VIET NAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

Business Research Methodology

The Communication, Engagement And Interaction Of Customers Of Online

Events Through Social Media Platform In Vietnam

Võ Thanh Hằng 719V0019

Doãn Như Quỳnh 719K0175

Đặng Nữ Linh Chi 719K0070

Nguyễn Thanh Hồng Hạnh 719K0296

Hoàng Quốc Bảo 719K0240

Instructor:
Doctor Lobel Trong Thuy Tran
Group 26 _ Shift 2 of Friday

Majority:
Hospitality Management

HO CHI MINH city, 18th March, 2021

1
 Table of individual tasks
Name Student’s Tasks Confirmation
ID
Võ Thanh Hằng 719V0019 - Research Questions.
- Preset Researches of last 3
variables (OE, BI, PA).
- questionnaire (Personal
Questions).
- Managerial Implications.
- Calculating data.
- Powerpoint chapter 1.
Doãn Như Quỳnh 719K0175 - Research Objectives.
- Theoretical Overview of first 3
variables (OI, EC, OC).
- The first 3 hypotheses.
- Analysis of Demographic
Characteristics.
- Model assessment.
Đặng Nữ Linh Chi 719K0070 - Research Context.
- Preset Researches of first 3
variables (OI, EC, OC).
- Measurement.
- Limitations and directions for
further research.
- Powerpoint chapter 2.
- Introduction of SmartPLS 2
Nguyễn Thanh Hồng Hạnh 719K0296 - Data Collection Methods.
- Questionnaire (Particular
Questions).
- Coding data.
- The last 2 hypotheses.

2
 - Theoretical Implication.
- Conclusion.
Hoàng Quốc Bảo 719K0240 - Theoretical Overview of last 3
variables (OE, BI, PA).
- Research Subjects.
- Data description.
- Research Model.
- Hypotheses testing.
- Powerpoint chapter 3.

3
 Hướng Dẫn Xây Dựng Bảng Tiêu Chí Đánh Giá (Rubric)

Đề Cương Môn Phương Pháp Nghiên Cứu Trong Kinh Doanh

Thang
đánh
Điểm Điểm
giá
1 2 3 4 5 đánh quy
Nội
Điểm giá đổi
dung
/10
tiêu chí
0 điểm 1/3 tổng 1/2 tổng điểm 3/4 tổng điểm Trọn điểm
điểm
1. Tổng 3/10
quan
nghiên
cứu
1.0 0 0.33 0.5 0.75 1.0
L Chỉ dịch từ
bài nghiên Đọc phần Bối cảnh
1.1. Bối cứu mẫu, người đọc nhận thấy Đọc phần Bối cảnh người
Không
không vận Làm rõ nhu cầu được rõ ràng. Bối đọc nhận thấy được rõ ràng.
cảnh nêu được
và mô tả nghiên cứu xuất cảnh nghiên cứu, Đối Bối cảnh nghiên cứu, Đối
nghiên nhu cầu
dụng được phát từ thực tế và tượng nghiên cứu và tượng nghiên cứu và vấn đề
cứu nghiên
bối cảnh từ lý thuyết vấn đề nghiên cứu, và nghiên cứu, lấy ví dụ từ cả
cứu.
thực tiễn của có trích dẫn từ lý thực tiễn và lý thuyết
đề tài đang thuyết lý thuyết
làm.
1.0 0 0.33 0.5 0.75 1.0
Không Nêu được Trình bày rõ ràng Trình bày rõ ràng Đọc phần Trình bày mục
nêu được câu hỏi hoặc được tình huống được tình huống tiến tiêu nghiên cứu người đọc
câu hỏi mục tiêu tiến thoái lưỡng thoái lưỡng nan của nhận biết rõ ràng được tình
1.2. và mục nghiên cứu. nan của doanh doanh nghiệp, từ đó huống tiến thoái lưỡng nan
Mục tiêu nghiệp, từ đó rút ra rút ra được câu hỏi của doanh nghiệp, người viết
tiêu nghiên được câu hỏi và Quản trị và sau đó lập luận được logic câu hỏi
cứu mục tiêu nghiên lập luận được câu hỏi Quản trị và sau đó lập luận
cứu Nghiên cứu được câu hỏi Nghiên cứu,
dẫn chứng và liên hệ được cả
trong lý thuyết và thực tiễn.
1.0 0 0.33 0.5 0.75 1.0
Không Nêu được những Nêu được những đóng góp/
nêu được đóng góp/ ý nghĩa ý nghĩa, hàm ý Quản trị
1.3. Ý đóng kỳ vọng chung từ mong đợi, hoặc ứng dụng
góp/ ý bài báo key papers của bài nghiên cứu trong
nghĩa
nghĩa kỳ thực tiễn
vọng
nghiên
cứu.
2. Tổng 2/10 0 điểm 1/3 tổng 1/2 tổng điểm 3/4 tổng điểm Trọn điểm
quan lý điểm
thuyết
2.1. Lý 0.4 Không Khái niệm/ định Khái niệm/ định nghĩa của
thuyết nêu rõ nghĩa của các biến các biến nghiên cứu cùng
khái niệm nghiên cứu. với ví dụ rõ ràng
các biến
2.2. 0.6 Không Thể hiện Thể hiện được Tổng quan được Tổng quan được những đóng
Nghiên thể hiện được duy nhiều nghiên cứu những đóng góp và góp và hạn chế của nghiên
cứu được nhất một trước hạn chế của nghiên cứu trước đối với từng biến
trước những nghiên cứu cứu trước đối với nghiên cứu. Theo hình thức
nghiên trước từng biến nghiên cứu. kết hợp các nghiên cứu dưới
4
 cứu trước Theo hình thức từng từng chủ điểm lý thuyết
nghiên cứu riêng lẻ
2.3. Mô 1.0 Không có Có mô hình nghiên Có mô hình nghiên cứu, và
hình mô hình cứu, và giả thuyết giả thuyết nghiên cứu thực
nghiên nghiên nghiên cứu thụ, rõ ràng.
cứu cứu
3. 5/10 0 điểm 1/3 tổng 1/2 tổng điểm 3/4 tổng điểm Trọn điểm
Phương điểm
pháp
3.1. Phát 1.0 Không Chỉ nêu sơ Bài viết có làm rõ Bài viết có làm rõ Bài viết có làm rõ được cách
triển đo hiểu về sài các cách được cách thức xây được cách thức xây thức xây dựng các biến,
lường đo lường đo lường dựng các biến, dựng các biến, nguồn gốc của chúng, có
trong bài nhưng không làm nguồn gốc của chúng bảng tổng hợp về đo lường
viết rõ nguồn gốc của của các biến.
chúng.
3.2. 1.0 Không có Có trình bày về Đối Trình bày rõ ràng, rành mạch
Thiết kế thiết kê tượng khảo sát, về đối tượng khảo sát, kế
nghiên nghiên phương thức tiếp hoạch phương thức tiếp cận
cứu cứu cận và Pretest những đối tượng này và
Pretest
3.3. Thu 1.0 Lập luận Chỉ sử dụng Có kế hoạch lấy Có kế hoạch lấy mẫu, Có kế hoạch lấy mẫu, nêu rõ
thập dữ chủ quan, thông tin từ mẫu, nêu rõ được nêu rõ được kích cỡ được kích cỡ mẫu, phương
liệu sơ sài về bài mẫu, và kích cỡ mẫu, mẫu, phương tiện tiện khảo sát, và đặc tính
hình thức không có kế phương tiện khảo khảo sát, và đặc tính nhân khẩu học của đối tượng
thu thập hoạch thu sát. nhân khẩu học của khảo sát
dữ liệu thập mẫu rõ đối tượng khảo sát Nêu rõ phương pháp xử lý sự
ràng cho bối thiên vị, sự không phản hồi,
cảnh riêng. sự bàn quan của đối tượng
khảo sát trong quá trình thu
thập dữ liệu.
3.4. 2.0 Tự thiết Chỉ dịch Hiệu chỉnh bảng Hiệu chỉnh bảng hỏi Hoàn thiện được một bảng
Bảng kế bảng được bảng hỏi nháp thành một nháp thành một bảng hỏi tốt và xứng đáng thực sự.
hỏi hỏi hỏi từ bảng bảng hỏi có nội hỏi có hình thức hoàn Không mắc lỗi trong các nội
hỏi nháp dung các câu hỏi chỉnh và đầy đủ 3 dung từng câu hỏi, có khái
phù hợp theo bối loại câu hỏi: Câu hỏi niệm hóa các biến khó, hoặc
cảnh nhận dạng, Câu hỏi bảng hỏi đã qua thẩm định
mục tiêu nghiên cứu, của chuyên gia.
Câu hỏi phân loại, đi
kèm các phần giới
thiệu về nghiên cứu
Tổng Kết quả
điểm

