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Adopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.

A 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized relationships. A total of 474 qualified data were collected using an online survey. ANOVA was utilized to test the research hypotheses.

Study results revealed that personalized messages lead to stronger perceived brand similarity, credibility and blog recommendation intention than those exposed to automated and no response. Brand familiarity also significantly influenced perceived brand similarity, brand credibility and blog recommendation intention. Further, the study analysis revealed an interesting interaction effect between brand awareness and brand response on recommendation intention.

The study provides meaningful implications and suggestions for the effective corporate blogging strategy to influence consumers’ attitudes and image toward brands and establish strong brand equity and relationships with customers.

Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers’ wishful identification and behavioral intention. The study also aims to examine the effects of vlogger gender on viewers’ perception and on their wish to be like the vlogger.

With an online data collection from 402 YouTube travel vlog viewers, a moderated mediation model was tested using multiple linear regression and multivariate nested linear regression.

This study found that physical attractiveness, social attractiveness and credibility of travel vloggers positively affected audience wishful identification, among which credibility had the strongest impact. The effect of the travel vlogger’s social attractiveness on viewer wishful identification was even strengthened when the vlogger and the viewer were of different genders. Wishful identification partially mediated the relationship between vloggers’ attributes and viewers’ behavioral intention. Finally, the finding revealed female vloggers were perceived as more physically attractive than males, whereas male vloggers were assessed as more credible than their female counterparts.

Expanding upon the literature on mass media and social media, this study explains the mechanism of developing intention to imitate the travel vloggers of YouTube viewers. The findings provide tourism and hospitality managers with solution in choosing the most inspirational travel vlogger to influence consumer behavior.

本论文使用社会学习理论和信息可靠性模型来研究YouTube旅游Vlogger感知吸引力、专业知识、和可信赖性对观众的理想化认同和行为意图的影响。本论文还检验Vlogger性别对观众感知和理想化认同的影响。

研究样本数据为402位YouTube旅游vlog观众的在线数据, 采用多重线性回归和多变量镶嵌线性回归来分析调节中介模型。

研究结果表明, 旅游Vlogger的本身吸引力, 社交吸引力, 和可信赖度影响观众的理想化认同, 其中可信赖度占比重最大。旅游Vlogger的社交吸引力对观众的理想化认同影响力加强, 当旅游Vlogger与观众的性别不同时。理想化认同部分调节Vlogger属性与观众行为意图之间的关系。最后, 本论文研究表明, 女性Vlogger比男性Vlogger本身吸引力更大一些, 而男性Vlogger对观众的可信赖程度比女性Vlogger要大一些。

本论文拓展了大众传媒和社交传媒的文献范畴, 解释了YouTube观众如何模仿旅游Vlogger的动机。本论文结果为旅游和酒店管理者们提供了解决方案, 如何选择最有影响力的旅游Vlogger来影响消费者行为。

关键词 旅游vlogger, 、社交媒体, 、影响者营销, 、理想化认同, 、社会学习理论, 、YouTube

文章类型 – 研究型论文

This study aims to address the reliability and construct validity of the Individual Work Performance Questionnaire (IWPQ) in a Vietnamese context. Using the IWPQ as a measurement tool, this research also examined whether demographic features (such as gender, education level, work experience and position in a company) influenced employees’ work performance.

The Vietnamese IWPQ was validated via a two-step process of factor analysis, including an exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The data collected were randomly divided into two subsamples to independently serve the EFA (n = 341) and CFA (n = 342). ANOVAs and t-tests were also used to examine the differences in individual work performance (IWP) among different demographic categories.

The results of the current study confirmed the applicability of the three-dimensional IWPQ in a Vietnamese context. In addition, they also indicated several demographic features that impacted employees’ patterns of responses to IWPQ dimensions.

This study focused on the construct validity of the IWPQ, without taking the content, face or criterion validity into consideration. Thus, future research should be conducted to yield a more comprehensive validation of the instrument, to measure the relationship between human resource development (HRD) practices and employee performance and to examine the relationship between strategic HRD and IWP and firm outcomes. In addition, the validated Vietnamese version of the IWPQ may inspire comparative studies on individual performance within and between units in an organization and among organizations and industries.

HRD practitioners can now use the validated IWPQ in the Vietnamese language to assess fluctuations in and analyze current staff performance, thereby facilitating human resource management and development. This study also offers recommendations for business leaders and HRD practitioners striving to implement strategic HRD aimed at reducing disparities in gender and between educational qualifications and job assignments at workplace, with the overarching goals of enhancing staff performance. These recommendations prove instrumental in improving staff performance, strengthening organizational efficiency and ultimately tackling the issue of low productivity in Vietnam and neighboring countries.

This study findings underscore the significance of embracing strategic HRD while taking into account individual, organizational and contextual factors that influence IWP. This approach serves to bridge current gaps related to IWP, including Vietnam’s comparatively lower productivity compared to neighboring nations, educational qualifications and role allocations within the workplace, as well as the prevailing work standards and strategic objectives.

