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THE 4th INTERNATIONAL CONFERENCE ON MARKETING IN THE CONNECTED AGE
(MICA – 2024)
Program at a Glance
Zoom Link: https://zoom.us/j/7685278656?pwd=qEWAwN2HPianHvY52ag2ntKUARgavd.1&omn=96967399108#success
Zoom Meeting ID: 768 527 8656
Passcode: 23082024
Friday, August 23rd, 2024 (GMT+7)
07:45-08:00
Registration (On-site participants)
08:00-08:15
Welcome and Opening Remarks
Main Hall E
Representative of DUE
University of Economics, The University of Danang (Vietnam)
08:15-09:15
Keynote Address 1
Teaching Marketing in A Hyper-Connected World: Opportunities and Challenges of Using AI
Professor Ralf Schellhase
Professor of Marketing
Darmstadt University of Applied Sciences, Germany
Chair: Prof. Koppka
University of Economics – The University of Danang
09:15-09:30
Tea Break
09:30-11:30
Parallel Sessions (A)
11:30-13:30
Lunch Break
13:30-14:15
Keynote Address 2
The Double-Edged Sword of the Internet in the Social Marketing Context
Dr. Widya Paramita, S.E., M.Sc.
Editor-in-Chief of the Journal of Indonesian Economy and Business
Gadjah Mada University (UGM), Indonesia.
Chair: Dr. Phan Hoang Long
14:15-14:30
14:30-17:00
Parallel Sessions (B)
17:00-18:00
Best Paper Award
S1. The Potential of Hyperconnected Social Media
ROOM E202
Chair: Dr. Ngo Thi Khue Thu (University of Economics – The University of Danang – Dr. Tran Nien Tuan (University of Economics – The University of Danang)
09:30-09:50
[MICA4009] Factors Influencing Customer Engagement in Social Commerce in Ho Chi Minh City: A case of Tiktok
Authors: Nguyen Ngoc Bich (University of Finance and Marketing)
Discussant: Ngo Thi Khue Thu, Bui Le Quynh Anh (University of Economics – The University of Danang)
09:50-10:10
[MICA4050] The impact of social media influencers on cosmetic purchase intentions of female students at The University of Danang: The mediating role of credibility and para-social interaction
Authors: Dinh Linh Thu, Le Chan Uyen Vy, Bui Pham Anh Thu, Le Ngoc Phuong Uyen, Nguyen Thanh Liem, Phan Hoang Long (University of Economics – The University of Danang)
Discussant: Khai Huynh Van (National Economics University)
10:10-10:30
[MICA4059] Sustainability Advocacy: A Study on Vietnamese Gen Z's Social Media Response to Sustainability Contents
Authors: Pham Dang Ngoc Han, Le Ngoc Tien (Nguyen Tat Thanh University)
Discussant: Nguyen Ngoc Bich (University of Finance and Marketing)
10:30-10:50
[MICA4077] Research on the role of social media in discouraging young people’s intention to use e-cigarettes: Case studies from global perspectives and implications for Vietnam
Authors: Khai Huynh Van, Xam Nguyen Thi, Dung Ngo Thi Kim, Ha Tran Thanh, Anh Nguyen Thi Mai, Uyen Nguyen Phuong (National Economics University)
Discussant: Pham Dang Ngoc Han (Nguyen Tat Thanh University)
10:50-11:10
[MICA4085] The Influence Of Social Media Marketing Activities (SMMAs) On GenZ’s Impulse Buying Behavior On The TikTok Platform: The Role Of Empathy, Perceived Usefulness And Perceived Enjoyment.
