NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH 4 \N H TE W y of oO, a,4 las DU THAO CHI Thesis: The effect of social media marketing activities on Before All’s brand awareness and recommendations Supervisor: M. Tran Thi Thu Giang Hanoi, November, 2022 Du Thao Chỉ — 11190805 — Business English 61B ACKNOWLEDGEMENTS First and foremost, I would want to express my gratitude to my professor Mrs.Tran Thi Thu Giang for all of her support and encouragement during the whole thesiswrling process. Her valued comments and advice recommendations enabled me to enhance the quality of my work and my thinking manner. Additionally, I would like to extend a particular thank you to Before All and Mrs.
Anh Tu who helped me during the internship period in the company and responded to my inquiries. I also wish to express my appreciation to every opponent and friend who provided me with helpful critiques and comments that aided in improving my thesis. In addition, a special thanks goes to everyone who took the time to fill out my survey. Last but not least, I want to express my sincere gratitude to my loved ones, friends, and coworkers for their support throughout this difficult time.
Although the past few weeks have been challenging, none of this would have been possible without all of you. Du Thao Chỉ — 11190805 — Business English 61B EXECUTIVE SUMMARY According to analysis findings, brand awareness is where social media marketing activities most often have an impact on consumers. To put it another way, social media marketing activities are important awareness tools that keep brand messages stuck in customers' thoughts. Before All’s social media marketing activities still have limitations and do not as effective as the rivals’.
Therefore, Before All should enhance their SMM so that they could have better advantages in the market and raise brand awareness. Based on data from a survey of 138 users of Before All's social media accounts and academic research, we have come to the conclusion that social media marketing activities help to increase brand awareness for the company. The study focuses on several dimensions of social media marketing activities and social media platforms to reach the final conclusion: e Social media platforms: The most popular social networking sites among the responders are Facebook and Tiktok, followed by Instagram. Since Facebook, Tiktok, and Instagram all serve different purposes, the three were considered appropriate social media sites for Before All, especially in light of the functions users desired as revealed by the results of the questionnaire used in this thesis.
e Social media activities: The most important social media marketing activities are identified as entertainment, engagement, and trendiness when the factors that make up social media marketing activities are investigated. Since these activities are viewed as necessary for social media communication, it may be assumed that consumers have given them a high level of priority. e Brand awareness: the respondents of this study are mostly in the recognition stage when referring to the Before All brand. This could be taken to mean that the level of public awareness of Before All was not very high and Before All needs to enhance its SMM Based on the results of this study, it is recommended that Before All can reach out to both present and potential consumers through the expansion to other social media platforms with different content plans for each channel, the improvement of Interaction activities, and monthly survey.
il Du Thao Chỉ — 11190805 — Business English 61B TABLE OF CONTENT ACKNOWLEDGEMENTTS. co 55G n0 0010 04 000 i EXECUTIVE SUMMA RRYY. 0000068906 ii TABLE OF COINTTIETN T,. HH HH HH 008000 iii LIST OF FIGURES AND TA BÌLES.
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Secondary data cOlÏ€CfIOT. - - 5 2c 111v HH ng re 3 1. Questionnaire deveÏODIN€TI.- -G 11H TH TH HH tệp 3 1. Data collection DFOC€CUTC.- G2 1211191 911191 1 1 9 ng nh nrưkt 4 CHAPTER 2: THEORETICAL FRAMEWORK.
Social II€CÏa. Social media pÏatÍOTINS.-- -- «1 xxx ng ng nh 6 2. The zones of Social Med1a. First Zone - Social COMMUNILY.
Second Zone - Social Publishing. Third Zone - Social EHf€TÍGÏHIN€HÍ.Ă- 5c SS<SSssseeeseeres bị 2. Fourth Zone - SOCIAL COMME CE. The role of Social Media in Marketing.
Social media Marketing. Social media marrketing activities. Content marK€fITE,.-- 5 + 3 23 911919 1 1 vn ng gi nnư 13 2. Content marketing on social med1a.
Brand aWAT€IICSS.00 09000000 10096600 14 11 Du Thao Chỉ — 11190805 — Business English 61B CHAPTER 3: INTRODUCTION OF TUAN NGHIA COMPANY AND BEFORE ALL BIRAND. Brief introduction of Tuan Nghia Co. History and developImefn(. -- -- -- 5 << + xxx vn ngư 17 3.
Tuan Nghia’s Vision, Mission and Core Value. COTDOTđf€ COTE VAÏH€. Before All - Electric vehicle (EV) brand. Current situation of Tuan Nghia Co.
s5 <5 <<5s<s<es 20 CHAPTER 4: FINDINGS AND DISCUSSIONS1. Demographics of the respondent. Social media DÏAẨÍOTTNS. Common social media channeÌs.
Functions of social media platforms. Social media marketing activities affecting brand awareness of Before AI] có. The level of respondents’ brand awareness of Before All. Types of content attracting Before All’s followers.
SMM activities of Before ÏÏ. A -- - cv HH ng re, 33 4. Respondents’ €XD€CAfÏOT.00 000 86 38 CHAPTER 5: RECOMMENDATIONS, LIMITATIONS AND CONCLUSION1. Social media pÏatÍOTINS,.