To the best of the authors’ knowledge, this rigorously validated Vietnamese version of the IWPQ is the first of its kind in Vietnam, making a significant contribution to inclusivity initiatives and offering substantial evidence to affirm the IWPQ’s relevance across diverse contexts.

The purpose of this paper is to trace the way in which a popular ritual became one of Vietnam’s most important festivals, elevated as a celebration of national heroism and charts its gradual transformation in modern society.

This research focuses on the combination of a fertility rite and narratives of St Gióng based on nationalism or heroism created a special festival reflecting many traditional cultural characteristics of Vietnam and the Việt people and the transformation of St Gióng from a mythological to a national symbol of heroism in anti-invader history was recorded in texts.

The paper casts light on the mythologization and historicization of St Gióng in Vietnam’s particular historical context by decoding the Gióng symbol as a core element of the folktales and myths about St Gióng to understand the formation and development of St Gióng in the cultural history of Vietnam.

The paper is not exploring the Gióng symbol within a larger cultural context of nationalism and ethnosymbolic approach in a comparison of national symbolism and heroism.

The paper includes implications for advised scholars to conduct further exploration of the symbol and myth of not only St Gióng in Vietnam but also Kubera in India and Vaisravana in China to connect Kubera, Vaisravana and St Gióng under the connection of literal myth and heroic symbol.

The paper shows how processes of historicizing myth and mythologizing history are important features of Vietnamese socio-historical research.

The paper shows how a fertility rite became a historical festival and the figure of St Gióng became a symbol of patriotic heroism.

This study simultaneously explores the nexus among formal, semiformal and informal credit markets and farm households' credit demand determinants in Vietnam.

This study uses a multistage stratified random sampling process for a survey of 648 smallholder farmers in the Red River Delta (RRD), Vietnam. The trivariate probit model (TVPM) is used to address the interdependence of farm households' credit demands in different credit markets.

The results reveal complementary relationships among two pairs of credit markets (formal versus informal and semiformal versus informal). There are dissimilarities among the determinants (household characteristics, household head's characteristics, credit history and geographic factors) of farm households' credit demands in different markets, reflecting segmentation of Vietnam credit markets.

The study's empirical findings are important for policymakers and credit providers to enhance farm households' access to credit for agriculture and to improve the operations of the three credit markets.

This is the first empirical study in Vietnam and one of few in other developing countries simultaneously exploring the determinants of credit demand in and interrelationships among all three credit markets to provide more comprehensive and accurate results.

This study aims to focus on exploring the construction productivity of building projects under the influence of potential factors. The three primary purposes are (1) determining critical factors affecting construction productivity; (2) identifying causal relationship and occurrence probability of these factors to develop a Bayesian network (BN) model; and (3) validating the accuracy of predictions from the proposed BN model via a case study.

A conceptual framework that includes three performance stages was used. Twenty-two possible factors were screened from a comprehensive literature review and evaluated through expert opinions. Data were collected using a structured questionnaire-based survey and case-study-based survey. The sampling methods were based on non-probability sampling.

Worker characteristic-related factors significantly affect labour productivity for a construction task. Construction productivity is dominated by the working frequency of workers (overtime), complexity of the task, level of technology application and accidents. Labour productivity is defined as nearly 50% of the baseline productivity using the BN model created by the caut 2sal relationship and probability of factors. The prediction error of the BN model was 6.6%, 10.0% and 9.3% for formwork (m²/h), reinforcing steel (ton/h) and concrete (m³/h), respectively.

The evaluation or prediction of productivity performance has become a necessary topic for research and practice.

Managers and practitioners in the construction sector can utilise the outcome of this study to create good productivity management policies for their prospective projects.

Worker-related characteristics are dominant among critical factors affecting labour productivity for a construction task; the proposed BN-based predictive model is built based on these critical factors. The BN approach is highly accurate for construction productivity prediction. The findings of this study can fill gaps in the construction management body of knowledge when modelling construction productivity under the effects of multiple factors and using a simple probabilistic graphic tool.

The study was conducted to investigate the impact of Generation Z's perceptions of brand activism on brand loyalty through the mediating role of brand attitude and brand trust.

The study first reviewed previous research and developed hypotheses related to the research objectives. Structural equation modelling (SEM) was conducted to test the hypotheses with the survey data of 1,133 individuals from Generation Z in Vietnam.

First, the findings indicated that: perceived argument quality, perceived authenticity, and perceived altruistic motives have a significant positive effect on brand attitude and brand trust. In addition, perceived self-interest motives have a significant positive effect on brand attitude. Brand trust has a significant positive effect on brand attitude. Finally, brand attitude and brand trust have a significant positive effect on brand loyalty. The study's empirical analysis carries implications for brand managers when implementing brand activism campaigns.

