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All Journal Journal La Bisecoman
Pham Van Tuan
National Economics University (NEU), Hanoi Vietnam
Economics, Econometrics & Finance

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The Effect of Awareness on the Behavior of Advertisement on Social Network Basis for Cosmetic Products Line Pham Van Tuan; Pham Sy Phuc; Tran Van Nguyen; Tran Thi Thu Trang; Dinh Tran Ngoc Huy; Hoang Thi Nga; Pham Thi Hong Nhung; Bui Thi Hong Chinh
Journal La Bisecoman Vol. 3 No. 2 (2022): Journal La Bisecoman
Publisher : Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journallabisecoman.v3i2.569

Abstract

The study examines the factors affecting the perception and interaction behavior with advertising cosmetic products. The authors used SPSS and Smart PLS software to conduct statistics and analyze survey results. The results of data analysis show that there are 5 factors that directly affect the perception of avoidance: Health concerns; Doubts about advertising intermediaries; Privacy concerns; Information value; Obstructing cognitive goals. The factor that directly affects Avoidant Behavior is Perception of avoidance, there are 5 factors that indirectly affect Avoidant Behavior: Health concerns; Doubts about advertising intermediaries; Privacy concerns; Information value; Obstructing cognitive goals. At the same time, the research also shows that negative experiences do not affect the impact process from Avoidant Perception to Avoidant Behavior. This study has important practical elements for businesses, managers and even social network users in reducing users' awareness and avoidance of advertising.
Co-Authors Bui Thi Hong Chinh Dinh Tran Ngoc Huy Hoang Thi Nga Pham Sy Phuc Pham Thi Hong Nhung Tran Thi Thu Trang Tran Van Nguyen