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

 Review of Related Research Literature:

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

influencers are
paid to create
and
conduct an H1: Social media disseminate
empiricalbrand posts that
content that Influencer
analysisinclude influencer
Adrian Waltenrath, promotes endorsements,
based onendorsements are
Christoph Brenner, products or while increasing
real associated with
and Oliver Hinz. brands, they engagement, can
Facebookhigher online store
Some Interactions typically negatively impact
posts performance
Are More Equal maintain online store
publishedcompared with
Than Others: The highly performance.
over 1.5similar unendorsed
1 Effect of Influencer personal, close This suggests
years social media brand
Endorsements in parasocial that engagement
conduct aposts
Social Media Brand relationships driven by the
randomized
Posts on with their influencer, rather
online H2: Engagement that
Engagement and audience. In than the product
experiment is associated with
Online Store addition, itself, may be
(N = 305) endorsements
Performance marketers use less effective in
that mimicstranslates to online
influencers as driving sales
the field store performance to
a lesser extent. endorsers
study
within their
own, brand-
owned content

1,038 social H1a High media Media

media
Hamidreza Shahbaznezhad, posts richness (video Richness
and format) positively the effectiveness
Rebecca Dolan, and Mona Theory is a
1,336,741 stimulates active of social media
Rashidirad. The Role of widely known
content on users’
2Social Media Content and 95,996 engagement theory of
fan likes behavior. H1b Low engagement is
Format and Platform in media use
and media richness moderated by
Users’ Engagement which has
comments, (photo format) been applied to content context
Behavior
respectively positively stimulatesmultiple fields
based on 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
Facebookrelationship between
and the presence of
Instagram 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

Adrian Waltenrath, H 1. The volume ofA conceptual A business being

Christoph Brenner, a large- online managerial framework is responsive and
and Oliver Hinz: scale fieldresponses is proposed to active on the
Being Active in dataset of
positively associateddepict the social media can
3 Online hotel determinants facilitate
with the future
Communications: reviews and
volume of customerof customer interactions
Firm Responsiveness managerial engagement between
reviews.
and Customer responses behaviour. It is customers and
Engagement H 2. The speed of argued that firms, which can
 business
responsiveness
(measured by
responding is response attract, encourage
positively associatedvolume, speed and stimulate
with the future and length), online users,
volume of customeronline especially
reviews. popularity potential
(i.e., the reviewers, to
H 3. The length of number of engage in online
online managerial reviewers), reviewing and
response is positivelyand hotel communications.
associated with the characteristics Strategic
future volume of that may affect participation in
Behaviour customer reviews. service quality online
H 4. The effects of and customer communications
responsiveness satisfaction can potentially
(response volume, (e.g., star create leading
speed and length) onclass, customer influence and
future review volume rating, chain draw wider
is positively brand, size, attention, which
moderated by hotel and age) are makes it an
characteristics (star,related to effective tool to
rating, chain). future review enhance online
volume (i.e., popularity and
the number of social influence.
review posts in
a future
period)

4 Jieun Shin, Seth C survey H1: Normative Building on - the

Lewis, Soojong participa news values the laypeople’s
Kim, and Kjerstin nts’ positively predict literature on assessments of
Thorson: Does evaluati users’ news media logic news values
high-quality news ons of engagement on and market are overall
attract engagement the news social media. logic positively
on social media? content, aligned with
H2: Social media
Mediatization, recruitin those of
values positively
media logic, and g both journalists;
predict users’
the contrasting consume
news engagement - accuracy was
values that shape rs (n =
on social media. not a
news sharing, 5816)
significant
liking, and and
predictor of
commenting on journalis
news sharing,
Facebook ts (n =
on the
742).
contrary, the
 perceived
popularity of
news was a
significant
predictor of
shares, likes,
Each and comments
news in all models,
post’s whether we
engagem used the
ent laypeople’s or
metrics the journalists’
were data.
extracte
d from => the last
Faceboo result
k confirms that
social media
logic governs
news
engagement
on social
media.

5 Todd Pezzuti, Researc H1: Brand Facebook Participants in

James M. h brand messages that account the the high
Leonhardt, and message express higher day the certainty
Caleb Warren s posted levels of certainty message condition
Certainty in to on social media was posted, indicated
Language Faceboo engage consumers and a higher levels
Increases k, more than continuous of engagement
Consumer Twitter messages that measure of than
Engagement on from express lower the participants in
Social Media UnMetri levels of certainty. sentiment the low
c expressed in certainty
H2: Tests whether
(unmetri the post condition
the positive effect
c.com), which was
of expressing Certainty
a social determined
certainty on exerted a
media by the
consumer positive effect
analytics LIWC
engagement, on perceptions
service program .Cr
observed in the of brand
provider. eating
previous study, power and
The dummy
extends to another perceptions of
sample variables
social media brand power
included indicating
platform, Twitter. had a positive
message the brand
effect on
s that H3: Testing that made
 were
posted to
Faceboo
k, the
number
of likes,
commen whether
ts, and consumers who
shares have higher power
associate distance beliefs
d with engage more with engagement,
each brand messages thus resulting
message. using words that in a positive
express certainty indirect effect
The
because these of expressing
message
consumers are certainty on
s in the the post and
more likely to engagement
sample whether the
came engage with The indirect
post
from 18 brands that they mentioned effect of
brands believe are certainty on
another
that powerful engagement
brand
represen was stronger
ta among
variety H2: Platform participants
of features, who endorsed
industrie assumptions about higher levels
s the audience, and of power
(include the producer’s
d in the self-concept affect
sample the producer's
were “self-brand”.
Adidas,
Amazon,
AT&T,
Bank of
America
…).

