FACTORS INFLUENCING COMMUNICATION EFFECTIVENESS IN SHOPEE

Abstract

In the context of the current media, businesses are planning communication campaigns to access information to the public. The research sample was collected online from 202 of people aged under 18 to over 30 years old in Ho Chi Minh City. In the study a combination of qualitative and quantitative methods are used, with techniques of scale reliability testing, linear regression analysis, sample mean testing and analysis of variance. The research results revealed that there are 4 factors affecting the factors affecting the communication effectiveness of Shopee, sorted by the degree of influence from high to low, including: 1) Communication products; 2) Communication form; 3) Media; 4) Communication message. In addition, the study also makes recommendations for Shopee in particular as well as other e-commerce platforms in general to improve communication efficiency for the brand