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The study explores the impact of food influencers on consumer behaviour in the social media context. It assesses the interplay between the number of followers an influencer has and the type of content this influencer communicates to the audience. Doing so, the research contributes to the strategic refinement of influencer marketing practices, especially in the food industry.

The study employed an experimental between-subject design 2 (influencer type: micro vs macro) x 2 (content type: informational vs entertaining). It recruited 197 Prolific participants (45.7% female, Mage = 45.076), testing their perceptions towards the influencer and the endorsed product in the social media post.

There was a significant interaction between influencer type and content type on consumers’ attitudes towards and their willingness to buy the advertised product. Specifically, the notion that “the more followers, the better” may only be applicable when consumers peruse the content for entertainment purposes, whereas while they read it for information purposes, a micro influencer (with hundreds to thousands of followers) may have as much impact on consumer behaviour as a macro influencer (with hundreds of thousands to a million followers).

Our findings offer a nuanced understanding into the conventional wisdom that people often follow crowd behaviour. Using the Heuristic-Systematic Model (HSM), we explicate when the number of followers matters and when the content type prevails.

The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility.

The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective.

The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM.

The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.

By using a technology acceptance model (TAM) on survey results collected from two member schools of a Vietnamese educational institution, this study aims to uncover the key factors that affect students’ acceptance of e-learning during the Covid-19 period.

A bilingual questionnaire in English and Vietnamese was delivered. It was pre-tested on 30 participants before it was finalized. The authors first reviewed the measurement model and made adjustments to the theoretical TAM model. Then the adjusted TAM was used to investigate the relationships of the constructs in the model.

The results of the structural model show that computer self-efficacy (CSE) has a positive impact on perceived ease of use (PEOU). There is also a positive relationship between system interactivity (SI) and PEOU. Surprisingly, the authors documented that PEOU has no significant impact on students’ attitudes (ATT). The results show that SI can moderately affect ATT. Finally, it is noted that the social factor (SF) directly affects the student’s attitudes (ATT).

This study contains three limitations. First, as this study only focuses on undergraduate programs, readers should be careful in applying the findings and/or implications of this study to other education levels such as K-12, vocational training and postgraduate programs. Second, the findings are generated within the context of one type of e-learning, conducted via Google Meet. Therefore, future research is needed to provide further validation and comparison across other forms of e-learning. Finally, to further prevent the common bias problem, future research should use both five-point and seven-point Likert scales for the response options in the survey, as well as use negatively worded items. This will help prevent respondents from providing similar answers to all questions.

This study has both theoretical and practical implications. From a theoretical perspective, the study can provide a solid framework for similar studies. From a practical perspective, this study offers implications for governments and universities in the process of adopting e-learning, given that the Covid-19 pandemic is currently in its second and more dangerous wave.

The purpose of this paper is to estimate a recent trend in climate change and its impact on livelihood of community living in Nam Dinh province, Vietnam. Further, it aims to increase the government attention for adaptation measures by providing awareness of climate change and its negative impacts on livelihood.

For study purpose, cross-sectional and secondary data sets were used. The community perceptions about climate change were recorded by face-to-face interviews of 500 respondents from Nam Dinh province, Vietnam in April 2015 by using a well-structured questionnaire, whereas secondary data were collected from the statistical yearbook of General Statistics Office of Vietnam. To accomplish the study objectives, Cobb–Douglas production function and Likert scale were used to estimate the community perceptions of climate change and impact of climate change on livelihood, respectively.

Results depict that climate change negatively impacted on the productivity of rice and livestock. Particularly, frequently occurring of droughts, floods and salinity intrusion negatively impacted on rice productivity, while livestock productivity is decreased by frequent occurring of flood storms in study area.

The study results suggest a government support is essential to achieve sustainable livelihoods for coastal communities living in the Red River Delta, particularly some adaptation measures in the context of climate change are required in study area.

COVID-19 presents a serious and unprecedented challenge around the globe. Street vendors are the most vulnerable group during this pandemic regarding livelihood loss and contagion risk. This research aims to examine the roles of risk communication work in enhancing COVID-19 risk perceptions and adoption of COVID-19 preventive behaviors among street vendors.

The data were collected from the street vendors in urban Vietnam. A binary probit model was used for analyzing the relationships among exposure to risk communication, risk perception and adoption of preventive behaviors.

The analysis reveals the outreach of risk communication work to the street vendors. A rather large proportion of the respondents perceive high risks associated with COVID-19. All respondents adopt COVID-19 preventive behaviors; however, the proportion of regular adoption is moderate and even very low for most behaviors. Their frequent exposure to risk communication significantly raises their risk perceptions and encourages their regular adoption of preventive behaviors, particularly regarding the measures that are affordable and less detrimental to their livelihood.

This research is among the first attempts to examine risk communication to the vulnerable group, how they perceive risks and the extent to which they adopt preventive behaviors during a public health crisis. This research draws some implications for risk communication and social welfare policies to obtain sustainable development goals.

This study aims to identify the enabling factors for Building Information Modeling (BIM) adoption in Vietnamese construction enterprises and uncover their interrelationships. This will help stakeholders focus on controlling and allocating resources (time, personnel, and costs) appropriately to adopt BIM and differentiate themselves from fierce competition in the architectural, engineering, construction and operations (AECO) industry.

This study first identifies and evaluates 32 enabling factors for applying BIM in the Vietnamese construction industry according to the TOE extended framework. Afterwards, a hybrid questionnaire survey using a convenient sampling method is conducted to capture stakeholders' views. The exploratory factor analysis (EFA) and the partial least squares structural equation modelling (PLS-SEM) technique are then applied to identify the constructs of the enabling factors and their interrelationships.

