The traditional use of conventional media by businesses for audience targeting has shifted with the rise of influencer marketing, notably on platforms like TikTok, posing challenges in content adaptation and technological adaptation. Albert Bandura's Social Cognitive Theory examines factors shaping purchasing behavior, particularly relevant for young professionals. A quantitative correlational study focused on young professionals engaging with TikTok and influenced by Filipino TikTok creators, revealing education level as a key determinant of purchasing behavior. Extended TikTok engagement (...) positively correlates with increased purchasing likelihood. Filipino TikTok influencers significantly impact young professionals' purchasing decisions, emphasizing the need for tailored marketing strategies targeting this demographic. Recommendations were provided for effective influencer and digital marketing strategies targeting young professionals. (shrink)

Với mục đích tìm ra các nhân tố tác động tới quyết định mua sắm qua nền tảng mạng xã hội Tiktok của sinh viên trên địa bàn TP. Hà Nội, nghiên cứu xây dựng mô hình dựa trên thuyết hành động hợp lý (TRA), thuyết hành vi dự định (TPB) và một số lý thuyết khác, đồng thời, sử dụng phương pháp định lượng và sử dụng phần mềm SPSS nhằm phân tích và kiểm định mô hình các (...) nhân tố tác động. Kích cỡ mẫu dự kiến là 320 sinh viên mua sắm trực tuyến thông qua mạng xã hội Tiktok tại Hà Nội. Thời gian khảo sát từ tháng 4/2024 đến tháng 5/2024. Kết quả nghiên cứu cho thấy, Quyết định mua hàng qua mạng xã hội Tiktok của sinh viên tại TP. Hà Nội chịu tác động của 6 nhân tố bao gồm: (1) Nhận thức về tính hữu dụng; (2) Lòng tin; (3) Cảm nhận rủi ro; (4) Thương hiệu; (5) Ảnh hưởng xã hội và (6) Khuyến mãi. Từ đó, nghiên cứu đề xuất một số giải pháp nhằm cải thiện, tối ưu các hoạt động kinh doanh và mua bán trực tuyến trong thời đại số hiện nay. -/- [The purpose of the research is to find out the factors that affect students’ shopping decisions via the social networking platform Tiktok in Hanoi city, researching and building a model based on the theory of reasoned action (TRA), theory of planned behaviour (TPB) and several other theories, at the same time, using quantitative methods and SPSS software to analyze and test the model of influencing factors. The expected sample size is 320 students shopping online through the social network Tiktok in Hanoi. The survey time is from April 2024 to May 2024. The results of the study show that students’ purchasing decisions via the social network Tiktok in Hanoi city are influenced by six factors including (1) Perception of usefulness, (2) Trust, (3) Perceived risk, (4) Brand, (5) Social influence, and (6) Promotion. From the research results, the author proposes several solutions to improve and optimize online business and purchasing activities in today’s digital age.]. (shrink)

Nghiên cứu khảo sát bằng bảng hỏi được thiết kế theo thang đo Likert 5 mức độ gửi tới 380 khách hàng nữ trong độ tuổi 18-35 tham gia mua sắm mỹ phẩm thông qua livestream trên nền tảng TikTok nhằm phân tích tác động của chương trình khuyến mãi và nỗi sợ bị bỏ lỡ đến quyết định mua sắm bốc đồng của phụ nữ trẻ khi xem livestream mỹ phẩm trên TikTok. Số mẫu thu về hợp (...) lệ là 242 mẫu, dữ liệu sau khi thu thập được phân tích bằng phần mềm SmartPLS 4. Kết quả nghiên cứu cho thấy, nhân tố Chương trình khuyến mãi và Sự tham gia vào phiên livestream có tác động đáng kể đến Ý định và Quyết định mua sắm bốc đồng của phụ nữ trẻ. Trong khi đó, nhân tố Nỗi sợ bị bỏ lỡ không có ý nghĩa thống kê đối với Ý định mua sắm, nhưng vẫn ảnh hưởng đến Quyết định mua sắm. (shrink)

(The Kindle book can be ordered for $3.21 from Amazon) -/- Thinking is a fundamental activity of our species – those that give names to other creatures and call themselves humans. Textbooks tell us that there is about 1.2 kg of matter called the brain inside the human body. It sounds small but actually is proportionally the biggest among all animals on Earth. -/- I became more aware of thinking at around 5th grade upon hearing about an ancient paradox. It (...) can be summarized as follows. -/- ¤ -/- Once upon a time, there was a stupid king. In his kingdom lived a sage who was highly respected for his intelligence. The King did not appreciate this fact. Maybe the Sage made fun of the King’s intellect, but I am not so sure. Anyway, one day, the King summoned the Sage, intending to kill him. -/- The King said, “Wise man, I heard you earn a living by thinking and arguing. Now I give you two options to die.” -/- The Sage said, “Please tell me the choices, Your Majesty.” -/- The King continued, “You live by your tongue, so I will let you say one sentence before you die. If what you say is true, you will die by hanging. If what you say is false, you will die by beheading.” -/- Little did the King know that this was a stupid order. After a short while, the Sage confidently spoke his “last words”, which actually were what saved his life: -/- “Your Majesty, I am about to be beheaded!” -/- ¤ -/- As a “wild animal” going out into life from a young age, my brain spent a lot of time and energy looking for food. Now that I have become older, my body no longer needs so much sustenance. However, my mind craves a different type of nourishment: food for thought. -/- Food for thought can directly lead to food (on the table). My main job as a scientist exemplifies what I have just stated. Maybe we were wrong. Maybe it has been “thought for food” all along, like in such a sequence as TFFTTTFTFFTTFFFT... -/- In the hyper-chaotic infosphere today, we are surrounded by the noises of information, not only as wavy shores or waterfalls but also mega-tsunamis, through Twitter, Facebook, Tiktok, Instagram, Youtube, etc. More than ever, tranquility and calmness are necessary. Like what you have seen in wilderness video clips, predators such as lions, bears, and alligators act lightning-fast when catching prey. But when food is served, the natural world returns to its peaceful, soothing silence. -/- This short book is in its own tidy infosphere, where each little story is also brief and self-contained. Despite this small appearance, I hope the content inside carries the value of tranquility and life observation. The book is petite, but pretty sure not malnourished. A not-too-small detail is that the way the content was shaped and distilled reflects some innovations of mine and my research team: the mindsponge theory, a new theory of serendipity, the bayesvl R package, the BMF analytics, as well as other experiences from working in the field of science. After all, scientific works were my main source of food (before this book sells well – if it does). -/- Welcome to the priceless sober moments – with a chicken-burger price tag! -/- I hope this book will bring readers some moments of calmness, peaceful smiles, and maybe a couple of good laughs too. -/- ~~~ -/- *This update: December 12, 2023 (Third edition, with additions). (shrink)