Thanh Tiep Le, Minh Hoa Le, Vy Nguyen Thi Tuong, Phuc Vu Nguyen Thien, Tran Tran Dac Bao, Vy Nguyen Le Phuong and Sudha Mavuri
This study aims to investigate the influence of corporate social responsibility (CSR) on corporate sustainable performance (CSP) of small- and medium-sized enterprises (SMEs) by…
Abstract
Purpose
This study aims to investigate the influence of corporate social responsibility (CSR) on corporate sustainable performance (CSP) of small- and medium-sized enterprises (SMEs) by looking into the significance of mediating factors, namely, brand image (BI) and brand loyalty (BL), within the context of an emerging economy.
Design/methodology/approach
The authors conduct an extensive literature study on the subjects of CSR, BI and BL to assess their influence on the sustainable performance of SMEs in an emerging market. The study adopts a quantitative methodology. A total of 438 answers were obtained from a sample size of 513. The data of the SMEs in Vietnam was analyzed using the smart partial least squares structural equation modeling software, specifically version 3.3.2.
Findings
The results of the authors demonstrate notable and favorable correlations between CSR and CSP, CSR and BI and CSR and BL. Importantly, the findings contribute to existing knowledge by looking into the mediating influence of BI and BL in the relationship between CSR and CSP.
Originality/value
According to the authors’ understanding, a number of research have investigated the correlation between CSR and CSP within the realm of SMEs. Nevertheless, there is a scarcity of scholarly research examining the mediating function of BI and BL in this association. The study’s findings have important implications for entrepreneurs and senior management in effectively guiding their enterprises and improving their business strategies with an emphasis on sustainability in emerging markets. The outcome of this study has the potential to significantly contribute to SMEs in Vietnam as well as other emerging countries.
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Dung Phuong Hoang, Dang Nguyen Hai, Vy Thanh Ngoc Nguyen, Hieu Trung Nong, Phong Tran Pham and Tam Minh Tran
Modernization and the rise of living standards have introduced new variants of traditional foods, from their tastes to the way they are enjoyed. This study aims to explore and…
Abstract
Purpose
Modernization and the rise of living standards have introduced new variants of traditional foods, from their tastes to the way they are enjoyed. This study aims to explore and examine the impacts of both traditional and modern marketing stimuli on restaurant choice intention for experiencing culinary traditions, hence answering the question of how traditional and modern aspects live together to bring about the most desirable experience for customers of traditional cuisine.
Design/methodology/approach
Based on the stimuli-organism-response (S-O-R) theory and mixed research methods, a model linking service quality dimensions, perceived value and restaurant choice intention is formulated and tested on quantitative data from 431 customers of Gen Y and Gen Z, given the case of Vietnamese Pho.
Findings
The findings show that food quality demonstrates the strongest impact on restaurant choice intention, followed by authenticity and nostalgia marketing. These relationships are partially mediated by perceived value. Hygiene risks and perceived value are also found to directly affect restaurant choice intention. Nevertheless, our findings are quite different between Gen Y and Gen Z customers.
Practical implications
This research provides crucial strategic implications for restaurant managers when it comes to serving traditional foods for different generations.
Originality/value
This study responds to the existing gap by examining and comparing the impacts of traditional and modern marketing stimuli on restaurant choice intention through the mediating role of perceived value. Our study also actively contributes to the ongoing multigenerational research stream by affirming the moderation role of generations (Gen Y and Gen Z) in those relationships.
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Hsi-An Shih, Tuong-Vy Nguyen and Yun-Hwa Chiang
Drawing on both social exchange theory (SET) and social cognitive theory, this paper aims to theorize and empirically examine a moderated serial mediation model that investigates…
Abstract
Purpose
Drawing on both social exchange theory (SET) and social cognitive theory, this paper aims to theorize and empirically examine a moderated serial mediation model that investigates the underlying mechanism through which high-performance work practices (HPWPs) influence employee innovative behaviors.
Design/methodology/approach
The hypotheses are tested on data collected from 182 Taiwanese subordinate-supervisor pairs. Hierarchical regression analyzes and bootstrapping were used to analyze the data.
Findings
Findings indicate that employee's individually perceived HPWP is indirectly related to the implementation of workers' creative ideas via information exchange and creative idea generation sequentially. Additionally, the presence of creative coworkers will amplify this serial indirect effect.
Originality/value
This study explicates the underlying theoretical logic linking employee perceived HPWP and individual innovation, i.e. the implementation of the worker's creative ideas by proposing a serial mediation effect. This study also emphasizes the importance of the presence of creative coworkers in the workplace.
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Khoi Minh Nguyen, Ngan Thanh Nguyen, Thao Thi Xuan Pham, Nhi Huynh Man Tran, Ngoc Chung Bao Cap and Vy Khanh Nguyen
This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand…
Abstract
Purpose
This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand connection and advertising value.
