An investigation of antecedents and consequences of young – consumer attitude towards social messaging app advertising in Vietnam

• Main Authors: Nguyễn, Hà Trang, Bùi, Thi Thùy Linh, Đặng, Khánh Linh, Nguyễn, Huy Bình
• Other Authors: Đỗ, Ngọcc Bích
• Format: Conference or Workshop Item
• Language: English
• Published: [s.l.] 2020
• Subjects: Advertising; Consumer attitude; Social; Vietnam
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/95300
• Institution: Vietnam National University, Hanoi

"Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p.7). Advertising is a mean of communication with the users of a product or service. Contents in advertisement are messages paid for by organizations/brands and those are intended to inform or influence mass audience, as defined by the Advertising Association of the UK. According toEntrepreneur report (2017), advertising can call the public's attention to your business, usually for the purpose of selling products or services using various forms of media such as print or broadcast notice. Another definition of advertising of Alyque Padamsee is “Advertising is the missing linking between product attributes and consumer perceptions.” Therefore, marketer uses advertising to introduce a product/ brand, differentiation, positioning, to increase sales/profit and to call to action. In recent years, the advertising industry has had important developments, not only in terms of content but also in terms of appearance, in order to attract users