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MINISTRY OF EDUCATION AND TRANING
CANTHO UNIVERSITY
SUMMARY OF DOCTORAL THESIS
In Business Administration
CODE: 62340102
LE MINH CHI
THE IMPACT OF BUZZ MARKETING ON
ELECTRONIC WORD-OF-MOUTH (EWOM) AND
ITS EFFECTS ON VIETNAMESE PURCHASE INTENTION
Can Tho, 2020
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Review 1: ......................................................................................................................
Review 2: ......................................................................................................................
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LIST OF PUBLICED PAPERS
1. Le Minh Chi, Le Tan Nghiem (2017). Buzz marketing’s impacts on electronic word-
of-mouth intention: a case study of cuBuzz marketing’s impact on electronic
word-of-mouth intention: A case study of customers’ perception in Can Tho.
Economics & Development Journal, 236 (II): 83-93.
2. Le Minh Chi, Le Tan Nghiem (2018). The impact of electronic word-of-mouth
(eWOM) in social media on purchase intention: a case study of customers
perception in Can Tho City. Science Journal of Can Tho University, 54: 133-143.
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TABLE OF CONTENT
CONTENT Page
CHAPTER 1. INTRODUCTION ............................................................................. 6
1.1 BACKGROUND ................................................................................................ 6
1.2 RESEARCH GOAL ........................................................................................... 6
1.2.1 Research goal ............................................................................................... 6
1.2.2 Research objects .......................................................................................... 6
1.3 RESEARCH QUESTIONS ................................................................................ 6
1.4 RESEARCH OBJECT AND SCOPE ................................................................ 7
CHAPTER 2. LITERATURE REVIEW ................................................................. 7
2.1 LITERATURE REVIEW ABOUT WORD-OF-MOUTH ................................ 7
2.2 RESEARCH GAP .............................................................................................. 7
CHAPTER 3. THEORY RESEARCH AND RESEARCH MODEL .................... 9
3.1 BUZZ MARKETING ......................................................................................... 9
3.2 WORD OF MOUTH AND ELECTRONIC WORD OF MOUTH ................... 9
3.3 PURCHASE INTENTION AND ITS RELATIONSHIP WITH ELECTRONIC
WORD OF MOUNTH AND BUZZ MARKETING ............................................... 9
3.4 PROPOSION BASED ON LITERATURE REVIEW ..................................... 10
3.4.1 RESEARCH PHASE 1: EXAMINING THE FACTORS OF BUZZ
MARKETING ADVERTISEMENT AND THE DEGREE OF THEIR IMPACT
ON EWOM INTENTION .................................................................................. 10
3.4.2 RESEARCH PHASE 2: EXAMINING THE FACTORS OF EWOM AND
THE DEGREE OF THEIR IMPACT ON THE PURCHASE INTENTION OF
CONSUMERS. ................................................................................................... 12
3.4.3 COMBINED CONCEPTUAL MODEL OF TWO PHASES ................... 14
CHAPTER 4. RESEARCH METHODOLOGY ................................................... 14
4.1 RESEARCH METHOD ................................................................................... 14
4.2 RESEARCH DESIGN ..................................................................................... 14
4.3 MEASUREMENT SCALE AND QUESTIONNAIRE ................................... 15
4.4 SAMPLING ...................................................................................................... 15
4.5 DATA ANALYSIS METHODS ...................................................................... 16
CHAPTER 5. RESULTS AND DISCUSSION ...................................................... 16
5.1 DESCRIPTIVE STATISTICS ......................................................................... 16
5.2 RELIABILITY ANALYSIS ............................................................................ 17
5.3 EXPLORATORY FACTOR ANALYSIS (EFA) ............................................ 17
5.4 CONFIRMATORY FACTOR ANALYSIS - CFA ......................................... 17
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5.5 STRUCTURAL EQUATION MODEL - SEM ............................................... 17
5.5.1 SEM REULTS OF PHASE 1 .................................................................... 17
5.6.2 SEM REULTS OF PHASE 2 .................................................................... 18
CHAPTER 6. CONCLUSION AND IMPLICATION ......................................... 20
6.1 SUMMARIZE RESEARCH RESULTS .......................................................... 20
6.2 CONTRIBUTION ............................................................................................ 21
6.3 IMPLICATION ................................................................................................ 22
6.3.1 Increase the role of Creativity, Humor, Clarity ......................................... 22
6.3.2 Increase the role of Credibility of information, Needs of information and
Attitude towards information .............................................................................. 23
6.4 LIMITATIONS ................................................................................................ 23
