The influence of social media marketing on Bank awareness of Gen Z in Ho Chi Minh City

Abstract

This study focuses on determining and evaluating the impact of SM marketing factors on banking awareness of Gen Z in Ho Chi Minh City. The research article is based on basic theories synthesized and thoroughly analyzed by the author group about digital marketing, SM marketing, brand awareness and characteristics of Gen Z . Factors affecting bank identification are presented through a theoretical framework, summarizing many related studies and surveying opinions from 332 people of generation Z. The research was conducted using quantitative methods, construction of measurement model and regression analysis are used to test the research hypotheses. Research results have proven that all factors shown have a positive influence on brand awareness, including: Brand Story, Customer Interaction, Entertainment, Influencer, Quality Information and electronic Word of Mouth. Through analysis results, the research plays an important role, helping banks and businesses make policies and take full advantage of the potential of SM marketing to interact and personalize more with customers. thereby enhancing brand recognition and attracting Gen Z customers.