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Understanding customer gratitude: Definitions, antecedents, and consequences
Abstract: This paper provides a comprehensive review of customer gratitude literature, examining its conceptual foundations, antecedents (customer-focal and seller-focal), consequences (cognitive, affective, and behavioral outcomes), and identifying critical gaps to advance theoretical understanding and guide future research in relationship marketing. The ...
The Factors of Digital Influencers on Generation Z Purchase Intentions in the Cosmetics Industry on TikTok: A Case Study of High Schools and Universities in Hanoi
Abstract: This study investigates the factors influencing Generation Z's purchase intentions in the cosmetics industry on TikTok, with a focus on the role of digital influencers. With the rapid growth of social media platforms, ...
Some solutions to improve the quality of online political theory education at universities in Vietnam in the context of the current industrial revolution 4.0
Abstract: The Industrial Revolution 4.0 has been having strong and deep effects on all fields of social life, including higher education in general and political theory education in particular. In the development trend of the era, ...
Role of higher education institutions in national innovation – international experiences and policy implications for Vietnam 
Current situation and solutions for digital transformation in journalism and communication training institutions in Vietnam 
Understanding the role of AI in user behavior analytics and content personalization: concepts, benefits and ethical considerations 
Solutions for Firmly Safeguarding the Ideological Foundation of the Communist Party in the Digital Era in Vietnam Today Ho Chi Minh Ideology “
“The Communist Party of Vietnam, since its birth (in 1930), has played a leading role in the national liberation movement in Vietnam and after the success of the August Revolution, became the ruling Party. President Ho Chi Minh is both the founder and the person who guides and trains the Party. Therefore, he paid due attention to the Party's leading and ruling methods so that the Party can fulfill its mission as the vanguard of the working class ... “
View moreTran Thi Minh Tuyet
Assoc. Prof. PhD, Academy of Journalism and Communication
“Abstract: Stemming from the role, position, and mission of leading class and nation of the Communist Party of Vietnam, pioneering is the first "attribute" of a genuine party member. The development requirements of our country's revolution today require the example and pioneering of each party member to become highly self-aware. In this article, on the basis of analyzing President Ho Chi Minh's views on the responsibility to set an example and ... “
View moreMai Duc Ngoc
Assoc. Prof. PhD, Academy of Journalism and Communication
POLITICAL THEORY
Building the Party on ethics – an objective requirement in the current period according to Hồ Chí Minh’s thought
Ho Chi Minh IdeologyAbstract: During his lifetime, President Hồ Chí Minh paid special attention to the work of Party building and rectification, considering it a matter of survival for a genuine revolutionary party. He advocated building the Party not only in terms of ...
Refining the Legal framework and intersectoral coordination mechanisms to promote Vietnam - ASEAN Cultural Tourism Cooperation
Abstract: Cultural tourism cooperation plays a vital role in the process of building the ASEAN Community, generating not only economic value but also enhancing regional identity and unity. This study analyzes the ...
Organizational streamlining revolution – a convergence of “the party’s will and the people’s heart”
Abstract: In the current context, the streamlining of the political system’s organizational apparatus is a sound and objectively necessary policy. However, hostile forces have continuously spread blatant ...
Understanding customer gratitude: Definitions, antecedents, and consequences
Abstract: This paper provides a comprehensive review of customer gratitude literature, examining its conceptual foundations, antecedents (customer-focal and seller-focal), consequences (cognitive, affective, and behavioral outcomes), and identifying critical gaps to advance theoretical understanding and guide future research in relationship marketing. The review identifies methodological limitations including overreliance on quantitative approaches and cross-sectional designs. Future research should employ qualitative methods, longitudinal designs, and examine gratitude in diverse cultural and sectoral contexts, particularly educational services. This paper consolidates fragmented gratitude literature, provides integrated theoretical understanding, and offers a comprehensive research agenda. It advances relationship marketing theory by systematically mapping gratitude's nomological network and identifying critical directions for theoretical and empirical advancement across diverse contexts.
150th Anniversary of V.I. Lenin’s Birthday - The great leader of the world proletarian revolution
V.I. Lenin (22-4-1870 – 22-4-2020) - The great leader of the world proletarian class, who founded the Communist International (the Third International) and led Russian people in the October Revolution, establishing the first workers’ and peasants’ State in the world under the leadership of the proletarian Party.