Authors: Ngo Thi Khue Thu, Hoang Thi Quynh Anh, Bui Le Quynh Anh, Nguyen Thi Thuy Duong, Mai Thi Thanh Thao, Nguyen Thi Phuong, Nguyen Thu Hang (University of Economics – The University of Danang)
Discussant: Le Ngoc Phuong Uyen (University of Economics – The University of Danang)
S2. Digital Marketing
ROOM E302
Chair: Bao Trung (University of Finance and Marketing)- Dr. Tran Trieu Khai (University of Economics – The University of Danang)
[MICA4025] Developing a Marketing Model for Higher Education in the Mekong Delta
Authors: Phan Thi Thuy Kieu, Võ Thanh Truc, Dang Thuy Linh, Le Thi Hong Gam, Le Thanh My (UEH University)
Discussant: Kadek Ayu Komala Dewi (Ming Chi University of Technology)
[MICA4088] Factors Affecting Digital Marketing Use Behaviour of Startups in Vietnam: A Conceptual Framework
Authors: Khai Huynh Van (National Economics University), Chien Truong Dinh (National Economics University), Phuong Nguyen Van (National Economics University)
Discussant: Bao Trung (University of Finance and Marketing)
[MICA4075] Click Through Intention on Banner Advertising of Consumers in Hochiminh City
Authors: Bao Trung (University of Finance and Marketing)
[MICA4083] Trends of Vegan Cosmetic Purchase Behaviour: Environmental Awareness or Just a Digital Marketing Trick?
Authors: Nguyen Mai Nhu Cam (VAW Global Health Alliances), Tran Thi Bach Yen (Charles Darwin University), Nguyen Vu Duy (University of Finance and Marketing), Dang Chung Kien (University of Finance and Marketing)
Discussant: Phan Thi Thuy Kieu (UEH University)
[MICA4069] TikTok Shop Creators’ Perceptions of Types of Incentives that Greatly Influence the Motivation: A Comparative Study of TikTok Shop Creators in Indonesia and Vietnam
Authors: Kadek Ayu Komala Dewi, Nguyen Le Anh Phuong (Ming Chi University of Technology)
Discussant: Nguyen Mai Nhu Cam (VAW Global Health Alliances)
S3. Branding in a hyperconnected world
ROOM E303
Chair: Dr. Van-Anh T. Truong (University of Economics – The University of Danang)- Dr. Le Thi Thu Mai (National Economics University)
[MICA4090] Examining Brand Love in the Banking Sector: A Case Study of Agribank Lắk Branch, Đắk Lắk Province
Authors: Phuong Thao Nguyen (University of Economics – The University of Danang), Van-Anh T. Truong (University of Economics – The University of Danang), Thuy Bich T. Nguyen (Agribank Lak Branch)
Discussant: Duong Thi Thuy Quynh (University of Economics – The University of Danang)
[MICA4015] The Mediating Role of Brand Love for Luxury Brands in The Impact of Brand Experience on Brand Loyalty: A Case Study on Gen Z (1997-2005) Using Apple Products in Central Viet Nam
Authors: Nguyen Bao Trinh, Truong Gia Linh, Nguyen Thi Ngoc Oanh, Nguyen Thi Phuong Thao, Duong Thi Thuy Quynh (University of Economics – The University of Danang)
Discussant: Le Thi Thu Mai (National Economics University)
[MICA4024] Factors Influencing Brand Avoidance Behavior of Generation Z in Vietnam: A Proposed Model
Authors: Thi Hieu Nguyen, Nu Vi Thao Phan, Thi Phuong Linh Dau, Thi Thu Phuong Nguyen, Thanh Huyen Nguyen, Dinh Toan Nguyen (National Economics University)
Discussant: Van-Anh T. Truong (University of Economics – The University of Danang)
[MICA4049] From customer perception of environmental CSR of fashion brands to purchase intention
Authors: Le Thi Thu Mai (National Economics University)
Discussant: Thi Hieu Nguyen (National Economics University)
[MICA4064] Understanding Brand Authenticity: The Impact on Brand Trust in Hoi An's Fashion Industry
Authors: Van-Anh T. Truong (University of Economics – The University of Danang), Ngan Kim Le (Dong A University), Thu Anh Cao (University of Economics – The University of Danang)
S4. Marketing Communications
ROOM E304
Chair: Dr. Dinh Thi Le Tram – Phuong Thao Nguyen (University of Economics – The University of Danang)
