Effectiveness of internet advertising in Vietnamese fashion industry : A case of 3 companies DI, Newlife and Loli&Poli
Abstract
The purpose of this study is to get the full view of the E-marketing
system in fashion companies, example DI, Newlife and Joli&Poli and determine the
role of online advertising in term of E-marketing. However, due to the diversified
in type of fashion, the researcher decided to conduct the study within only
fashion for young people in new and successful companies such as DI, Newlife and
Joli&Poli. So that, to justify the purpose, four research questions have been
addressed. Based on the research questions, relevant literature was reviewed and
used as a guide for the data collection. To get required information, the researcher
used the exploratory research with qualitative approach. A questionnaire for
customers and staff combined with in - depth interview with managers assisted the
researcher to figure out the current state of online advertising within the three
companies. The main findings showed that the online advertising not only brings
many benefits to the companies such as cost but also there are many mistake in
process such as miscommunication and technology. This leads to many problems
related to the interaction in companies and customers.