No. 83 (2025)

Chủ đề chính

• The Impact of AI Chatbot and Brand Personality on Gen Z Consumer Behavior in Vietnamese SMEs

  Vuong Gia Ky Nam, Nguyen Chau Thien Kim, Bui Yen Linh, Nguyen Lam Cat Tuong, Vu Khac Trong

  1-11

• Research on Factors Affecting Green Buying Behavior of Consumers in Ho Chi Minh City

  Dang Hoang Son

  12-17

• Celebrity Endorsement and Social Media Influencer Marketing: Case Study in Ho Chi Minh City

  Duong Bao Trung, Nguyen Vuong Hoai Thao

  18-25

• The Impact of Brand Hate on Non-Repurchase Intentions Across Offline and Online Channels in Hospitality Services

  Tran Cong Duc, Tran Thi Thu Phuong, Nguyen Thi Kim Thoa

  26-35

• Quantifying Internet’s Economic Effects on Consumption: A Southeast Asian Study Using Econometric Models

  Nguyen Duy Quang

  36-43

• Customer Support for Sustainability: The Empirical Analysis in Online Shopping Context

  Phan Tran Duc Lien, Nguyen Thi Hai Binh

  44-51

• Demographic Insights into the Adoption of Digital Innovations in Agriculture: Segmenting Adopters and Non-Adopters among Vietnamese Farmers

  Nguyen Le Hoang Long, Tran Hoang Nam

  52-62

• The Impact of Social Media on FOMO and Fear of Exclusion: A Study on Social Media Users’ Behavior in Vietnam

  Nguyen Duy Phuong

  63-71

• The Impact of Extracurricular Activities on Skills Development of Learners: Evidence From Universities in Ho Chi Minh City

  Ha Thi Thuy, Nguyen Le Phuong Anh, Nguyen Tran Thanh Ha, Doan Hang Huong Quyen

  72-79

• Understanding Lurking Behavior through Intrinsic Motivation: A Behavioral Psychology Approach

  Nguyen Tra My, Tran Thi Van Anh, Tran Chi Cuong, Tran Minh Vu, Le Ba Hung, Do Tran Ha Anh

  80-88

• The Impact of Sustainable Social Media Marketing on Recruitment Brand Building: The Mediating Role of Social Media Brand Experience

  Nguyen Thi Thom

  89-98

• Examining the Impact of Foreign Direct Investment on Domestic Firm Innovation in Vietnam

  Huynh Thi Ngoc Hien, Doan Thi Thu Uyen

  99-105

• Solutions to Management and Mitigation of Vietnam’s Greenhouse Gases at Airports

  Pham Quang Huy, Le Nhut Hai

  106-115