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<b>BỘ GIÁO DỤC VÀ ĐÀO TẠO</b>

<b>ĐẠI HỌC UEH – TRƯỜNG KINH DOANHKHOA KINH DOANH QUỐC TẾ - MARKETING</b>

<b>MÔN MARKETING RESEARCH</b>

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A. Review of Related Research Literature: Name of the study Empirical

Setting ^{Theory/Model/}Hypotheses ^{Conceptualization of}XXX + Measurement

influencers are paid to create and disseminate content that promotes products or brands, they typically maintain highly personal, close parasocial relationships with their audience. In addition, marketers use

negatively impact online store performance. This suggests that engagement driven by the influencer, rather than the product itself, may be less effective in driving sales theory of media use which has been applied to multiple fields

the effectiveness of social media content on users’ engagement is moderated by content context

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characteristics that may affect service quality and customer

satisfaction (e.g., star class, customer rating, chain brand, size, and age) are related to future review volume (i.e., the number of review posts in a future period)

A business being

responsive and active on the social media can facilitate interactions between customers and firms, which can attract, encourage and stimulate online users, especially can potentially create leading influence and draw wider attention, which makes it an effective tool to enhance online popularity and social influence.

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4 Jieun Shin, Seth values are overall positively aligned with those of journalists; - accuracy was not a significant predictor of news sharing, on the contrary, the perceived popularity of news was a significant predictor of shares, likes, and

comments in all models, whether we used the laypeople’s or the journalists’ data. => the last result confirms that social media logic governs news engagement on social media.

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Facebook account the day the message was posted, and a

continuous measure of the sentiment expressed in the post which was determined by the LIWC

program .Creating dummy variables indicating the brand that made the post and whether the post power and perceptions of brand power had a

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between customers and the brand, fostering

each brand, engagement with brand posts can be that brands can launch is extensive and ever evolving due to the creative use of technological advancements.

-Entertaining initiatives are focused on creating emotional and hedonic

This study analyzes how the perceived authenticity the brand, the initiative, and ongoing customer engagement.

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desire for subsequent

First, facial emotion

has little impact. Next, negative facial emotion

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affiliation with the

communicator.  ^{impact. Unbranded posts}can generate engagement by

using emotion across influencer types.

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-liking is not simply driven by hashtags, user mentions, images, or videos—all features that are designed to increase the attention

paid to and the exposure received by a message -the more emoji in a tweet, the more popular it was

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Social networks have become an indispensable part of our daily lives, especially in the field of online interaction through the media of brands. The complexity of this interaction not only reflects the diversity of users but also results from a rangeof influences from information sources to content context.

One of the key findings is the use of influencers on social media, which, although can generate attention and increase interaction, may not fully convert into online sales performance if too much focus is placed on influencers rather than the product. This suggests that maintaining a balance between using influencers and focusing on the product value is necessary to optimize sales performance.

Additionally, the effectiveness of content on social media in user interaction is strongly influenced by content context. Content that is popular and authentic often attracts more user interest, whether it is highly accurate or not. Therefore, when developing content on social media, placing it in the right context is crucial to optimize user interaction.

Another important factor is the certainty about a brand, which can create a positive effect on user interaction. This certainty is often stronger for users who have recognized the brand as strong. This indicates that building a strong brand image and instilling trust in consumers can lead to higher interaction.

Creating suitable content for each social media platform also plays a crucial role in optimizing user interaction. A one-size-fits-all content strategy is not suitable for all social media platforms. Instead, customizing content for each specific platform can improve user interaction.

Finally, in the social commerce environment, building relationships with customers through direct online interaction and creating an interactive environment can enhance the credibility of recommended products and encourage purchases. These findings also suggest that using negative facial expressions by influencers may lead to higher interaction compared to positive expressions.

In conclusion, understanding the complex factors influencing user interaction on social media is the key to optimizing online brand performance. By strategically combining the use of influencers, creating authentic and relevant content, and building a positive interactive

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environment, brands can enhance their online presence and create meaningful interactions with consumers.

Focusing solely on online engagement metrics such as likes, comments, and shares can lead to a narrow understanding of consumer response. While these metrics are valuable indicators of immediate interaction with content, they may not accurately reflect the overall impact of social media campaigns. Relying solely on these metrics can overlook the broader context and long-term effects that social media content can have on consumer behavior.