Design/methodology/approach
This research was conducted using a quantitative method through an online questionnaire with a sample of 728 in Vietnam, analyzing data by using the partial least squares structural equation modeling model.
Findings
This study evaluates ephemeral content marketing through six dimensions: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance. The findings indicate positive mediating roles of advertising value, self-brand connection and brand authenticity on the impact of ephemeral content marketing on brand love and customer engagement.
Research limitations/implications
This study provides a comprehensive model of factors affecting consumer perceptions of ephemeral content marketing, which can help businesses to proactively formulate strategic responses for consumers on social media platforms with ephemeral content features. This also allows them to precisely target their audience, avoiding ineffective and costly advertising efforts on social media when content quality is lacking.
Originality/value
This research sheds light on the six essential dimensions of effective ephemeral content that adds value to customers, ultimately leading to their love and active engagement. This substantial addition to the field of social media marketing opens up possibilities for further investigation of the dynamics across different forms of social media marketing, such as short-form videos or in various contexts such as tourism, fashion, food products and education, particularly in the context of ephemeral content in emerging markets such as Vietnam.
Details
Keywords
- Social media content marketing
- Ephemeral content
- Brand love
- Brand authenticity
- Self-brand connection
- Advertising values
- Customer engagement
- Marketing de contenidos en redes sociales
- Contenido efímero
- Amor a la marca
- Autenticidad de la marca
- Conexión marca-consumidor
- Valores publicitarios
- Compromiso del cliente
- 社交媒体内容营销
- 、短暂内容
- 、品牌喜爱
- 、品牌真实性
- 、自我品牌连接
- 、广告价值
- 、客户互动
Yen Vy Bao Nguyen and An Hoang Kim Vo
The priority of this study is to contribute to the literature by examining herding behavior at different periods of the COVID-19 pandemic. Furthermore, this study aims to…
Abstract
Purpose
The priority of this study is to contribute to the literature by examining herding behavior at different periods of the COVID-19 pandemic. Furthermore, this study aims to investigate the herding behavior conditioned on market liquidity and information demand.
Design/methodology/approach
This study investigates herding behavior in Vietnam's stock exchanges (Ha Noi Stock Exchange and Ho Chi Minh Stock Exchange) on a sample of daily stock closing prices of 425 firms from 2018 to the first half of 2022.
Findings
The research confirms the existence of herding behavior not only for the whole but also during and post-COVID periods. These results are robust in both bull and bear markets, further confirming the influence of COVID-19 on herding in Vietnamese background. Moreover, when the authors condition exogenous factors for each period, the herding tendency is more evident at the medium market liquidity level than at high and low levels. Besides, the pandemic causes herding behavior of investors with low and medium information demand.
Research limitations/implications
These findings imply some recommendations that facilitate investors, policymakers and researchers in the context of the COVID-19 crisis.
Originality/value
The study contributes to the herding literature by examining herd behavior during the post-COVID period, suggesting the long-term impact of the health crisis. Furthermore, the research provides new evidence of herding behavior conditioned on market liquidity and information demand during different COVID sub-periods.
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Tri Minh Cao and Loc Thi Vy Nguyen
This study aims to assess the factors that impact the adoption of artificial intelligence (AI) in the human resource (HR) recruitment procedure in Vietnam’s medium-sized firms.
Abstract
Purpose
This study aims to assess the factors that impact the adoption of artificial intelligence (AI) in the human resource (HR) recruitment procedure in Vietnam’s medium-sized firms.
Design/methodology/approach
Through a quantitative approach, this paper collected data of 297 hiring managers, HR directors and top-level executives from Vietnam’s medium-sized firms with a structured questionnaire. The partial least squares structural equation model was used to analyze the data and evaluate the hypothesis model (on platform Smart PLS 3.0).
Findings
The results show that in Vietnam’s medium-sized companies, both perceived benefits and perceived sacrifices directly impact on perceived value, which leads to organizations’ adoption of AI. HR readiness also has a moderating effect between perceived value and AI adoption.
Research limitations/implications
Future research can compare AI adoption between large and medium companies, as well as other criteria in Asian countries. Other organizational constructs can be considered moderators between perceived value and AI adoption.
Practical implications
This study offers a context-specific understanding of the practice of using AI to acquire talent in Vietnam. Both of AI technology’s perceived benefits and perceived sacrifices directly impact its perceived value, therefore indirectly impacting its adoption. In this study, HR readiness serves as an inhibitor to adoption. Some essential managerial implications are suggested.
Originality/value
This study provides valuable insights into applying AI to Vietnam’s medium-sized companies, especially in the recruitment process. It adds to a substantial body of work on applying AI to HR management.