5
 Acknowledgement

This paper become a reality with the kind support and help of many individuals. We would
like to extend our sincere thanks to all of them.
First and foremost, we cannot express enough thanks to my instructor, Dr. Lobel Trong
Thuy Tran, for giving us the opportunities to do research and providing invaluable guidance
throughout this research. Even though we were going through 2 difficult weeks of learning online
because of Covid-19 pandemic, he was still dedicated with teaching and giving us a lot of helpful
knowledge related to the course. He has taught us the methodology to carry out the research and
to present the research work as clearly as possible. It was a great privilege and honor to work and
study under his guidance.
Next, our completion of this research paper could not not have been accomplished without
the support of Ms. Minh Diem Nguyen Cao - the teaching assistant of our instructor. Whenever
we had any problems or things that we did not understand clearly, she was the person providing
the best and necessary solutions and information.
Our thanks and appreciations also go to all the writers’ online credit, the journal for every
important information, knowledge, and database that we used to complete this paper successfully.
Best regards,
The authors.

6
 Tables of Contents
Table of individual tasks 2
Acknowledgement 6
Abstract 9
Chapter 1. Introduction 10
1.1 Research context 10
1.2 Research Questions 11
1.3 Objectives 12
Chapter 2. Theoretical Overview 13
2.1 Online customer-to-customer interaction (OI) 13
2.2 Effective communication (EC) 14
2.3 Online content engagement (OC) 14
2.4 Online Event Experience (OE) 16
2.5 Behavioral Intentions (BI) 16
2.6 Place Attachment (PA) 16
2.7 Relationship among 6 variables OI, EC, OC, OE, BI, PA 17
2.7.1 Online consumer-to-consumer interaction and Online event experience 17
2.7.2 Effective communication and Online event experience 18
2.7.3 Online content engagement and Online event experience 18
2.7.4 Online event experience & Behavioral intentions 18
2.7.5 Place attachment & Online event experience & Behavioral intentions 19
2.8 Previous Researches 19
2.8.1 Online customer-to-customer interactions (OI) 19
2.8.2 Effective communication (EC) 20
2.8.3 Online content engagement (OC) 21
2.8.4 Online events experience (OE) 22
2.8.5 Behavioral intentions (BI) 23
2.8.6 Place attachment (PA) 24
Chapter 3. Research Methods 25
3.1 Data Collection 25
7
 3.1.1 Research subjects: 25
3.1.2 Data collection methods: 25
3.1.3 Data description 25
3.2 Research Model 26
3.3 Measurements 26
Chapter 4. Results 29
4.1 Analysis of Demographic Characteristic 30
4.2 Model assessment 32
4.3 Hypothesis testing 34
Chapter 5. Conclusion 36
5.1 Theoretical Implication 36
5.2 Managerial Implications 37
5.3 Limitations and directions for further research 38
References 40
Questionnaire 45

8
 The Communication, Engagement and Interaction Of Customers Of
Online Events Through Social Media Platform In Vietnam

Abstract

This research paper aims in identifying the major factors or attributes that affect the customers,
evaluating their overall experience while attending to different events through social media platform and also
their impact on online customer satisfaction. To achieve the objective, exploratory factor analysis was used and
multiple regressions were applied. Furthermore, the findings suggest that economic value, customization, post-
purchase experience and customer services are the major factors on which customers evaluate their overall
online experience and satisfaction.

Keywords: online events, customers’ interaction, social media, effective communication

9
 Chapter 1. Introduction
1.1 Research context

"Online events" is not at this point an unusual term to numerous individuals in recent years.
Indeed, this phrase had appeared for years; however, it just truly got mainstream with organizations
and buyers in the 21st century. It is easy to see that online events have become a significant part and
enormously affected a wide range of enterprises (particularly the food industry) in building
relationships among organizations and clients to bring benefits for both the organization and
purchasers.

For the food industry, it plays a critical role in the requirements of human needs. In any case,
the food industry has been in an emergency during the Corona virus pandemic, therefore, it has since
been realized that online events decidedly affect the improvement of this field. Not only do virtual
events make impacts but variables also have positive influence on food industry (Husni et al., 2020).
Online customer-to-customer interaction (OI); Effective communication (EC); Online content
engagement (OC); Online Event Experience (OE); Behavioral Intentions (BI); Place attachment (PA).
Although they are some simple variants, they assume a vital part in the elevation of buyer online events
experience. That is the reason why these variables should be continuously developed to combine with
the utilization tendency of clients.

10
1.2 Research Questions

Customers have so many options in a world where there are too many brands (Kotler, 2015).
As a result, firms face greater challenges in proposing positioning strategies that will distinguish their
brand from the competition; otherwise, consumers will not select their product, especially during the
Fourth Industrial Revolution. Literally, in such a dilemma like this, firms must find a way to attract
customers and this solution is carried out through online events on social media platform. Before
conducting any event, they have to propose many questions that require the satisfying answers for their
knowledge about social media, or to be more specific is online event, in order to achieve the success
in the online environment. To help managers gain a better perspective and orientation, our paper
attempts to address questions in the process of gathering information and reviewing data in order to
direct our efforts to the most rational and accurate outcomes through a variety of empirical studies and
analysis (Alvesson et al, 2011). There are several research questions that can serve and support our paper to
conduct and collect data in order to achieve the objectives, such as: “What are the variables impact on virtual
events?”, “What are the impact of online events on the communication between enterprises and
customers?”, “How can business improve the interaction with customers through online events?”.

11
1.3 Objectives
This research aims to analyze the effects of Online Events on customer’s behaviour in Vietnam,
containing 3 objectives. The first objective is to critically analyze each variable that affects online
events. In addition, the purpose of this study also is to ilustrate the influence of the events’ utility in
social media platform. Furthermore, this is an opportunity for us - the undergraduate students to
understand more and can apply the method of resereaching to answer the research questions. Another
important objective that we want to mention is to formulate relevant recommendations for
organizations to increase the customer interaction. Through this research, we want to apply the model
of research to the context of Vietnam and find helpful solutions for Vietnamese firms.

