Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence

Long, Hoang Cuu et al. Article Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Long, Hoang Cuu et al. (2024) : Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-16, https://doi.org/10.1080/23311975.2024.2428778 This Version is available at: https://hdl.handle.net/10419/326687 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence Hoang Cuu Long, Phan Nguyen Anh Quan, Nguyen Ho Xuan Tra, Tien-Dzung Pham, Nguyen Thuy Linh & Ngo Huynh Khanh Doan To cite this article: Hoang Cuu Long, Phan Nguyen Anh Quan, Nguyen Ho Xuan Tra, TienDzung Pham, Nguyen Thuy Linh & Ngo Huynh Khanh Doan (2024) Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence, Cogent Business & Management, 11:1, 2428778, DOI: 10.1080/23311975.2024.2428778 To link to this article: https://doi.org/10.1080/23311975.2024.2428778 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 21 Nov 2024. Submit your article to this journal Article views: 3518 View related articles View Crossmark data Citing articles: 2 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 ManageMent | ReseaRch aRticle Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2428778 Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence hoang cuu long , Phan nguyen anh Quan, nguyen ho Xuan tra, tien-Dzung Pham , nguyen thuy linh and ngo huynh Khanh Doan university of economics Ho Chi Minh City - ueH, Ho Chi Minh City, Vietnam ABSTRACT this study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast-Moving consumer goods (FMcg) industry, and the moderating role of artificial intelligence (ai). a 416 valid sample was used in this study to assess the influence of self-congruity, social influence, economic benefits, information seeking, brand warmth, brand activism, social media marketing, brand attachment on customer engagement, then the impact of customer engagement on brand loyalty, and how ai experience moderates the correlation between customer engagement and brand loyalty. For the multivariate regression test, there were 8 factors positively affecting customer engagement. self-congruity, social media marketing, Brand warmth, social influence, economic benefit, and Brand attachment all positively influence social customer engagement. the findings of this study have provided a fresh perspective, assisting managers in their efforts to promote customer engagement and brand loyalty. Moreover, study also suggests several new and innovative applications of ai in customer engagement on social media platforms. in this study, ai experience is investigated to enhance the effect of social customer engagement on brand loyalty in the Vietnam FMcg industry. 1. Introduction More and more brands discover that their revenues depend on selling more products to existing customers (Maier & Wieringa, 2021). cross-selling is now a strategic goal for all of Wells Fargo’s retail branches since the bank claims that their household cross-selling ratio of 5.70 financial products generates more than 80% of its revenues (Budur, 2018). therefore, academics and practitioners are starting to pay more attention to the subject of consumer engagement (Majeed etal., 2022). Besides, gaining loyal customers and creating a recognized brand image are among a company’s top priorities in the current era of globalization and intense competition (Budur, 2018). gustafsson etal. (2005) posit that brand loyalty can be developed through the creation of bonds and relationships with customers. Brand loyalty occurs after consumers get satisfied with products and services given by a brand, and they trust the brand so that it is hoped that customers will make repeat purchases, and customers will think again and will not even switch to another brand (susanto et al., 2022). Previous research has found that customer satisfaction and trust affected customer behavior in terms of loyalty (hwang etal., 2020); customer engagement was found to be positively associated with brand loyalty (Kosiba et al., 2018). the world is forever changing, and the economy is not an exception. Year by year, styles and tastes of customers gradually follow the latest trends (gumber & Rana, 2021). People tend to dress more well, eat healthier and live more fully following the crowd effect in social media (Jiotsa et al., 2021). coty’s ceO, camillo Pane, discussed this speed. he claimed that ‘brands are produced at the speed of light and © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Hoang Cuu Long [email protected] university of economics Ho Chi Minh City - ueH, Ho Chi Minh City, Vietnam https://doi.org/10.1080/23311975.2024.2428778 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY Received 19 December 2023 Revised 19 October 2024 accepted 7 november 2024 KEYWORDS customer engagement; brand loyalty; artificial intelligence; FMcg; Vietnam JEL CODE M31; l81; M30; O30 SUBJECTS Business, Management and accounting; consumer Psychology; asian studies 2 h. c. lOng etal. the business is getting more and more complicated’. this is particularly true for FMcg companies, who can no longer rest their success on securing dependable clients, as they once could (Kim & Ko, 2012). Realizing the rapid change of customer tastes, the authors come up with the question whether the