The study extracts six constructs that could have a significant impact on the adoption of BIM in construction enterprises, namely: technical feasibility (TF), human resources and management (HRM), company business vision (CBV), political environment (PE), economic viability (EV), and legal aspects (LA). Based on eleven proposed hypotheses, the analysis results confirm nine hypotheses and show that the HRM, TF, and CBV have the strongest effects on managers in evaluating the factors for BIM.

The results of the study fill the gap in knowledge by discovering the interrelationships among the enabling factors for BIM adoption in construction enterprises. The results might support the construction enterprises and their stakeholders in increasing the application of BIM, and digital transformation in construction industry.

Vietnam is experiencing rapid expansion in the provision of higher education that requires quality assurance appropriate for the Vietnamese-centralised Confucian cultural context. This paper aims to examine the concept of quality from the perspectives of academic leaders, quality assurance members and academics at three higher education institutions in Vietnam.

Based on an interpretative study, semi-structured interviews were used as a major research instrument augmented with document analysis across three case studies. Interviews were conducted with 35 participants from three groups of stakeholders.

The concept of quality was found to be under-conceptualised in this Vietnamese context. Quality was conceptualised as meeting societal needs across the case studies underpinned by the belief that the purpose of higher education is to prepare graduates for employment.

The study was conducted in similar disciplines at three state-owned universities in Vietnam in 2011. This provides insight within this context and timeframe that may not be generalised. It is suggested to extend this research to other disciplines, the private sector and other groups of stakeholders.

The paper discusses the necessity of revisiting the philosophy of higher education and re-conceptualising quality in Vietnam that informs quality assurance processes that are relevant to the cultural context.

This paper provides a centralised Confucian perspective to the literature on quality assurance in higher education. How quality is perceived by academic leaders, quality assurance members and, in particular, academic staff can be used to inform policy. In a centralised country such as Vietnam, academic leaders and quality assurance members may indicate their “obedient” attitudes to policies, leading to the same view with what is centrally enacted, while the academic staff have a different perception of quality.

The purpose of this paper is to investigate the development of Viet Nam’s approach to higher education quality assurance during the past dozen years since its establishment, focusing on the achievements and challenges.

This is a desktop analysis study. The paper analyses the policies and practices related to the development of Viet Nam’s higher education accreditation system by reviewing associated literature.

The research has found out that there are several achievements, including: the development of the accreditation framework; establishment of accrediting agencies; completion of almost universities’ self-assessment reports; implementation of external assessment exercise at some institutions, a few of which were awarded accreditation certificates. However, there remain a number of challenges related to the independence of the accrediting agencies, human resources, accreditation standards and criteria, institutions’ awareness about accreditation and the pace of accreditation implementation.

The primary limitation of this study is the research methodology which merely relies on document analysis. It would be more credible if the findings could be triangulated with data taken from other sources such as interviews with key stakeholders.

On the basis of the analysis of achievements and challenges at both macro and micro levels, discussion and recommendations are made for future policy-making and management in the field of higher education accreditation.

The purpose of this paper is to review both international and domestic (i.e. Vietnamese language) journal articles and graduate theses and dissertations on educational leadership in Vietnam. The review addresses two specific goals: first, to describe and critically assess the nature of the formal knowledge base on principal leadership in Vietnam, second, to synthesize findings from the existing literature on principal leadership in Vietnam.

The paper employed a method for conducting systematic reviews of research. The authors conducted a detailed, exhaustive search for international and “local” papers from Vietnam, yielding 120 research sources. Information from these papers was extracted and evaluated prior to analysis. Data analysis included both quantitative description of the “review database” as well as critical synthesis of substantive findings.

The review supports and extends an earlier review which found that the practice of educational leadership in Vietnam remains largely “invisible” to the international community of scholars. The review also yielded a highly critical assessment of research perspectives and methods used in the “local” Vietnamese studies which comprised the bulk of the authors’ database. Synthesis of substantive findings highlighted the manner by which organizational, political, and socio-cultural forces in the Vietnamese context shapes the practice of school leadership.

First, qualitative studies are recommended that seek to describe, in-depth, the enactment of leadership in the Vietnamese context. Second, broad-scale surveys of characteristics, attitudes, and beliefs of school leaders across Vietnam are warranted. Third, the authors encourage graduate students and scholars studying school leadership in Vietnam to undertake a new generation of theory-informed studies that connect with the global literature.

Due to the relatively weak nature of the existing knowledge base, the authors were unable to identify specific implications for leadership practice. However, practical implications are identified for developing the research capacity needed to improve research quality in Vietnam’s universities.

This review is the first systematic review of educational leadership and management conducted of the Vietnamese literature. Moreover, the authors suggest that the review is original in its comprehensive coverage of both the local and international literature on educational leadership in Vietnam.

The purpose of this paper is to explore the influence of culture on the sense of self-efficacy in teaching English as a Foreign Language of a group of university teachers in Vietnam. Research exploring the relationship between culture and self-efficacy is extremely rare despite the acknowledged importance of culture in the formation of self-efficacy beliefs.

This study took the form of qualitative research with diverse, data collection instruments: individual interviews, focus group discussions, observations and journaling.

Findings indicate that certain features of the Vietnamese cultural context impacted on the way the study teachers constructed their sense of self-efficacy. Specifically, under the influence of a Vietnamese sense of belonging, the study teachers tended to rely more on efficacy-building information from other people rather than from themselves. The perception of inequality in power may have heightened negative emotional arousal, thus contributing to a negative sense of self-efficacy among the teachers. The Vietnamese concept of face and the high status of teachers in the social hierarchy in part mediated teachers’ sense of self-efficacy.

The perceived burden of performing both parenting and teaching roles and responsibilities may have diminished the self-efficacy in teaching of female teachers.

The contribution and implications of the study are discussed.