The role of social media in FMCG retail in Vietnam
Keywords:
social media, FMCG retail, Vietnam
Abstract
Social media has become an indispensable part of contemporary life, transforming how individuals, businesses, and society interact. These digital platforms like Facebook, Instagram, and Twitter enable instant communication and content sharing, transcending geographical boundaries. Social media's impact extends beyond personal connections, as it plays a pivotal role in modern business and marketing strategies. Companies utilize these platforms to enhance brand recognition, engage customers, conduct market research, and drive sales. Simultaneously, the FMCG retail industry remains a cornerstone of the global economy, characterized by high consumer demand and fierce competition. In Vietnam, as in many emerging markets, the FMCG sector plays a pivotal role in the economy due to its substantial consumer base and diverse product offerings. Social media platforms have become integral to the strategies of FMCG retailers in the country. This research aims to delve into the dynamic and evolving relationship between social media and the Fast-Moving Consumer Goods (FMCG) retail sector, with a specific focus on the Vietnamese market and seeks to comprehensively analyze and understand how social media influences various facets of FMCG retail operations.
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Chaudhary, Himgiri (July 31, 2020). Analyzing the Paradigm Shift of Consumer Behavior Towards E-Commerce During Pandemic Lockdown Available at SSRN: https://ssrn.com/abstract=3664668 or http://dx.doi.org/10.2139/ssrn.3664668
Cuong Hung Pham (2022). Factors Influencing marketing activities of consumer goods retailers in the context of the 4.0 industrial revolution: Evidence from Vietnam. Vol. 13 No. 4 (2022): Independent Journal of Management & Production (Special Edition CIMEE)
NielsenIQ. Decoding the FMCG and Consumer Trends in Vietnam, https://nielseniq.com/global/en/insights/analysis/2023/decoding-the-fmcg-and-consumer-trends-in-vietnam/
Diem, P. T., Vu, N. T., Nhan, V. K., & Vang, V. T. (2021). The strategy of CRM system development at Mega Market Vietnam. International journal multidisciplinary research and growth evaluation, 2(4), 802-806.
Dr. Kaushik Tanuja, Baliyan Rashi (August 2018). The impact of advertising media strategy on consumer buying behaviour with special reference to FMCG products. 29 – 44.
Erkollar, A. & Oberer, B. Keeping Brands Moving. Putting Social Media to the Test: How the FMCG Industry Uses Social Networks for Creating Brand Awareness,AWERProcedia Information Technology & Computer Science. [Online]. 2013, 3, pp 922-933
Figuié, Muriel, and Paule Moustier (2009). Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam. Food Policy 34.2 210-217.
Han, X., Wang, L., &Fan,W. (2023). Cost-effective social media influencer marketing. INFORMS Journal on Computing, 35(1), 138-157.
Heba Sadek, Sarah Elwy, and Mohamed Eldallal (January 2018). The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt
Henry Tran (2022). TOP 5 LARGEST FMCG COMPANIES IN VIETNAMhttps://vietnamcredit.com.vn/news/top-5-largest-fmcg-companies-in-vietnam_14877,
Jiang, C., Liang, K., Chen, H., & Ding, Y. (2014). Analyzing market performance via social
John, S. P., & Walford, R. (2021, May). Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic. In Digital Marketing & eCommerce Conference (pp. 184-191). Cham: Springer International Publishing.
Klara Lind (2020). The role of e-commerce in the economic development of Vietnamduring 1990 to 2020.
La, V. P., Pham, T. H., Ho, M. T., Nguyen, M. H., P. Nguyen, K. L., Vuong, T. T., ... & Vuong, Q. H. (2020). Policy response, social media and science journalism for the sustainability of the public health system amid the COVID-19 outbreak: the Vietnam lessons. Sustainability, 12(7), 2931.
Liem, Nguyen Thanh (2019): Supermarkets’ Brand Management: Comparative Analysis between AEON and Coop Mart in Vietnam Retail Market." International Journal of Research in Marketing Management and Sales 1.2 112-117.
Maruyama, Masayoshi, and LE Viet Trung (2012). Modern retailers in transition economies: the case of Vietnam." Journal of Macromarketing 32.1 31-51.
Ministry of Industry and Trade - Department of E-commerce and Digital Economy. White Paper: E- commerce in Vietnam 2022.