H1.Drivers for Understandi each brand,

Zheng Shen Customer and ng customer engagement
Platform or 9,330 Brand and brand with brand
Content Strategy? brand Engagement engagement posts can be
Exploring posts H2.Customer and is crucial improved by
Engagement With from 10 Brand for effective choosing an
6 Brand Posts on brands Engagement on brand appropriate
Different Social Different marketing. platform
 It involves a
tangible
interaction
between
customers
and the
brand,
fostering
behavioral
affinity.
Engagemen
t can be
measured
through strategy,
indicators instead of
like likes using a
and different
comments content
on brand strategy across
Media Platforms Platforms posts. platforms

7 Anniek W. four H1 The effect of -The range This study

Eigenraam, Jiska experim initiative character of customer analyzes how
Eelen, and Peeter ents and on perceived engagement the perceived
W.J. Verlegh. Let one field authenticity is initiatives authenticity of
Me Entertain You? study, moderated by that brands online
The Importance of generali brand perception: can launch customer
Authenticity in zing Entertaining is extensive engagement
Online Customer across initiatives are and ever initiatives for
Engagement different perceived as more evolving warm and
online authentic for due to the competent
media warm brands than creative use brands
platform for competent of influenced
s (i.e., brands, whereas technologic consumer
Instagra informative al responses to
m, initiatives are advanceme the brand, the
Faceboo perceived as nts. - initiative, and
k, brand equally authentic Entertaining ongoing
website), for warm and initiatives customer
products competent brands. are focused engagement.
and H2 There is a on creating
services moderated emotional
(i.e., mediation effect: and hedonic
shoes, An entertaining experiences,
grocerie (vs. informative) informative
s, and initiative increases initatives
 recipe
deliverie
s), and positive consumer are aimed at
samples responses towards informing
(i.e., the brand (i.e., the
Mturk, evaluation of the consumer,
Prolific, initiative, brand providing
students) evaluation, utititarian
. ongoing customer value.

8 Meng Tao, Faizan It H1: Features of Features of

Alamhttps, Eva employs live streamers are live
A social
Lahuerta-Otero, an positively streamers
commerce (s-
and Chen online associated with were
commerce)
Mengyuan Get question social commerce measured
strategy is a
Ready to Buy With naire intention. on three
fundamental
Me: The Effect of distribut dimensions:
H2a: Social approach to
Social Presence ed via expertise,
commerce building
Interaction and platform attractivene
intention is customer
Social Commerce s like ss and
positively relationships
Intention on S- XiaoHo humor
associated with and enhancing
commerce Live ngShu, Social
virtual friendship. purchase
Streaming Momo, commerce
intentions
WeChat, H2b: Social intentions,
through the
Dui commerce virtual
characteristics
Yuan, intention is friendship
of live
and positively (Wulf et al.,
streamers,
TikTok. associated with 2020),
creating online
emotional emotional
relationships,
engagement. engagement
and increasing
(J. S. Lim et
H2c: Social user
al., 2020),
commerce engagement
platform
intention is on social
attachment,
positively commerce
the social
associated with platforms.
presence of
platform This can foster
interaction ,
attachment. an engaging
and online
environment
H3: Virtual purchase
and boost the
friendship is intention
credibility of
positively endorsed
associated with products,
online purchasing encouraging
intention. purchasing
H4: Emotional intentions.
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 "communic First, facial

Jameson L. Hayes, expressi emotion ators’ facial emotion
Haseon Park, on expression by expressions expressiveness
Yuanwei Lyu, and analysis SMIs positively influence by SMIs
Yang Zhou. A and influences the moods drives
Multimodal computa consumer of the
consumer
Emotion tional engagement. recipients of
engagement,
Perspective on text their
H2: Textual whereas
Social Media analysis communicat
emotion textual
Influencer from ion,mediate
expression in SMI emotion
Marketing: The 402 judgments
posts has a expressiveness
Effectiveness of Instagra of the
positive influence
Influencer m posts communicat has little
on consumer
Emotions, Network made by or’s impact. Next,
engagement.
Size, and Branding micro-, warmth, negative facial
on Consumer H3: Textual friendliness, emotion
macro-,
Brand Engagement emotion content agreeablene expressiveness
and
Using Facial moderates the ss, and
mega- significantly
Expression and positive influence sociability,
influenc influences
Linguistic Analysis of facial emotion among
ers rated consumer
on consumer other
among engagement
engagement such characteristi
Feedspot behaviors, not
that emotion cs in
’s top 50
expression has a audiences’ positive
stronger influence first emotion.
“InstaM when higher impressions Third,
om” levels of textual and branding
influenc emotion influence fundamentally
ers in accompany either viewers’ changes
2021 . higher or lower desire for emotion’s
levels of facial subsequent impact.
emotion, whereas affiliation Unbranded
lower levels of with the posts can
textual emotion communicat generate
will not or. engagement
meaningfully by
enhance the
using emotion
existing
across
relationship
influencer
between facial
types.
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 H1. The presence Emojis,