[MICA4062] Factors influencing the customer satisfaction in using credit card services: The case of Techcombank – Headquarter transaction office (Hanoi City)
Authors: Hoa Thi Thanh Dao (CMC University), MA. Toan Ngoc Chan (Techcombank), Dung Vu Tri (CMC University), Yen Thi Chan (CMC University)
Discussant: Phuong Thao Nguyen (University of Economics – The University of Danang)
[MICA4078] How models’ gender expression influences on brand-related effects and social effects: The case of female-oriented cosmetic products advertisement
Authors: Le Khanh Vi, Truong Dinh Quoc Bao (University of Economics – The University of Danang)
Discussant: Pham Thai Ha Anh (National Economics University)
[MICA4071] Sponsored Advertising in the Digital Era: How Influencers' Traits Drive Consumer Engagement and Purchase Decisions
Authors: Ky-Minh Do National (Taipei University of Technology), Phuong Thao Nguyen (University of Economics – The University of Danang)
Discussant: Hoa Thi Thanh Dao (CMC University)
[MICA4070] The impact of controversial advertising on the purchase intention towards fashion products among Gen Z in Hanoi
Authors: Pham Thai Ha Anh, Nguyen Thi Thuy Hoa, Nguyen Thi Bien, Vu Phuong Huyen, Quach Thuy Anh, Nguyen Thao Linh (National Economics University)
Discussant: Vo Thi Kim Anh (Ho Chi Minh City University of Economics and Finance)
[MICA4046] The Human Factor in Cybersecurity: An Analysis of Emerging Trends and Challenges
Authors: Vo Thi Kim Anh (Ho Chi Minh City University of Economics and Finance)
Discussant: Le Khanh Vi, Truong Dinh Quoc Bao (University of Economics – The University of Danang)
S5. Tourism and Hospitality Marketing
ROOM E301
Chair: Dr. Nguyen Anh Khoa Dam (University of Economics – The University of Danang)- Dr. Hoang Phuong Dung (National Economics University)
[MICA4005] The effect of resident-tourist interaction quality on international tourists’ photo-sharing behaviour on social media
Authors: Van Thanh Ta (University of Finance – Marketing); Thai Phuong Le (Danang Architecture University)
Discussant: Nguyen Anh Khoa Dam (University of Economics – The University of Danang)
[MICA4033] How to promote dark tourism among Gen Z travellers: A motivational perspective
Authors: Dung H.P., Thong V. H., Nga N. Q., Minh B. C., Linh N. T., Anh N. T. P., Ngoc V. B (National Economics University)
Discussant: Do Thi Minh Ngoc (Hoa Lu University)
[MICA4034] Analyzing the Impact of Smart Tourism Application, Destination Image, and Satisfaction on Tourist Intention to Return to the Tourist Destination of Nha Trang
Authors: Tran Thi Xuan Vien (Ho Chi Minh City University of Industry and Trade), Ha Nam Khanh Giao (Viet Nam Aviation Academy), Ta Van Thanh (University of Finance – Marketing)
Discussant: Nguyen Lam Ngoc Vi (Hue University)
[MICA4041] How Does Multichannel Integration Quality Drive Customer Loyalty in the Hotel Industry? The Role of Perceived Value, Trust, Satisfaction and Multichannel Complexity
Authors: Thi Khue Thu Ngo (University of Economics – The University of Danang), Van Thao Nguyen (Ming Chi University of Technology), Nguyen Anh Khoa Dam (University of Economics – The University of Danang)
Discussant: Tran Thi Xuan Vien (Ho Chi Minh City University of Industry and Trade)
[MICA4053] Proposing model of the relationship between Mindfulness and customers’ loyalty in the context of heritage tourism in Vietnam
Authors: Do Thi Minh Ngoc (Hoa Lu University), Nguyen Ngoc Quang (National Economics University)
Discussant: Dung H.P. (National Economics University)
11:10-11:30
[MICA4092] A Cluster Analysis of Parasocial Interaction with Social Media Influencers in the Hospitality Industry
Authors: Nguyen Lam Ngoc Vi (Hue University), Le Van Huy (University of Economics – The University of Danang), Le Van Hoa (Hue University)
Discussant: Van Thanh Ta (University of Finance – Marketing)
