CÁC YẾU TỐ TÁC ĐỘNG ĐẾN THÁI ĐỘ CỦA CÔNG CHÚNG TRẺ ĐỐI VỚI QUẢNG CÁO THƯƠNG HIỆU BIA TRÊN MẠNG XÃ HỘI FACEBOOK

Abstract

The objective of the research is to ascertain and evaluate the factors that influence the attitudes of young audiences towards beer advertisements on the widely-used social media platform, Facebook. To achieve this, a comprehensive methodology employing both qualitative and quantitative approaches, such as document analysis, social listening, expert interviews, and a survey involving 202 audiences aged 18-35 residing in Ho Chi Minh City, was employed. The findings indicate that all six factors examined have an influence on the attitudes of young audiences. Specifically, five factors, namely informativeness, credibility, interactivity, entertainment value, and celebrity endorsements, demonstrate positive effects, while the remaining factor, referred to as nuisance, has a negative impact. Moreover, the study proposes various managerial implications with the aim of enhancing the impact of beer advertising content and social media interactions on the attitudes of young audiences