Wyniki wyszukiwania - BazTech

Ograniczanie wyników

2 Annals of Computer Science and Information Systems

2 2022

Znaleziono wyników: 2

Liczba wyników na stronie

Wyniki wyszukiwania

Sortuj według:

Ogranicz wyniki do:

Towards an insight into the adoption of open innovation by SMEs in Vietnam

Do Phuong Thanh, Le Ha Anh, Pham Nguyen Ngan Ha, Tran Le Chau, Le Tien Dat, Tran Thi Bich Hanh

Annals of Computer Science and Information Systems

2022

Vol. 34

99--105

This study aims to identify the influential factors of OI adoption by SMEs in Vietnam, in order to provide useful theoretical and practical recommendations for SMEs to adopt OI effectively. Based on a survey of 56 Vietnamese SMEs, this study identified two drivers including improving capability and expanding network orientation, and four main barriers, including knowledge, collaboration, organisation, and financial strategy. Notably, the study found that collaboration barriers and network expansion orientation are factors that vastly impact the adoption of OI.

Developing influencer selection criteria for brand influencer marketing with generation Z in the Vietnamese context

Tran Le Chau, Le Tien Dat, Tran Quang Nghia, Le Ha Chi

Annals of Computer Science and Information Systems

2022

Vol. 34

247--257, rys., tab.

The concern of influencer marketing has dramatically increased in the last decades. Many scholars have been conducted focusing on the module of impacting influencer marketing, however, rarely focusing on the insight of the problem. With the generational transition going on, gen Z is now becoming one of the major targets for any enterprises to attract their own consumer. However, not many brands can fully utilize the effect of influencer marketing it brings as this generation is hard to predict their own behaviors. A survey of 115 respondents has been taken throughout every region of Vietnam. The result indicates that there are six factors given by Gen Z that significantly and positively affect the attitude towards influencers. Interestingness plays a vital role. The attitude towards influencers has an effect on the attitude towards the brand. In addition, this research proposes a based module for further research on influencer marketing in Vietnamese context.