO YOU SEE PROMOTIONAL
VIDEOS?”......................................................................................................................................................23
GRAPH 14: THE PERCENT OF THE ANSWER FOR THE QUESTION: “WHERE DO YOU USUALLY SEE PROMOTIONAL
VIDEOS?”......................................................................................................................................................23
GRAPH 15: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU AGREE WITH THE FOLLOWING
FACTORS?”...................................................................................................................................................24
GRAPH 16: HUMANS CAN ABSORB AND REMEMBER INFORMATION IN THE FORM OF VISUALS (IMAGES,
VIDEOS) FASTER THAN TEXT (SOURCE: TECHWYSE, 2015)..........................................................................25
GRAPH 17: 88% OF CONSUMERS SAY THEY TRUST ONLINE REVIEWS AS MUCH AS PERSONAL
RECOMMENDATIONS (SOURCE: SEARCH ENGINE LAND, 2014)..................................................................26 vi HOA SEN UNIVERSITY CHAPTER 1: INTRODUCTION
1.1. Research Background
Attracting and connecting with customers is one of the principal objectives according
to the majority of businesses in modern days, particularly after the world pandemic of
the century. Consumers have experienced a massive revolution in their hobbies, and
living standards which lead the digital industries to become even more expanding. As
a result, most companies have switched their strategy to a whole innovating way to
approach potential consumers as well as maintain customer retention via multiple
platforms and channels. In order to be successful at engaging the first interaction and
building a stable bond of trust among consumers, it is essential for brands to not only
explore the whole potential and increase the relevance of the Internet but also to
encourage the development of profitable partnerships (Rock, 2019). The more
intriguing the brand content for hedonistic pleasures, social interaction, self-
expression, and financial benefits, the better chances for brands to create impressive
interactions with the audience (Jahn & Kuntz, 2012). Users are the brand-consuming
content source and play a role in transmitting and producing brand-affiliated content
on social networks which has the capability to alter how consumers perceive and act
toward brands (Smith, Fischer, & Yongjian, 2012). According to Scott (2017), types of
content are in the form of blogs, press releases, webpages, and video streaming allows
businesses to communicate with customers directly. Using video as a marketing
technique has numeral advantages, particularly in the current business environment.
This explains loads of large corporations often incorporate video into their marketing
campaigns as well as employ video as a marketing tactic Wyzowl (2019). 1.2. Research Problems
Despite video marketing being expected to lead to engagement with brands, this
connection has not been widely researched (Baldus, et al., 2015). Voorveld (2019)
claims that “academic research is scant”, whilst many questions about if video
marketing and brand engagement are actually related to each other (Hollebeek, 2011;
Sprott, Czellar, & Spangenberg, 2009). Even though this model has gained the interest 1