12
 Chapter 2. Theoretical Overview

2.1 Online customer-to-customer interaction (OI)

We often interact with others in our social environment. These interactions have traditionally
taken place in a face-to-face context, such as when we interact with loved ones at home, friends at a
party, salespeople in a store, or colleagues at work. However, more recently, we have also begun to
interact with others in an online setting. – said by Gershoff, et al. Therefore, we define consumers
connect or interact with each other, with the company, or with the brand in an online environment,
which is called as online interaction or Customer to customer interaction. In social media field,
according to JC Social Media, 2015, Interaction utilizes the two-way communication between brands
and people made possible by social media. Social media interaction involves businesses talking to
individuals, primarily on Twitter, but also on Facebook, Instagram, and LinkedIn too. This interaction
can be both reactive (to people who have messaged your brand) and proactive (to people you reach out
to based on one or more factors). There are more than 2.7 billion social media users around the world
– about 35% of the worldwide population – and this number continues to grow each year. Facebook is
also the most popular channel for people to both share their own content (52%) and like/share someone
else’s content (54%). (Herhold, 2019). For example, Thánh Rì viu, Đảo đồ ăn, Sài Gòn Ùm are the
groups on Facebook that have many followers and the interaction among the members is high. The
content of these groups is a reliable source with many young people in Vietnam because of the posts
– always available with plenty of photos and detail reviews that audience can easily catch up with.

13
2.2 Effective communication (EC)
Effective communication is a process of exchanging ideas, thoughts, knowledge and
information such that the purpose or intention is fulfilled in the best possible manner. In simple words,
it is nothing but the presentation of views by the sender in a way best understood by the receiver.
(Prachi M, 2018). Common barriers to effective communication include: Stress and out-of-control
emotion, lack of focus, inconsistent body language, negative body language (Lawrence R., et al.,2020).
Reasons why effective communication is important: It builds and maintains relationships, trust, helps
build the team as an effective unit, helps with decision making, improves customer satisfaction (Kher
S., 2017). For instance, The Top Social Media Platforms Changing Communication. Facebook is seen
as the most predominant social media platform and it has the numbers to back it up. Twitter is a fast-
paced network that allows users to share information instantaneously –– in 140 characters or less.
Snapchat has led the way in “temporary” social media, allowing users to share content that can only
be seen for 24 hours at most. This Facebook-owned, social media platform has doubled its user base
to 700 million monthly active users in just two years (Willis A., 2017). Effective communication plays
a critical role in food industry, it can also create a success or a failure to the company.

2.3 Online content engagement (OC)

Content engagement is an action a user takes on a given piece of content or web page. It
sends a signal (either to Google, a website or social platform) that the content was relevant to your
audience in some way (Gilbertson-Urtel N., 2018). Engagement is the online catalyst that converts
prospects to customers, customers to loyal customers, and loyal customers to vocal brand
advocates. A colleague once described engagement as, “The gravity that holds an audience in orbit
around a brand.” As such, it is become the newest competitive battleground for marketers. Just
ask a Chief Marketing Officer what their top ten online marketing concerns are. Engagement will
usually appear in the top three. And, as challenging as engagement can be for domestic brands, it
becomes even more elusive when trying to engage across the barriers of culture and language.
Online engagement can take many forms, from favoriting a Tweet to creating a video on YouTube.
But the reasons why people engage with brands remain consistent.
According to McLachlan (2020), Social media engagement is measured by a range of
metrics that could include the following: Shares or retweets, comments, likes, followers and

14
audience growth, click-throughs, mentions (either tagged or untagged) and using branded
hashtags. For Example: Facebook defines engagement as likes, comments and shares. In this KFC
post, this fast-food brand created the content to be suitable with the date 20/3 also known as
International day of Happiness. This will bring the information to the people that did not know
about the day and can grab the attention of people who have already know about it.

15
2.4 Online Event Experience (OE)

An Online Event is a media presentation distributed over the Internet using streaming media
technology to distribute a single content source to many simultaneous listeners/viewers (Robert, 2020).
An online event may either be distributed live or on demand as designated by the event. Essentially,
“broadcasting” live over the Internet (Robert, 2020). Upcoming events are posted with instructions
including day and time of the broadcast (Robert, 2020). For example, Online events on Facebook about
food industry may be the cooking classes, or online cooking competitions.

2.5 Behavioral Intentions (BI)

Behavioral intention - This refers to the motivational factors that influence a given behavior
where the stronger the intention to perform the behavior, the more likely the behavior will be
performed (Wayne et al, 2019). For example, the good care and treatment of the restaurant’s manager
and staffs can influence whether a customer develops a positive attitude toward the food and the
decision to return to the restaurant again.

2.6 Place Attachment (PA)

This could be any type of place, from any time, for any reason. Perhaps it is a childhood home,
a favorite camping spot, a city you long to return to, or the country where you were born (Robert,
2017). Maybe it is your bedroom, a particular park bench, a place of spiritual significance, or the place
where you first met your significant other (Robert, 2017). Most people can readily conjure up at least
one place that is important to them (Robert, 2017). This cognitive-emotional bond that individuals
develop towards places is known as place attachment (Robert, 2017). For example, diners often
choose an eatery that is familiar to them because it offers a warm, safe and delicious feeling; when
16
ordering online food also, customers often choose familiar online food vendors instead of
experiencing new dishes.

2.7 Relationship among 6 variables OI, EC, OC, OE, BI, PA

Online
Online
consumer-to-
consumer-to-
consumer
consumer
H1
interaction
interaction

H2 H4
Effective Online event Behavioral
communication experience intentions
H3

CV CV
Online content Place
engagement attachment

Figure 1. Hypothesis Model

2.7.1 Online consumer-to-consumer interaction and Online event experience

In the relationship between Online consumer-to-consumer interaction and Online event
experience, Online consumer-to-consumer interaction is the independent variable which impacts on
Online event experience. Due to the obvious rise of social media, there has been more interaction
between consumers (Brodie et al., 2013). Consumer-to-consumer interaction implies reciprocal
behaviors such as information sharing (— for example, providing instructions on how to use a
particular service (Johnson et al, 2013). If Online consumer-to-consumer interaction is high then
Online event experience will also increase because when a post on social media has high interaction,
people will contribute their knowledge on the comment section then everyone’s online experience will
become better. Therefore, we propose:
H1: Online consumer-to-consumer interaction on social media has a positive effect on online event
experience.

17
2.7.2 Effective communication and Online event experience
In the relationship between Effective communication and Online event experience, Effective
communication is the independent variable which impacts positively on Online event experience. An
Online Event is a media presentation distributed over the Internet using streaming media technology
to distribute simultaneously a single content source to many listeners/viewers, while Effective
communication is a process of exchanging ideas, thoughts, knowledge and information such that the
purpose or intention is fulfilled in the best possible manner. It can be clearly seen that these two
variables have a similar purpose that is conveying the thoughts and ideas from presenters to
listeners/viewers. Therefore, despite the online world is a complex place, if the presenter can stand out
in an online event’s communication by his own presentation, he will be out of this world, and he will
make the event even more special and attractive to listeners/viewers.
H2: Effective communication on social media has a positive effect on the online event experience

2.7.3 Online content engagement and Online event experience

In the relationship between Online content engagement and Online event experience, Effective
communication is the independent variable which affects Online event experience. Rising consumer
content engagement through social media platforms has a massive influence on how people assess a
company's or brand's experience (Liechty et al., 2001). Customers' online experiences can be managed
in a variety of ways, including customization, interactivity, and website design. (Srinivasan et al.,
2002). Hence, to improve consumers' engagement with content, Calder et al. (2009) recommend that
companies should create more active and interactive online experiences than they do through more
conventional channels. Consequently, we propose:
H3: Online content engagement has a positive effect on the online consumer experience.