Social media marketing research often prioritizes immediate clicks and engagement, which may overshadow the more subtle, long-term effects of brand building and consumer perception. While likes and shares provide instant feedback, they may not capture the deeper aspects of brand awareness, trust-building, and perception shaping that occur over time through consistent social media presence and content strategy.

A more comprehensive approach to evaluating social media impact should consider both immediate engagement metrics and long-term brand perception. By incorporating measures of brand awareness, sentiment analysis, and customer sentiment over time, researchers can gain a more nuanced understanding of how social media influences the consumer journey. This holistic view enables marketers to better assess the effectiveness of their campaigns and make informed decisions to optimize their social media strategies for long-term success.

<b>B. Research Model1. SOR model</b>

The S-O-R (Stimulus - Organism - Response) psychological model is an approach to understanding behavior through specific situations that impact the psyche, leading to responsive behaviors. Developed by Mehrabian & Russell in 1974, the SOR model focuses on exploring the relationship between external stimuli to the subject and the formation of responses. By analyzing how external influences interact with the organism's internal processes, this model provides insights into the mechanisms underlying human behavior and response patterns. This framework helps researchers and practitioners better understand the dynamics of behavior in various contexts, shedding light on the complex interplay between stimuli, individual characteristics, and behavioral outcomes.

<b>2. Reason choosing model</b>

2.1 Reason from academic

The SOR model has a solid foundation of theory and evolved from psychological theories of human behavior such as emotional arousal and attention. The SOR model has grown into a potent theoretical framework by expanding on this foundation of sound scientific information. This has improved cognitive comprehension and the applicability of research findings in examining the efficacy of mukbang livestreams and their effects on viewers. A complete approach is made possible by the application of the SOR model, which consists of three basic elements: stimulus, organism, and response. This includes external elements like the broadcaster's demeanor and the video content, as well as interior elements like viewers' personalities and cognitive processes, and finally their actions like making purchases and interacting with others. This all-encompassing method assists in pinpointing the most significant elements influencing mukbang's efficacy

Moreover, the SOR model is not confined to research but is widely applied across fields including psychology, sociology, marketing, and communication. Its widespread adoption and explanatory power make it a potent tool for investigating the effectiveness of mukbang

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livestreams and their effects on consumers, while also facilitating comparison with other studies on human behavior.

2.2 Reason from industry 2.2.1. Tính ứng dụng thực tế:

  Mơ hình SOR đơn giản và dễ hiểu, dễ dàng xác định các yếu tố ảnh hưởng trực tiếp đến hiệu quả của mukbang livestream, từ đó doanh nghiệp có thể xây dựng chiến lược phù hợp để tối ưu hóa hiệu quả.

Ví dụ: Doanh nghiệp có thể theo dõi số lượng người xem, tỷ lệ tương tác, doanh thu bán hàng,.... hoặc doanh nghiệp cũng có thể thực hiện khảo sát để đánh giá mức độ hài lòng của người xem và nhận thức của họ về sản phẩm.

2.2.2. Khả năng dự đốn hành vi:

  Mơ hình SOR dự đốn hành vi của người tiêu dùng, từ đó doanh nghiệp có thể đưa ra các quyết định kinh doanh phù hợp.

Ví dụ: doanh nghiệp có thể dự đốn mức độ quan tâm của người tiêu dùng đối với sản phẩm được giới thiệu trong mukbang livestream, từ đó dự đốn doanh thu bán hàng tiềm năng. 2.2.3. Đánh giá hiệu quả chiến dịch:

  Mô hình cịn đánh giá hiệu quả của các chiến dịch mukbang livestream.

Ví dụ: doanh nghiệp có thể so sánh hiệu quả của các chiến dịch mukbang livestream khác nhau dựa trên các yếu tố như số lượng người xem, tỷ lệ tương tác, và doanh thu bán hàng. 2.2.4. Lựa chọn người sáng tạo nội dung:

  Mơ hình SOR giúp doanh nghiệp lựa chọn người sáng tạo nội dung phù hợp cho các chiến dịch mukbang livestream.

Ví dụ: dựa vào mức độ ảnh hưởng của người sáng tạo nội dung, khả năng tương tác với người xem và sự phù hợp với hình ảnh thương hiệu, doanh nghiệp sẽ đưa ra quyết định.

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