S6. Hybrid Session
Chair: Dr. Sydney Chinchanachokchai (The University of Akron) – Dr. Phung Nam Phuong (University of Economics – The University of Danang)
[MICA4022] Romantic Gifting Across Cultures: How Self-Construal Influences Romantic Gift Preferences
Authors: Sydney Chinchanachokchai (The University of Akron), Theeranuch Pusaksrikit (Chulalongkorn Business School), Cele C. Otnes (University of Illinois)
Discussant: Ninh Tran Ngoc Trang (Posts and Telecommunications Institute of Technology)
[MICA4038] The impact of perceived value and ESG on fashion purchase intention of generation Z in Vietnam
Authors: Nguyen Y Thu, Nguyen Thi Kim Ngan, Nguyen Ngoc Doan Trinh, Nguyen Thi Hong Hoa (University of Finance – Marketing)
Discussant: Sydney Chinchanachokchai (The University of Akron)
[MICA4006] Evaluating the impact of e-logistics service quality on customer using the e-servqual model: a study of vietnamese logistics enterprises
Authors: Van Thanh Ta (University of Finance – Marketing), The Hien Dang (University of Transport in Ho Chi Minh City), Thi Bich Lien Bui (Foreign Trade University)
Discussant: Nguyễn Minh Ngân (Foreign Trade University)
[MICA4020] Factors influencing online shopping cart abandonment behavior of Vietnamese consumers: A qualitative analysis
Authors: Ninh Tran Ngoc Trang (Posts and Telecommunications Institute of Technology), Thong Vu Huy (National Economics University), Dung Phuong Hoang (National Economics University)
Discussant: Nguyen Y Thu (University of Finance – Marketing)
[MICA4008] The impact of smart tourism technology experiences on tourist behavioral intentions: a systematic review and research framework
Authors: Huynh Diep Tram Anh (Hue University), Ha Nam Khanh Giao (Aviation Academy), Ho Thi Huong Lan (Hue University)
Discussant: The Hien Dang (University of Transport in Ho Chi Minh City)
[MICA4010] Application of AI Marketing in Vietnamese technology enterprises: How humans involve to leverage
Authors: Nguyễn Minh Ngân, Nguyễn Minh Phương (Foreign Trade University)
Discussant: Huynh Diep Tram Anh (Hue University)
S7. Online Retailing and Behaviours
Chair: Dr. Truong Dinh Quoc Bao (University of Economics – The University of Danang)- Dr. Nguyen Thi Minh Tam (University of Economics – The University of Danang)
14:30-14:50
[MICA4082] The impact of affiliate marketing on customer’s online purchase intention for Vietnamese OCOP products
Authors: Duong Thi Lien Ha, Vo Quang Tri, Truong Tran Tram Anh, Duong Thi Yen Vy (University of Economics – The University of Danang)
Discussant: Le Ngoc Tien (Nguyen Tat Thanh University)
14:50-15:10
[MICA4076] Factors Affecting Impulse Buying Behavior During Live Streams on Social Platforms: A Conceptual Framework
Authors: Huynh Van Khai, Pham Nam Huong, Nguyen Linh Anh, Nguyen Thu Trang, Luu Dang Luong, Le Tu Anh (National Economics University)
Discussant: Minh-Quang Le (VNU University of Economics and Business)
15:10-15:30
[MICA4066] Understanding Consumer Purchasing Behavior to Traditional Retailers Marketing Strategy of Live-streaming: A Review of the Stimulus-Organism-Response (SOR) Framework
Authors: Le Ngoc Tien, Pham Dang Ngoc Han (Nguyen Tat Thanh University)
Discussant: Duong Thi Lien Ha, Duong Thi Yen Vy (University of Economics – The University of Danang)
15:30-15:50
[MICA4067] Factors affecting the intention to buy now - pay later for online payment methods of generation Z
Authors: Pham Van Tuan, Nguyen Thi Phuong Tram, Vu Mai Chi, Nguyen Thi Hao, Nguyen Khanh Linh, Nguyen Phan Dung Anh (National Economics University)
Discussant: Luu Dang Luong (National Economics University)
15:50-16:10
[MICA4081] How does retailing strategy influence the decision of purchasing sustainable fashion products? A case study of the four-factor marketing mix approach in an emerging Vietnamese brand.