2.7.4 Online event experience & Behavioral intentions

Purchaser experience is characterized as "a multi-dimensional develop zeroed in on a
[consumer's] intellectual, enthusiastic, conduct, censorial, and social reactions to a company's
contributions during the [consumer's] whole buy venture" - Lemon and Verhoef (2016, p. 71). A great
organization of the event could bring consumers to having a lot of exciting and memorable experiences.
Besides, during the online event, there are several of informations and messages to the audiences thru
the social media platform. However, (Uhrich & Benkenstein, 2012) proposed that most of customers
were willing to attend in an outdoor-hosted event than online event. Even so, thanks to the development
18
of social networks, while the COVID-19 pandemic forced people to be in quarantine, more and more
clients chose the online event to participate in by using social media. Therefore, we present:
H4: Online event experience has a positive effect on consumers’ behavioural intentions

2.7.5 Place attachment & Online event experience & Behavioral intentions
Besides, there is a controlled variable (CV) - place attachment (PA), which may have some
effects to online event experience (OE) as well as the consumer’s behavioural intentions. Since online
shared positive conduct expectations can bring recognition to significant occasions in the online society
and this manner impact others to embrace comparative practices, potentially taking part in commitment
the entire event or with a piece of it. Moreover, those allude to the purchaser's goal to follow the
significant future online event, feature it, and express accurate things online to other people, (H.
Kharouf, et al., 2020). So that, place attachment could be a reasonable motive for the customer to
recognize how was the online event experience and of course the behavioural intentions about that
event. Thence, we propose:
CV: Online event experience and behavioural intentions are being controlled by place attachment.

2.8 Previous Researches

2.8.1 Online customer-to-customer interactions (OI)

2.8.1.1 Online customer-to-customer interactions, customer–firm affection, firm-loyalty and
participation intention (Choi et al., (2020))
Limitation: This research was done in the circumstance of online mass services (e.g., greatly
multiplayer online role-playing games). Prospective investigations can widen the verdicts by
conducting further studies of various types of services and by comparing the outcomes between
different types of bulk services (e.g., indulgent versus pragmatic).
Contribution: Online mass service marketers should focus on facilitating all three types of
online customer-to-customer interactions (i.e. friend-, neighboring customer-, and audience-
interaction). For example, online game developers may need to require users to communicate and
collaborate with not only friends but also stranger users to progress and succeed in online multiplayer
games.
Conclusion: The current study differs from prior research by addressing the influences of not
only online inter-customer interaction qualities but also customer–firm affection on customer
19
participation intention.

2.8.1.2 Differences in willingness to express one's opinion in US and Chinese online consumer
interactions. (Cai et al., (2010))
Limitation: the research should focus on another product such as cars, food, services to find
out more detailed information on the experience of customers in US and China. Moreover, China and
US are the most dominant countries all over the world, it is not appropriate to compare the willingness
to express their opinions on a product, especially, iPad, the technology product from America which
is the rival of China.
Contribution: Customers give positive comments on iPad in terms of its significance in the
history of the tablet PC, style, quality, performance. and they collect the data which shows that Amazon
customers gave credit to iPad because it is “impressive”, “superb”, “gorgeous”, and “a delight” from
their personal perspective and experience. In contrast, Chinese Taobao customers approached iPad’s
advantages mainly from others’ points of view because it looks “stylish”, “fashionable”, “attractive”,
and was “a stunner.” One possible explanation for this finding is that Americans as individualists
focused more on whether the product satisfied their own needs. Conversely, Chinese affected by
collectivism put their emphasis on whether iPad can bring others’ attention or give them “face”.
Conclusion: In the Chinese culture, openness and frankness can at times be considered
positive, but they can also be viewed as negative, especially when dealing with negative emotions,
which explains why Chinese customers expressed themselves in a more avoiding, abstract style.
Another aspect of the impact of culture on the willingness to express oneself is the heavy use of first
person singular pronouns and references to the self by American customers in the American data,
compared with their Chinese counterparts. American customers emphasize me in order to have their
individual accomplishments, thoughts, and abilities recognized by others or society.

2.8.2 Effective communication (EC)

2.8.2.1 Factors affecting effective communication between building clients and maintenance
contractors (Hua et al., (2005))

Limitation: The study identified two additional areas for further research that are mainly
related to facilities management. These are modes of communication and communication distance
between building users and craftsmen.
20
 Contribution: Although a better understanding of these factors would help to reduce
miscommunication and enhance productivity and working relationships, this study should pay
attention to another communication area in building clients and maintenance contractors
Conclusion: The study showed that advanced information communication technology helped
to overcome some of the communication barriers between the stakeholders in different stages of the
life cycle of a building. However, with building maintenance, proactive responses were encouraged to
improve communication between facilities managers and other stakeholders, such as end users.

2.8.2.2 Exploring effectiveness of team communication. Engineering, Construction and Architectural

Management. (Den et al., (2007))

Limitation: The findings are limited to the cases investigated; however, they tend to support
earlier findings into construction team communication
Contribution: There is a need for a better collective understanding of team communication,
which should be supported with training to develop appropriate skills, both for the use of new
technologies and for the use of team rules.
Conclusion: The results provide information and advice for design and project managers
concerned with improving communications in design and construction projects.

2.8.3 Online content engagement (OC)

2.8.3.1 Factors affecting students’ engagement with online content in blended learning (Dwivedi et al.,
(2019))

Limitation: The research was conducted in India and is based on the behaviour of instructors
and students in India. It was focused on engagement issues of blended learning, while other issues of
blended learning have not been in the focus of the research.
Contribution: The research is important for the practice of higher education, and the result of
the study can be taken into consideration while developing online courses for students enrolled in
higher education.
Conclusion: Despite the fact that e-learning as a way to deliver academic content has been
extensively researched, there are not many studies focused on engagement issues in blended learning,
and even fewer studies have been conducted in an experimental way which allow in-depth research.

21
2.8.3.2 Post language and user engagement in online content communities (Noguti, V. (2016))

Limitation: While the relationships uncovered are appealing, this research is correlational, so
causality cannot be implied.
Contribution: Companies should tailor their own content community post titles to match the
types of language related to higher user engagement in a particular category. Companies should also
provide advice to brand ambassadors on how to make better use of language to increase user
engagement.
Conclusion: This paper shows that language features add explained variance to models of
online engagement variables, providing significant contribution to both language and social media
researchers and practitioners.

2.8.4 Online events experience (OE)

Understanding online event experience: The importance of communication, engagement and

interaction (Kharouf et al., (2020))
Limitation: First, the study did not take into account the social and financial context of mega
events, which could have an impact on how people react to them (Preuss, 2007). Second, channel
integration was not taken into consideration in the current study. Third, this study was cross-sectional,
despite the fact that it used samples from four different countries. This could restrict our understanding
of the long-term effects of online event experiences and how consumers interact.
Contribution: Our findings emphasize the importance of providing mechanisms that enable
global consumers of a mega event to have a positive experience, regardless of the channel through which
they interact with the event. Consumers use a variety of channels to follow events online, according to
this research (e.g., laptop, smartphone and tablet).
Conclusion: The need to comprehend consumers' online event experiences prompted this
research. Understanding customers' online event experiences is a good place to start for mega event
organizers looking to strengthen future endeavors, and this research aims to provide them with a
foundation of data to guide managerial practices.

22
2.8.5 Behavioral intentions (BI)
2.8.5.1 A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity,
and Tourists’ Emotional Experience on Behavioral Intention (Yang et al., (2020))

Limitation: The framework and emerging propositions were not empirically tested in the current
conceptual article. Furthermore, the current article only discussed at a few key elements from a
theoretical standpoint. Despite the discovery that both self-congruity and tourists' emotional
experiences have a positive effect on behavioral intention to revise and recommend, there is still a
knowledge gap between tourists' behavioral intention and tourists' actual behavior.

