BỘ GIÁO DỤC VÀ ĐÀO TẠO

ĐẠI HỌC UEH – TRƯỜNG KINH DOANH

KHOA KINH DOANH QUỐC TẾ - MARKETING

MÔN MARKETING RESEARCH

NHÓM 11

Giảng viên: Hồ Xuân Hướng

Mã lớp học phần: 24D1MAR50301713

Hồ Chí Minh, ngày tháng năm 2024

 A. Review of Related Research Literature:

Name of the study Empirical Theory/Model/ Conceptualization of Original Empirical results: XXX
Setting Hypotheses XXX + Measurement Model with
of XXX antecedents or
outcomes; moderators
and mediators

1 Adrian conduct an H1: Social influencers are paid to Influencer endorsements,

Waltenrath, empirical media brand create and disseminate while increasing
Christoph analysis based posts that content that promotes engagement, can
Brenner, and on real include products or brands, negatively impact online
Oliver Hinz. Some Facebook posts influencer they typically maintain store performance. This
Interactions Are published over endorsements highly personal, close suggests that engagement
More Equal 1.5 years are associated parasocial relationships driven by the influencer,
Than Others: conduct a with higher with their audience. In rather than the product
The Effect of randomized online store addition, marketers use itself, may be less
Influencer online performance influencers as endorsers effective in driving sales
Endorsements in experiment (N compared with within their own,
Social Media = 305) that similar brand-owned content
Brand Posts on mimics the unendorsed
Engagement and field study social media
Online Store brand posts
Performance H2:
Engagement
that is
associated
with
endorsements
translates to
online store
performance
to a lesser
extent.