relationship of customer engagement stays the same, or the trend-leading taste of customer may affect their loyalty in brands. Moreover, we can easily see how customers’ tastes change along with the revolution of the internet over time, not just online marketing or online shopping. those who were born in 1995 or later are referred to as generation Z, also known as digital natives, igeneration, screenagers, post-millennials, homeland generation, and tweens (Fister-gale, 2015). they were raised in a world that is extremely connected, never having been without the internet (Williams & Page, 2011). they are highly educated and technologically astute and frequent consumers of technology (Priporas et al., 2017). generation Z presents a problem for marketers because of the way they behave in comparison to generations Y and X. the younger generation is more demanding of their favorite brands while yet being less brand loyal and caring more about the overall experience (Williams & Page, 2011). here we are in the golden era of ai. thanks to recent developments in every product area, what was once thought of as a unique or even borderline science-fiction concept is now becoming much more approachable to the public (Milner & Burgmann, 2023). however, cOViD-19 has significantly accelerated ai’s entry into the economy (ehiorobo, 2020). Brands are developing innovative strategies to keep customers interested in and connected to their products (Keller, 2020). Vietnam is about to reach a turning point in its development (tram & ngoc huy, 2021). Under labor and capital shortages, the nation will need to rely more on productivity gains to boost gDP growth (song & Zhou, 2020). a significant increase in domestic innovation capacity will be needed for this. the socioeconomic development of Vietnam has seen a significant increase in the importance of research, technology, and innovation since the start of 2010. With the geographical location in one of the world’s most dynamic regions and attracting lots of investments from other nations, Vietnam is setting a straight way to imply ai technology into the industry (tran, 2021). according to Oxford insights’ most recent research, Vietnam moved up seven spots in the government ai Readiness index 2022, placing sixth among asean nations and 55th overall. With all these strengths and threats, it is time to let ai innovation become an essential tool for businesses to solve the equation of customer engagement and brand loyalty. customer engagement on social media has previously been meticulously and thoroughly studied by a variety of experts and authors worldwide. however, most of the earlier research on social customer engagement focused on several well-known factors, such as information seeking, social influence, entertainment, and economic benefits (andré, 2015; azar et al., 2016; Jayasingh, 2019). hence, there are 2 remarkable novelties in this research that ought to be considered. Firstly, the research model will be rebuilt with core elements inherited from previous research, however, new factors that are suitable and practical in the modern customer trend are analyzed including self - congruity, brand activism, brand warmth and social media marketing. Moreover, it is indisputable that advanced technology has been developing in the modern period, particularly the growth of artificial intelligence. artificial intelligence is still a little studied factor in studies looking at client interaction on social media sites, though. hence, the moderating variable - artificial intelligence (ai) is also a significant factor in this research model. this study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the FMcg industry, and the moderating role of artificial intelligence. information seeking, self-congruity, brand activism, social media marketing, brand warmth, social impact, economic advantage, brand attachment are recommended elements that drive customer engagement on social media platforms. additionally, the study examined the relationship between online customer involvement and brand loyalty, using artificial intelligence as a moderating factor. 2. Literature reviews 2.1. Self-Congruity theory the degree to which a customer’s self-concept reflects his or her perception of a specific brand is said to have some bearing on the customer’s behavior, according to the self-congruity theory. customers cOgent BUsiness & ManageMent 3 frequently favor brands that are more in line with their sense of self than those that are less so (helgeson & supphellen, 2004). therefore, if a customer’s self-concept is more in line with that of the brand, they are more likely to have a favourable perception of it. the four different categories of self-concept (i.e. actual self, ideal self, social self, and ideal social self) provide the basis for actual self-congruity, ideal self-congruity, social self-congruity, and ideal social self-congruity (sirgy, 1982). self-congruity research has also produced the most convincing evidence for both actual and ideal self-congruity. self-congruity theory was used by lee et al. (2020) to indicate that self - congruity positively influences customer engagement on social networking sites, particularly, Facebook. similarly, according to andonova et al. (2015), self-congruity