Tác động của hoạt động tiếp thị truyền thông xã hội (SMMAS) đến sự sẵn lòng trả giá cao hơn của người dùng phương tiện truyền thông xã hội Việt Nam
Từ khóa:
Kiến thức thương hiệu, chất lượng cảm nhận, hoạt động tiếp thị truyền thông xã hội, sự sẵn lòng trả giá cao hơnTóm tắt
Bài viết này nghiên cứu tác động của SMMAs đến sự sẵn lòng trả giá cao hơn (WTPPP) của người tiêu dùng. Dữ liệu được thu thập thông qua khảo sát online 540 người tiêu dùng Việt Nam. Dữ liệu được phân tích theo kỹ thuật PLS-SEM với sự hỗ trợ của phần mềm Smartpls 3.3. Kết quả phân tích cho thấy tác động gián tiếp của SMMAs đến WTPPP của người tiêu dùng qua hình ảnh thương hiệu, chất lượng cảm nhận đối với thương hiệu trong quảng cáo. Kết quả này đã có những đóng góp nhất định về lý luận trong việc giải thích thêm phản ứng với giá của người tiêu dùng ở Việt Nam dưới tác động của SMMAs. Đồng thời, nghiên cứu cũng khuyến nghị chương trình tiếp thị trên SM của doanh nghiệp phải cung cấp kiến thức về thương hiệu cho người tiêu dùng, thuyết phục họ về chất lượng sản phẩm/dịch vụ nhằm tăng WTPPP của họ với thương hiệu.
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