2 Hamidreza 1,038 social H1a High Media Richness Theory the effectiveness of social
Shahbaznezhad, media posts and media richness is a widely known media content on users’
Rebecca Dolan, 1,336,741 and (video format) theory of media use engagement is moderated
and Mona 95,996 fan likes positively which has been applied by content context
Rashidirad. The and comments, stimulates to multiple fields
Role of Social respectively active
Media Content based on engagement
Format and Facebook and behavior. H1b
Platform in Instagram Low media
Users’ richness
Engagement (photo format)
Behavior positively
stimulates
passive
engagement
behavior. H2
Social media
engagement
behavior
varies
depending on
the social
media
platform
H3 The
relationship
between the
presence of
rational social
media content
and social
media
engagement
behavior is
moderated by
the (a) format
and (b)
platform of the
content. H4
The
relationship
between the
presence of
emotional
social media
content and
social media
engagement
behavior is
moderated by
the (a) format
and (b)
platform of the
content. H5
The
relationship
between the
presence of
transactional
social media
and social
media
engagement
behavior is
moderated by
the (a) format
and (b)
platform of the
content
3 Adrian a large-scale H 1. The A conceptual A business being
Waltenrath, field dataset of volume of framework is proposed responsive and active on
Christoph hotel reviews online to depict the the social media can
Brenner, and and managerial managerial determinants of facilitate interactions
Oliver Hinz: responses responses is customer engagement between customers and
Being Active in positively behaviour. It is argued firms, which can attract,
Online associated that business encourage and stimulate
Communications: with the future responsiveness online users, especially
Firm volume of (measured by response potential reviewers, to
Responsiveness customer volume, speed and engage in online
and Customer reviews. length), online reviewing and
Engagement H 2. The speed popularity (i.e., the communications.
Behaviour of responding number of reviewers), Strategic participation in
is positively and hotel online communications
associated characteristics that may can potentially create
with the future affect service quality leading influence and
volume of and customer draw wider attention,
customer satisfaction (e.g., star which makes it an
reviews. class, customer rating, effective tool to enhance
H 3. The chain brand, size, and online popularity and
length of age) are related to social influence.
online future review volume
managerial (i.e., the number of
response is review posts in a future
positively period)
associated
with the future
volume of
customer
reviews.
H 4. The
effects of
responsiveness
(response
volume, speed
and length) on
future review
volume is
positively
moderated by
hotel
characteristics
(star, rating,
chain).
4 Jieun Shin, Seth survey H1: Normative Building on the - the laypeople’s
C Lewis, participants’ news values literature on media assessments of news
Soojong Kim, evaluations of positively logic and market logic values are overall
and Kjerstin the news predict users’ positively aligned with
Thorson: Does content, news those of journalists;
recruiting both engagement - accuracy was not a
high-quality
consumers (n = on social significant predictor of
news attract 5816) and media. news sharing, on the
engagement on journalists (n = H2: Social contrary, the perceived
social media? 742). Each media values popularity of news was a
Mediatization, news post’s positively significant predictor of
media logic, and engagement predict users’ shares, likes, and
the contrasting metrics were news comments in all models,
values that extracted from engagement whether we used the
shape news Facebook on social laypeople’s or the
sharing, liking, media. journalists’ data.
and => the last result
commenting on confirms that social
media logic governs
Facebook
news engagement on
social media.
5 Todd Pezzuti, Research brand H1: Brand Facebook account the Participants in the high
James M. messages messages that day the message was certainty condition
Leonhardt, and posted to express higher posted, and a indicated higher levels of
Caleb Warren Facebook, levels of continuous measure of engagement than
Certainty in Twitter from certainty on the sentiment expressed participants in the low
Language UnMetric social media in the post which was certainty condition
Increases (unmetric.com), engage determined by the Certainty exerted a
Consumer a social media consumers LIWC positive effect on
Engagement on analytics more than program .Creating perceptions of brand
Social Media service messages that dummy variables power and perceptions of
provider. The express lower indicating the brand brand power had a
sample levels of that made the post and positive effect on
included certainty. whether the post engagement, thus
messages that H2: Tests mentioned another resulting in a positive
were posted to whether the brand indirect effect of
Facebook, the positive effect expressing certainty on
number of of expressing engagement
likes, certainty on The indirect effect of
comments, and consumer certainty on engagement
shares engagement, was stronger among
associated with observed in participants who
each message. the previous endorsed higher levels of
The messages study, extends power
in the sample to another
came from 18 social media
brands that platform,
represent a Twitter.
variety of H3: Testing
industries whether
(included in the consumers
sample were who have
Adidas, higher power
Amazon, distance
AT&T, Bank of beliefs engage
America…). more with
brand
messages
using words
that express
certainty
because these
consumers are
more likely to
engage with
brands that
they believe
are powerful
H2: Platform
features,
assumptions
about the
6 Zheng Shen 9,330 brand H1.Drivers for Understanding each brand, engagement
Platform or posts from 10 Customer and customer and brand with brand posts can be
Content Strategy? brands Brand engagement is crucial improved by choosing an
Exploring Engagement for effective brand appropriate platform
Engagement With H2.Customer marketing. It involves a strategy, instead of using
Brand Posts on and Brand tangible interaction a different content
Different Social Engagement between customers and strategy across platforms
Media Platforms on Different the brand, fostering
Platforms behavioral affinity.
Engagement can be
measured through
indicators like likes and
comments on brand
posts.