theory emphasizes the significance of matching brand encounters with people’s self-concepts, which makes it essential for social customer engagement research. to sum up, self-congruity theory explains customer engagement by aligning brand image with customers’ self-concept, enhancing connection and loyalty, which is developed by andonova et al. (2015) as well. 2.2. Uses and gratification theory (UGT) Positive in its epistemological stance, the ‘Uses and gratifications’ (U&g) theory is a social psychological approach. the theory was developed by researchers Katz etal. (1973). they published ‘the Uses of Mass communication: current Perspectives on gratifications Research’ in 1973, which provided a thorough explanation of the Uses and gratifications theory. People are assumed to make informed, deliberate, and reasonable decisions (in the sense of goal-oriented decisions). it attempts to answer the question of why these involved and perceptive individuals use the many elements and features of social media by identifying the gratification/rewards they seek. this is why the U&g theory has been used to explain the use of traditional media (such as television, magazines, radio, video games, tV satellite) repeatedly in the past (Ruggiero, 2000). this idea has been applied to the phenomenon of internet use, virtual communities, and more recently, social networks, since the early 2000s. Uses and gratification theory is pertinent to social customer engagement research as it examines why individuals consume media and how they derive satisfaction from it. Understanding customers’ motivations aids businesses in tailoring content to meet specific needs, driving more engaging and gratifying social interactions, thus enhancing overall customer engagement. the studies of Jayasingh (2019), and choedon and lee (2020) argue that the Ugt theory is highly appreciated when applied in research papers on social customer engagement. to recap, Uses and gratification theory explains customer engagement by identifying how consumers actively seek content to fulfill specific needs and desires, and in this study, social media marketing is used as a significant component related to social customer engagement. several authors have previously methodically and in-depth explored customer participation on social media. however, authors could identify two areas for additional research. First off, most past studies on social consumer engagement concentrated on several widely recognized characteristics, including information seeking, social influence, entertainment, and financial gains (andré, 2015; azar et al., 2016; Jayasingh, 2019). nevertheless, it is indisputable that advanced technology has been developing in the modern period, particularly the growth of artificial intelligence which considerably affects customer engagement. artificial intelligence is still a little studied factor in studies looking at client interaction on social media sites, though. the moderator ‘ai’ was used in the study on brand loyalty and consumer engagement to determine how it affected the correlation between these variables. artificial intelligence played a crucial part in customer contact analysis, experience personalization, and prompt help. artificial intelligence has been shown to dramatically increase brand loyalty by improving engagement through personalized communication and effective service. this illustrated how important ai’s ability to comprehend and predict consumer requirements is to build a closer, more enduring relationship between a company and its customers. several authors pointed out how ai exerts a significantly positive influence. according to Bag etal. (2022), ai enhances client involvement on social media, while Bedi et al. (2022) demonstrated that ai can also increase brand loyalty in the retail sector. From this basis, ai is inherited and developed into a moderating variable in the relationship between social customer engagement and brand loyalty. 4 h. c. lOng etal. 2.3. Research hypothesis this study proposes research hypotheses to indicate factors affecting customer engagement and brand loyalty in Vietnamese FMcg by relying on evidence from other studies in this field. Information seeking (IS): is an information-gathering procedure for products (gironda & Korgaonkar, 2014). Being able to search for and find information about a company, product, or brand is one of the key factors that influence customer involvement in online brand communities like Facebook brand pages (azar et al., 2016). customers, for instance, can learn information about a bottle of soft drink’s pricing, origin, or advantages through social media. according to Fernandes and Remelhe (2016) research, information seeking increases consumer engagement. gao and Feng (2016) also show a favorable correlation between information search and online customer engagement. therefore, hypothesis proposed is that: Hypothesis H1. information seeking has a positive effect on customer engagement in Vietnam FMcg Self – congruity (SC): referred to in this study as the correspondence between a brand’s personality and a customer’s opinion of themselves that consumers perceive or experience as they forge a bond with the brand (Kim etal., 2005). customers have the chance to choose