• Scientific Program


    The 3rd International Conference on Marketing in the Connected Age

    MICA – 2022 

    Program at a Glance

    Zoom Link: https://zoom.us/j/2338103967?pwd=ZmtEdSs3K1FpNHpZZzVJR09lWUQzQT09

    Zoom Meeting ID: 233 810 3967

    Passcode:18062022

    Saturday, October 01st2022 (GMT+7)

    07:45-08:00

    Registration (On-site participants)

    08:00-08:15

    Welcome and Opening Remarks

    Main Hall H304

    Associate Professor Thuy Anh Vo

    Vice-Rector, University of Economics, The University of Danang (Vietnam)

    08:15-09:15

    Keynote Address (Online session)

    Main Hall H304

    Professor Raymond R. Burke

    E.W. Kelley Professor of Business Administration

    Director, Customer Interface Laboratory

    Kelley School of Business, Indiana University (USA)

    ChairAssoc.Prof. Paul Suwannarat (Kasetsart University, Thailand)

    09:15-09:30

    Tea Break

    09:30-12:00

    Parallel Sessions


     

    S1. Updating Marketing Frameworks (Online session)

    ROOM D201

    Chair: Dr.Luong Ngan (London South Bank University)

    09:30-09:55

    [MICA3016] A service science framework for developing customer intelligence in SMEs

    AuthorsNguyen Anh Khoa Dam (University of Science and Technology - University of Danang; Université du Québec à Trois-Rivières); Thang Le Dinh (Université du Québec à Trois-Rivières); Thi My Hang Vu (University of Science Ho Chi Minh City; Vietnam National University Ho Chi Minh City)

    DiscussantLinh Truong (Loughborough University)

    09:55-10:20

    [MICA3022] Applying flow theory to omnichannel consumer behaviour: A systematic literature review

    AuthorsLuu Thanh Tan Nguyen (HUTECH University; London South Bank University); Ngan Luong (London South Bank University); Charles Graham (London South Bank University); Mai Khanh Tran (London South Bank University)

    DiscussantNguyen Anh Khoa Dam (University of Science and Technology - University of Danang; Université du Québec à Trois-Rivières)

    10:20-10:45

    [MICA3054] Customer behaviour toward circular economy: A bibliometric analysis using R

    AuthorsLinh Truong (Loughborough University)

    DiscussantLuu Thanh Tan Nguyen (London South Bank University)

    10:45-11:10

    [MICA3004] Exploring the role of brand image, social proof and user-generated content towards re-purchase intention: A conceptual framework

    AuthorsKy-Minh Do (National Taipei University of Technology); Yu-Lun Liu (National Taipei University of Technology)

    DiscussantLe Thi Hong Minh (University of Economics Ho Chi Minh City)

    11:10-11:35

    [MICA3014] Privacy concerns and disclosure of personal information in the use of mobile applications

    AuthorsLe Thi Hue Linh (Ho Chi Minh Open University)

    DiscussantKy-Minh Do (National Taipei University of Technology)

    11:35-12:00

    [MICA3042] Enhancing the Efficiency of Affiliate Marketing via Tiktok Platform

    AuthorsLe Thi Hong Minh (University of Economics Ho Chi Minh City)

    DiscussantLe Thi Hue Linh (Ho Chi Minh Open University)

     


     

    S2. Digital Marketing Practices

    ROOM D202

    Chair: Dr. Bao Trung (University of Finance- Marketing)

    09:30-10:00

    [MICA3027] Marketing strategy for an e-commerce channel: The case of TH food chain Joint Stock Company

    AuthorsDo Khac Huong (National Economics University); Vu Tri Dung (National Economics University); Do Thi Phi Hoai (Vinh University)

    DiscussantNguyen Thi My Phuong (University of Economics – The University of Danang; Cuu Long University)

    10:00-10:30

    [MICA3026] Application of Digital Marketing tools in Vietnam: Status and development trends

    AuthorsHuynh Van Khai (National Economics University); Nguyen Hoai Long (National Economics University)

    DiscussantDo Khac Huong (National Economics University)

    10:30-11:00

    [MICA3034] Will digital marketing be innovative for all industries? A consideration of the tobacco industry in Vietnam: An empirical study of young smokers