Nguyen Hoang Tien (2020). Analysis of LOTTE's market penetration strategy in Vietnam FMCG industry. Volume 2; Issue 2 2020; Page No. 20-23
Nguyen Quoc Nghi, Vietnam’s retail market: Opportunities, challenges, solution and development. Pg.47 – 51, No.3 (13) – March/April 2012 - ISSN 1859 – 428X
Nguyen Thi Cam Loan, Nguyen Thi Huyen, Bui Thi To Loan, Tran Thi Tra Giang, Ho Thuy Trinh, Khuu Minh Dat, Phạm Thị Ngọc Mai. (2022). Last–Mile Delivery in B2C E-Commerce – Common Practices in Some Countries, But What Do They Mean for Businesses in Vietnam?Journal of Hunan University (Natural Sciences）Vol. 49 No. 5 May 2022. https://doi.org/10.55463/issn.1674-2974.49.5.3
Nguyen Thi Thanh Thu (2022). Factors affecting the behavior of e-commerce using: a case study in Vietnam. Journal of Positive School Psychology 2022, Vol. 6, No. 10, 1193-1201
Nguyen Tien Minh, Nguyen Thi Thu Ha, Nguyen Duc Duong (2022). Developing E-commerce in Vietnam. Journal of Positive School Psychology 2022, Vol. 6, No. 8, 5839-5848
Nhu-Ty Nguyen, Thanh-Tuyen Tran, Anh-Quan Huynh (2023), An Empirical Research on Customers’ Awareness of E-Commerce in the Context of Vietnamese Developing Economies, Int. J. Anal. Appl., 21 (2023), 23.
Nielsen Insight Pocketbook 2018
Nyagadza, B., Mazuruse, G., Simango, K., Chikazhe, L., Tsokota, T., & Macheka, L. (2023). Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers. Sustainable Technology and Entrepreneurship, 2(3), 100040.
Pham Van Tuan, PhD, Nguyen Minh Ha, Bui Duy Hiep, Nguyen Quang Huy, Tran Thi Ngoc Mai, and Pham Mai Phuong. 2022. The Experience of Using E-Commerce Platforms Affects the Online Purchase Intention of Customers in the FMCG (Fast Moving Consumer Goods) Sector in Hanoi City. International Journal of Business and Social Science Research 3 (4):16-24.
PHAM, H. C. (2020). Factors Affecting Consumer Goods Buyers’ Choice in E-Commerce Sites: Evidence from Vietnam. The Journal of Asian Finance, Economics and Business (JAFEB), 7(11), 947-953.
Pham, Q. T., Tran, X. P., Misra, S., Maskeliūnas, R., &Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability, 10(1), 156.
Phước, N. H. (2020). Marketing in Vietnam. The Economy and Business Environment of Vietnam, 93-109.
Quoc Trung Pham, Dinh Khang Pham (2021). The success of e-commerce startups: an empirical study in Vietnam. International Journal of Innovation: IJI Journal, ISSN-e 2318-9975, Vol. 9, Nº. 3, 2021, pg. 622-645.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), 105-123.
Rinki Verma, Manoj Kumar (2022). Brand extension in fmcg sector through social media enabled CRM and investigating its impact on brand equity.
Shubham Manocha (2020). The effect of emergence of E-Commerce on traditional supply channels in FMCG industry. Palarch’s Journal Of Archaeology Of Egypt/Egyptology 17(6). ISSN 1567-214x.
Singh, S., Mondal, S., Singh, L. B., Sahoo, K. K., & Das, S. (2020). An empirical evidence study of consumer perception and socioeconomic profiles for digital stores in Vietnam. Sustainability, 12(5), 1716.
Srivastava, Raman; Akhtar, Moiz; Saxena, A. K (2021). An Empirical Study Of Consumer Buying Behaviour Using Social Media During The Pandemic. Turkish Online Journal of Qualitative Inquiry . 2021, Vol. 12 Issue 7, p9172-9178. 7p.
Tien, Nguyen Hoang, et al (2022): Analysis of AEON's market penetration strategy in Vietnam FMCG industry. International Journal of Advanced Educational Research, 5 (4) 1-6.
Tien, Nguyen Hoang, et al. Analysis of MegaMarket's market penetration strategy in Vietnam FMCG industry. channels 7: 9.
Tungande, F., Meyer, A., & Niemann, W. (2020). Opportunities and challenges of social media in supply chain management: A study in the South African FMCG retail industry.
Vietnam E-Commerce Association (VECOM). Vietnam E-Commerce Business Index Report 2023.
Vietnam’s Internet Network and Information Center. Whitebook 2022: 25th year of Vietnam’s internet. Journey to develop internet resources and important internet infrastructure in Vietnam.
VietnamCredit. Overview of Vietnam’s FMCG Industry 2022https://vietnamcredit.com.vn/news/overview-of-vietnams-fmcg-industry-2022_14875
Yapa Upeksha. A.S (December 2018). The impact of Social media on brand awareness. With special reference to facebook use in FMCG in Sri Lanka.
Published
2023-10-04
How to Cite
Nguyen Minh, T., & Nguyen Hoa, A. (2023). The role of social media in FMCG retail in Vietnam. GPH-International Journal of Social Science and Humanities Research, 6(10), 01-14. https://doi.org/10.5281/zenodo.8407892
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Articles
Copyright (c) 2023 Trang Nguyen Minh, An Nguyen Hoa
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