Program at a Glance

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

Zoom Meeting ID: 233 810 3967

Passcode:18062022

Saturday, October 01^st2022 (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)

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

Authors: Nguyen 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)

Discussant: Linh Truong (Loughborough University)

09:55-10:20

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

Authors: Luu 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)

Discussant: Nguyen 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

Authors: Linh Truong (Loughborough University)

Discussant: Luu 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

Authors: Ky-Minh Do (National Taipei University of Technology); Yu-Lun Liu (National Taipei University of Technology)

Discussant: Le 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

Authors: Le Thi Hue Linh (Ho Chi Minh Open University)

Discussant: Ky-Minh Do (National Taipei University of Technology)

11:35-12:00

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

Authors: Le Thi Hong Minh (University of Economics Ho Chi Minh City)

Discussant: Le 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

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

Discussant: Nguyen 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

Authors: Huynh Van Khai (National Economics University); Nguyen Hoai Long (National Economics University)

Discussant: Do 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

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

Discussant: Huynh 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)

Discussant: Vu Thanh Tung (University of Finance - Marketing)

11:30-12:00

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

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

Discussant: Nguyen 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)

Discussant: Nguyen 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)

Discussant: Van-Anh T. Truong (University of Economics – The University of Danang)

10:30-11:00

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

Authors: Nguyen 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)

Discussant: Ao 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

Authors: Ao 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)

Discussant: Nguyen 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

Authors: Dinh 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)

Discussant: Nguyen 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

Authors: Doan Hoang Minh (National Economics University); Victor Komorn(NEOMA Business School)

Discussant: Triet 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

Authors: Triet Minh Nguyen (University of Finance and Marketing)

Discussant: Tran 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

Authors: Nguyen 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)

Discussant: Doan 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

Authors: Tran 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)

Discussant: Nguyen 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)

Discussant: Vu 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)

Discussant: Pham 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)

Discussant: Loan 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

Authors: Vu Huy Thong (National Economics University); Nguyen Dinh Toan (National Economics University); Le Thi Thu Mai (National Economics University)

Discussant: Tran 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

Authors: Hoang 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)

Discussant: Tran 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)

Discussant: Hoang 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)

Discussant: Van 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

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

Discussant: Nguyen 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

Authors: Dang Thi Thu Trang (University of Economics – The University of Danang)

Discussant: Phan 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

Authors: Tran Hong Nhung (National Economics University); Duong Thi Hoa (National Economics University)

Discussant: Dang Thi Thu Trang (University of Economics – The University of Danang)

10:30-11:00

[MICA3039] Factors affecting online incredible buying behavior

Authors: Nguyen Ngoc Hanh (University of Finance - Marketing)

Discussant: Tran 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

Authors: Phan 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)

Discussant: Nguyen 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

Authors: Ao 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)

Discussant: Hanh Thi Hong Hoang (Academic of Finance)

10:00-10:30

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

Authors: Trinh 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)

Discussant: Ao Thu Hoai (University of Finance - Marketing)

10:30-11:00

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

Authors: Thuy Vy Tran (University of Economics – The University of Danang); Thi Khue Thu Ngo (University of Economics – The University of Danang)

Discussant: Trinh Phuong Ly (Banking Academy)

11:00-11:30

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

Authors: Hanh Thi Hong Hoang (Academic of Finance); Lam Son Nguyen (Academic of Finance); Chinh Hong Nguyen (Academic of Finance)

Discussant: Thuy 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

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

Discussant: Quyen 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

Authors: Long Nguyen Hoai (National Economics University); Oanh Dinh Van (National Economics University); Thuy Pham Thi Thanh (National Economics University)

Discussant: Minh Pham (University of Economics Ho Chi Minh City)

10:30-11:00

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

Authors: Quyen 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)

Discussant: Long 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)

Discussant: Le 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

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

Discussant: Dang 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)

Discussant: Pham 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

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

Discussant: Nguyen 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

Authors: My Doan Ha (National Economics University); Duc Vu Tien (National Economics University); An Tran Viet (National Economics University)

Discussant: Nhi 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)

Discussant: My 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