    AuthorsNguyen Mai Nhu Cam (VAW Health Alliances); Tran Thi Bach Yen (Can Tho University)

    DiscussantHuynh Van Khai (National Economics University)

    11:00-11:30

    [MICA3055] The influence of market orientation on the performance of Vietnamese small & medium enterprises (SME’S)

    Authors: Duong Thi Lien Ha(The University of Danang – University of Economics); Vo Quang Tri (The University of Danang – University of Economics); Nguyen Thi My Phuong(The University of Danang – University of Economics; Cuu Long University); Cao Anh Thu (The University of Danang – University of Economics)

    DiscussantVu Thanh Tung (University of Finance - Marketing)

    11:30-12:00

    [MICA3040] Digital marketing strategies of Coca-Cola: What solutions for Vietnam enterprises?

    AuthorsVu Thanh Tung (University of Finance - Marketing), Nguyen Vu Duy(University of Finance - Marketing), Dang Chung Kien(University of Finance - Marketing)

    DiscussantNguyen Mai Nhu Cam (VAW Health Alliances)

     


     

    S3. Branding

    ROOM D204

    Chair: Assoc. Prof. Pham Thi Lan Huong (University of Economics – The University of Danang)

    09:30-10:00

    [MICA3059] Relationship between introversion, extroversion, satisfaction and brand loyalty

    Authors: Nguyen Thi Nhu Mai (University of Finance and Accountancy); Pham Thi Lan Huong (University of Economics – The University of Danang); Van-Anh T. Truong (University of Economics – The University of Danang)

    DiscussantNguyen Cao Lien Phuoc (University of Economics – The University of Danang)

    10:00-10:30

    [MICA3035] The influence of Brand-owned touchpoint factors toward Online Customer experience

    Authors:Nguyen Hoang Giang (FPT Polytechnic); Pham Van Tuan(National Economics University); Hoang Ngoc Vinh Hanh(National Economics University); Tran Minh Dao(National Economics University)

    DiscussantVan-Anh T. Truong (University of Economics – The University of Danang)

    10:30-11:00

    [MICA3062] Exploring the elements of KOLs in viral video advertising

    AuthorsNguyen Cao Lien Phuoc (University of Economics – The University of Danang); Vu Nhu Thanh Tra (University of Economics – The University of Danang); Truong Hoang My Uyen (University of Economics – The University of Danang); Phan Thi Tuong My (University of Economics – The University of Danang); Tran Phuong Dung (University of Economics – The University of Danang)

    DiscussantAo Thu Hoai (University of Finance - Marketing)

    11:00-11:30

    [MICA3020] The influence ofcelebrity in brand communication activities on the purchase intention of consumers in Ho Chi Minh City

    AuthorsAo Thu Hoai (University of Finance - Marketing); Gia Han Do (University of Finance - Marketing); Duong Gia Han Nguyen (University of Finance - Marketing); Ngoc Vi Khanh Le (University of Finance - Marketing); Huynh Trung Nguyen Le (University of Finance - Marketing); Phan Hoai Nhi Dinh (University of Finance - Marketing)

    DiscussantNguyen Hoang Giang (FPT Polytechnic)

     

     


     

    S4. Marketing Communications

    ROOM D205

    Chair: Dr. Doan Hoang Minh (National Economics University)

    09:30-10:00

    [MICA3011] The impact of emotional intelligence on impulse buying of young tiktok users through review videos in Vietnam

    AuthorsDinh Tien Minh (University of Economics Ho Chi Minh City); Tran Nguyen Thuc Han (University of Economics Ho Chi Minh City); Pham Hoai Van Anh (University of Economics Ho Chi Minh City); Nguyen Thi Kim Chi (University of Economics Ho Chi Minh City; Huynh Thi To Trinh (University of Economics Ho Chi Minh City); Nguyen Huu Hoa (University of Economics Ho Chi Minh City)

    DiscussantNguyen Thu Lan (National Economics University)

    10:00-10:30

    [MICA3046] Audience response to anime marketing communications in the digital age: A comparative study of French and Vietnamese viewers

    AuthorsDoan Hoang Minh (National Economics University); Victor Komorn(NEOMA Business School)

    DiscussantTriet Minh Nguyen (University of Finance and Marketing)