Ethan Pancer, actual of an emoji will which are
-liking is not
Maxwell Poole, Twitter increase brand pictographs
simply driven
and Qi Deng feeds engagement that
by hashtags,
Emoji, Playfulness, (likes, shares). represent
of user mentions,
and Brand H2. The presence facial
leading images, or
Engagement on of an emoji will expressions,
celebrity
Twitter increase perceived people, videos—all
and
playfulness. H3. places, or features that
corporat
The positive things (e.g., are designed
e brands.
effect of emojis ❤), are to increase the
on engagement becoming a attention
will be mediated
by perceived mainstream paid to and the
playfulness. H4a. form of exposure
Emoji–text communicat received by a
interplay will lead ion. message
to greater brand the mere -the more
engagement than presence of emoji in a
when no such having an tweet, the
interplay is emoji in a more popular
present. H4b. The tweet
 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 significantl
placing emojis y
prior to the text increased it was
will be moderated likes (Table
by the extent to 2, Model 1).
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

-hạn chế:
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.

Các kết quả từ nhiều nghiên cứu khác nhau đã làm sáng tỏ sự phức tạp của tương tác trên
mạng xã hội và tác động của nó đối với hiệu suất của thương hiệu. Sự ủng hộ từ người ảnh
hưởng, mặc dù tăng tương tác, nhưng không luôn dẫn đến cải thiện hiệu suất của cửa hàng
trực tuyến nếu sự chú ý vẫn tập trung chủ yếu vào người ảnh hưởng thay vì chính sản phẩm.
Điều này nhấn mạnh về sự quan trọng của việc đạt được sự cân bằng giữa tận dụng người ảnh
hưởng để tiếp cận và đảm bảo rằng giá trị và chất lượng sản phẩm vẫn là trung tâm.

Bên cạnh đó, hiệu quả của nội dung trên mạng xã hội trong việc thúc đẩy tương tác của người
dùng phụ thuộc nặng vào ngữ cảnh nơi nó được trình bày. Nội dung được xem là phổ biến và
chân thực thường thu hút nhiều tương tác hơn, bất kể độ chính xác của nó ra sao. Điều này
cho thấy rằng lô-gic trên mạng xã hội, thay vì các giá trị báo chí truyền thống như độ chính
xác, là quyết định tương tác với tin tức trên các nền tảng này.

Ngoài ra, sự chắc chắn về một thương hiệu có ảnh hưởng tích cực đến sự tương tác, đặc biệt
là đối với những người đã coi thương hiệu đó là tiêu chuẩn. Điều này gợi ý rằng xây dựng
một hình ảnh thương hiệu mạnh mẽ và truyền đạt sự tự tin cho người tiêu dùng có thể dẫn
đến việc tăng cường mức độ tương tác. Tuy nhiên, việc điều chỉnh chiến lược nội dung để
phù hợp với sự phức tạp của từng nền tảng là rất quan trọng để tối ưu hóa tương tác của
người dùng.

Trong lĩnh vực thương mại trên mạng xã hội, việc tạo ra môi trường tương tác hấp dẫn, chẳng
hạn như thông qua việc phát trực tiếp, có thể nâng cao tính minh bạch của các sản phẩm được
ủng hộ và khuyến khích việc mua hàng. Một điều bất ngờ là các biểu hiện tiêu cực được thể
hiện bởi người ảnh hưởng thậm chí có thể tạo ra tương tác cao hơn so với các biểu hiện tích
cực, làm nổi bật sự phức tạp của hành vi của người dùng trên mạng xã hội.
Dựa trên những kết quả này, có thể thấy rõ rằng việc thăm dò tương tác trên mạng xã hội đòi
hỏi sự hiểu biết tinh tế về sở thích của người tiêu dùng, thị hiếu của từng nền tảng và nhận
thức về thương hiệu. Bằng cách tận dụng người ảnh hưởng một cách chiến lược, tạo ra nội
dung chân thực và tạo ra môi trường tương tác, các thương hiệu có thể tăng cường sự hiện
diện trực tuyến và thúc đẩy tương tác ý nghĩa với người tiêu dùng.

—-----------------
1. Result
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 range of 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.