The impact of Marketing Communication Content Distributed on Social Networks on Electronic Word-of-Mouth

VO, Minh Sang (Faculty of Business Administration, FPT University)
HUYNH, Dung Quoc Vu (Faculty of Business Administration, FPT University)
NGUYEN, Giang Huong (Faculty of Business Administration, FPT University)
DANG, Giang Ha Nguyen (Faculty of Business Administration, FPT University)
HUYNH, Duong Dai (Faculty of Business Administration, FPT University)
LE, Bao Quang (Faculty of Business Administration, FPT University)
DANG, Nhut Minh (Faculty of Business Administration, FPT University)

VO, Minh Sang, HUYNH, Dung Quoc Vu, NGUYEN, Giang Huong, DANG, Giang Ha Nguyen, HUYNH, Duong Dai, LE, Bao Quang, & DANG, Nhut Minh. (2022). The impact of Marketing Communication Content Distributed on Social Networks on Electronic Word-of-Mouth. The Journal of Distribution Science(JDS), 20(5), 65-74, https://doi.org/https://doi.org/10.15722/jds.20.05.202205.65

복사

Abstract

Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.

keywords: Electronic Word-of-Mouth, Characteristics of A Good Marketing Communication Content Distributed on Social Networks, The Entertainment of Marketing Communication Content, The Interactivity of Marketing Communication Content, Trending Marketing Communication Content, Customized Marketing Communication Content

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논문 상세

Vol.20 No.5

The impact of Marketing Communication Content Distributed on Social Networks on Electronic Word-of-Mouth

The impact of Marketing Communication Content Distributed on Social Networks on Electronic Word-of-Mouth

Abstract

참고문헌

The Journal of Distribution Science(JDS)