Impacts of social media on business performance of vietnamese SMEs
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Impacts of social media on business performance of vietnamese SMEs
Impacts of social media on business performance of vietnamese SMEs
Impacts of Social Media on Business Performance of Vietnamese SMEs- Master Thesis -to be awardedMaster of Science in Economicssubmitted byBui. Thỉ Phu Impacts of social media on business performance of vietnamese SMEs uong Hong15th October2018Email: hong-butte uni-jena.deAddress: WG. 604. Karl-Marx-Allee 1.07747 JenaStudent ID: 163398Supervisor:1st: Prof. Dr. Uwe Cantnei2nd: Dr Maximilian GothnerFriedrich-Schiller-Universitat JenaFakultat fiir WirtschaftwissenschaftenLehrstuhl fiir MikrookonomikCarl-ZeiB-Str 3077 Impacts of social media on business performance of vietnamese SMEs 43 JenaABSTRACTSocial media is widely accepted as one of (he most effective marketing channels for enterprises. Although It brings many benefits to coImpacts of social media on business performance of vietnamese SMEs
mpanies, there are still some potential risks. Furthermore, there is no comprehensive study on the impact of social media on business performance, espImpacts of Social Media on Business Performance of Vietnamese SMEs- Master Thesis -to be awardedMaster of Science in Economicssubmitted byBui. Thỉ Phu Impacts of social media on business performance of vietnamese SMEs ial media influences business performance. Accordingly. Ill the first step, enterprises use social media to carry out five activities, including business branding, call for pill chases, public relations, customer senice. reposting of customer reviews, and product introduction. In the second step, th Impacts of social media on business performance of vietnamese SMEs ese activities affect three crucial customer perceptions, namely customer engagement, brand awareness, and information diffusion In the last step, theImpacts of social media on business performance of vietnamese SMEs
se tluee issues directly affect business performance, especially sales and customer growth. We used direct questions, multivariate regression and struImpacts of Social Media on Business Performance of Vietnamese SMEs- Master Thesis -to be awardedMaster of Science in Economicssubmitted byBui. Thỉ Phu Impacts of social media on business performance of vietnamese SMEs al media strongly improves business performance for small and medium enterprises in Vietnam by increasing customer engagement, enhancing brand awareness and promoting information dissemination. We also find that (he format of social media messages has a significant impact on customer’s perception an Impacts of social media on business performance of vietnamese SMEs d the effectiveness of communication. Last but not least, we discover that the respondent's perception varies according to the type of company they haImpacts of social media on business performance of vietnamese SMEs
ve worked for and personal characteristics.Keywords: Social media, business performance, customer engagement, brand awareness, information diffusion1TImpacts of Social Media on Business Performance of Vietnamese SMEs- Master Thesis -to be awardedMaster of Science in Economicssubmitted byBui. Thỉ Phu Impacts of social media on business performance of vietnamese SMEs ..............................81.3.Research questions and objectives of the study...............................9CHAPTER 2: LITERATURE REVIEW.....................................................102.1.Overview of social media....................................................102.1.1.Definition of so Impacts of social media on business performance of vietnamese SMEs cial media..............................................102.1.2.The role of social media................................................102.2.BusinessImpacts of social media on business performance of vietnamese SMEs
performance and its measurement....................................112.2.1.Definition of business perfonnance......................................11Impacts of Social Media on Business Performance of Vietnamese SMEs- Master Thesis -to be awardedMaster of Science in Economicssubmitted byBui. Thỉ Phu Impacts of social media on business performance of vietnamese SMEs nd businessperformance......................................................................12Impacts of Social Media on Business Performance of Vietnamese SMEs- Master Thesis -to be awardedMaster of Science in Economicssubmitted byBui. Thỉ PhuGọi ngay
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