The impact of social media use on brand awareness of online shopping company in VietNam - A case study of Tiki.vn company
Abstract
The purpose of this research is to understand how brand awareness among customers is created and maintained through the usage of social media in business. In this study, the joint-stock Tiki – Tiki.vn Company was examined as the case study to get a clear view of the adoption of activities taken in social media in the e-commerce - online shopping field. The study builds upon earlier research on social media, social network theories and theories of user acceptance of technology. The model of Kelly (2010) consisting of five dimensions (exposure, engagement, influence, brand awareness and action) were adapted in this research. The empirical part is qualitative, conducted via observations and interviews of the case company. The total number of respondents is ten people including three Tiki.vn’s managers and seven its clients.
The key finding in this research is that the usage of social media varies greatly but has not yet been adapted to its fullest potential. Even though the companies may have extensive efforts in some tool, the overall usage of the tools and especially linking them into a larger context seems to be problematic for the company. The involvement in social media varies from true interaction and collaboration with the customers to a less dynamic presence. The interviews also reveal that the company does not consider as many social media types as possible to interact with the clients, but still recognizes potential social
media brings to to expand their business in the next couple of years.
To sum up, social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. Even though Tiki.vn has to face with many difficulties in maintaining the social media use and satisfying all of their customers, but there are still some perspectives that need improving, which will bring about the company’s promotion in the future. Some conclusions and recommendations were made in order to help the managers as well as employees to have
the clearer picture of overall social media and brand awareness within the firm so that
they can perform more effectively.