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MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53, 48-48. https://doi.org/10.1177/002224298905300204

has been cited by the following article:

• TITLE: How Can SMEs in Vietnam Use Facebook as a Marketing Tool to Reach Generation Z?

  AUTHORS: Elizabeth Nguyen

  KEYWORDS: Vietnam, SMEs, Facebook, Generation Z

  JOURNAL NAME: Open Journal of Business and Management, Vol.12 No.1, January 15, 2024

  ABSTRACT: The purpose of this paper is to explore how social media, specifically Facebook, can benefit Vietnamese SMEs to grow and help them expand their audience to the new Generation Z. Benefits from using social media as a marketing tool outweighs traditional marketing by offering more effective marketing at a lower cost and boosting customer engagement. Furthermore, factors such as interactivity, credibility, incentives, and innovativeness have been shown to further assist SMEs on Facebook in advertising to Generation Z. Using these insights, future research can focus more on this area of study which has been neglected to further help the development of the Vietnamese economy.