Dissertation MSc Marketing SD The rapid growth of young Internet users, the high importance of young consumer market and the proliferation of online marketing in Vietnam dictate that the advert 25583W
Dissertation MSc Marketing SD The rapid growth of young Internet users, the high importance of young consumer market and the proliferation of online marketing in Vietnam dictate that the advert 25583W
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Dissertation MSc Marketing SD 25583W
Abstract
The rapid growth of young Internet users, the high importance of young consumer market and the proliferation of online marketing in Vietnam dictate that the advertisers have increasingly concerned about how young consumers think, feel and respond to online advertising of various types and formats. The questions this research seeks to answer are what the attitudes of Vietnamese young consumers toward each online advertising type and format are and whether there is a relationship between demographic factors and such attitudes. The research uses survey method with a sample size of 320 respondents which are recruited under the quota sampling method. The findings indicate that Vietnamese young consumers perceive social network ads, search ads and rich media the most positive and rollover, floating, pop-up, pop-under ads the most negative. Besides