brands to represent their ideal selves in ways that are not supported in real life by using social networking sites (sns). according to Wolfinbarger and gilly (2003), customers of various personality types who have closer emotional bonds to brands that represent themselves are more inclined to take part in eWOM (electronic Worth-of-Mouth) activities for such brands. customers typically favor companies and remain loyal to those whose focus matches their image, such as luxury or glamour. self-acceptance has a favorable impact on user involvement on social networking sites, particularly Facebook, according to lee et al. (2020). additionally, andonova et al. (2015) examined a substantial relationship between online customer interaction and confidence. therefore, hypothesis proposed is: Hypothesis H2. self - congruity has a positive effect on customer engagement in Vietnam FMcg Brand activism (BAC): is defined as a values-driven tactic used by companies to show that they are conscious of the current and future aspects of society (Kotler & sarkar, 2017). according to edelman and van Knippenberg (2018), 64% of consumers around the world base their choice of whether to support or reject a brand purely on that brand’s stance on social and political issues. as the importance of brand activism has increased in the eyes of the consumer, brands have begun adding more advertising campaigns that don’t always center on the product being sold but instead focus on a societal issue or a specific cause (Khuong et al., 2021; Waheed et al., 2021). the polarization that emerges from societal issues ensures a high degree of participation regardless of a brand’s stance on an issue, since 70% of customers are keen to provide the company their direct opinion on its social responsibility activities. therefore, hypothesis proposed is: Hypothesis H3. Brand activism has a positive effect on customer engagement in Vietnam FMcg Social media marketing (SMM): is a subset of online marketing that makes use of popular culture to further its communication and branding objectives. in recent months, social media marketing has paid a lot of attention to customer engagement. customer relationship management, customer assistance, buyer research, lead generation, sales promotion distribution, paid advertising, and branding are among the marketing activities made available by social media through its platforms (Patma etal., 2021). if the messaging associated with their businesses, Website traffic, search results, and customer loyalty all increase, marketers may find opportunities from social media communication, claims. social media marketing has a favorable impact on social consumer involvement, as demonstrated by nguyen etal. (2020). Furthermore, Kim and Ko (2012) showed that social media marketing had a positive impact on client brand engagement. therefore, hypothesis proposed is: Hypothesis H4. social media marketing has a positive effect on customer engagement in Vietnam FMcg Brand warmth (BW): consists of genuineness, amity, helpfulness, and zeal (Fiske etal., 2002). additionally, consumers are more likely to describe a company as warm when they think it has noble aims, such as safeguarding the environment. People’s perceptions of other people’s warmth are believed to be more cOgent BUsiness & ManageMent 5 important in their affective and behavioral responses, according to Fiske et al. (2007). these perceptions are almost always of great interest to others and are almost universally viewed favorably. customers connect and view brands in a way that is human-like (aggarwal & Mcgill, 2007). this viewpoint suggests that supporting a business online by clicking the ‘like’ button on a brand page is comparable to ‘friending’ someone else, with the exception that in this case the ‘friend’ cannot refuse the request. continuing from the previous point, it makes obvious that if someone is warm and likable, they will be more likely to be introduced to their circle of friends (sherman et al., 2006). Bernritter (2015) exhibited that brand warmth has a significantly positive impact on social customer engagement. therefore, hypothesis proposed is: Hypothesis H5. Brand warmth has a positive effect on customer engagement in Vietnam FMcg Social influence (SI): refers to the reactions of other people to a customer’s decision to embrace and utilize a particular good or service (curran & lennon, 2011). they can have an impact on others and increase their social involvement when they ‘like’ a brand on Facebook. Users can view which friends and how many friends are followers of a specific product or brand page before joining a community on social media (coulter & Roggeveen, 2012). the likelihood that a user will get interested in, explore, and ultimately approve of and support a brand or product page increases when they see that their friends are members of it. Because they wish to follow their friends and because other users have done so, people may register for a brand page and publish information about the brand (gironda & Korgaonkar, 2014). according to Jayasingh (2019), social influence has a favorable impact on consumer brand engagement on social media. in line with this, andré (2015) reached the same conclusion in his research about the link