NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NGUYEN PHUONG NHUNG A STUDY ON SOCIAL MEDIA MARKETING ON FACEBOOK AFFECTING THE GENERATION OF POTENTIAL MARKET AT AVIANO COMPANY Nguyễn Phương Nhung — 11194053 — Business English 61A NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NGUYEN PHUONG NHUNG A STUDY ON SOCIAL MEDIA MARKETING ON FACEBOOK AFFECTING THE GENERATION OF POTENTIAL MARKET AT AVIANO COMPANY Supervisor: Le Thi Ngoc Diep, M. ACKNOWLEDGEMENT I am deeply grateful for the support I have received from many individuals and organizations throughout my thesis journey. During my time at National Economics University, I have received invaluable assistance from many teachers, friends, and other individuals. I would like to express my sincere appreciation to the Faculty of Foreign Languages and all the teachers who have enthusiastically taught me over the past four years.
In particular, I would like to extend my heartfelt thanks to my thesis advisor, M. Le Thi Ngoc Diep, for her exceptional support and guidance throughout my research writing process. She was always quick to respond to my questions and provided me with insightful feedback that helped me refine my recommendations and solutions. Her expertise and dedication were critical to the success of this project.
I would also like to thank Mr. Dao Van Dat, CEO of Aviano company, for his support and contributions to this research. His insights and feedback have been instrumental in shaping the direction and focus of the research, and his encouragement and support have been greatly appreciated. Nguyễn Phương Nhung — 11194053 — Business English 61A EXECUTIVE SUMMARY This study was undertaken to explore the potential market generated from social media marketing on Facebook at Aviano, and to provide recommendations for improving the effectiveness of their content marketing services.
To achieve this goal, the researcher reviewed relevant literature on social media marketing, content marketing, and customer engagement, in order to identify key issues and best practices. Following this review, data was collected through a survey of 120 current customers of Aviano, which provided insights into customer behavior, preferences, and expectations related to social media marketing. The findings of the study were then analyzed and discussed in detail, leading to several recommendations for Aviano to improve their content marketing services' effectiveness. Overall, this study provides important insights into the potential market opportunities created by social media marketing on Facebook at Aviano, and highlights the key factors that contribute to its success.
By following the recommendations presented in this study, Aviano can improve their social media marketing strategy, better engage with their customers, and ultimately drive business growth and success. Nguyễn Phương Nhung — 11194053 — Business English 61A TABLE OF CONTENTS ACKNOWLEDGEMENT. HH HH TH HT TH Hàn TH nh il TABLE OF CONTENTS 11253. 11 LIST OF FIGURES 1111.
Research objects and s€ODe.- -- ng TH TH HH HH nh nh nh ng 3 FC 202.- --- 5 <1 TH HH nu Hư 4 6.- - 6 ch HH TT TT HH Hà HH nh già 5 CHAPTER 1: INTRODUCTION OF THE AVIANO COMPANY.1L] History of the COIHDH. SG HH HH Hy 7 1. Characteristics of Aviamo’s DuSÏIeSS. TH TT HH hinh 8 I2 ÁN, 20/25:1.
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23 CHAPTER 4: FINDINGS AND DISCUSSION 0000. Aviano’s group “I Miss My Dad” recent social media marketing content. “I Miss My Dad” customers’ range of age and nafiondlify. Customers’ relationship and with “I Miss My Dad” Facebook group:.
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Recommendations from the research’s author:. Recommendations that suggested by experts for Aviano’s leaders:. vi iv Nguyễn Phương Nhung — 11194053 — Business English 61A LIST OF FIGURES Figure 1. Aviano's Company SÍTHCÍHF€.
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HHng nà 25 Figure 4. Customers! IQfÍOTIQÏHÍJ. 2 HH TH HH HH Hư, 26 Figure 4. The amount of time customers had followed Aviano's "I Miss My Dad" FaCebOOK Ẵ.
Aviano's customers' engagement level with content on "I Miss My Dad" F74, G. Types of content that frequently seen on Aviano's Facebook group "T L/38/402. Customer’s view on the engaging level ofAviano’s social media content on “I Miss My Dad” Facebook group. Percentages of customers purchased Aviano’s product after seeing the company’s content on “I Miss My Dad” Facebook gF0HD.
The likelihood of customer giving recommendations for Aviano’s products based on social media contents on “I Miss My Dad”. Aviano’s social media content on “I Miss My Dad” Facebook group’s influence on customer’s purchasing (Ï@CÏSỈOH. 2s key 33 Nguyễn Phương Nhung — 11194053 — Business English 61A INTRODUCTION 1. Rationale Since its economic reform in 1986, Vietnam has placed a great deal of emphasis on the industrialization and modernization processes, resulting in significant progress.