Authors: Phuong Thuy Nguyen (VNU University of Economics and Business), Minh-Quang Le (VNU University of Economics and Business), Thuy-Ha Dinh (British Vietnamese International School Hanoi), Chau-Anh Pham (British Vietnamese International School Hanoi), Tran-Trung Nguyen (University of Economics – The University of Danang)
Discussant: Pham Van Tuan (National Economics University)
S8. Experiential marketing and digital customer experiences
Chair: Asso. Prof Vu Huy Thong (National Economics University)- Dr. Trinh Phuong Ly (Hanoi University of Science and Technology)
[MICA4052] Intention to use wearables in healthcare and their willingness to share data – A case study in Viet Nam
Authors: Le Thi Minh Hang, Nguyen Ngoc Nhi, Phung Khanh Linh (University of Economics – The University of Danang)
Discussant: Trinh Phuong Ly (Hanoi University of Science and Technology)
[MICA4013] Unveiling the Influence of User Interface Design on the Continuance Usage Intention of Generation Z on E-Commerce Platforms: A Utilization of the Sor Model in the Context of Vietnam
Authors: Dinh Tien Minh, Pham Huy Bao, Pham Thi Kim Ngoc, Nguyen Ngoc Xuan Mai, Nguyen Thi Ngoc My, Nguyen Thu Huong (University of Economics Ho Chi Minh City)
Discussant: Ngoc Anh Do Thi (National Economics University)
[MICA4021] A conceptual paper: The Impact of Customer Experience on the Purchase Intent of Smart home appliances in the O2O business model in Vietnam
Authors: Tran Bao Chau (Nagakawa Group), Vu Huy Thong (National Economics University), Le Thi Thu Mai (National Economics University)
Discussant: Nguyen Ngoc Nhi (University of Economics – The University of Danang)
[MICA4030] Customer experience and repurchase intention through e-commerce platforms: The moderating impact of word-of-mouth information
Authors: Trinh Phuong Ly (Hanoi University of Science and Technology), Pham Thi Huyen (National Economics University), Ngo Thi My Hanh (National Economics University)
Discussant: Dinh Tien Minh (University of Economics Ho Chi Minh City)
[MICA4087] Influencing Immersive Experience Through Gamification on Shopee E-Commerce Application
Authors: Thanh An Nguyen Vu, Phuong Nam Nguyen, Quynh Trang Dong, Thuy Nga Nguyen Thi, Ngoc Linh Vu, Hoang Yen Dao Thi, Ngoc Anh Do Thi (National Economics University)
Discussant: Tran Bao Chau (Nagakawa Group)
S9. Green Marketing
Chair: Dr. Phan Hoang Long (University of Economics – The University of Danang) - Dr. Phan Thi Phu Quyen (University of Economics – The University of Danang)
[MICA4042] “The More Human, The Higher Intention?” Examining the Impacts of Anthropomorphism on Green Purchase Intention: A Motivational Perspective.