between Facebook customer involvement and social impact. therefore, hypothesis proposed is: Hypothesis H6. social influence has a positive effect on customer engagement in Vietnam FMcg Economic benefits (EB): relates to ‘the extent to which community members desire to receive utilitarian rewards (e.g. financial rewards, time savings, offers or incentives, merchandise and awards) through their engagement in the community’ (Baldus etal., 2015). Financial incentives and other perks are some of the key advantages of using Facebook brand pages (tsai & Men, 2013). Right now, finding financial benefits from brands on social networks is not difficult. customers who participate in minigames or media campaigns through likes and shares might win enticing rewards from businesses like gift cards to stores or accumulated loyalty points. economic advantages could boost Facebook customer involvement with brands, according to research by azar et al. (2016). similar to this, Jayasingh (2019) revealed that economic advantages influence client brand involvement on social media in a good way. therefore, hypothesis proposed is: Hypothesis H7. economic benefits have a positive effect on customer engagement in Vietnam FMcg Brand attachment (BAT): is defined as ‘an emotion-laden target-specific bond between a consumer and a specific brand’ (thomson etal., 2005), and it is based on Bowlby’s (1977) attachment theory. affection, passion, and connection are the three components that comprise brand attachment (thomson et al., 2005). Firstly, brand affection describes the positive emotions a brand creates. secondly, brand passion describes the powerfully favorable emotions that a brand arouses. lastly, brand connection refers to the sensation of ‘being linked’ to bound to or associated with the brand. it has been demonstrated that increasing the number of ‘likes’ on a company’s Facebook page promotes sales (lee et al., 2015). customers can also ‘share’ images or stories that feature the brand with others in their network to demonstrate their enthusiasm for it. Furthermore, customers can ‘comment’ on a brand’s Facebook page, which is viewable by others in their network and can be read by others who visit that page (Japutra et al., 2022; Kabadayi & Price, 2014). all of these are visible to a chosen set of friends on the sender’s timeline. consumer engagement is measured by actions like liking, sharing, and commenting (gummerus et al., 2012). therefore, hypothesis proposed is: Hypothesis H8. Brand attachment has a positive effect on customer engagement in Vietnam FMcg Social customer engagement (SCE): is the process of connecting customers’ bodies and minds so they can actively contribute to a brand’s image independent of any physical transactions (so et al., 2021). 6 h. c. lOng etal. additionally, social customer engagement is described as clients’ cognitive, emotional, and behavioral investments into interactions with a particular brand on social media; clients’ underlying (latent) cognitive and emotional engagement becoming visible through clients’ social media-based engagement behaviors. Five primary categories of effects of customer participation on social media are brand impacts, product impacts, customer impacts, content effects, and market impacts. Brand community involvement behaviors will increase the perceived value of customers, which will also increase customer happiness and loyalty. it means that when consumers connect with brands, they often become familiar with and like them, which develops brand loyalty. in his research, Jayasingh (2019) showed how customer brand involvement influences brand loyalty in a favorable way. therefore, hypothesis proposed is: Hypothesis H9. social customer engagement has a positive effect on brand loyalty in Vietnam FMcg Artificial intelligence (AI): is defined as intelligent activity and conduct by devices, computers, or robots for the benefit of individuals and groups. ai fits into Uses and gratification theory by providing personalized experiences that meet user needs. according to self-congruity theory, ai increases the similarity between customers and brands, thereby enhancing customer engagement and loyalty. ai-based social media marketing strategies have the potential to influence and forecast user behavior as well as provide social media users with a wide variety of practical analytics capabilities that support user engagement (capatina et al., 2020). ai assists with information gathering and analysis on a subconscious level. ai improves a company’s capacity to communicate with clients via social media (Pillai & sivathanu, 2020). the use of voice assistants, chatbots, sentiment analysis, face recognition, natural language processing, visual search, and ai-driven touchless kiosks are just a few of the important applications of ai that have been shown to increase customer interaction on social media. in addition, ai can direct users to specialist software where they can test out things or suggest appropriate products based on past searches. according to Bag et al. (2022), ai increases client involvement on social media. additionally, Bedi et al. (2022) demonstrated how ai might increase brand loyalty in the retail sector. it is proposed that artificial intelligence positively affects