7 Anniek W. four H1 The effect -The range of customer This study analyzes how
Eigenraam, Jiska experiments of initiative engagement initiatives the perceived authenticity
Eelen, and Peeter and one field character on that brands can launch of online customer
W.J. Verlegh. Let study, perceived is extensive and ever engagement initiatives
Me Entertain generalizing authenticity is evolving due to the for warm and competent
You? The across different moderated by creative use of brands influenced
Importance of online media brand technological consumer responses to
Authenticity in platforms (i.e., perception: advancements. - the brand, the initiative,
Online Customer Instagram, Entertaining Entertaining initiatives and ongoing customer
Engagement Facebook, initiatives are are focused on creating engagement.
brand website), perceived as emotional and hedonic
products and more authentic experiences,
services (i.e., for warm informative initatives
shoes, brands than for are aimed at informing
groceries, and competent the consumer,
recipe brands, providing utititarian
deliveries), and whereas value.
samples (i.e., informative
Mturk, Prolific, initiatives are
students). perceived as
equally
authentic for
 warm and
competent
brands. H2
There is a
moderated
mediation
effect: An
entertaining
(vs.
informative)
initiative
increases
positive
consumer
responses
towards the
brand (i.e.,
evaluation of
the initiative,
brand
evaluation,
ongoing
customer
8 Meng Tao, Faizan It employs an H1: Features Features of live A social commerce (s-
Alamhttps, Eva online of live streamers were commerce) strategy is a
Lahuerta-Otero, questionnaire streamers are measured on three fundamental approach to
and Chen distributed via positively dimensions: expertise, building customer
Mengyuan Get platforms like associated attractiveness and relationships and
Ready to Buy XiaoHongShu, with social humor Social enhancing purchase
With Me: The Momo, commerce commerce intentions, intentions through the
Effect of Social WeChat, Dui intention. virtual friendship (Wulf characteristics of live
Presence Yuan, and H2a: Social et al., 2020), emotional streamers, creating online
Interaction and TikTok. commerce engagement, platform relationships, and
Social Commerce intention is attachment, the social increasing user
Intention on S- positively presence of interaction , engagement on social
commerce Live associated and online purchase commerce platforms.
Streaming with virtual intention This can foster an
friendship. engaging environment
H2b: Social and boost the credibility
commerce of endorsed products,
intention is encouraging purchasing
positively intentions.
associated
with emotional
engagement.
H2c: Social
commerce
intention is
positively
associated
with platform
attachment.
H3: Virtual
friendship is
positively
associated
with online
purchasing
intention.
H4: Emotional
engagement is
positively
associated
with online
purchasing
intention.
H5: Platform
attachment is
positively
associated
with online
purchasing
intention.
H6a: Social
presence
interaction
moderates the
relationship
between
virtual
friendship and
online
purchasing
intention.
H6b: Social
presence
interaction
moderates the
relationship
between
emotional
engagement
and online
purchasing
intention.
H6c: Social
presence
interaction
moderates the
 relationship
between
platform
attachment
and online
purchasing
intention.
H7a: Social
commerce
intention
mediates the
relationship
between live
streamers and
virtual
friendship.
H7b: Social
commerce
intention
mediates the
relationship
between live
streamers and
emotional
engagement.
H7c: Social
commerce
intention
mediates the
relationship
between live
streamers and
platform
attachment.
9 Steven Holiday, facial .H1: Facial "communicators’ facial First, facial emotion
Jameson L. Hayes, expression emotion expressions influence expressiveness by SMIs
Haseon Park, analysis and expression by the moods of the drives
Yuanwei Lyu, and computational SMIs recipients of their consumer engagement,
Yang Zhou. A text analysis positively communication,mediate whereas textual emotion
Multimodal from 402 influences judgments of the expressiveness
Emotion Instagram posts consumer communicator’s has little impact. Next,
Perspective on made by engagement. warmth, friendliness, negative facial emotion
Social Media micro-, H2: Textual agreeableness, and expressiveness
Influencer macro-, and emotion sociability, among significantly influences
Marketing: The mega- expression in other characteristics in consumer engagement
Effectiveness of influencers SMI posts has audiences’ first behaviors, not
Influencer rated among a positive impressions and positive emotion. Third,
Emotions, Feedspot’s top influence on influence viewers’ branding fundamentally
Network Size, and 50 consumer desire for subsequent changes emotion’s
Branding on “InstaMom” engagement. affiliation with the impact. Unbranded posts
Consumer Brand influencers in H3: Textual communicator. can generate engagement
Engagement 2021 . emotion by
Using Facial content using emotion across
Expression and moderates the influencer types.
Linguistic positive
Analysis influence of
facial emotion
on consumer
engagement
such that
emotion
expression has
a stronger
influence
when higher
levels of
textual
emotion
accompany
either higher
or lower levels
of facial
emotion,
whereas lower
levels of
textual
emotion will
not
meaningfully
enhance the
existing
relationship
between facial
emotion and
consumer
engagement at
lower levels
and higher
levels of facial
emotion. H4:
Influencer
follower count
moderates the
relationship
between
overall (a)
facial and (b)
textual
emotional
expressiveness
(regardless of
valence) and
consumer
engagement
behaviors such
that emotional
expressiveness
positively
influences
consumer
engagement
when follower
counts are
higher. H5:
Branding of
posts
negatively
moderates the
follower
count–emotion
expression
relationship
such that
emotion 418
Journal of
Interactive
Marketing
58(4)
expression is
more (less)
effective in
driving
consumer
engagement at
lower (higher)
follower
counts for
unbranded
posts but less
(more)
effective in
driving
consumer
engagement at
lower (higher)
follower
counts for
branded posts.
10 Lindsay McShane, the actual H1. The Emojis, which are -liking is not simply
Ethan Pancer, Twitter feeds presence of an pictographs that driven by hashtags, user
Maxwell Poole, of leading emoji will represent facial mentions, images, or
and Qi Deng celebrity and increase brand expressions, people, videos—all features that
Emoji, corporate engagement places, or things (e.g., are designed to increase
Playfulness, and brands. (likes, shares). ❤), are becoming a the attention
Brand H2. The mainstream form of paid to and the exposure
Engagement on presence of an communication. received by a message
Twitter emoji will the mere presence of -the more emoji in a
increase having an emoji in a tweet, the more popular it
perceived tweet significantly was
playfulness. increased likes (Table
H3. The 2, Model 1).
positive effect
of emojis on
engagement
will be
mediated by
perceived
playfulness.
H4a. Emoji–
text interplay
will lead to
greater brand
engagement
than when no
such interplay
is present.
H4b. The
effect of H4a
will be
mediated by
perceived
playfulness.
H5a. Emojis
located before
the text will
lead to greater
engagement
than those that
are placed
after the text.
H5b. The
positive
effects of
placing emojis
prior to the
text will be
moderated by
the extent to
 which the
emojis are
directly related
to the text,
where low
emoji
relatedness
will attenuate
the effects.
H5c. The
effect of H5a
and H5b will
be mediated
by perceived
playfulness
Social networks have become an indispensable part of our daily lives, especially in the field
of online interaction through the media of brands. The complexity of this interaction not only
reflects the diversity of users but also results from a rangeof influences from information
sources to content context.

