Design
Theses, dissertations and research projects
Clarifying the research problem, research questions, theoretical gaps, conceptual model and implementation plan.
Tiếng Việt
Research & Publications
Research begins with a clear question.
Good research connects a relevant problem, a solid theoretical foundation and a method strong enough to be examined through data.
Research support
Three areas of support.
Editing
Journal articles and academic manuscripts
Reviewing argument flow, contribution, method, findings, discussion and fit with the target journal or conference.
Analysis
Methods, measurement and data
Selecting quantitative, qualitative or mixed-method designs, and aligning measurement and analysis with the research question.
Research directions
Research directions shaped by markets, technology and human behavior.
I approach publications as a connected research map rather than isolated topics. The work is organized around four areas: consumer behavior, branding, digital transformation and organizational capability. Each area starts from a real-world context, is explained through theory and is tested with data.
Markets & customers
Consumer behavior, social commerce and omnichannel experience
This stream examines how psychological, social and technological factors shape impulsive buying, responses to celebrity-endorsed advertising, channel choice, touchpoints and customer loyalty in digital environments.
- Impulsive buying
- Social commerce
- Omnichannel experience
- Customer journey
- Celebrity endorsement
- Customer loyalty
- Digital touchpoints
Branding
Influence communication, brand love and destination image
This stream focuses on endorser credibility, authenticity, brand experience, brand advocacy, brand love, brand hate and how international tourists help spread the image of Vietnamese destinations.
- Brand love
- Brand hate
- Brand advocacy
- Authenticity
- Destination image
- Influencer credibility
- Tourism experience
Technology
Digital transformation and technology readiness
This stream investigates the conditions under which firms, education-oriented organizations and distribution systems can adopt cloud computing, data, digital culture and AI in a feasible operational manner.
- Digital transformation
- Cloud adoption
- Technology readiness
- AI application
- Data-driven decision
- Digital culture
- Process improvement
Organizations & education
People, learning experience and research methods
This stream addresses organizational support, culture, work stress, work-life balance, burnout, employee experience, student experience, university branding and SEM/PLS-SEM in academic publication.
- Work stress
- Organizational support
- Work-life balance
- Burnout
- Employee experience
- Student experience
- University brand
- SEM/PLS-SEM
Work-life balance among FTU lecturers
Institutional research project, 2017.
Increasing the domestic market share of Vietnamese dairy products
Ministerial-level research project, 2018.
Two professional reference books
Published with support from the Ministry of Industry and Trade, 2018.
Research process
Four steps from problem framing to publication.
- 01Clarify the problem
Context, object of study, research question and practical value.
- 02Build the foundation
Theory, concepts, evidence and research gaps.
- 03Design the study
Data, sample, instruments and analytical strategy.
- 04Write for publication
Findings, discussion, contribution, limitations and journal fit.
Research exchange