Enhancing Digital Marketing Activities to Promote Vascara Brand in Phan Thiet in the Digital Age

Abstract

The topic “Enhancing Digital Marketing Activities to Promote Vascara Brand in Phan Thiet in the Digital Age” was carried out with the aim of identifing sigital marketing activities in brand promotion to increase Vascara brand awareness in Phan Thiet. The study uses qualitative and quantitative methods to complete the scale and test the relationship between factors. The authors conducted a survey of 185 respondents in Phan Thiet City to perform descriptive statistical analysis of the survey data, verify the quality of the scale, analyze the exploratory factors and finally test the theoretical model through the regression analysis model. The research results show that there are three factors affecting the brand awareness of Vascara in Phan Thiet in the digital age through digital marketing activities, the level of impact is in order of strongest to lowest, as follows: (1) search engine (CCTK); (2) website (WEB) and (3) social media (MXH). Based on the research results, some managerial implications are proposed to maintain and effectively promote Vascara brand in Phan Thiet.