Dissertation MsC Marketing SD 1202363 1 
Title of Dissertation:
Vietnamese young consumers’ attitudes towards online advertising
Name of author: Hoang Phuong Dung
Supervisor: Peter Hyde
Programme and academic year of study: MSc. Marketing 2011-2012
Student ID: 1202363
‘Dissertation Submitted in Partial Fulfilment of the degree of MSc in Marketing 2011-2012’
Abstract The rapid growth of young Internet users, the high importance of young consumer market and the proliferation of online marketing in Vietnam dictate that the advertisers have increasingly concerned about how young consumers think, feel and respond to online advertising of various types and formats. The questions this research seeks to answer are what the attitudes of Vietnamese young consumers toward each online advertising type and format are and whether there is a relationship between demographic factors and such attitudes. The research uses survey method with a sample size of 320 respondents which are recruited under the quota sampling method. The findings indicate that Vietnamese young consumers perceive social network ads, search ads and rich media the most positive and rollover, floating, pop-up, pop-under ads the most negative. Besides, online branding ads are found to be more positive and valuable than online direct marketing ads in every aspect. Moreover, young consumers prefer online branding ads and are more responsive to online ads of products or services they have already bought or experienced. The study also reveals that the relationships between demographic factors (i.e. gender, age, education status, average online duration) and attitudes do exist for some online ad types and formats and where such relationships
Vietnamese young consumers’ attitudes towards online advertising
Name of author: Hoang Phuong Dung
Supervisor: Peter Hyde
Programme and academic year of study: MSc. Marketing 2011-2012
Student ID: 1202363
‘Dissertation Submitted in Partial Fulfilment of the degree of MSc in Marketing 2011-2012’
Abstract The rapid growth of young Internet users, the high importance of young consumer market and the proliferation of online marketing in Vietnam dictate that the advertisers have increasingly concerned about how young consumers think, feel and respond to online advertising of various types and formats. The questions this research seeks to answer are what the attitudes of Vietnamese young consumers toward each online advertising type and format are and whether there is a relationship between demographic factors and such attitudes. The research uses survey method with a sample size of 320 respondents which are recruited under the quota sampling method. The findings indicate that Vietnamese young consumers perceive social network ads, search ads and rich media the most positive and rollover, floating, pop-up, pop-under ads the most negative. Besides, online branding ads are found to be more positive and valuable than online direct marketing ads in every aspect. Moreover, young consumers prefer online branding ads and are more responsive to online ads of products or services they have already bought or experienced. The study also reveals that the relationships between demographic factors (i.e. gender, age, education status, average online duration) and attitudes do exist for some online ad types and formats and where such relationships
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