Role of Digital Marketing in Consumer Goods Retailing. Evidence from Vietnam in the Context of the 4th Industrial Revolution
Abstract
The development of the 4th Industrial revolution has brought many changes in technologies that are set to change the business world. In Vietnam, retailers of consumer products have taken the advantage of the innovation to engage in digital marketing. The aim of this study is therefore to evaluate the significance of digital marketing in consumer goods retailing. The hypothesis developed for the research is that there is a certain link between digital marketing and consumer goods industry. To achieve its aim, the study uses quantitative research methodologies where data is collected through online questionnaires. A purposive sample of 580 respondents was used to obtain data. The information gathered was analyzed using Excel and SPSS packages.
The study finds that most respondents knew about online sale of consumer goods through advertising ads on the web. The paper then draws a correlation between knowledge of marketing and the actual buying of goods. It is further established that majority of participants prefer buying goods online because it is convenient and cost-effective. The role of digital marketing in consumer goods retailing is explicitly outlined and linked to research hypothesis. By so doing, the study is said to have met its objective.
References
[2] Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V., and Gaudet, D. 2015. Marketing: An Introduction. 12th Edition, Pearson, ISBN-13: 9780133451276.
[3] Belk, R. 2014. You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8): 1595-1600.
[4] Bernard, H. R. 2000. Social Research Methods: Qualitative and Quantitative Approaches. Sage Publications Inc. ISBN 10: 076191403X, ISBN 13: 9780761914037.
[5] Breu, M., Tú, H.T. 2017. Growing up Fast: Vietnam Discovers the Consumer Society. McKinsey & Company.
[6] Chaffey, D. 2019. Digital Marketing. Pearson UK. ISBN-13: 9781292241579
[7] Chen, R., He, F. 2003. Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer. Total Quality Management & Business Excellence, 14(6): 677-693.
[8] Cooper, D.R., Schindler, P.S., Sun, J. 2006. Business Research methods. Volume 9, New York: McGraw-Hill Irwin.
[9] Figuié, M. 2018. Market appeal in an emerging economy: Supermarkets and consumer goods retailers in Vietnam. Food Policy, 34(2): 210-217.
[10] Jones, C., Pimdee, P. 2017. Innovative ideas: Thailand 4.0 and the fourth industrial revolution. Asian International Journal of Social Sciences, 17(1): 4-35.
[11] Kannan, P.K. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1): 22-45.
[12] Karjaluoto, H., Ulkuniemi, P. 2015. The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6): 703-710.
[13] Knutsen, H.M. 2014. Industrial development in buyer-driven networks: the garment industry in Vietnam and Sri Lanka. Journal of Economic Geography, 4(5): 545-564.
[14] Larke, R. 2017. Trends in retailing in East Asia. In Retailing in the 21st Century, 101-117. Springer, Berlin, Heidelberg.
[15] Livingstone, S., Helsper, E. 2012. Gradations in digital inclusion: Children, young people and the digital divide. New Media & Society, 9(4): 671-696.
[16] Maruyama, M. 2017. Supermarkets in Vietnam: Opportunities and obstacles. Asian Economic Journal, 21(1): 19-46.
[17] McWilliam, G. 2006. Building stronger brands through online communities. Sloan management review, 41(3): 43-43.
[18] Minot, N. 2018. The spatial distribution of poverty in Vietnam and the potential for targeting. Economic growth, poverty, and household welfare in Vietnam, 229-72.
[19] Mogos, R.I. 2015. Digital Marketing for Identifying Customers’ Preferences - A Solution for SMEs in Obtaining Competitive Advantages. International Journal of Economic Practices and Theories, 5(3): 240-247.
[20] Moore, M. 2012. Interactive media usage among millennial consumers. Journal of Consumer Marketing, 29(6): 436-444.
[21] Osborne, J.W. (Ed.). 2008. Best Practices in Quantitative Methods. Sage.
[22] Patrutiu-Baltes, L. 2016. Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2): 61-68.
[23] Phan, T., Bilgin, A., Eyland, A., Shaw, P. 2018. Literacy in Vietnam - an Atlas. Hanoi, Vietnam. Asia-Pacific Research Institute Macquarie University, Australia.
[24] Schwab, K. 2017. The Fourth Industrial Revolution. Penguin; 1st Edition, ISBN: 9781524758868, 185 pp.
[25] Stephen, A.T. 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10: 17-21.
[26] Stokes, R. 2011. eMarketing: The essential guide to digital marketing, Quirk eMarketing.
[27] Sussan, F., Acs, Z.J. 2017. The digital entrepreneurial ecosystem. Small Business Economics, 49(1): 55-73.
[28] Todor, R.D. 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 51.
[29] Van Thai, H., Anh, M.L.T.K. 2017. The 4.0 Industrial Revolution Affecting Marketing Operations in Vietnam. Pacific Journal of Marketing, 4: 1-12.
[30] Vogt, W.P. 2006. Quantitative research methods for professionals in education and other fields. Columbus: Allyn & Bacon.
[31] Weber, L. 2018. Marketing to the social web: How digital customer communities build your business. John Wiley & Sons.
[32] Widodo, T. 2017. Multi-product and multi-region marketing. Journal of Advanced Research in Management, Volume VIII, Summer, 1(15): 61-85. DOI: 10.14505/jarm.v8.1(15).07.
[33] Žwaková, M. 2018. The conditions for digitalization and Industry 4.0 development in selected European states. Journal of Applied Economic Sciences, Volume XIII, Spring, 2(56): 484-497.
The Copyright Transfer Form to ASERS Publishing (The Publisher)
This form refers to the manuscript, which an author(s) was accepted for publication and was signed by all the authors.
The undersigned Author(s) of the above-mentioned Paper here transfer any and all copyright-rights in and to The Paper to The Publisher. The Author(s) warrants that The Paper is based on their original work and that the undersigned has the power and authority to make and execute this assignment. It is the author's responsibility to obtain written permission to quote material that has been previously published in any form. The Publisher recognizes the retained rights noted below and grants to the above authors and employers for whom the work performed royalty-free permission to reuse their materials below. Authors may reuse all or portions of the above Paper in other works, excepting the publication of the paper in the same form. Authors may reproduce or authorize others to reproduce the above Paper for the Author's personal use or for internal company use, provided that the source and The Publisher copyright notice are mentioned, that the copies are not used in any way that implies The Publisher endorsement of a product or service of an employer, and that the copies are not offered for sale as such. Authors are permitted to grant third party requests for reprinting, republishing or other types of reuse. The Authors may make limited distribution of all or portions of the above Paper prior to publication if they inform The Publisher of the nature and extent of such limited distribution prior there to. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in The Paper. This agreement becomes null and void if and only if the above paper is not accepted and published by The Publisher, or is with drawn by the author(s) before acceptance by the Publisher.