There is a paucity of research that investigates customers' perceptions of brand activism through perceived argument quality, perceived authenticity, perceived altruistic motives, and perceived self-interest motives and the influences of these on brand loyalty. The main contribution of this study is to fill this gap.

Flooding is an emerging problem in Ho Chi Minh City (HCMC), Vietnam, and is fast becoming a major barrier to its ongoing development. While flooding is presently of nuisance value, there is a growing concern that a combination of rapid urban expansion and climate changes will significantly exacerbate the problem. There has been a trend of population being rapidly accommodated in new urban areas, which are considered highly vulnerable to floods, while the development strategy by the local government still attracts more property investments into the three new districts on the right side of Saigon River. This paper aims to discuss the increase in the number of residences vulnerable to flooding, to underline the need for more appropriate future spatial development. For the vision, an application of compact and resilient theories to strategic planning and management of this city is proposed to reduce vulnerability. This paper also highlights the need to better understand growing vulnerability to floods related to urban expansion over low-lying former wetlands and the more important role of planning spatial development accompanied with transportation investment which can contribute to flooding resilience.

This research uses combined-methods geographical information system (GIS) analysis based on secondary data of flood records, population distributions, property development (with the details of 270 housing projects compiled as part of this research) and flooding simulation. This allows an integrated approach to the theories of urban resilience and compactness to discuss the implication of spatial planning and management in relevance to flooding vulnerability.

The flooding situation in HCMC is an evidence of inappropriate urban expansion leading to increase in flooding vulnerability. Although climate change impacts are obvious, the rapid population growth and associated accommodation development are believed to be the key cause which has not been solved. It was found that the three new emerging districts (District 2, 9 and ThuDuc) are highly vulnerable to floods, but the local government still implements the plan for attracted investments in housing without an integrated flooding management. This is also in line with the development pattern of many coastal cities in Southeast Asia, as economic development can be seen as a driving factor.

The data of property development are diversified from different sources which have been compiled by this research from the basic map of housing investments from a governmental body, the Department of Construction. The number of projects was limited to 270 per over 500 projects, but this still sufficiently supports the evidence of increasing accommodation in new development districts.

HCMC needs neater strategies for planning and management of spatial development to minimize the areas vulnerable to floods: creating more compact spaces in the central areas (Zone 1) protected by the current flooding management system, and offering more resilient spaces for new development areas (Zone 2), by improving the resilience of transportation system. Nevertheless, a similar combination of compact spaces and resilient spaces in emerging districts could also be incorporated into the existing developments, and sustainable drainage systems or underground water storage in buildings could also be included in the design to compensate for the former wetlands lost.

This paper highlights the need to better understand growing vulnerability to floods related to urban expansion over low-lying former wetlands and emphasizes the more important role of planning spatial development accompanied with transportation investment which can contribute to flooding resilience. Coastal cities in southeast countries need to utilize the former-land, whereas feasibility of new land for urban expansion needs to be thoroughly considered under risk of natural disasters.

A combination of compact spaces with improved urban resilience is an alternative approach to decrease the flooding risk beyond that of traditional resistant systems and underlines the increasingly important role of urban planning and management to combat the future impacts of floods.

This research investigates how subsidy programs in Vietnam's residential electricity market affect consumers' well-being.

Two perspectives are employed: cash transfer and quantity-based subsidy. The effectiveness of cash transfer is measured in three ways: benefit incidence, beneficiary incidence and materiality. The quantity-based subsidy is established under the increasing block rate pricing, with the first two block rates being lower than the marginal cost. To improve the quantity-based subsidy, the research examines the consumer surplus under four proposals.

The results show that both types of subsidies are ineffective in supporting the poor.

In order to achieve a more equal distribution among households, the subsidy program should remove all subsidized blocks and reflect the full marginal cost. Changes should be made to the price structure regarding both marginal price and intervals.

To mitigate the impact of the quantity-based subsidy, the government should improve the cash transfer by reducing extortion and improving targeting efficiency, especially for poor households living in rented houses.

This paper is the first to discuss the welfare effect of the electricity subsidy in Vietnam. First, it comprehensively evaluates the cash transfer subsidy in Vietnam. Second, it suggests a modification in the residential electricity tariff.

Unsustainable logging and illegal logging for domestic and international trade and trafficking continue to lead to deforestation. It is crucial that Sustainable Development Goal 15 ‘Sustainably manage forests, combat desertification, halt and reverse land degradation, halt biodiversity loss’ is achieved to maintain the livelihoods of people and protect the planet. This is the case in Vietnam as well, where many people, including indigenous groups, rely on the forest for their survival. Drawing on semistructured interviews in Vietnam and a literature review, we investigate how the abuse of forest policies leads to human insecurity. From this, we propose solutions to (1) end unsustainable harvesting and illegal logging (SDG 15.7), (2) integrate the value of forests (culturally and economically) into national and local planning, the development process and poverty elimination strategies (SDG 15.9) and (3) improve the use of forest protection funding provided by international donors.