Số 233 | Tháng 8/2025
Marketing truyền thông xã hội và tài sản thương hiệu ô tô qua trung gian trải nghiệm và tương đồng tính cách thương hiệu
Nguyễn Thị Thanh Vân, Trịnh Hoàng Nam, Lê Thị Ánh Tuyết
Tóm tắt:
Nghiên cứu nhằm xem xét tác động của marketing truyền thông xã hội (social media marketing – SMM) đối với tài sản thương hiệu (TSTH) ô tô tại Việt Nam, qua hiệu ứng trung gian của trải nghiệm thương hiệu (TNTH) và tương đồng tính cách thương hiệu (TCTH). Phương pháp định lượng và mô hình PLS-SEM được sử dụng nhằm kiểm định mối quan hệ giữa các nhân tố, với bộ dữ liệu thu thập được từ 487 phản hồi hữu ích của các chủ sở hữu ô tô tham gia trên nền tảng truyền thông xã hội và đưa vào phân tích qua phần mềm SmartPLS 3.0. Các phát hiện cho thấy SMM có tác động cùng chiều đến TNTH và tương đồng TCTH, giúp nâng cao TSTH trên hai khía cạnh nhận biết thương hiệu (NBTH) và hình ảnh thương hiệu (HATH). Nghiên cứu bổ sung cho lý thuyết marketing và quản trị thương hiệu khi xác định, những đặc trưng của SMM như các phương thức hữu ích cung cấp TNTH thuận lợi, đồng thời đem đến cảm nhận tích cực về tính tương đồng giữa khách hàng và thương hiệu một cách sâu sắc, củng cố cho TSTH. Về mặt thực tiễn, phát hiện này hỗ trợ các nhà tiếp thị ô tô cải thiện chiến lược marketing trực tuyến hiệu quả hơn.
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Social Media Marketing and Automotive Brand Equity: The Mediating Effects of Brand Experience and Self-Congruity
Abstract:
This study aims to examine the impact of social media marketing (SMM) on consumer-based brand equity within the automobile sector in Vietnam, focusing on the mediating effects of brand experience and self-congruity. The quantitative method and PLS-SEM model are used in research to test the relationship between factors, with data collected from 487 relevant responses provided by car owners on social media platforms and analyzed via SmartPLS 3.0 software. The results indicate that social media marketing positively influences both brand experience and self-congruity, thus enhancing brand equity in terms of brand awareness and brand image. Research supplements marketing and brand management theories by identifying the characteristics of SMM as useful ways of providing a favorable brand experience and creating a strong sense of alignment between the customer and the brand that reinforces brand equity. In practical terms, these findings help automotive marketers improve their online marketing strategies more effectively.