    10:30-11:00

    [MICA3015] An application of machine learning in sentimental analysis of Vietnamese F&B reviews

    AuthorsTriet Minh Nguyen (University of Finance and Marketing)

    DiscussantTran Nguyen Thuc Han (University of Economics Ho Chi Minh City)

    11:00-11:30

    [MICA3017] Factors affecting young people’s health promotion behaviors during the Covid-19 pandemic on the social media platforms

    AuthorsNguyen Thu Lan (National Economics University); Nguyen Thi Thanh (National Economics University); Nguyen Thi Xuan (National Economics University); Pham Diem Quynh (National Economics University); Tran Thi Phuong Thao (National Economics University); To Thi Van (National Economics University)

    DiscussantDoan Hoang Minh (National Economics University)

     

     


     

    S5. Marketing for Mobile Banking Services

    ROOM D206

    Chair:Assoc. Prof. Vu Huy Thong(National Economics University)

    09:30-10:00

    [MICA3007] Impacts of gamification on app rating, continued use and word-of-mouth intention with mediating effects of user engagement: The case of Momo

    AuthorsTran The Nam (University of Finance – Marketing); Bui Thi Nhi (University of Finance – Marketing); Nguyen Thi Kim Ba (University of Finance – Marketing); Nguyen Thi Thuy (University of Finance – Marketing); Do Thi Tuyet Nga (University of Finance – Marketing)

    DiscussantNguyen Minh Tam (University of Economics - The University of Danang)

    10:00-10:30

    [MICA3031] Factors influencing the behaviour of switching to e-wallet of Generation X in Viet Nam

    Authors: Le Thuy Huong (National Economics University); Pham Thai Ha Anh (National Economics University); La Quynh Anh (National Economics University); Dang Hien Duc (National Economics University); Tran Quang Thai (National Economics University); Pham Thuy Trang (National Economics University)

    DiscussantVu Huy Thong (National Economics University)

    10:30-11:00

    [MICA3053] To think and to feel: A study into the relationship between aesthetics and users’ behavioral intention toward mobile banking applications

    Authors: Quyen Nguyen Hoang Diem (University of Economics - The University of Danang); Loan Pham Thi Be (University of Economics - The University of Danang); Tung Nguyen Huu (University of Economics - The University of Danang)

    DiscussantPham Thai Ha Anh (National Economics University)

    11:00-11:30

    [MICA3061] Customer experience to leverage customer trust in mobile banking: A study of Joint-stock commercial banks in Vietnam

    Authors: Thi Bich Thuy Nguyen (University of Economics - The University of Danang); Tam Minh Nguyen (University of Economics - The University of Danang)

    DiscussantLoan Pham Thi Be (University of Economics - The University of Danang)

    11:30-12:00

    [MICA3012] The impact of Electronic word-of-mouth (Ewom) on intention to use e-wallet: Evidence from Vietnamese students

    AuthorsVu Huy Thong (National Economics University); Nguyen Dinh Toan (National Economics University); Le Thi Thu Mai (National Economics University)

    DiscussantTran The Nam (University of Finance – Marketing)

     

    S6. Tourism and Hospitality Marketing

    ROOM D301

    Chair: Dr. Su Ngoc Diep (University of Economics – The University of Danang)

    09:30-10:00

    [MICA3001] Hotel’s marketing strategy-based KOLs in case of COVID-19 Pandemic: Perspectives of managers of luxury hotels in Hanoi

    AuthorsHoang Thi Thu Huong (National Economics University);Trinh Phuong Ngoc Linh (National Economics University); Pham Ngoc Linh (National Economics University); Phung Thanh Mai (National Economics University); Vu Ha Phuong (High School for Gifted students)

    DiscussantTran Thi Ngoc Lan (Ho Chi Minh City University of Food Industry)

    10:00-10:30

    [MICA3005] Caravan: A new travel model for tourists in the post-covid-19

    Authors: Dang Van Tho (Ho Chi Minh City University of Food Industry); Tran Thi Ngoc Lan (Ho Chi Minh City University of Food Industry)

    DiscussantHoang Thi Thu Huong (National Economics University)

    10:30-11:00

    [MICA3051] The impacts of active participation, interaction, and sharing on the experience co-creation in tourism destinations: The case of Danang city

