Tri D Le
Biographic Data
| ID | 1706889 |
|---|---|
| NAME | Tri D Le |
| GIVEN NAMES | Tri D |
| FAMILY NAME | Le |
| SIGNATURE | LE T D |
| AFFILIATIONS | Vietnam National University Ho Chi Minh City |
| ORCID | 0000-0003-1029-0753 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 8 |
| AUTHOR COUNT | 6 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2019 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
How Perceived Organizational Politics Moderates the Relationship Between Ethical Leadership and Public Employees’ Organizational Citizenship Behavior
Engaging users on university Facebook pages
This study examines how post characteristics impact user engagement on university Facebook pages. We analysed 5,825 posts from 155 Vietnamese universities over 36 days using multilevel mixed-effects negative binomial regression. The study focuses on content types (hedonic, utilitarian and social, based on uses and gratifications theory), media formats, posting schedules and post length. The number of reactions, comments and shares measured user e…
Examining the relationship between digital content marketing perceived value and brand loyalty
This study aims to understand the impact of perceived values of digital content marketing (DCM) on consumer’s experiential evaluations. It also explores the impact of consumer’s experiential evaluations on brand loyalty, and the mediating impact of prior brand attitude on the relationship between customer’s experiential evaluations and brand loyalty. This study utilizes a quantitative method, surveying 290 respondents in the context of Vietnam. T…
Choice Factors When Vietnamese High School Students Consider Universities
Higher education around the world and especially in Vietnam is becoming increasingly competitive. Universities apply marketing strategies to student recruitment and get to know their students and prospective students more closely, just as businesses learn about consumer attitudes and behavior. Therefore, studying students’ behavior of choosing a university is necessary, but most research about this topic has been conducted by a single approach. I…
Understanding high school students use of choice factors and word-of-mouth information sources in university selection
University choice is a high-risk decision for prospective students which requires substantial effort to evaluate a range of choice factors. Understanding this complex process is a crucial task for higher education marketers. Of particular importance are the differences across market segments. This study analyses the importance of choice factors, and the usage of information sources, across domestic/international segments and cross-country segment…
Information sought by prospective students from social media electronic word-of-mouth during the university choice process
Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social media, by analysing data from actual conversations on Quora, a social media question-and-answer site. Con…
Information sought by prospective students from social media electronic word-of-mouth during the university choice process
Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social media, by analysing data from actual conversations on Quora, a social media question-and-answer site. Con…
Understanding high school students use of choice factors and word-of-mouth information sources in university selection
University choice is a high-risk decision for prospective students which requires substantial effort to evaluate a range of choice factors. Understanding this complex process is a crucial task for higher education marketers. Of particular importance are the differences across market segments. This study analyses the importance of choice factors, and the usage of information sources, across domestic/international segments and cross-country segment…
Information sought by prospective students from social media electronic word-of-mouth during the university choice process
Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social media, by analysing data from actual conversations on Quora, a social media question-and-answer site. Con…
Understanding high school students use of choice factors and word-of-mouth information sources in university selection
University choice is a high-risk decision for prospective students which requires substantial effort to evaluate a range of choice factors. Understanding this complex process is a crucial task for higher education marketers. Of particular importance are the differences across market segments. This study analyses the importance of choice factors, and the usage of information sources, across domestic/international segments and cross-country segment…
Choice Factors When Vietnamese High School Students Consider Universities
Higher education around the world and especially in Vietnam is becoming increasingly competitive. Universities apply marketing strategies to student recruitment and get to know their students and prospective students more closely, just as businesses learn about consumer attitudes and behavior. Therefore, studying students’ behavior of choosing a university is necessary, but most research about this topic has been conducted by a single approach. I…
Examining the relationship between digital content marketing perceived value and brand loyalty
This study aims to understand the impact of perceived values of digital content marketing (DCM) on consumer’s experiential evaluations. It also explores the impact of consumer’s experiential evaluations on brand loyalty, and the mediating impact of prior brand attitude on the relationship between customer’s experiential evaluations and brand loyalty. This study utilizes a quantitative method, surveying 290 respondents in the context of Vietnam. T…
Engaging users on university Facebook pages
This study examines how post characteristics impact user engagement on university Facebook pages. We analysed 5,825 posts from 155 Vietnamese universities over 36 days using multilevel mixed-effects negative binomial regression. The study focuses on content types (hedonic, utilitarian and social, based on uses and gratifications theory), media formats, posting schedules and post length. The number of reactions, comments and shares measured user e…
How Perceived Organizational Politics Moderates the Relationship Between Ethical Leadership and Public Employees’ Organizational Citizenship Behavior
Psychology (6 works) · Business (5 works) · Computer Science (4 works) · Sociology (4 works) · Advertising (3 works) · Digital Marketing and Social Media (3 works) · Marketing (3 works) · Political science (3 works) · Higher education (2 works) · Higher Education Governance and Development (2 works)