Reality of Accessing 10 Rules of Moral Conduct among Media Students and Recommendations
The Code of Conduct issued by the Executive Committee of the Vietnam Journalists’ Association (here after referred to as the 2016 code) became effective since 1st January 2017 together with the Press Law. The 400-word code demonstrates our view about the mission of the media and the responsibility and behaviors of the media practitioners. This is an important development of Vietnam media in the context of the market economy and international integration. This article is based on the questionnaire with 500 media students from May to August 2018 with 136 students from the Academy of Journalism and Communication; 135 students from Hue University; 114 students from Hanoi University of Social Sciences and Humanities and 115 students from Ho Chi Minh City University of Social Sciences and Humanities.
Source: Journal of Political Theory and Communications, no 4 (2019).
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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
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.
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