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The Factors of Digital Influencers on Generation Z Purchase Intentions in the Cosmetics Industry on TikTok: A Case Study of High Schools and Universities in Hanoi
![The Factors of Digital Influencers on Generation Z Purchase Intentions in the Cosmetics Industry on TikTok: A Case Study of High Schools and Universities in Hanoi]()
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Impacts of artificial intelligence (AI) on journalism education
![Impacts of artificial intelligence (AI) on journalism education]()
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An investigation into how Vietnamese university students in Hanoi experience cyberbullying on social media
![An investigation into how Vietnamese university students in Hanoi experience cyberbullying on social media]()
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Some solutions to improve the quality of online political theory education at universities in Vietnam in the context of the current industrial revolution 4.0
![Some solutions to improve the quality of online political theory education at universities in Vietnam in the context of the current industrial revolution 4.0]()
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Refining the Legal framework and intersectoral coordination mechanisms to promote Vietnam - ASEAN Cultural Tourism Cooperation
![Refining the Legal framework and intersectoral coordination mechanisms to promote Vietnam - ASEAN Cultural Tourism Cooperation]()
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Understanding customer gratitude: Definitions, antecedents, and consequences
![Understanding customer gratitude: Definitions, antecedents, and consequences]()
Journalism-Communication
The Factors of Digital Influencers on Generation Z Purchase Intentions in the Cosmetics Industry on TikTok: A Case Study of High Schools and Universities in Hanoi
Abstract: This study investigates the factors influencing Generation Z's purchase intentions in the cosmetics industry on TikTok, with a focus on the role of digital influencers. With the rapid growth of social media platforms, particularly TikTok, influencers have emerged as powerful drivers of consumer behavior. Using a case study approach to High Schools and Universities in Hanoi, this research aims to identify and analyze the factors that shape Generation Z's purchase intentions when exposed to digital influencers promoting cosmetics on TikTok. The study employs a mixed-methods design, incorporating both qualitative and quantitative techniques to provide a comprehensive understanding of the phenomenon. Through surveys, in-depth interviews, and content analysis of TikTok videos, data will be collected to examine the impact of digital influencers' expertise, trustworthiness, attractiveness, product fit, and similarity on Generation Z's purchase intentions. The findings of this research will contribute to the existing literature on influencer marketing and consumer behavior, offering insights into effective strategies for cosmetics brands targeting Generation Z consumers on TikTok.
Portrait of consumers in the online media environment
Abstract: Understanding consumers is always an important requirement, a crucial task that communication and marketing professionals need to undertake before making any decisions to reach them. However, in today's context, under the influence of the Fourth Industrial Revolution, consumers make not only direct purchases but also online ones because they are now online consumers. The challenge for communication professionals is to understand their online behavior, understand the context, the influencing factors on the online platform in order to provide them with different experiences amidst a sea of information and create long-term value for both sides.
Foreign policy of the Cuban revolution: a legacy of resilience
Abstract: This article provides a comprehensive analysis of the historical foundations and ideological structure shaping the foreign policy of the Cuban Revolution, emphasizing its continuity with the nation’s long struggle for independence and sovereignty. From the legacy of the Mambí Army, the republican resistance, and José Martí’s ideal of national unity, Cuban diplomacy first emerged as a tool to seek recognition from the Latin American community. After the January 1959 Revolution, this policy was systematically consolidated, oriented toward building an independent, sovereign diplomacy grounded in the core principles of international law, such as non-interference, sovereign equality, peace promotion, and solidarity for development. Influenced by Marxist thought and Cuba’s unique geostrategic position, the country became an active player in international affairs, including the Missile Crisis, the Non-Aligned Movement, and solidarity campaigns in Africa, Latin America, and Asia. The study particularly underscores the central role of Cuba’s struggle against the U.S. economic and financial blockade—a policy that has caused severe harm to the Cuban people’s livelihood. The article also highlights Cuba’s consistent foreign policy positions on the global stage: rejecting all forms of hegemony and intervention, demanding the return of Guantánamo, safeguarding sovereignty, and advocating for a multipolar, fair, and democratic world order.