Contribution: By integrating tourist emotional experience, this conceptual article offers

important insights for destination marketing. Understanding the significance of visitors' emotional
experiences of joy, love, and positive surprise will aid in predicting their behavioral intentions. As a
result, this is regarded to be extremely useful in assisting tourism marketing managers in developing
the most lucrative marketing communicational strategies, such as event marketing, word of mouth,
product placement, and public relations.
Conclusion: The current article has succeeded in establishing guidelines that has the potential
to provide useful theoretical and practical insights for tourism scholars and practitioners alike.

2.8.5.2 Investigation of cruise vacationers’ behavioral intention formation in the fast-growing cruise
industry: The moderating impact of gender and age (Chua et al., (2019))

Limitation: Because this study was carried among online panelists who had only registered
with an online panel firms in the United States, there is always the possibility of generalizability doubts
about how representative the sample is of the entire North American population. The online panelists
were asked to remember a previous cruise experience and then fill out a survey questionnaire, so
understanding cruise vacationers' perceptions, attitudes, and beliefs about their cruise experiences was
not crucial. The last limitation of this study is the relatively small sample size using a convenience
sampling method.
Contribution: The study shows that taking into account and understanding the age gap when
developing models or hypotheses involving interactional quality, satisfaction, or affective commitment
is an important step in better understanding the role of such variables in explaining cruise vacationers'
decision-making process and behavior. Practically, the results show that interactional quality
constitutes a valid means of generating stronger behavioral intentions in the cruise line decision-
23
making process among young vacationers.
Conclusion: The impact of physical environment quality, interactional quality, and outcome
quality on vacationer satisfaction was explored in this study.

2.8.6 Place attachment (PA)

Place attachment, image, and support for marijuana tourism in Colorado (Kang, (2019)).

Limitation: College students were used as the study's sample, which may or may not represent
the general population of Colorado. This sample frame can be extended so that different
sociodemographic profiles can be compared to gain a better understanding of different population
segments. A longitudinal study of how and why people's perceptions change over time can yield
valuable insights into how and why they change.
Contribution: The findings of the study will provide practical contributions on the importance
of community attachment on the level of support suggests implications to the industry professionals.
The findings of the study conclude that respondents’ place attachment had significant impacts on all
three image constructs, supporting the extant literature that residents’ strong place attachment and
image are significantly related.
Conclusion: The significant relationships among place attachment, state image, and tourism
support confirm a well-established research claim that the highly attached residents usually have
positive images, which in turn influence their support of tourism development (Lee et al.,
2010; Nicholas et al., 2009; Rasoolimanesh et al., 2017; Rasoolimanesh et al., 2015) in the context of
marijuana tourism.

24
 Chapter 3. Research Methods

This chapter includes 2 parts: In part 1, the author will introduce research subjects, research
model, the data collection work and also the questionnaire design. After that, part 2 will show and
measure all variables which have been used in this paper and the questions based on each variable.

3.1 Data Collection

3.1.1 Research subjects:

Our research subjects are Vietnamese people who usually use social network such as Facebook,
Instagram, or Zalo. Because people who do use social network have a higher chance of reaching the
online events than those who don't.
3.1.2 Data collection methods:
Research data is collected from two sources: secondary data and primary data.

Secondary data collection method will be through social networking platforms (eg
Facebook, Instagram), specifically through done researches that has been published through
prestigious economic articles in the country, usually reports that summarize the recent statistical
results of big brands, large corporations or the Government.

Methods of collecting primary data include 2 methods:

- Method of interviewing through online questionnaires: Building online questionnaires to reach the
audience using social networks. The information and results can be represented in the form of
graphs, tables, so it will be more intuitive, and easy to understand; making the information displayed
clearly, and easily analyzed. This will reach a wider audience.
- Method of directly interviewing individuals: The sampled individuals will be interviewed face-to-
face according to the prepared questions.
3.1.3 Data description
From the data collected in quantitative form, the results will be plotted in the form of graphs to
evaluate the results and movement trends of the data, thereby making real judgment. After the data
evaluation, it is necessary to determine the data is most strongly influenced by which variable in
these ones: OI, PA, OC, OE, EC, BI.

25
3.2 Research Model

In this study, selected research subjects are Vietnamese people. For this study, to participate in
the survey, all participants must have a social network account, in particular Facebook (or Instagram,
Zalo), and have joined in at least one online event from a Facebook (Instagram, Zalo) page which has
the trustworthiness of a company, TV show or celebrity. Particularly, the sample selection is
Vietnamese people who from 18 to 34 year-old people especially, because since June of 2020,
Facebook has had 69,280,000 Vietnamese users, and more than 23 million of those are from 18 to 34
years old (Huynh, 2020). Moreover, in the current Covid-19 pandemic, people in this range of age
need jobs, have high demand for money and entertainment, they are also very sensitive to social
networks, so the frequency of joining in online events of them maybe very high. Thus, it can be clearly
seen that selecting the sample of human class according to the above criterias will help the collected
data to be more accurate and realistic, at the same time consistent with the practice and bring more
comprehensive results.

3.3 Measurements
The research instrument was created from established scales in the Literature. Online
consumer-to-consumer interaction (OI) was adapted from Baldus et al. (2015) which consists of four
items: (1) “I was able to meet more people who shared my interests in this event online than in person”
(2) “I looked forward to discussing my opinion about the event with other people who share the same
interest as me” (3) “I engaged more with the event when I discussed it with people like myself online”
(4) “Being able to connect with other people online who share my interest was important to me”.
Effective communication (EC) was measured using three items from McMullan (2005): (1) “I liked
being kept up-to-date about the various activities of the event” (2) “I like receiving newsletters about
the events I am interested in” (3) “I was able to access the information about the event online whenever
I needed it”. Next, the four items of online content engagement (OC) were adapted from Rose et al.
(2012) and captured customers' ability to customize webpages and communicate with the event. (1) “I
could follow the event more easily when I was able to customize web pages to my own liking” (2) “I
enjoyed interacting with the online content related to the event” (3) “Following the event online was
enjoyable” (4) “Interacting with the event online allowed me to follow any part of the event”.

26
Number Variables Content interpretation

Online consumer to consumer interaction (OI)

I was able to meet more people who shared my interests in this event online than in
1 OI1
person
I looked forward to discussing my opinion about the event with other people who share
2 OI2
the same interest as me

3 OI3 I engaged more with the event when I discussed it with people like myself online

Being able to connect with other people online who share my interest was important to
4 OI4
me

Effective communication (EC)

EC1 I liked being kept up-to-date about the various activities of the event.
1

2 EC2 I like receiving newsletters about the events I am interested in

3 EC3 I was able to access the information about the event online whenever I needed it

Online content engagement (OC)

I could follow the event more easily when I was able to customise web pages to my
1 OC1
own liking

2 OC2 I enjoyed interacting with the online content related to the event

3 OC3 Following the event online was enjoyable

4 OC4 Interacting with the event online allowed me to follow any part of the event

Online event experience (OE)

27
1 OE 1 Compared with other methods of following the event, online was a good choice

Overall, I’m happy with my experience following the event online

OE 2
2

3 OE 3 My interaction with the event online was positive

Place Attachment (PA)

I would prefer similar events to be hosted by my country rather than other countries in
1 PA 1
the future

2 PA 2 I was more interested in the event because it was held in my country

3 PA 3 I am proud that my country hosted the event.

Behavioural intentions (BI)

