Skip navigation


  • DSpace logo
  • Home
  • Collections
  • Researcher Profile
  • Explore by
    • Researcher Profile
  • VGU library
  • Help
  • User Guide
  • Sign on to:
    • My DSpace
    • Receive email
      updates
    • Edit Account details

VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1246
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
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

Files in This Item:
File SizeFormat Existing users please Login
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.pdf1.05 MBAdobe PDF
Show full item record

Page view(s)

2,671
checked on Nov 16, 2025

Download(s)

1,072
checked on Nov 16, 2025

Google ScholarTM

Check


This item is licensed under a Creative Commons License Creative Commons

© Copyright 2020 by Vietnamese - German University Library.
Add: Ring road 4, Quarter 4, Thoi Hoa Ward, Ben Cat City, Binh Duong Province
Tel.:(0274) 222 0990. Ext.: 70206