Digital marketing for small and medium enterprises in Vietnam: A consumer behavior study

Tóm tắt

Under the digital transformation occupied by the increase use of Internet by consumers, many opportunities and challenges has been presented in digital marketing, which requires businesses to understand deeply the consumer behavior before having their own digital marketing strategies. Therefore, this paper is to investigate the consumer behaviors that might influence decision to purchase of consumers. Especially, the paper will focus on consumer reactions to online activities to find out which factors have possibility in influencing purchasing decisions of consumers. The secondary data method is used through the analysis of previous researches in order to have deeper understanding and knowledge on customer shopping behaviors. The reviews indicate that social influence, word of mouth, online sales strategies, hedonism and utilitarianism, switching cost may influence the decision to make a purchase of consumers, and based on these, chances and also the challenges for the development of digital marketing strategies can be identified. Recommendations for a further empirical study on consumer behaviors to online performance are raised with the purpose to find out the opportunities and challenges in digital marketing for small and medium enterprises (SMEs) in Vietnam.