Authors: Dinh Thi Le Tram, Nguyen Thi Thanh Diep, Nguyen Mai Linh, Dao Thanh Thuy, Nguyen Anh Thu (University of Economics – The University of Danang)
Discussant: My Nguyen Tra (National Economics University)
[MICA4048] How Gen Z's Motivation, Ability, and Opportunity Towards Green Activities Influence Their Green Fashion Consumption Intentions: A Focus Group Study
Authors: Phan Thi Phu Quyen, Tran Thi Ly, Ho Thi Quynh Nga, Nguyen Thi Bao Phin, Ho Thi Yen (University of Economics – The University of Danang)
Discussant: Hoang Van Hai (University of Economics – The University of Danang)
[MICA4086] Research on the Impact of Green Marketing Mix on Green Purchase Intentions of Vietnamese Consumers: The Case of Vietnam Cosmetics Industry
Authors: Le Trieu My, Le Nguyen Ai Nhi, Pham Nguyen Phuong Nhi, Pham Thi Tuyet Nhi, Tran Minh Trang, Nguyen Thi Tham, Nguyen Xuan Lan, Hoang Van Hai (University of Economics – The University of Danang)
Discussant: Phan Thi Phu Quyen (University of Economics – The University of Danang)
[MICA4080] Sustainable Food Purchase Intention: The Role of Skepticism
Authors: Truong Dinh Quoc Bao, Tran Thi Minh Duyen, Nguyen Thi Ngan Duyen, Hoang Le Bao Chau, Nguyen Thi Thu Hoai, Nguyen Thi Thuy (University of Economics – The University of Danang)
[MICA4074] The Influence of Electronic Word Of Mouth (Ewom) on Vietnamese Consumers’ Purchase Intentions for Recycled Products
Authors: Chien Truong Dinh, Hung Phan Thanh, My Nguyen Tra, Minh Nguyen Binh (National Economics University)
Discussant: Dinh Thi Le Tram, Nguyen Thi Thanh Diep, Nguyen Mai Linh, Dao Thanh Thuy, Nguyen Anh Thu (University of Economics – The University of Danang)
S10. Social marketing in a hyperconnected world
Chair: Dr. Loan Pham Thi Be (University of Economics – The University of Danang)- Dr. Tran Thi Kim Phuong (University of Economics – The University of Danang)
[MICA4044] Understanding hyperconnected consumer: Factors that influence decision-making
Authors: Tran Hong Nhung, Duong Thi Hoa, Nguyen Quynh Trang (National Economics University)
Discussant: Loan Pham Thi Be (University of Economics – The University of Danang)
[MICA4054] Exploring the Impact of Cross-Cultural Awareness and Perceived Cultural Risk on Vietnamese Parents' Intentions to Use YouTube Kids
Authors: Tran Thien Tri, Dang Long Tu (University of Economics – The University of Danang)
Discussant: Do Minh Diep (National Economics University)
[MICA4055] Exploring the Impact of Celebrity Bragging Types on Consumer Purchase Intentions: Unveiling the Roles of Self-Presentation, Self-Congruity and Perceived Similarity with Celebrities
Authors: Loan Pham Thi Be, Vinh Quang Dang, Trang Nguyen Minh Anh, Hieu Tran Thi, Phuong Nguyen Kim (University of Economics – The University of Danang)
Discussant: Nguyen Quynh Trang (National Economics University)
[MICA4063] Investigating Intention to Use Streaming Application of Generation Z: The Case of Netflix in Vietnam
Authors: Vu Thanh An Nguyen, Vu Thai Ha Nghiem, Xuan Hoa Nong, Thi Van Anh Pham, Thi Thu Ha Tran, Nong Nhat Le Hoang, Thu Hien Pham (National Economics University)
Discussant: Tran Thien Tri (University of Economics – The University of Danang)
[MICA4039] Investigating Gen Z's Livestream Shopping Intentions: The Role of Network Externalities and Social Gratifications
Authors: Do Minh Diep, Ho Quynh Trang, Nguyen Minh Xuan, Hoang Yen Linh, Nguyen Phuong Trang (National Economics University)
Discussant: Vu Thanh An Nguyen (National Economics University)
S11. Multifaceted perspectives of marketing in a hyperconnected world
Chair: Dr. Son Tung Nguyen (University of Economics – The University of Danang)- Dr. Tran Xuan Quynh (University of Economics – The University of Danang)
[MICA4056] Studying the impact of preciseness of price presentation and appearance of product on the magnitude of the decoy effect: the case of multinational fast food companies in Vietnam
Authors: Loan Pham Thi Be, Oanh On Nguyen Kieu, Chi Tran Thi Kim, Oanh Le Nguyen Kieu, Tai Dinh Tan (University of Economics – The University of Danang)