1 BI1 I would recommend following the event online to family members

2 BI2 Next time this event takes place, I would follow it online

3 BI3 I would speak positively about how much I enjoyed following the event online

4 BI4 I would mention to others that they should follow the event online

28
 Chapter 4. Results

Analysis method used in SMartPLS is PLS, short for Partial Least Square, is a casual modeling
approach aimed at maximizing the explained variance of the dependent latent constructs. PLS is an
appropriate method for the research objective included prediction and theory development. A structural
equation model with latent constructs has two components. The first component is the structural model
typically referred to as the inner model in the PLS-SEM context, which shows the relationships (paths)
between the latent constructs. direction. In the structural model, we distinguish between exogenous
and endogenous constructs. The term exogenous is used to describe latent constructs that do not have
any structural path relationships pointing at them. Thus, the term endogenous describes latent target
constructs in the structural model that are explained by other constructs via structural model
relationships. The second component of the structural equation model comprises is the measurement
models, also referred to as outer models in the PLS-SEM context.
PLS-SEM is a promising method that offers vast potential for SEM researchers especially in
the marketing and management information systems disciplines. PLS-SEM is, as the name implies, a
more “regression-based” approach that minimizes the residual variances of the endogenous constructs.
PLS-SEM avoids the indeterminacy problem (difficulty with estimating stable factor scores) and
develops more precise estimates of factor scores (Fornell, 1982) as the algorithm calculates latent
variable scores as exact linear combinations of the observed indicator variables. As a consequence,
PLS-SEM is particularly useful when subsequent analyses employ these scores.
PLS-SEM assessment typically follows a two-step process that involves separate assessments
of the measurement models and the structural model. The first step is to examine the measures’
reliability and validity according to certain criteria associated with formative and reflective
measurement model specification. The second step involves an assessment of the structural model
estimates. PLS-SEM provides parameter estimates that maximize the explained variance (R2 values)
of the dependent constructs. The method therefore supports prediction-oriented goals (i.e.,
explaining/predicting the target constructs in the structural model). Its flexibility (i.e., almost no
limiting assumptions regarding the model. specifications and data) and its comparatively high
statistical power make the PLS method particularly adequate for SEM applications that aim at
prediction or theory building such as in studies that focus on identifying critical success drivers.
Finally, PLS-SEM can also be used for confirmatory theory testing.

29
4.1 Analysis of Demographic Characteristic

Items Answers Results

1. Gender Male 47.6% (167)
Female 52.4% (184)
2. Age 18 - 25 59.8% (210)
26 - 35 24.2% (85)
36 - 45 10.5% (37)
46 - 55 2.8% (10)
Over 55 2.6% (9)
3. Marital Status Married 28.2% (99)
Unmarried 71.8% (252)
4. Monthly Income 10 - 30 million VND 82.9% (291)
31 - 50 million VND 13.7% (48)
51 - 70 million VND 2.8% (10)
71 - 90 million VND 0.3% (1)
91 - 100 million VND 0% (0)
Over 100 million VND 0.3% (1)
5. Job Students 49.9% (175)
Employed 44.4% (156)
Unemployed 2.8% (10)
Retired 2.8% (10)
6. Educational Level College or lower 10% (35)
University degree 56.1% (197)
Post-graduate studies 33.9% (119)
7. Using any Social Media Platform Facebook 55.3% (194)
Instagram 18.2% (64)
Twitter 4% (14)
Zalo 20.8% (73)
Youtube 1.4% (5)
Other 0.3% (1)
8. How long do you usually use Under 1 hour 5.4% (19)
social media? 1 - 2 hours 24.8% (87)
2 - 4 hours 39.6% (139)
Over 4 hours 30.2% (106)
9. Having attended to any online Yes 69.8% (245)
events about food through social 30.2% (106)
No
media platform?

30
 Out of 351 respondents, the percentage of male and female are pretty the same (47.6% and
52.4%) so that we conclude Gender is not the main criteria that firm should focus on. Moving on to
Age, the majority belongs to 18-25 age group which means the youngsters are highly interested in
accessing the internet and using it. Additionally, to maximize the effectiveness of when and way to
approach more and more customers, firm must not only care about what are the things that young
people are fond of but also focus on what habits and things that other older generation would likely to
prefer. In terms of Marital Status, the singles tend to have much more spare time to surf the internet
so that the interaction firms can get from them is a big proportion which accounts for 71.8%.
Consequently, our recommendation for the company is they can host an event that the
participants who join as a couple would have some promotions or gifts then the results may attract
more customers who are married. Turning next to the Monthly Income, the data result that we collected
illustrates the earnings of most people a month is from 10-30 million VND (account for 82.9%). As a
result, we think the company should create the content of the event more suitable for rich people. When
it comes to the rich, their eating habits differentiate from the ones who have lower income so we must
concentrate on improving the quality of our event, is it helpful and interesting enough to attract their
attention. About Job, proportion of students and employed individuals accounts for 49.9% and 44.4%,
respectively. Our advice is hosting an event which is related to the topic that retired and unemployed
are looking forward, it can be things about insurance, pension or some skills and knowledge can help
with finding a new occupation. Customers have a university degree are the most popular ones. With
bachelor level, they will know well about their needs and purpose when mentioning events. So that,
firm can pay attention to the customers with lower Educational Level. Besides, choosing what kind of
Social Media Platform is very important. Facebook is the most common platform and as a matter of
fact that plenty of people are familiar with it, so in order to approach many more clients, we recommend
the event should also appear on other platforms like Instagram, Twitter and Youtube as well. The time
that people spending online is much more than they thought it would be, according to the result we had
collected. People usually spent 2-4 hours and above using social network. We can refer earlier research
about what is the timeframe that most people accessing social media and apply on our situation. 69.8%
voted Yes to the question “Having attended to any online events about food through social media
platform?” but in reality, a lot of people had an account on social media but the participants of an
online event are quite little, the solution for this issue is we must find out what the customers are
looking forward through the event we are hosting and it depends on each group of customers, we hope
the solutions that we are providing are helpful for the company.
31
4.2 Model assessment

AVE Composite Reliability Cronback’s Alpha

BI 0.73 0.91 0.87

EC 0.83 0.91 0.80

OC 0.69 0.90 0.85

OE 0.75 0.90 0.84

OI 0.71 0.91 0.87

PA 0.77 0.91 0.85

Table 1. Reliability

Average Variance Extracted (AVE) is a measure of the amount of variance that is captured by
a construct in relation to the amount of variance due to measurement error. According to PLS-SEM:
Indeed a Silver Bullet, AVE should be higher or equal with 0.50. Therefore, from the data were
analyzed using SmartPLS2 and SPSS20, all the AVE values are more than 0.50 which are all accepted.
In addition, Composite reliability values and Cronbach’s alpha were above 0.70 which all the variable
values (BI, EC, OC, OI, PA) satisfied it.

Mean Standard BI EC OC OE OI PA
Deviation
BI 4.97 1.31 0.85
EC 4.93 1.44 0.77 0.91
OC 4.97 1.26 0.67 0.63 0.83
OE 5.10 1.44 0.76 0.66 0.67 0.87
OI 5.05 1.29 0.68 0.64 0.75 0.71 0.84
PA 5.15 1.46 0.66 0.66 0.71 0.72 0.76 0.88

Table 2. Discriminant Validity

32
 Moving on to Discriminant validity, the constructs' descriptive statistics show that the highest
mean score belonged to Online Events Experience (M=5.10; SD=1.44) whereas Effective
Communication had the lowest mean score (M=4.93; SD=1.44).