The country has effectively constructed numerous physical-technological and socioeconomic infrastructures to progressively satisfy the purpose of industrialization and modernization, hence generating an appealing environment that attracts a huge number of foreign social resources for its growth. Alongside the modernization processes, e-commerce has had a phenomenal growth spurt. It is regarded as one of the top business and national development strategies. By utilizing e-commerce technology, it is possible to assist economic growth and development and assure governments' sustainable development goals, particularly in developing nations such as Vietnam.
Due to the benefits of the e-commerce model, an increasing number of enterprises in Vietnam have begun to employ e-commerce to conduct their operations in recent years. Especially high-tech products such as smartphones and tablets are gaining popularity and becoming more inexpensive. Companies are utilizing e-commerce to contact and engage with customers more efficiently. In addition, e-commerce is viewed as an innovative way, particularly for producers of consumer products and services, to better serve clients and maybe learn more about their requirements.
Observations indicate a surge in the use of the Internet to support personal activities such as entertainment, financial transactions, shopping, transportation, and purchase all types of products, given the rapid trend of mobility in this decade. People spend the majority of their time each day on Internet-related activities. Thus, businesses have a wonderful chance to supply such services (also known as e- commerce) and adapt to the new trend in client purchasing behavior. Nguyễn Phương Nhung — 11194053 — Business English 61A As a result, this is an intriguing business field that may have inspired entrepreneurs to launch an e-commerce company.
Because the business climate is becoming increasingly competitive, not all e-commerce enterprises or entrepreneurs will be successful after a few years of operation. Regardless of how volatile the e- commerce market is, few business owners have discovered the proper methods to not only survive but also guide their companies to success. Fortunately, Aviano was one of the latter cases. With the right strategy of marketing on social media, especially on Facebook, Aviano’s business had bloomed over the 4 years of operation.
Good public relations are equivalent to the survival and expansion of a company, thus its significance is apparent. As the target customers of Aviano is Americans and Europeans and Facebook is one of the most popular and frequently used social media there, Aviano’s strategy of creating Facebook communities is indeed a brilliant one. But as easily moderate and build as a Facebook community, its fragility is just as concerning. For all said reasons, the author has decided to choose “A study on social media marketing on Facebook affecting the generation of potential market at Aviano company” as her research topic.
The research takes place in a span of three months and will present some advantages of generating potential markets from Facebook as well as some solutions to improve the company’s dependency on this given social platform. Research objectives The objective of this study is to investigate the current social media marketing contents used by Aviano company on Facebook. The study will examine the current state of Aviano's social media presence on Facebook in terms of contents, investigate the relationship between Aviano’s Facebook content and its potential customer and identify areas where improvement can be made in order to generate the market potential at Aviano. Nguyễn Phương Nhung — 11194053 — Business English 61A 3.
Research questions The following are 3 major research questions for the chosen topic: e What are the current social media marketing contents used by Aviano company on Facebook? e What is the relationship between the social media marketing content on Facebook and the generation of potential market towards Aviano company? e What recommendations can be made for optimizing social media marketing on Facebook to maximize the potential market for Aviano company's products/services? 4. Research objects and scope 4. Research objects The research objects for the topic "A study on social media marketing on Facebook affecting the generation of potential market at Aviano company" would include the following: e Aviano company: The company itself can be considered a research object as the study will analyze its current social media marketing strategies on Facebook, evaluate its engagement levels and sentiment of customers towards its social media content, investigate the impact of social media marketing on its brand reputation, and identify potential areas for improvement. e Customers: The study will investigate the target market for Aviano company's products/services on Facebook and explore the relationship between social media marketing on Facebook and favor towards the company.
Customers can be considered research objects as their engagement levels, sentiment, and feedback towards Aviano company's social media content will be evaluated. e Social media platforms: As Facebook is the main social media platform utilized by Aviano for marketing purposes, it will be examined as a subject of study. The research will assess the influence of Aviano's social media marketing on Facebook in terms of lead generation, sales growth and will seek to identify any areas that could be enhanced or improved. Nguyễn Phương Nhung — 11194053 — Business English 61A 4.
Research scope The geographical scope of this study is people from English speaking countries, particularly America, and the timeframe is the last one year (March 2022 to March 2023). The research will begin by analyzing the current social media marketing strategies used by Aviano company on Facebook. This analysis will involve identifying the target audience of Aviano company and their behavior on social media. The study mainly focuses on examining Aviano company's social media marketing contents on Facebook and the impact of these contents on customer engagement, brand awareness, and sales.