    Authors: Vo Le Xuan Sang (University of Finance and Accountancy); Pham Thi Lan Huong (University of Economics – The University of Danang); Nguyen Thi Bich Thuy (University of Economics – The University of Danang); Nguyen Tran Bao Tran (University of Economics – The University of Danang)

    DiscussantVan Anh T. Truong (University of Economics – The University of Danang)

    11:00-11:30

    [MICA3058] Film-induced tourism and digital storytelling: The feasibility in the case of Vietnam cinema

    AuthorsVan Anh T. Truong(University of Economics – The University of Danang); Dinh Thi Le Tram (University of Economics – The University of Danang)

    DiscussantNguyen Tran Bao Tran (University of Economics – The University of Danang)

     

     


     

    S7. Online Retailing and Behaviors

    ROOM D302

    Chair: Dr. Dinh Thi Le Tram (University of Economics – The University of Danang)

    09:30-10:00

    [MICA3044] Factors affecting consumers’ web rooming intention: A conceptual model for the consumer electronics sector in Vietnam

    AuthorsDang Thi Thu Trang (University of Economics – The University of Danang)

    DiscussantPhan Trong Nhan (Industrial University of Ho Chi Minh City)

    10:00-10:30

    [MICA3033] Analyzing consumer decision on food consumption via mobile applications in Vietnam after covid-19: A case of Grabfood

    AuthorsTran Hong Nhung (National Economics University); Duong Thi Hoa (National Economics University)

    DiscussantDang Thi Thu Trang (University of Economics – The University of Danang)

    10:30-11:00

    [MICA3039] Factors affecting online incredible buying behavior

    AuthorsNguyen Ngoc Hanh (University of Finance - Marketing)

    DiscussantTran Hong Nhung (National Economics University)

    11:00-11:30

    [MICA3037] Users’ conversion behavior in freemium services: A perspective of the Push–Pull–Mooring framework and Operant Conditioning theory

    AuthorsPhan Trong Nhan (Industrial University of Ho Chi Minh City); Vo Thi Ngoc Thuy (Hoa Sen University); Ho Truc Vi (Industrial University of Ho Chi Minh City)

    DiscussantNguyen Ngoc Hanh (University of Finance - Marketing)

     

     


     

    S8. Consumer Insights

    ROOM D303

    Chair:Dr. Truong Tran Tram Anh(University of Economics – The University of Danang)

    09:30-10:00

    [MICA3021] Influence of effects - consequences of lockdown on office staff's productivity in Ho Chi Minh city

    AuthorsAo Thu Hoai (University of Finance - Marketing); Minh Phung Hoang Tran (University of Finance - Marketing); Thuy Thi Thanh Dao (University of Finance - Marketing); Nhu Thai Thanh Vo (University of Finance - Marketing); Anh Tran Tram Phan (University of Finance - Marketing)

    DiscussantHanh Thi Hong Hoang (Academic of Finance)

    10:00-10:30

    [MICA3025] Determinants of purchase intention towards life insurance among generation Z

    AuthorsTrinh Phuong Ly (Banking Academy); Vu Thu Trang (National Economics University); Ngo Thi My Hanh (National Economics University); Nguyen Thu Van (Phan Dinh Phung High School)

    DiscussantAo Thu Hoai (University of Finance - Marketing)

    10:30-11:00

    [MICA3047] An exploratory study of customer experience: A case study in coffee service industry

    AuthorsThuy Vy Tran (University of Economics – The University of Danang); Thi Khue Thu Ngo (University of Economics – The University of Danang)

    DiscussantTrinh Phuong Ly (Banking Academy)

    11:00-11:30

    [MICA3056] Personalization-Privacy Paradox: Literature Review and Future Study

    AuthorsHanh Thi Hong Hoang (Academic of Finance); Lam Son Nguyen (Academic of Finance); Chinh Hong Nguyen (Academic of Finance)

    DiscussantThuy Vy Tran( University of Economics – The University of Danang)

     


     

    S9. Green Marketing

    ROOM D304

    Chair: Dr. Le Thi Thu Mai (National Economics University)

    09:30-10:00

    [MICA3018] Social media engagement and green consumption behavioral intention among Gen Z