BI EC OC OE OI PA
BI1 0,88 0,67 0,55 0,64 0,57 0,55
BI2 0,89 0,68 0,60 0,69 0,59 0,57
BI3 0,84 0,69 0,59 0,64 0,62 0,61
BI4 0,80 0,59 0,56 0,63 0,53 0,53
EC1 0,73 0,91 0,56 0,61 0,61 0,62
EC2 0,67 0,91 0,58 0,60 0,55 0,58
OC1 0,58 0,52 0,82 0,52 0,62 0,61
OC2 0,54 0,51 0,84 0,58 0,64 0,57
OC3 0,60 0,56 0,83 0,59 0,60 0,60
OC4 0,51 0,49 0,82 0,53 0,62 0,60
OE1 0,69 0,60 0,55 0,89 0,60 0,63
OE2 0,65 0,58 0,58 0,85 0,64 0,60
OE3 0,65 0,55 0,61 0,87 0,63 0,64
OI1 0,62 0,60 0,66 0,64 0,87 0,68
OI2 0,54 0,49 0,57 0,59 0,86 0,65
OI3 0,57 0,50 0,64 0,60 0,84 0,68
OI4 0,56 0,55 0,64 0,57 0,80 0,54
PA1 0,61 0,59 0,64 0,64 0,66 0,88
PA2 0,60 0,59 0,62 0,70 0,68 0,90
PA3 0,53 0,55 0,63 0,55 0,66 0,85

Table 3. Factor loading

Factor loading shows the variance explained by the variable on that particular factor. They are
fundamental coefficients that disclose to us how solid the relationship is between the variable and the factor.
Thus, 0.7 or higher factor loading represents that the factor extracts sufficient variance from that variable, 0.4
to 0.7 may also be retained, and eliminate the items below 0.4 necessarily (Hair et al., 2016). The Average
variance extracted (AVE) for each variable should be >0.5 (Fornell and Larcker, 1981). In Smart PLS, the
highest factor loading in a row is the convergent validity (yellow highlights). Our data of factor loading has
satisfied the requirement of reliability with all AVEs for convergent validities are over 0.5, so we continue
calculating and running the data process.

33
4.3 Hypothesis testing
Path Coeficient β t-value p-value

OI --> OE 0.368 6.343 < 0.01

EC --> OE 0.299 4.564 < 0.01
OC --> OE 0.208 3.094 < 0.01
OE --> BI 0.589 11.735 < 0.01
OE --> PA 0.718 22.376 < 0.01
PA --> BI 0.240 4.738 < 0.01

Table 4. Hypothesis testing results

R-Square
OE 0.6
BI 0.607
PA 0.516

Table 5. R-Square

According to the analysis of the path coefficients in Table 4, we can see that Online consumer-
to-consumer interaction was relatively related to Online event experience (β = 0.368; p < 0.01), so H1
was supported. Furthermore, H2 predicts that Effective communication on social media has a positive
effect on the Online event experience, and it was slightly supported by the result from Table 3 (β =
0.299; p<0.01). H3 was also supported but just a little bit, with the Online content engagement showing
weak effect on Online event experience (β = 0.208; p < 0.01). In contrast to H2 and H3, H4 was
strongly supported. The relationships between Online event experience and Behavioral intentions were
absolutely postive with the result of path coefficient is β = 0.589, and p < 0.01. Finally, Place
attachment, which is playing a crucial role of the only controlled variable (CV), displayed a remarkable
positive effect on both Online event experience and Behavioral intentions. All path coefficients are
presented in Table 4 and the Hypothesis model (Figure 1) is unchanged after Hypothesis support.
The result of Table 4 was also supported by the R2 values from Table 5 for Online event
experience (R2 = 0.6), Behavioral intentions (R2 = 0.607) and Place attachment (R2 = 0.516). As a rule
of thumb for interpreting the strength of a relationship based on R-squared value, so with all the R2
34
values we have in Table 4 (R-squared value 0.5 < R2 < 0.7 is generally considered a Moderate effect
size) (Moore, D. S., Notz, W. I, & Flinger, M. A., 2013), our proposed model has good in-sample
predictive power (Schlägel & Sarstedt, 2016).

35
 Chapter 5. Conclusion
To complete the research about the communication, engagement, and interaction of
customers of online events through social media platforms in Vietnam, we had opened an online
survey for those customers who were using the social network in our country. This investigation has
shown us the positive effect that online events can bring for the business of one firm. Through 351
samples from the survey, the result is displayed three variables that have constructive effects on
online event experience and one controlled variable influence to their online experience as well as
their behavioural intentions. Alongside, it also revealed a great effect that online event experience
has on their behavioural intentions. Indication of the relevance of all three online consumer-to-
consumer, effective communication, and online content engagement to the quality of experience
from the online events is provided in our study. Hence, we are presented with some managerial
implications about this research and pointed out the limitations and directions for further study.

5.1 Theoretical Implication

In general, the theoretical contribution of this hypothesis to the document on "The

Communication, Engagement, And Interaction Of Customers Of Online Events Through Social Media
Platform In Vietnam" is certainly obvious (Dumbach, 2013). This study contributes to critically
analyzing each variable that affects online events; illustrating the influence of the events' utility in the
social media platform; to formulate relevant recommendations to organize to increase customer
interaction (Dumbach, 2013).

According to PLS-SEM, from the data that was settled utilizing SmartPLS 2 and SPSS 20, all
the AVE esteems are acknowledged. Our information of factor loading has fulfilled the prerequisite of
dependability with all AVEs for merged validities are taken, so we keep figuring and running the data
process.

At first, this examination gives observational proof that shows the impact of online coordinated
occasions on purchasers. The investigations acted in this proposal add to limit this exploration hole
with the past examination of Kharouf et al., (2020). In more detail, exploratory proof shows that online
purchaser-to-buyer communication was moderately identified with the online occasion insight, so the
relationship among those was upheld. Additionally, compelling correspondence via web-based media
has been anticipated to positively affect the online occasion insight, and it was somewhat upheld by
the outcome of our investigation. With the online substance commitment showing a feeble impact on
36
online occasion insight, these connections were additionally upheld however a tiny bit of spot. The
connections between online occasion insight and social expectations were totally sure of the outcome
from this exploration. In conclusion, place connection, which is assuming an essential part as the lone
controlled variable (CV), showed a momentous beneficial outcome on both online occasion insight
and conduct expectations.

Overall, the quantitative examination introduced in part 4.3 affirmed the vast majority of the
individual suggestions got from subjective investigation to part 4.2. Unlike the original study, this time
there is a difference in the results of the survey. Data shows that consumer interest in online events is
on the rise, in part due to COVID-19. Also, it exhibits that a decent online occasion experience can urge
shoppers to suggest and talk emphatically about the uber occasion to other people, just as to follow the super
occasion online next time it happens. This outcome expands past examinations in 'live' occasions (Kim et al.,
2019; Uhrich and Benkenstein, 2012), proposing the expanded significance of a solid online presence for super
occasions (Di Pietro et al., 2012), and that a positive purchaser experience prompts positive conduct goals. We
will discuss more in the following.

