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Title: | The fomo effect on e-commerce marketing communication - a qualitative study on generation Z online shopping behavior in Vietnam based on Shopee Pte ltd as case study | Authors: | Ly My Vy | Keywords: | E-commerce, Generation Z, Marketing communication | Issue Date: | 2021 | Publisher: | Vietnamese-German University | Abstract: | E-commerce has become an integral component of company strategy for economic development in the global economy, including Vietnam. The Vietnamese E-commerce market is anticipated to continue to thrive in 2021 and the following years. Furthermore, Generation Z is making up a large part of the Vietnamese population. As global connectivity expands, generational transfers have a larger influence in determining behavior than socioeconomic differences. The younger generation has gained a great impact on many people of various ages, economic levels, purchasing patterns, and brand-related factors. For a long time, businesses have regarded Millennials as the primary customer force, with significant spending power that has been steadily rising over time. However, this generation of customers appears to be being surpassed by a completely new generation: Generation Centennials, or Generation Z. This paper provides an overview of Generation Z and their Fear of Missing Out psychological effect, as well as a general view on the current E-commerce marketing communication trends in Vietnam. An analysis on Shopee Pte Ltd will be conducted in order to draw some insights about the impact of Generation Z and the FoMO effect on these marketing trends. Thereby, provides marketing recommendations for enterprises who aim at targeting this customer segment. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1246 |
Appears in Collections: | Finance & Accounting (FA) |
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The fomo effect on e-commerce marketing communication – a qualitative study on generation Z online shopping behavior in Vietnam based on Shopee Pte ltd as case study.pdf | 1.05 MB | Adobe PDF |
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