Research purpose: This study is dedicated to assessing which content themes and post formats drive engagement on the Facebook Page of Vietnamese universities, with a focus on the case study of Hanoi University of Science and Technology (HUST) Research motivation: Social media has become a critical communication channel for universities, yet few studies have examined […]

This research aims to investigate the influence of online customer experience (OCE) on impulsive buying (IPB) in the Vietnamese market, an emerging market with significant growth in e-commerce. The study used quantitative research methods with data collected from 305 Vietnamese customers who had shopped through e-commerce platforms. The research results indicate that IPB on e-commerce […]

This literature review seeks to consolidate current research regarding the connections among livestreaming, sales promotions, and impulsive purchasing behavior in e-commerce, while pinpointing research deficiencies and examining generational disparities between Gen Y and Gen Z within the Vietnamese market. Although there is an increasing focus on livestreaming and impulsive buying, the Vietnamese landscape is still […]

This research employs the TPB and VBN frameworks to determine the main variables impacting consumers’ intention to adopt green fashion. The analysis centers on motivational drivers that encourage sustainable consumption within Vietnam’s fashion sector. By promoting the use of eco-friendly fabrics such as organic cotton, linen, and bamboo, this initiative aims to mitigate environmental pollution. […]

Research Purpose: This article analyzes how digital retail platforms, acting as powerful non-human change agents, are re-engineering Vietnam’s retail industry by transforming its core logic, competitive dynamics, and socio-economic fabric. Research Motivation: Motivated by Vietnam’s explosive e-commerce growth, this study addresses a scholarly gap concerning the structural changes driven by platforms. Existing literature often focuses […]

Research purpose: This study aims to investigate the influence of service quality on the customer satisfaction of Vietnamese Generation Z in the nail industry. Research motivation: The nail industry in Vietnam has been growing significantly in the last ten years, with roughly 7,000 to 8,000 beauty salons in large cities, which are Hanoi capital and […]

Research purpose: This research examines the influence of Artificial Intelligence stimuli, specifically perceived personalization and perceived interactivity, on consumers’ brand preferences and brand recommendations. Drawing on Arousal theory, the study explores how perceived marketing innovation influences these relationships. It indicates that customers are inclined to establish a strong brand preference and promote it when they […]

Innovation opportunity recognition (IOR) is a critical element of the entrepreneurial process, yet little examination has been made on what causes this among students in countries emerging into a market economy. This study looked at the factors influencing IOR among Vietnamese students from three aspects: personal innovation (PI) and teamwork skills; and external innovation support […]

Research purpose: This study aims to investigate how technological adoption in digital banking – specifically the implementation of electronic Know Your Customer (eKYC) systems – affects customer satisfaction in Vietnam. By focusing on Vietcombank as a representative case, the research seeks to identify key determinants of satisfaction when customers engage with digital identity verification platforms […]

Abstract This study aims to analyse the factors influencing the situation of graduates in Vietnam working outside their fields of study. By conducting a survey of 120 participants using a 5-point Likert scale questionnaire, the research focuses on clarifying the current employment situation, identifying the causes of occupational mismatch, and proposing several remedial solutions. The […]