Foreign policy of the Cuban revolution: a legacy of resilience
Abstract: This article provides a comprehensive analysis of the historical foundations and ideological structure shaping the foreign policy of the Cuban Revolution, emphasizing its continuity with the nation’s long struggle for independence and sovereignty. From the legacy of the Mambí Army, the republican resistance, and José Martí’s ideal of national unity, Cuban diplomacy first emerged as a tool to seek recognition from the Latin American community. After the January 1959 Revolution, this policy was systematically consolidated, oriented toward building an independent, sovereign diplomacy grounded in the core principles of international law, such as non-interference, sovereign equality, peace promotion, and solidarity for development. Influenced by Marxist thought and Cuba’s unique geostrategic position, the country became an active player in international affairs, including the Missile Crisis, the Non-Aligned Movement, and solidarity campaigns in Africa, Latin America, and Asia. The study particularly underscores the central role of Cuba’s struggle against the U.S. economic and financial blockade—a policy that has caused severe harm to the Cuban people’s livelihood. The article also highlights Cuba’s consistent foreign policy positions on the global stage: rejecting all forms of hegemony and intervention, demanding the return of Guantánamo, safeguarding sovereignty, and advocating for a multipolar, fair, and democratic world order.
Practice of the law on Grassroots Democracy Implementation in Vietnam today
Abstract: The 2022 Law on Grassroots Democracy Implementation marks significant progress in democracy generally and grassroots democracy particularly in Vietnam. After nearly two years of implementation, many results have been achieved. However, limitations remain, and new issues have arisen. Therefore, identifying solutions (in terms of awareness, institutions, resources, and implementation) to effectively practice the Law on Grassroots Democracy Implementation in Vietnam today is of important and necessary significance.
Some suggestive references on values of modern political theories for Vietnam
Abstract: Through new insights into theoretical thinking that our Party has achieved in the renewal process, the article proposes some ideas about theoretical thinking by referring to the values of modern political theories, including: affirming the correctness and necessity of continuing the country's renewal process in the direction of socialism; perspectives and models of market-oriented socialist economic development; affirming the necessity of innovation and enhancing the role of the state; building new awareness of the social policy system and in Party building work; building and improving legal corridors towards transparency and openness; strengthening interaction between the Party, central and local governments with political and social organizations, social organizations to consolidate unity in the political system; promoting the role of public opinion and mass media in Vietnam.
"Tomorrow, 6th January 1946"
Abstract: The August Revolution and the thoughts, talents, and style of President Ho Chi Minh had a magical allure and impact. If the true essence of the revolution is considered to be cultural, then the practice of culture, elevating the nation's culture, is also the practice of a large-scale, profound, and thorough revolution. Accompanying the whole nation, under the Party’s flag, many generations of intellectuals, scientists, and artists continued to be soldiers in the victorious revolutionary struggles against the two major imperial powers, France and the United States. They triumphed over the invading enemies in the Southwest and the North borders, guiding the country firmly on the path towards socialist development.
A New Approach to Budhist Epistemology
Abstract: Buddhism stands unrepeated in history of the human thought not only “in denying the existence of such a soul, self, or atman” (1) but also in developing a concept of epistemology fundamentally based on meditation. The meditation-induced epistemology doctrine is exceptionally outstanding for its omnipresent approval and archival endurance. It was an accustomed faith of effectively all the primordial circles of Indian Buddhism, and has kept it up without advance into the present day. The current literature, however, seems not to address crucial aspects of Buddhist epistemology as a doctrine of knowledge tinged with mysticism. Many documents appear to disregard one of the rudimentary hallmarks that have always been equated with almost complications of Buddhist philosophy: meditation (jhāna/dhyāna). This article is supposed to give some accounts of such gaps, the issues of meditation as the source and culmination of mystical Buddhist epistemology.
THE CONCEPTIONS OF “YIN-YANG” AND “FIVE BASIC ELEMENTS” IN ĐỜN CA TÀI TỬ
Đờn ca tài tử or Amateur’s music, a kind of traditional chamber music of South Vietnam, is well-known throughout this country and is present in the List of Intangible Cultural Heritage of Humanity. Based on the local people’s outlooks on human life, especially the concepts of “Yin-Yang” and “Five Basic Elements”, this kind of music has “a scholarly content in a folk form”, which deserves to be praised as “marvelous mode of musical performance” in the treasure of Vietnamese traditional music.