Q2 ng HH ng nh 42 5. sọ Tụ H00 0090000098090 44 APPENDÏYX. ee 49 1V Du Thao Chỉ — 11190805 — Business English 61B LIST OF FIGURES AND TABLES List of figures Figure 1: The Zones of Social Medda.-- - ---- < +3 1331191118111 re 7 Figure 2: Different levels of brand awareness. cà series 15 Figure 3: Tuan Nghia’s Corporate Structure .ccccccscccsseeeseeeseceseeenseeeeeeneneenees 18 Figure 4: Respondents’ Ø€TId€T.-- 5 6 5 + 1191 ng ng ng, 22 Figure 5: Respondents’ age ØðTOUD.- --- -- 1331223 11112 119111 111111 nh ngư 23 Figure 6: Respondents’ employment SIfUatiON.- s5 s55 **+ss+sxeerseersssrs 24 Figure 7: Respondents’ frequency of using social medlia.-- - --‹----«s+ 24 Figure 8: Most-used social media sites among responden(s.-- ---- -- 25 Figure 9: Before All’s social media networks that respondents follow.
26 Figure 10: Different functions of social media platforms.-- --- --«+-«++ 27 Figure 11: Respondents’ channels of disCOVeTY .:ccescesseesseeteeeeeeseeeteeeeeeeens 28 Figure 12: Attractiveness of Before All” posts .ccccsceesesseesseetseeseesseeseeeeeeees 29 Figure 13: Recognition of Before All brand due to SMM.«+5 29 Figure 14: Level of respondents’ brand awareness of Before All,. 30 Figure 15: Attractive forms Of COTIf€TI. -- -- + + 2 1k v vn ng ry 31 Figure 16: Attractive kinds of message styles on social media. -- 32 Figure 17: The respondents’ attitudes toward Before All’s SMM activities - Entertainment P1.
33 Figure 18: The respondents’ attitudes toward Before All’s SMM activities - CUStOMIZALION 00075887. 34 Figure 19: The respondents’ attitudes toward Before All’s SMM activities - Interaction. 35 Figure 20: The respondents’ attitudes toward Before All’s SMM activities - 'Trendiness. - - ---- CC C11111 9E EE95333335151 111 1k khen ¬.
36 Figure 21: The respondents’ attitudes toward Before All’s SMM activities - Du Thao Chỉ — 11190805 — Business English 61B List of table Table 1: Basic information about Tuan Nghia Co., Ltd Table 2: Questionnaire’s response rafe.- vi Du Thao Chỉ — 11190805 — Business English 61B LIST OF ABBREVIATIONS SMM: Social media marketing SNS: Social networking sites EWOM: Electronic Word of Mouth Co., Ltd: Company Limited EV: Electric vehicles MDF: Medium Density Fiberboard Vil Du Thao Chỉ — 11190805 — Business English 61B CHAPTER 1: INTRODUCTION 1. Background Different businesses may employ various marketing strategies and methods to reach customers but they have a common ultimate objective which is standing out from other competitors. Customers have a tendency to select brands they can recall, identify, and are acquainted with (Moisescu, 2009, p. Brands that can arouse emotions from their target audience are more likely to succeed.
Consequently, raising brand recognition is a crucial component of marketing. Today, marketing activities are gradually shifting away from the traditional market to platforms that can be highly effective such as the Internet, Social media. The importance of social media networks and their distinct channels has been highlighted in the corporate world today. An earlier study demonstrated that social network sites function as an addition to a company’s website and a tool to raise brand recognition (Barreda, Bilgihan, Khaldoon and Fevzi, 2015, p.
Businesses now can easily, affordably, and continuously carry out tasks such as developing their own personal brand identities and providing online customer support, product information, and special offers due to SMM activities (Breitsohl et al. Brands can give product insights and share their content at a low cost on social networks where millions of users log in every day. The purposes of this research are to examine the relationship between SMM and brand awareness; to provide SMM solutions for raising the brand awareness of Before All which is an electric bike brand belonging to Tuan Nghia Co. The percentage of Internet users accessing SNSs has increased rapidly and Internet has become the most popular means of communication in the world.
In particular, most social network users today are generation Z with information acumen. They can grasp information quickly and have a widespread influence. As a result, it can increase brand awareness. Rationale It is visualized that the study will give a detailed analysis with regard to the activities on social networks influencing brand recognition, the effectiveness of raising brand awareness through social media, social media platforms that brands should concentrate on, and make suggestions for Before All on how to use social media to improve brand recognition.
Du Thao Chỉ — 11190805 — Business English 61B 1. What are the SMM activities affecting brand awareness? 2. Which social media channels are most useful in marketing for Before All to raise brand awareness? 3. How can Before All increase its brand awareness with the help of social media? 1.
Scope of the research The study focuses on the population which has the following characteristics: (1) students and officers aged from 18-30 who have low and middle income; (2) people using social networks frequently; (3) people having followed Before All”s SNSs. This research investigates SMM activities influencing brand recognition. The study will be useful in gaining an understanding of online media platforms and their effects on increasing brand awareness. Primary data collection A data gathering approach that employs numerical data is known as quantitative, whereas a data collection method that utilizes data conveyed in a speech via interviews or focus groups is known as qualitative (Saunders et al.
For data inquiry, this study uses both quantitative and qualitative methods. The primary data for this research was gathered using an online questionnaire with close-ended questions; and observation of the brand's social media channels. In this situation, the questionnaire was determined to be Internet-mediated and spread through SNS, notably the Before All’s Facebook and Instagram accounts, for a five-day period to examine what respondents believe. The population was selected based on the data given by a staff of Before All working in promoting advertisements.
This is crucial when it comes to raising brand awareness through social media. The authors’ decision to disseminate the questionnaire online was partially motivated by the time it would have saved her. The writers would be able to get quicker results by conducting an Internet-based poll. Another argument was that, since social media and SNS in general are the focus of this study, it would be simpler to target relevant respondents who are familiar with them.
The article is qualitative in that the questionnaire includes contains interviews and open-ended questions. Du Thao Chỉ — 11190805 — Business English 61B 1.