Discussant: Thai-Ha Nguyen (Duy Tan University)
[MICA4016] Unveiling the shades of consumer emotion: An Analysis of Sentiment Towards Sennheiser Wireless Earphones on Amazon
Authors: Vo Van Dien, Vo Dinh Quyet (Nha Trang University)
Discussant: Truong Duy Nhat Phuong (University of Economics – The University of Danang)
[MICA4072] Factors influencing the intention to purchase imported luxury products: A study from the perspective of aspirational consumption
Authors: Phan Thanh Hung (National Economics University), Le Tri Tam (National Economics University), Le Thuy Huong (National Economics University), Pham Thai Ha Anh (National Economics University), Nguyen Ha Thanh Thao (Quy Nhơn University)
Discussant: Oanh On Nguyen Kieu (University of Economics – The University of Danang)
[MICA4017] The Impact of Technological Dependency on Student Well-being and Academic Outcomes: A Qualitative Analysis Using Person-Environment Fit Theory
Authors: Thai-Ha Nguyen, Nhu Q. Phan, Nhat MD Nguyen, Cam-Tu Phan (Duy Tan University)
Discussant: Nguyen Thi Nhu Mai University of Finance and Accountancy)
[MICA4084] Does mindfulness practice make your life better and help you consume wiser? - A study on mindful consumption and mindful logistics provider selection behaviour of Vietnamese Gen z consumers
Authors: Truong Duy Nhat Phuong, Truong Dinh Quoc Bao, Thai Huu Anh Tuan, Phan Thi Thanh Hoai (University of Economics – The University of Danang)
Discussant: Vo Van Dien (Nha Trang University)
16:10-16:30
[MICA4012] Building A Model to Study The Impact of Social Capital on The Supply Chain Resilience of Vietnamese Enterprises
Authors: Nguyen Thi Le Huyen, Nguyen Thi Nhu Mai, Nguyen Vu Nhu Quynh, Le Thi Minh Toan, Nguyen Thi My Van, Diep Quynh Tram (University of Finance and Accountancy)
Discussant: Le Tri Tam (National Economics University)
S12. Online Session
Chair: Dr. Truong Tran Tram Anh (University of Economics – The University of Danang)
[MICA4014] A Proposed Research Model Investigating the Impact of Communication on Brand Equity in Vietnam's Higher Education Institutions
Authors: Nguyen Thi Huong (Thuyloi University), Dinh Thi Thuy Hang (Hanoi National University), Nguyen Thi Minh Hien (Academy of Journalism and Communication), Vo Minh Phuong (Dundalk Institute of Technology)
Discussant: Do Thi Diu (Thuyloi University)
[MICA4060] Exploring Intention to Use Telehealth Services: The Role of Firm and User Generated Content in Digital Healthcare Transformation in Vietnam
Authors: Van-Tuan Pham, Ha-My Nguyen, Khanh-Linh Nguyen, Phi-Yen Hoang, Hoai-Thu Tran, Khanh-Linh Ngoc Hoang, and Cong-Tam Tran (National Economics University)
Discussant: Dang Thi Kim Thoa (National Economics University)
[MICA4007] The Impact of Affiliate Marketing Program on Urge to Buy Impulsively of Generation Z on short-form video platforms in Hanoi
Authors: Pham Van Tuan, Ha Phuong Anh, Phan Xuan Anh, Le Ngoc Minh, Le Minh Ngoc, Tran Thuy Tien (National Economics University)
Discussant: Nguyen Thi Huong (Thuyloi University)
[MICA4036] How perceived risk affects advertising avoidance intention in a short-form video advertising context
Authors: Le Thi Diep Anh, Pham Van Tuan, Pham Van Duc (National Economics University)
Discussant: Ha-My Nguyen (National Economics University)
[MICA4037] Research on Impulsive Buying Behavior in Livestreaming Commerce of Vietnamese Consumers
Authors: Nguyen Ngoc Diep, Dang Thi Kim Thoa (National Economics University)
Discussant: Phan Xuan Anh (National Economics University)
[MICA4018] Proposing a model of the impact from online reviews on purchasing intention on e-commerce platforms of Vietnamese customers
Authors: Do Thi Diu (Thuyloi University), Vu Huy Thong (National Economics University), Le Thi Thu Mai (National Economics University)
Discussant: Le Thi Diep Anh (National Economics University)
Panel Best Paper Awards
17:00-17:10
Best Paper Awards
17:10-17:15
Closing Remarks
17:15-18:00
Networking
Khách thăm: 508
Thành viên: 80
Tổng: 588