A study of the effectiveness of key opinion consumers (KOCs) in influencer marketing on TikTok shop for electronics brands in Vietnam
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | customer service Digital marketing e-marketing influencer key opinion consumers TikTok shop |
| Online Access: | http://dolgozattar.uni-bge.hu/57667 |
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| LEADER | 00000nta a2200000 i 4500 | ||
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| 001 | dolg57667 | ||
| 005 | 20250325112727.0 | ||
| 008 | 250325suuuu hu om 000 eng d | ||
| 040 | |a BGE Dolgozattár Repozitórium |b hun | ||
| 041 | |a en | ||
| 100 | 1 | |a Tran Le Hoang | |
| 245 | 1 | 2 | |a A study of the effectiveness of key opinion consumers (KOCs) in influencer marketing on TikTok shop for electronics brands in Vietnam |c Tran Le Hoang |h [elektronikus dokumentum] |
| 520 | 3 | |a This research aims at establishing the efficiency of Key Opinion Consumers (KOCs) for the influencer marketing in TikTok Shop of electronics market in Vietnam. KOCs are modern personalities, which are credible and close to consumers, who affect their choices. Therefore, the study seeks to understand the effect of KOCs’ unique attributes and approach towards the choice of purchase by customers. The research methods used in this study include survey, interviews, and content analysis. These methods offer a clear picture of the involvement of the KOCs in the perception of the brands, the impact of KOCs on sales of TikTok Shop and the determinants to it. Based on the review of the effective and successful KOC-led influencer marketing initiatives along with the information gathered regarding the consumers’ perception and a qualitative focus group discussion with academicians and industrial practitioners from the Vietnamese context, this study allows the brands to garner more insights while they plan for using KOCs specifically available at TikTok Shop in Vietnam. The research results will help to extend the knowledge about the role of KOCs in the further Vietnamese digital environment and give precise recommendations for the brands which are interested in deploying the consequences of influencer marketing. | |
| 695 | |a customer service | ||
| 695 | |a Digital marketing | ||
| 695 | |a e-marketing | ||
| 695 | |a influencer | ||
| 695 | |a key opinion consumers | ||
| 695 | |a TikTok shop | ||
| 700 | 1 | |a Sarkadi Katalin |e ths | |
| 856 | 4 | 0 | |u http://dolgozattar.uni-bge.hu/57667/1/Thesis-tran%20le%20hoang%20final.pdf |z Dokumentum-elérés |
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