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.buitg uni-jena.deAddress: WG. 604. Karl-Marx-Allee 1.07747 JenaStudent ID: 163398Supervisor:1st: Prof. Dr. Uwe Cantnei2nd: [)1 Maximilian GothnerFriedrich-Schiller-Universitat JenaFakultat fiir WirtschaftwissenschaftenLehrstuhl fiir MikrookonomikCarl-ZeiB-Str 307 Impacts of social media on business performance of vietnamese SMEs 743 JenaABSTRACTSocial media is widely accepted as one of (he most effective marketing channels for enterprises. Although It brings many benefits to cImpacts of social media on business performance of vietnamese SMEs
ompanies, there are still some potential risks. Furthermore, there is no comprehensive study on the impact of social media on business performance, esImpacts 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 cial 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, t Impacts of social media on business performance of vietnamese SMEs hese activities affect three crucial customer perceptions, namely customer engagement, brand awareness, and information diffusion In the last step, thImpacts of social media on business performance of vietnamese SMEs
ese tluee issues directly affect business performance, especially sales and customer growth. We used direct questions, multivariate regression and strImpacts 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 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 a Impacts of social media on business performance of vietnamese SMEs nd the effectiveness of communication. Last but not least, we discover that the respondent's perception varies according to the type of company they hImpacts of social media on business performance of vietnamese SMEs
ave worked for and personal characteristics.Keywords: Social media, business performance, customer engagement, brand awareness, information diffusion1Impacts 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 s Impacts of social media on business performance of vietnamese SMEs ocial media..............................................102.1.2.The role of social media................................................102.2.BusinesImpacts of social media on business performance of vietnamese SMEs
s performance and its measurement....................................112.2.1.Definition of business perfonnance......................................1Impacts 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 and 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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