VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1235
Title: | The impact of social media on customer behaviour: case study of Vinamilk's social media marketing and its application to Vietnamese start-ups | Authors: | Nguyen Thi Kim Ngan | Keywords: | Social media marketing;Social media platform;Vinamilk | Issue Date: | 2021 | Publisher: | Vietnamese-German University | Abstract: | The thesis is written in order to gain an insightful look into how social media marketing plays an important role in captivating customers attention and how they react towards it. By taking a look into the social media marketing strategy of Vinamilk, readers and other researchers could understand from the perspective of a big dairy firm like Vinamilk and how they deliver their values to their customers. The insights showed that Vinamilk has put a lot of time and also money on three social media platforms, which are YouTube, Facebook, and Instagram. However, for each platform, they have delivered diverse aspects of their business and targeted different customer segments. Of all the three platforms, Vinamilk has been really active and working hard to create a strong user community on YouTube and Facebook. Furthermore, this thesis also wants to answer the questions for startup business in Vietnam. The findings from this thesis are that there is no one-fit-all social media marketing strategy because there are many factors taken participation in the success of a good marketing strategy. Therefore, it is advisable to always do research on the targeted market and apply what is suitable for their own business |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1235 |
Appears in Collections: | Finance & Accounting (FA) |
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The impact of social media on customer behaviour case study of Vinamilk's social media marketing and its application to Vietnamese start-ups.pdf | 2.25 MB | Adobe PDF |
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