the relationship between social customer engagement and brand loyalty, which means the higher the level of artificial intelligence applied, the stronger the relationship between social customer engagement and brand loyalty. therefore, hypothesis proposed is: Hypothesis H10. artificial intelligence (ai) moderates the relationship between social customer engagement and brand loyalty in Vietnam FMcg Based on several high – ranking research and hypothetical development, the research model is developed as being shown in Figure 1 to show factors affecting social customer engagement, the effect of social customer engagement on brand loyalty and the moderating role of ai. 3. Research methods 3.1. Method of data analysis and processing in-depth online interviews were used in the study as a qualitative research method to evaluate the suitability of components and scales once the model and scale were constructed. those participating in group interviews are thoroughly explained and provided necessary information related to this study. the questionnaire is set up in both Vietnamese and english versions, with accuracy tested by experts. interviewees are surveyed in Vietnamese version in order to deeply understand. the scale was then improved in light of the information obtained, and a formal survey was carried out using survey questionnaires to acquire information about the variables included in the research model. three items adopted for is, eB, si was referred from (Jayasingh, 2019); three items adopted for sMM was referred from (choedon & lee, 2020); three items adopted for Bac was referred from (gray, 2019; hennig, 2021); three items adopted for sc was referred from (Rabbanee etal., 2020); three items adopted for BW was referred from (Kolbl etal., 2020; Xue etal., 2020); three items adopted for sce was referred from (Vo Minh etal., 2022); three items adopted for Bl was referred from (helme-guizon & Magnoni, 2019); three items adopted for Bat was referred from three items adopted for ai was referred from (Yin & Qiu, 2021). authors employed smart-Pls software to process the gathered data and employed a multivariable linear cOgent BUsiness & ManageMent 7 regression model with one moderating variable, one intermediate variable, and one other variable. Following the use of descriptive statistics, the authors used the cronbach’s alpha coefficient to assess the scale’s reliability. to determine how effectively the measured variables represent the number of components, the authors employed confirmatory factor analysis (cFa) and exploratory factor analysis (eFa). in order to examine the research hypotheses and the model’s applicability, structural equation modeling (seM) was evaluated in the end. a five-point likert scale with the anchors ‘strongly Disagree’ (1) and ‘strongly agree’ (5) was used to measure the responses to the scale items. 3.2. Data collection study used a google Form to collect 435 responses from people in ho chi Minh city, representing a range of genders, age groups, income levels, and jobs. the sample size calculation was conducted using the parameters outlined by chou et al. (1991). the total sample size for analyzing the study is 416 samples should meet both the right sample size conditions. in order to achieve the most accurate and valid and objective data set, the survey has been conducted with people aged 18 to 35 years old through direct and indirect answers followed by the survey links, from March to June 2023. authors clearly presented the viewpoint as well as clearly mentioned the purpose of the survey, in order to bring more accurate data instead of making a coping survey. the construction of variables for surveys is also based on the actual situation so that the survey is as convincing as possible. 3.3. Informed consent this research was obtained from approval of all participants and/or their legal guardians for participation in the study. this article does not contain any studies with human participants performed by any of the authors. 3.4. Ethics approval and consent to participate Based on ‘Regulations on integrity rules in scientific research at University of economics ho chi Minh city (Ueh) in 2019’ (no. 3145/QyĐ-ĐhKt-QlKh-htQt), this study was conducted in line with the mentioned requirements. We also got ethical approval from the ethical committee of University of economics ho chi Minh city (Ueh). specifically, the respondents’ anonymity was strongly guaranteed. this consent was obtained in written form as the study employed hard copy questionnaires distributed to participants to Figure 1. Research model. 14 h. c. lOng etal. Funding this paper was funded by the University of economics ho chi Minh city (Ueh). ORCID hoang cuu long http://orcid.org/0000-0002-7227-5025 tien-Dzung Pham http://orcid.org/0009-0006-1375-9296 Data availability statement the data that support the findings of this study are available from the corresponding author, upon reasonable request. Data was collected and analyzed from authors. References aggarwal, P., & Mcgill, a. l. (2007). is that car smiling at me? schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468–479. https://doi.org/10.1086/518544 andonova, Y., Miller, e. g., & Diamond, W. D. 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