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Thien Vuong Nguyen, Vy Do Truc, Tuan Anh Nguyen and Dai Lam Tran
This study aims to explore the synergistic effect of oxide nanoparticles (ZnO, Fe2O3, SiO2) and cerium nitrate inhibitor on anti-corrosion performance of epoxy coating. First…
Abstract
Purpose
This study aims to explore the synergistic effect of oxide nanoparticles (ZnO, Fe2O3, SiO2) and cerium nitrate inhibitor on anti-corrosion performance of epoxy coating. First, cerium nitrate inhibitors are absorbed on the surface of various oxide nanoparticles. Thereafter, epoxy nanocomposite coatings have been fabricated on carbon steel substrate using these oxide@Ce nanoparticles as both nano-fillers and nano-inhibitors.
Design/methodology/approach
To evaluate the impact of oxides@Ce nanoparticles on mechanical properties of epoxy coating, the abrasion resistance and impact resistance of epoxy coatings have been examined. To study the impact of oxides@Ce nanoparticles on anti-corrosion performance of epoxy coating for steel, the electrochemical impedance spectroscopy has been carried out in 3% NaCl solution.
Findings
ZnO@Ce3+ and SiO2@Ce3+ nanoparticles provide more enhancement in the epoxy pore network than modification of the epoxy/steel interface. Whereas, Fe2O3@Ce3+ nanoparticles have more to do with modification of the epoxy/steel interface than to change the epoxy pore network.
Originality/value
Incorporation of both oxide nanoparticles and inorganic inhibitor into the epoxy resin is a promising approach for enhancing the anti-corrosion performance of carbon steel.
Nguyen Vinh Khuong, Mai Quynh Anh, Mai Thi Thanh Thao, Tran Thanh Thao, Nguyen Hong Hanh and Le Thi Hoai Vy
This study seeks to evaluate gender diversity within family members and analyze its effects on financial distress in firms listed in Vietnam.
Abstract
Purpose
This study seeks to evaluate gender diversity within family members and analyze its effects on financial distress in firms listed in Vietnam.
Design/methodology/approach
The research employs a Generalized Method of Moments (GMM) regression model to assess the impact of gender diversity on corporate board performance, including factors such as the presence and proportion of female directors, female directors with family ties and the gender of CEOs. The study covers 152 listed companies on the HNX and HOSE exchanges from 2015 to 2022. The GMM model is chosen for its robustness in dealing with endogeneity issues and its ability to provide consistent estimates in the presence of potential correlation between explanatory variables and unobserved effects. This approach allows for a more accurate evaluation of how gender diversity influences operational efficiency and how these companies manage financial difficulties within the sample period.
Findings
Our research shows that diversity on the Board of Directors (BOD) as well as female CEO employment not only does not reduce the financial distress of businesses but also increases this situation. However, being both a female and a family member of the BOD is negatively related to financial distress. This can help female members who have connections with the family contribute to the work of adjusting and monitoring the business's operations to suit the family's goals, contributing to improving the operational efficiency of the business. BOD maximizes profits and contributes to promoting the company's sustainable development goals. From there, limited ability to travel and financial exhaustion.
Practical implications
The empirical results obtained from this study contribute to building a solid knowledge base, supporting businesses in the policymaking process and providing empirical evidence to enrich learning materials.
Originality/value
This study provides empirical evidence on how gender diversity influences the financial challenges of businesses, especially within the context of publicly listed companies in Vietnam. It stands out from previous literature by specifically focusing on listed companies in Vietnam. By analyzing the impact of gender diversity on financial difficulties, this study also clarifies how various factors can influence management and business development.
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Minh Van Nguyen, Khanh Duy Ha and Chien Thanh Phan
Reconstruction of old buildings is often necessary after prolonged usage, but these projects encounter various complexities, leading to their failure. However, there is a lack of…
Abstract
Purpose
Reconstruction of old buildings is often necessary after prolonged usage, but these projects encounter various complexities, leading to their failure. However, there is a lack of studies that focus on investigating the complexity of old building reconstruction initiatives. Thus, this study aims to examine the complexity of reconstruction projects for old buildings in Vietnamese urban areas.
Design/methodology/approach
Through a literature review and discussions with experienced practitioners, 12 significant complexity factors were identified. The study then utilized the fuzzy decision-making trial and evaluation laboratory (DEMATEL) technique to analyze the interrelationships among these complexity factors.
Findings
The findings revealed intricate interdependencies among the complexity factors, visualized in a complexity map. The map highlighted the critical complexities of site compensation, clearance and the long project duration. Furthermore, a causal diagram categorized the complexity factors into net-effect and net-cause groups.
Originality/value
By examining the relationships and interactions among these factors, the study emphasizes the interconnected nature of complex systems and the influence of one factor on others. Therefore, decision-makers and stakeholders involved in reconstructing old buildings are suggested to possess a comprehensive understanding of these interdependencies to ensure effective decision-making.