BACKGROUND

1. Brand
 Tiki is a Vietnamese e-commerce brand that focuses on end-to-end supply chain
management and brand partnerships.
 This brand has merchandised more than five million legitimate items and services
over 40 categories, ranging from consumer goods to mobile top-up services and
even event ticketing, since switching its business strategy from B2C to
Marketplace.
 Target group: shoppers who are active on the Internet.
 Tiki is now in second place for the non-store retailing in Vietnam
 Competitors: Shopee, Lazada
2. Market Challenge
- With an enormous amount of products, e-commerce brands can easily lose control
of the quality of goods => lose the image, loyalty in consumers, and increase the
amount of the wrong perception about online shopping through bad experiences. 
- Since the development of Shopee and Lazada. Tiki has to make itself stand out
among others which relates to bringing good experience.
3. Definition
a. Conceptual
- Brand experience is about delivering the brand promise and providing consistent
action
- Brand experience includes feelings, thoughts, perceptions, and behavioral reactions
elicited by brand-related elements that are part of a brand's identity and design,
packaging, communications, and environments.
b. Operational 
- Brand experience is conceptualized as sensory, emotion, cognition, and behavioral
associations evoked by a holistic set of the brand, including identity, communication,
design, and environment
- 4 ways to measure: sensory, emotion, cognition and behavioural associations
4. Objectives
● To measure the cognitive associations of Tiki customers on social media from
November 2020 to October 2021. 
● To measure the emotional associations of Tiki customers on social media from
November 2020 to October 2021.
METHODOLOGY
1. Research Design: Secondary Textual Analysis
 2. Target Characteristics
Target customers are people from 17-32 years old in both genders, they use the
Internet regularly by using smart devices and do have onlineshopping behavior.
Tiki.vn’s target customers live mostly in vast cities as Ho Chi Minh, Ha Noi, Da Nang,
Hue,…For more specific in book area, Tiki.vn’s target customers are people who
keen on reading books (Tiki at the beginning only sell books and technology devices
until 2012).
3. Data Collection and Analysis
Fanpage Karma for Cognitive Associations: look for reaction, shares on Tiki fanpage.
Nvivo 12 Pro for Emotional Associations: look for attitude dimensions through
comments on Website and Fanpage and feedback articles from consumers.
FINDINGS
1. Cognitive Assocations
On the Tiki Facebook fan page, Fanpage Karma was utilized to find the most
engaging posts. => Looking for the total reactions, shares and comments. Then
compare to data from Shopee.
Wordcloud from recommendations on Tiki Facebook Fanpage and recommendations
from articles of KOLs relating to Tiki .
2. Emotional Associations
Using Nvivo 12 Pro to identify the 2 dimensions of nodes: positive and negative from
comments on Facebook Fanpage and Tiki Website.
Wordcloud from comments and articles feedback about experiences after using Tiki
for shopping.
   DISCUSSIONS AND RECOMMENDATION