http://hdl.handle.net/10563/1001721 Wed, 08 Apr 2026 17:32:24 GMT 2026-04-08T17:32:24Z http://hdl.handle.net/10563/1012618 The power of storytelling in product placement of TikTok’s short-form content: A qualitative study Kim, Anh Dao This research explores the role of storytelling in product placement within short videos on social media, with a focus on the success of TikTok. With the rapid growth of social media marketing, TikTok has become a prime platform for brands to seamlessly integrate their products into engaging, story-driven content. The study uses a two-phase qualitative methodology; phase 1 consists of in-depth interviews with TikTok users and influencers, while stage 2 includes focus groups. The thematic analysis highlights how storytelling enhances the effectiveness of product placement on TikTok by shaping users' perceptions, influencing their behaviors, and positively impacting overall brand perception. The findings reveal three major themes: storytelling enhances the effectiveness of product placements on TikTok by fostering entertainment, engagement, and perceived usefulness. When products seamlessly integrate into relatable storylines, users perceive them as more genuine, memorable, and practical. Storytelling on TikTok enhances product placements by making them feel more authentic, increasing brand trust, engagement, and purchase intent. This makes it a beneficial strategy for brands in the changing world of social media marketing. This study applies the Narrative Transportation Theory to short videos on TikTok, demonstrating that even short stories can maintain viewer interest and enhance the effectiveness of product placements. This study offers marketers and content creators TikTok product placement strategies using narrative. By integrating storytelling into short video content, brands can enhance viewer engagement, brand memory, trust, brand recall, and buy intentions. Wed, 01 Jan 2025 00:00:00 GMT http://hdl.handle.net/10563/1012618 2025-01-01T00:00:00Z http://hdl.handle.net/10563/1012616 Factors influencing Vietnamese consumers' decisions regarding green hotels Ha, Thanh Nga; Truong, Phi Hung; Nguyen, Pham Minh Thu Environmental issues remain a central concern in modern society, especially because of the rapid expansion of the tourism industry post-Covid, leading to increased pollution levels. The concept related to green tourism and hospitality emerged to satisfy consumer expectations in utilizing services while maximizing environmental conservation. Despite plenty of studies related to investigation factors affect green related products and services in hospitality industry. There is an insufficiency of comprehensive examination of client attitudes and behavior intention regarding green hotels, especially inside the Vietnamese market. This study seeks to examine the diverse aspects influencing customers' decision-making process toward green hotels. A quantitative approach was implemented to gather data from individuals who either sought or had previously used hotels when traveling in Viet Nam. A total of 269 legitimate responses were acquired. The study subsequently utilized Structural Equation Modelling (SEM) to analyze the proposed hypotheses. The findings confirm significant aspects that influence customers' decision-making process towards environmentally friendly options. Wed, 01 Jan 2025 00:00:00 GMT http://hdl.handle.net/10563/1012616 2025-01-01T00:00:00Z http://hdl.handle.net/10563/1012613 Role of developmental culture in inbound open innovation: Mediation role of commitment based HRM practices Çera, Elona; Ndou, Valentina; Matošková, Jana; Asamoah, Comfort Adebi This research, grounded on the resource-based view theory, examines the impact of developmental culture on inbound open innovation in small and medium-sized enterprises (SMEs) in Albania. Using a quantitative survey, data were collected from a sample of 179 service and manufacturing SMEs. The study demonstrates that there is a significant relationship between developmental culture and commitment-based HRM and inbound open innovation, as revealed by the analysis of quantitative survey data using PLS-SEM in SmartPLS 3.0. Moreover, commitment-based HRM serves as an intermediary between a culture that promotes growth and the process of incorporating external ideas and knowledge into an organization, known as inbound open innovation. The results highlight the necessity of transitioning towards cultivating organizational cultures that encourage collaboration and the sharing of knowledge in order to stimulate innovation. Open innovation is recognized as a crucial factor in generating value, enhancing competitiveness, and fostering economic progress. It is recommended that policymakers and industry practitioners embrace new strategies that value openness and collaboration in order to promote the dissemination of innovation and promote sustainable growth Mon, 01 Jan 2024 00:00:00 GMT http://hdl.handle.net/10563/1012613 2024-01-01T00:00:00Z http://hdl.handle.net/10563/1012617 Assessing the influence of digital marketing on financial Performance from the telecommunication industry Nsiah, Louisa Pema; Takyi, Kwabena Nsiah; Asamoah, Comfort Adebi; Matošková, Jana MTN Ghana is a dominant player in the Ghanaian telecommunications industry and understanding how they can leverage digital marketing to improve their financial performance is crucial for their continued success. The digital landscape in Ghana is rapidly evolving, and effective digital marketing strategies are becoming increasingly important for businesses of all sizes. This research delves into the digital marketing strategies and financial performance of MTN Ghana, a leading telecommunications provider. The research aimed to assess MTN Ghana current approach to digital marketing (social media marketing, email marketing, mobile marketing, and online marketing), evaluate its financial health, and explore the potential affiliation between these two aspects. A questionnaire of 285 was distributed to all employees of MTN Ghana across the country. The data was clean and edited with missing value and the final questionnaire accounted for 213 (74.7) participants. To achieve the research objectives, four hypothesis was developed coving all the digital marketing strategies and financial performance of MTN Ghana. The robust Smart PLS 3 was employed to analysis the developed hypothesis. The results demonstrated that digital marketing strategies had a significant favourable affiliation with financial performance. However, the association was strong in social media marking, email marketing, online marketing, and mobile marketing respectively. The findings contributed to the debate on the influence of digital marketing on the financial performance of enterprise. While admitting significant study constraints, this analysis provides valuable insight into MNT Ghana's digital landscape and financial progress, highlighting the need for a well-rounded marketing plan that makes efficient use of digital platforms. This investigation suggests to managers, policy makers, and governments to make sound decisions concerning digital marketing. Wed, 01 Jan 2025 00:00:00 GMT http://hdl.handle.net/10563/1012617 2025-01-01T00:00:00Z