How social media marketing impact the apartment purchase intention of Generation Z in Ho Chi Minh City
Nội dung chính của bài viết
Tóm tắt
This study has been designed to determine the impact of social media marketing on Gen Z's apartment purchasing intention. The huge proportion of Gen Z who are going to join the workforce shows that they have a significant contribution to the housing demand in Vietnam, especially in Ho Chi Minh City. A sample of 157 people who were born between the year 1996 to 2012 with an average monthly income of 20 million VND, living in Ho Chi Minh City has been drawn randomly. The personal information of the participants is collected through a demographic information sheet. A questionnaire is used to identify which social media marketing attributes affect the behavior toward apartment purchasing, therefore measuring how social media channels influence Gen Z's apartment purchase decision in Ho Chi Minh City. Research results show that the impact of E-Word-of-Mouth, Online advertisement, and Online community on the apartment purchase intent of Gen Z’s customers.
Chi tiết bài viết
Từ khóa
Apartment purchase intention, E-WOM, Online advertisement, Online Community, Social media
Tài liệu tham khảo
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104. https://doi.org/10.5267/j.ijdns.2020.3.002
Al-Nahdi, T. S. (2015). Factors Influencing Purchase Intention of Real Estate in Jeddah, Saudi Arabia with the Moderating Effect of Public Service Location and Purchaser's Demographics (Doctoral dissertation, Universiti Sains Malaysia)
Ao, H. T., & Nguyen, C. V. (2020). The Reaction of Vietnam’s Generation Z to Online TV Advertising. Journal of Asian Finance, Economics and Business, 7(5), 177–184. https://doi.org/10.13106/jafeb.2020.vol7.no5.177.
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers’ purchase decision? A mediation analysis of brand awareness. Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156–168. https://doi.org/10.31106/jema.v17i2.6916
Balakrishan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium Toward Purchase. Procedia -Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of marketing studies, 7(1), 126-137. http://dx.doi.org/10.5539/ijms.v7n1p126
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing-ESIC, 23(1), 69-94. https://doi.org/10.1108/SJME-09-2018-0042
Callahan, J. L. (2014). Writing literature reviews: A reprise and update. Human Resource Development Review, 13(3), 271-275. https://doi.org/10.1177/1534484314536705
Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523-541. https://doi.org/10.1108/MIP-12-2018-0587
Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. EMAJ: Emerging Markets Journal, 9(1), 88-100. https://doi.org/10.5195/emaj.2019.173
Chan, T. K., Zheng, X., Cheung, C. M., Lee, M. K., & Lee, Z. W. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2, 81-97. https://doi.org/10.1057/jma.2014.9
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22–36. https://doi.org/10.1080/10641734.2017.1372321
Chukwuere, J. E., & Chukwuere, P. C. (2017). The impact of social media on social lifestyle: A case study of university female students. Gender and Behaviour, 15(4), 9966-9981. https://hdl.handle.net/10520/EJC-c1e3ae5f6
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers' brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business & Management Review, 7(5), 268-276. https://cberuk.com/cdn/conference_proceedings/conference_46166.pdf
Feifer, J. (2018). Online Advertising. Retrieved from https://www.entrepreneur.com/encyclopedia/online-advertising
Gibler, K., & Nelson, S. (2003). Consumer behavior applications to real estate education. Journal of Real Estate Practice and Education, 6(1), 63-83. https://doi.org/10.1080/10835547.2003.12091585
Ha, Y. (2018). Online brand community and its outcomes. The Journal of Asian Finance, Economics and Business, 5(4), 107-116. https://db.koreascholar.com/Article/Detail/359878
Hassan, M. M., Ahmad, N., & Hashim, A. H. (2021). The conceptual framework of housing purchase decision-making process. International Journal of Academic Research in Business and Social Sciences, 11(11), 1673-1690. http://dx.doi.org/10.6007/IJARBSS/v11-i11/11653
Ismagilova, E., Rana, N. P., Slade, E. L., & Dwivedi, Y. K. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102. https://doi.org/10.1108/EJM-07-2018-0472
Karatsoli, M., & Nathanail, E. (2020). Examining gender differences of social media use for activity planning and travel choices. European Transport Research Review, 12(1), 1-9. https://doi.org/10.1186/s12544-020-00436-4
Levy, D., & Lee, C. K. (2011). Neighbourhood identities and household location choice: estate agents' perspectives. Journal of Place Management and Development, 4(3), 243-263. https://doi.org/10.1108/17538331111176066
Mahrous, A. A., & Abdelmaaboud, A. K. (2017). Antecedents of participation in online brand communities and their purchasing behavior consequences. Service Business, 11, 229-251. https://doi.org/10.1007/s11628-016-0306-5
Mohammed, A. B., & Alkubise, M. (2012). How do online advertisements affects consumer purchasing intention: Empirical evidence from a developing country. European Journal of Business and Management, 4(7), 208-218.