One of the key findings is the use of influencers on social media, which, although can
generate attention and increase interaction, may not fully convert into online sales
performance if too much focus is placed on influencers rather than the product. This suggests
that maintaining a balance between using influencers and focusing on the product value is
necessary to optimize sales performance.

Additionally, the effectiveness of content on social media in user interaction is strongly

influenced by content context. Content that is popular and authentic often attracts more user
interest, whether it is highly accurate or not. Therefore, when developing content on social
media, placing it in the right context is crucial to optimize user interaction.

Another important factor is the certainty about a brand, which can create a positive effect
on user interaction. This certainty is often stronger for users who have recognized the brand
as strong. This indicates that building a strong brand image and instilling trust in consumers
can lead to higher interaction.

Creating suitable content for each social media platform also plays a crucial role in
optimizing user interaction. A one-size-fits-all content strategy is not suitable for all social
media platforms. Instead, customizing content for each specific platform can improve user
interaction.

Finally, in the social commerce environment, building relationships with customers through
direct online interaction and creating an interactive environment can enhance the credibility
of recommended products and encourage purchases. These findings also suggest that using
negative facial expressions by influencers may lead to higher interaction compared to positive
expressions.

In conclusion, understanding the complex factors influencing user interaction on social

media is the key to optimizing online brand performance. By strategically combining the use
of influencers, creating authentic and relevant content, and building a positive interactive
environment, brands can enhance their online presence and create meaningful interactions
with consumers.

2.Limitation
Focusing solely on online engagement metrics such as likes, comments, and shares can lead
to a narrow understanding of consumer response. While these metrics are valuable indicators
of immediate interaction with content, they may not accurately reflect the overall impact of
social media campaigns. Relying solely on these metrics can overlook the broader context
and long-term effects that social media content can have on consumer behavior.
Social media marketing research often prioritizes immediate clicks and engagement, which
may overshadow the more subtle, long-term effects of brand building and consumer
perception. While likes and shares provide instant feedback, they may not capture the deeper
aspects of brand awareness, trust-building, and perception shaping that occur over time
through consistent social media presence and content strategy.
A more comprehensive approach to evaluating social media impact should consider both
immediate engagement metrics and long-term brand perception. By incorporating measures
of brand awareness, sentiment analysis, and customer sentiment over time, researchers can
gain a more nuanced understanding of how social media influences the consumer journey.
This holistic view enables marketers to better assess the effectiveness of their campaigns and
make informed decisions to optimize their social media strategies for long-term success.