    AuthorsLe Thi Thu Mai (National Economics University); Vu Huy Thong (National Economics University); Nguyen Quang Dung (National Economics University); Nguyen Dinh Toan (National Economics University)

    DiscussantQuyen Phu Thi Phan (University of Economics – The University of Danang)

    10:00-10:30

    [MICA3023] Green marketing activities at modern retail systems research in Da Nang and Ho Chi Minh city

    AuthorsLong Nguyen Hoai (National Economics University); Oanh Dinh Van (National Economics University); Thuy Pham Thi Thanh (National Economics University)

    DiscussantMinh Pham (University of Economics Ho Chi Minh City)

    10:30-11:00

    [MICA3060] Being green: Boosting consumers’ purchase intention of smart electronic scooters

    AuthorsQuyen Phu Thi Phan (University of Economics – The University of Danang); Nhat Tan Pham (International University, Vietnam National University Ho Chi Minh City); Quan Minh Dang (International University, Vietnam National University Ho Chi Minh City); Tran Hoang Tuan (University of Labor and Social Affairs)

    DiscussantLong Nguyen Hoai (National Economics University)

    11:00-11:30

    [MICA3010] The influence of Covid-19 on organic food purchase intention and the intention–behavior gap in a new normal: A case study among young consumers in Ho Chi Minh city

    Authors: Tien Minh Dinh (University of Economics Ho Chi Minh City); Trinh Tran Huynh Thao (University of Economics Ho Chi Minh City); Minh Pham(University of Economics Ho Chi Minh City); Thy Nguyen Vo Anh (University of Economics Ho Chi Minh City); Quan Nguyen Tran Minh (University of Economics Ho Chi Minh City); Hai Vu Xuan (University of Economics Ho Chi Minh City)

    DiscussantLe Thi Thu Mai (National Economics University)

     

     


     

    S10. Marketing and Education

    ROOM D305

    Chair: Dr. Phan Hoang Long (University of Economics – The University of Danang)

    09:30-10:00

    [MICA3019] Academic Aspect Quality, Dissatisfaction, and Negative Customer Engagement Intention in Higher Education: A Structural Equation Model

    AuthorsPham Thi Kim Thanh (National Economics University); Nguyen Hoai Long (National Economics University); Nguyen Ngoc Quang (National Economics University); Pham Hong Hoa (National Economics University)

    DiscussantDang Van My (University of Finance – Marketing)

    10:00-10:30

    [MICA3024] How student-university of co-value creation affects student experience and university brand image

    Authors: Nguyen Hai Ninh (Foreign Trade University); Nguyen Thi Tra Phuong (Foreign Trade University); Tran Thi Cuc (Foreign Trade University); Tran Thi Ngoc Anh (Foreign Trade University); Pham Thi Tu (Foreign Trade University)

    DiscussantPham Thi Kim Thanh (National Economics University)

    10:30-11:00

    [MICA3038] Perceived service quality, and satisfaction of lecturer about online training activities at Vietnamese universities in the Covid-19 context

    AuthorsNhi Tran Que (National Economics University); Long La Gia (National Economics University); My Doan Ha (National Economics University); Huyen Pham Thi (National Economics University)

    DiscussantNguyen Thi Tra Phuong (Foreign Trade University)

    11:00-11:30

    [MICA3043] Howe-learning service quality effect on student’s learning outcomes in Vietnamese higher education institutions: Experiment in the context of social distancing

    AuthorsMy Doan Ha (National Economics University); Duc Vu Tien (National Economics University); An Tran Viet (National Economics University)

    DiscussantNhi Tran Que (National Economics University)

    11:30-12:00

    [MICA3063] Impact of innovation and technology quality affect on student satisfaction of university of finance-marketing

    Authors: Pham Tien Dat (University of Finance – Marketing); Phan Thi Hang Nga (University of Finance – Marketing); Nguyen Thi My Linh (University of Finance – Marketing)

    DiscussantMy Doan Ha (National Economics University)

     


    Panel Best Paper Awards

    Main Hall H304

    12:00-12:10

    Best Paper Awards

    12:10-12:15

    Closing Remarks

    12:15-13:30

    Lunch & Networking

    Main Hall E




     

    MICA Contacts: 0236-395 42 43/ 0236-395 04 75

    https://due.udn.vn/mica

     

     

     

     


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