Pinto, M. B., & Yagnik, A. (2017). Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing. Journal of Brand Management, 24, 49-67. https://doi.org/10.1057/s41262-016-0014-4
Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The effect of e-WOM on customer purchase intention. International Academic Research Journal of Social Science, 2(1), 73-80. https://www.iarjournal.com/wp-content/uploads/IARJ-SS-20161-73-80.pdf
Saleem, A., & Ellahi, A. (2017). Influence of electronic word of mouth on purchase intention of fashion products in social networking websites. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(2), 597-622. https://hdl.handle.net/10419/188307
Sharma, S., & Verma, H. V. (2018). Social media marketing: Evolution and change. In: Heggde, G., Shainesh, G. (eds) Social Media Marketing. Palgrave Macmillan, Singapore.. https://doi.org/10.1007/978-981-10-5323-8_2
Sharma, M., Kaushal, D., & Joshi, S. (2023). Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable. Journal of Retailing and Consumer Services, 72, 103256. https://doi.org/10.1016/j.jretconser.2023.103256
Tan, W. L., & Goh, Y. N. (2018). The role of psychological factors in influencing consumer purchase intention towards green residential building. International Journal of Housing Markets and Analysis, 11(5), 788-807. https://doi.org/10.1108/IJHMA-11-2017-0097
Tseng, F. M., & Hsu, F. Y. (2010, July). The influence of eWOM within the online community on consumers’ purchasing intentions-The case of the Eee PC. In The 2010 International Conference on Innovation and Management, Penang, Malaysia.
Wong, A., & Lee, M. (2022). Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital. Journal of Retailing and Consumer Services, 65, 102866. https://doi.org/10.1016/j.jretconser.2021.102866
Yazdanparast, A., Joseph, M., & Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), 243-255. https://doi.org/10.1108/YC-03-2016-00590
Al-Nahdi, T. S. (2015). Factors Influencing Purchase Intention of Real Estate in Jeddah, Saudi Arabia with the Moderating Effect of Public Service Location and Purchaser's Demographics (Doctoral dissertation, Universiti Sains Malaysia)
Ao, H. T., & Nguyen, C. V. (2020). The Reaction of Vietnam’s Generation Z to Online TV Advertising. Journal of Asian Finance, Economics and Business, 7(5), 177–184. https://doi.org/10.13106/jafeb.2020.vol7.no5.177.
Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers’ purchase decision? A mediation analysis of brand awareness. Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156–168. https://doi.org/10.31106/jema.v17i2.6916
Balakrishan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium Toward Purchase. Procedia -Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of marketing studies, 7(1), 126-137. http://dx.doi.org/10.5539/ijms.v7n1p126
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing-ESIC, 23(1), 69-94. https://doi.org/10.1108/SJME-09-2018-0042
Callahan, J. L. (2014). Writing literature reviews: A reprise and update. Human Resource Development Review, 13(3), 271-275. https://doi.org/10.1177/1534484314536705
Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523-541. https://doi.org/10.1108/MIP-12-2018-0587
Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. EMAJ: Emerging Markets Journal, 9(1), 88-100. https://doi.org/10.5195/emaj.2019.173
Chan, T. K., Zheng, X., Cheung, C. M., Lee, M. K., & Lee, Z. W. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2, 81-97. https://doi.org/10.1057/jma.2014.9
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22–36. https://doi.org/10.1080/10641734.2017.1372321
Chukwuere, J. E., & Chukwuere, P. C. (2017). The impact of social media on social lifestyle: A case study of university female students. Gender and Behaviour, 15(4), 9966-9981. https://hdl.handle.net/10520/EJC-c1e3ae5f6
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers' brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business & Management Review, 7(5), 268-276. https://cberuk.com/cdn/conference_proceedings/conference_46166.pdf
Feifer, J. (2018). Online Advertising. Retrieved from https://www.entrepreneur.com/encyclopedia/online-advertising
Gibler, K., & Nelson, S. (2003). Consumer behavior applications to real estate education. Journal of Real Estate Practice and Education, 6(1), 63-83. https://doi.org/10.1080/10835547.2003.12091585
Ha, Y. (2018). Online brand community and its outcomes. The Journal of Asian Finance, Economics and Business, 5(4), 107-116. https://db.koreascholar.com/Article/Detail/359878
Hassan, M. M., Ahmad, N., & Hashim, A. H. (2021). The conceptual framework of housing purchase decision-making process. International Journal of Academic Research in Business and Social Sciences, 11(11), 1673-1690. http://dx.doi.org/10.6007/IJARBSS/v11-i11/11653
Ismagilova, E., Rana, N. P., Slade, E. L., & Dwivedi, Y. K. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102. https://doi.org/10.1108/EJM-07-2018-0472
Karatsoli, M., & Nathanail, E. (2020). Examining gender differences of social media use for activity planning and travel choices. European Transport Research Review, 12(1), 1-9. https://doi.org/10.1186/s12544-020-00436-4
Levy, D., & Lee, C. K. (2011). Neighbourhood identities and household location choice: estate agents' perspectives. Journal of Place Management and Development, 4(3), 243-263. https://doi.org/10.1108/17538331111176066
Mahrous, A. A., & Abdelmaaboud, A. K. (2017). Antecedents of participation in online brand communities and their purchasing behavior consequences. Service Business, 11, 229-251. https://doi.org/10.1007/s11628-016-0306-5
Mohammed, A. B., & Alkubise, M. (2012). How do online advertisements affects consumer purchasing intention: Empirical evidence from a developing country. European Journal of Business and Management, 4(7), 208-218.
Pinto, M. B., & Yagnik, A. (2017). Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing. Journal of Brand Management, 24, 49-67. https://doi.org/10.1057/s41262-016-0014-4
Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The effect of e-WOM on customer purchase intention. International Academic Research Journal of Social Science, 2(1), 73-80. https://www.iarjournal.com/wp-content/uploads/IARJ-SS-20161-73-80.pdf
Saleem, A., & Ellahi, A. (2017). Influence of electronic word of mouth on purchase intention of fashion products in social networking websites. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(2), 597-622. https://hdl.handle.net/10419/188307
Sharma, S., & Verma, H. V. (2018). Social media marketing: Evolution and change. In: Heggde, G., Shainesh, G. (eds) Social Media Marketing. Palgrave Macmillan, Singapore.. https://doi.org/10.1007/978-981-10-5323-8_2
Sharma, M., Kaushal, D., & Joshi, S. (2023). Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable. Journal of Retailing and Consumer Services, 72, 103256. https://doi.org/10.1016/j.jretconser.2023.103256
Tan, W. L., & Goh, Y. N. (2018). The role of psychological factors in influencing consumer purchase intention towards green residential building. International Journal of Housing Markets and Analysis, 11(5), 788-807. https://doi.org/10.1108/IJHMA-11-2017-0097
Tseng, F. M., & Hsu, F. Y. (2010, July). The influence of eWOM within the online community on consumers’ purchasing intentions-The case of the Eee PC. In The 2010 International Conference on Innovation and Management, Penang, Malaysia.
Wong, A., & Lee, M. (2022). Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital. Journal of Retailing and Consumer Services, 65, 102866. https://doi.org/10.1016/j.jretconser.2021.102866
Yazdanparast, A., Joseph, M., & Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), 243-255. https://doi.org/10.1108/YC-03-2016-00590