5.2 Managerial Implications

As the digital environment becomes more and more important, firms should concentrate on
investing in the quality of any food event in the social media platform. The development of mutual
interactions between customers needs to be encouraged. For example, Chan & Li (2010) show that
when looking for information about the event, blogs and forums embedded in the online platform may
help the audience save time and effort. Given that social media platforms serve as an essential contact
vehicle for brands, investments in the event's online presence may potentially lead to more sponsorship
opportunities. (Delia & Armstrong, 2015) and events often attract a large number of followers (Müller,
2015).
The importance of taking into account how the event is conveyed for event planners and related
partners is highlighted by the positive impact of successful communication on online event experience.
As noted by Adjei et al. (2010), marketing content with important and regular information that leads
to customer awareness should be the goal of online communication strategies, but it is critical to
prevent information overload (Önder et al., 2019). Online event managers can create comprehensive
marketing communication campaigns that target event followers across several channels, providing
them with consistent and up-to-date information about the event (schedules and competition results,
behind-the-scenes, customs and traditions) as well as other interesting facts about the host place
37
(entertainment, cultural activities).
Consumers use a variety of platforms to follow events online. As a result, we suggest having
separate strategies for each channel. This could range from a basic web design approach that makes
the website mobile and tablet friendly to a more complex plan that includes using alerts and creating
event-specific apps. For example, enhancing entertainment with existing features in online platforms
(behind-the-scenes photos and videos or event schedule announcements) can positively contribute to
consumers' engagement, enhancing their overall online event experience and subsequent behavioural
intentions toward the event (Santos et al., 2019). Furthermore, digital managers must be aware of the
best time to post content, as the weekday and time have been shown to influence customer engagement
(Önder et al., 2019). Managers may also make it easier for fans to share photos and videos from the
live event online, as well as build sponsorship opportunities.
In conclusion, this research was motivated by a desire to learn more about consumers' online
event experiences. The findings from the number of people revealed that online consumer-to-consumer
interaction, successful communication, and online content engagement all have an impact on
consumers' online experiences. Furthermore, a positive online experience contributes to positive
behavior intentions toward the case. Understanding customers' online event interactions is a good place
to start for food event organizers looking to enhance future endeavors, and this study is an attempt to
provide them with a foundation of data to direct managerial practices.

5.3 Limitations and directions for further research

First of all, the research had survey on the agreement of male and female without the other
gender which may make surveyors think there is racist of sex in the research. Thus, the future studies
could add other sexual category to increase the number of people who do the research without feeling
the unbalance in gender. The second limitation of the research was the salary of surveyors, the survey
just allowed people who can earn more than 10 million VND per month and this make other people
who can not earn that much feel hurt when they do the survey. Thus, the future research should make
it possible for people who have low salary do the survey by putting in other section with “Less than
10 million VND”. The another lack of the research was the data, which included the subject who did
the survey. To make it clearly, the survey was created and people did the survey via Internet because
of the Covd-19 so that almost people who approached the research online, we can not do the survey
by asking people the unstanding online event experience directly. Thus, the future studies can handle
this limitation when the pandemic is solved. The last was the lack of consideration about the social
38
and financial environment surrounding mega events which may influence how consumers relate to
the event (Preuss, 2007). The examination of motivations and barriers for consumers with different
cultural backgrounds when following a mega event online may also be a fruitful line of research,
given that consumeristic cultures tend to have looser ties between consumers in comparison to
collectivist cultures (de Mooij & Hofstede, 2011). Thus, future studies could examine how the
varying social and financial health of the host countries relate to mega events’ online experiences.
Thus, future researchers could examine specific cross cultural differences and their effect on
behavioural intentions in the context of mega events. Moreover, involvement with the event was not
captured and prior research has referred to it as an antecedent of consumer engagement (Hollebeek et
al., 2014). As such, additional research could examine prior involvement with the mega event to
deepen the understanding of how to strengthen consumer engagement and overall online event
experiences.

39
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 Questionnaire

The Communication, Engagement and Interaction Of Customers Of Online Events

Through Social Media Platform In Vietnam

Hello,
We are sophomore students of Business Administration Faculty at Ton Duc Thang University in Ho
Chi Minh city, Vietnam. We are carrying out a research paper about how online events on social media
platform affect customers’ behaviour in Vietnam. All your supportive answers will contribute a lot to
the completion of our research; from that, we can confirm any problems and dissatisfaction of you, so
that we can improve the quality of our work.
We hope that you can spend just a little bit of your precious time to do this questionnaire. We guarantee
that all your personal information will be used for academic and researching purposes only.
We are appreciated for all your support. Thank you!

Part 1: Particular Questions

1. Totally disagree

3. Little Disagree

Please choose the number corresponding to the

7. Totally agree
rating for each sentence on a 7-point scale as 5. Little Agree
2. Disagree

4. Neutral

follows:
6. Agree

Online consumer to consumer interaction (OCCI)

(OCCI1) I was able to meet more people who shared
1 2 3 4 5 6 7
my interests in this event online than in person.
(OCCI2) I looked forward to discussing my opinion
about the event with other people who share the 1 2 3 4 5 6 7
same interest as me.
(OCCI3) I engaged more with the event when I
1 2 3 4 5 6 7
discussed it with people like myself online.

45
(OCCI4) Being able to connect with other people
1 2 3 4 5 6 7
online who shared my interest was important to me.
Place Attachment (PA)
(PA1) I would prefer similar events to be hosted by
1 2 3 4 5 6 7
my country rather than other countries in the future.
(PA2) I was more interested in the event because it
1 2 3 4 5 6 7
was held in my country.
(PA3) I am proud that my country hosted the event. 1 2 3 4 5 6 7
Online content engagement (OCE)
(OCE1) I could follow the event more easily when I
1 2 3 4 5 6 7
was able to customize web pages to my own liking.
(OCE2) I enjoyed interacting with the online
1 2 3 4 5 6 7
content related to the event.
(OCE3) Following the event online was enjoyable. 1 2 3 4 5 6 7
(OCE4) Interacting with the event online allowed
1 2 3 4 5 6 7
me to follow any part of the event.
Online event experience (OEE)
(OEE1) Compared with other methods of following
1 2 3 4 5 6 7
the event, online was a good choice.
(OEE2) Overall, I’m happy with my experience
1 2 3 4 5 6 7
following the event online.
(OEE3) My interaction with the event online was
1 2 3 4 5 6 7
positive.
Effective communication (EC)
(EC1) I liked being kept up-to-date bout the various
1 2 3 4 5 6 7
activities of the event.
(EC2) I like receiving newsletters about the event
1 2 3 4 5 6 7
online whenever I needed it.
Behavioral intentions (BI)
(BI1) I would recommend following the event
1 2 3 4 5 6 7
online to family members.
46
 (BI2) Next time this event takes place, I would
1 2 3 4 5 6 7
follow it online.
(BI3) I would speak positively about how much I
1 2 3 4 5 6 7
enjoyed following the event online.
(BI4) I would mention to others that they should
1 2 3 4 5 6 7
follow the event online.

Part 2: Personal Information

Please tick X in the square if it is true to your personal information.

Items Answers

10. Gender
Male □
Female □
11. Marital status
Married □
Unmarried □
12. Age
18 - 25 □
26 - 35 □
36 - 45 □
46 - 55 □
Over 55 □
13. Educational Level
College or lower □

47
 University Degree □
Post-graduate Studies □
14. Job
Students □
Employed □
Unemployed □
Retired □
15. Monthly Income
10 - 30 million VND □
31 - 50 million VND □
51 - 70 million VND □
71 - 90 million VND □
91 - 100 million VND □
Over 100 million VND □
16. Which Social Media you use the most?
Facebook □
Instagam □
Twitter □
Zalo □
Other □
48
17. How long do you usually use social
Under 1 hour □
media?

1 - 2 hours □
2 - 4 hours □
Over 4 hours □
18. Having attended to any online events
Yes □
about food through social media platform?

No □

Thank you very much for your support and wish you have a nice day!!!

49