FACTORS AFFECTING SOCIAL MEDIA ADVERTISING VALUE OF BRAND: THE CASE STUDY OF GRAB AND NOW IN VIETNAM

Abstract

Sharing economy and technology have contributed to the appearance of various brands with a business model focused on the introduction of collaboration consumption. The marketing strategy in general and the advertising in particular of these brands focus mainly on social networking channels, where users are their major targeted customers. This study aims to identify factors affecting the social media advertising value of the brand. Two brands – Grab and Now, along with the three most popular social networks in Vietnam, including Facebook, Youtube, and Instagram, are selected for research. The result obtained from data collected of 602 users and used PLS-SEM approach for analysis showed that trendiness, credibility, entertainment, and personalization, have a positive impact on the brand's social media advertising value. The study provides insides for companies in the process of creating advertising content that may enhance the social media advertising value of brands.