B. Research Model
1. SOR model
The S-O-R (Stimulus - Organism - Response) psychological model is an approach to
understanding behavior through specific situations that impact the psyche, leading to
responsive behaviors. Developed by Mehrabian & Russell in 1974, the SOR model focuses
on exploring the relationship between external stimuli to the subject and the formation of
responses. By analyzing how external influences interact with the organism's internal
processes, this model provides insights into the mechanisms underlying human behavior and
response patterns. This framework helps researchers and practitioners better understand the
dynamics of behavior in various contexts, shedding light on the complex interplay between
stimuli, individual characteristics, and behavioral outcomes.

2. Reason choosing model

2.1 Reason from academic
The SOR model has a solid foundation of theory and evolved from psychological theories
of human behavior such as emotional arousal and attention. The SOR model has grown into a
potent theoretical framework by expanding on this foundation of sound scientific
information. This has improved cognitive comprehension and the applicability of research
findings in examining the efficacy of mukbang livestreams and their effects on viewers.
A complete approach is made possible by the application of the SOR model, which consists
of three basic elements: stimulus, organism, and response. This includes external elements
like the broadcaster's demeanor and the video content, as well as interior elements like
viewers' personalities and cognitive processes, and finally their actions like making purchases
and interacting with others. This all-encompassing method assists in pinpointing the most
significant elements influencing mukbang's efficacy
Moreover, the SOR model is not confined to research but is widely applied across fields
including psychology, sociology, marketing, and communication. Its widespread adoption
and explanatory power make it a potent tool for investigating the effectiveness of mukbang
livestreams and their effects on consumers, while also facilitating comparison with other
studies on human behavior.

2.2 Reason from industry

2.2.1. Tính ứng dụng thực tế:
Mô hình SOR đơn giản và dễ hiểu, dễ dàng xác định các yếu tố ảnh hưởng trực tiếp đến hiệu
quả của mukbang livestream, từ đó doanh nghiệp có thể xây dựng chiến lược phù hợp để tối
ưu hóa hiệu quả.
Ví dụ: Doanh nghiệp có thể theo dõi số lượng người xem, tỷ lệ tương tác, doanh thu bán
hàng,.... hoặc doanh nghiệp cũng có thể thực hiện khảo sát để đánh giá mức độ hài lòng của
người xem và nhận thức của họ về sản phẩm.

2.2.2. Khả năng dự đoán hành vi:

Mô hình SOR dự đoán hành vi của người tiêu dùng, từ đó doanh nghiệp có thể đưa ra các
quyết định kinh doanh phù hợp.
Ví dụ: doanh nghiệp có thể dự đoán mức độ quan tâm của người tiêu dùng đối với sản phẩm
được giới thiệu trong mukbang livestream, từ đó dự đoán doanh thu bán hàng tiềm năng.

2.2.3. Đánh giá hiệu quả chiến dịch:

Mô hình còn đánh giá hiệu quả của các chiến dịch mukbang livestream.
Ví dụ: doanh nghiệp có thể so sánh hiệu quả của các chiến dịch mukbang livestream khác
nhau dựa trên các yếu tố như số lượng người xem, tỷ lệ tương tác, và doanh thu bán hàng.

2.2.4. Lựa chọn người sáng tạo nội dung:

Mô hình SOR giúp doanh nghiệp lựa chọn người sáng tạo nội dung phù hợp cho các chiến
dịch mukbang livestream.
Ví dụ: dựa vào mức độ ảnh hưởng của người sáng tạo nội dung, khả năng tương tác với người
xem và sự phù hợp với hình ảnh thương hiệu, doanh nghiệp sẽ đưa ra quyết định.