LIST OF PAPERS PUBLISHED IN DOMESTIC JOURNAL:
| No. | Project Title | Project Code | Management Level | Principal Investigator | Department | Year |
|---|---|---|---|---|---|---|
| 1 | Promoting investment by Vietnam’s private sector in selected African and South Asian countries | 62/HĐKH-KHXH | Ministerial Level | Dau Xuan Dat | Marketing | 2025–2026 |
| 2 | Project Member: Bac Giang provincial project on the current situation and solutions for supporting and attracting out-of-province labour to meet industrial development requirements in the new context of Bac Giang Province | ĐT.04-2/25 under Decision No. 109/QĐ-KHCN | Ministerial Level | Dau Xuan Dat | Marketing | 2026 |
| 3 | Project Member: Developing the circular economy in the context of digital transformation in Vietnam towards 2030 | KX.01.05/21-30 | State Level | Nguyen Thi Phuong Dung | Marketing | 2026 |
| 4 | Key Project Member: Innovation-support policies in South Africa, Kenya, and Morocco | 257/HĐKH-KHXH | Ministerial Level | Dau Xuan Dat | Marketing | 2026 |
| 5 | The influence of cultural and personal values on Generation Z’s intention to purchase second-hand fashion products in Vietnam | 02-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Le Bao Ngoc | Marketing | 2025 |
| 6 | Factors associated with influencer marketing in online education in Vietnam | 07-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Tran Thanh Huong | Marketing | 2025 |
| 7 | Factors influencing satisfaction with the quality of airline meal catering services in Vietnam | 01-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Bui Nghia Dung | Marketing | 2025 |
| 8 | The impact of sensory marketing on consumers’ revisit intention | 08-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Nguyen Viet Dung | Marketing | 2025 |
| 9 | Factors influencing Hanoi consumers’ purchase intention through livestreaming videos | 11-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Nguyen Hoang Giang | Marketing | 2025 |
| 10 | Factors influencing the intention to play video games among young people aged 18–25 in Hanoi | 06-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Nguyen Bao Ngoc | Marketing | 2025 |
| 11 | The influence of online word of mouth on Gen Z’s intention to choose cafés in Hanoi | 05-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Pham Thi Thai Quynh | Marketing | 2025 |
| 12 | The relationship between perceived benefits, hygiene risks, and Gen Z’s intention to purchase online street food in Hanoi | 12-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Hoang Thi Xuan Mai | Marketing | 2025 |
| 13 | Key Project Member: Factors influencing household electricity-saving behaviour in Vietnam | 502.02-2021.41 under Decision No. 69/QĐ-HĐQL-NAFOSTED dated 14 December 2022 | State Level (NAFOSTED) | Le Bao Ngoc | Marketing | 2025 |
| 14 | The relationships among social media information, social comparison, and envy in destination-choice intention | 09-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Pham Long Chau | Marketing | 2025 |
| 15 | Principal Investigator: Innovative solutions for last-mile delivery in e-commerce within the context of sustainable development in Vietnam | ĐT.30/25 | Ministerial Level | Nguyen Ngoc Anh | Marketing | 2025 |
| 16 | Key Project Member: A system of solutions and recommendations for circular economy development in the context of digital transformation in Vietnam towards 2030 | — | Ministerial Level | Nguyen Thi Phuong Dung | Marketing | 2025 |
| 17 | The impact of attitudes towards sponsors on purchase intention through perceptions of the sponsor’s brand | 10-2025-HV-VKTBĐ under Decision No. 277/QĐ-HV dated 11 April 2025 | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2025 |
| 18 | Principal Investigator and Key Project Member: Developing a digital marketing management system aligned with international integration trends for small and medium-sized garment enterprises in Vietnam | — | Ministerial Level | Dau Xuan Dat | Marketing | 2025 |
| 19 | Factors affecting the digital transformation of enterprises in Vietnam | — | Institutional Level | Nguyen Ngoc Anh | Marketing | 2024 |
| 20 | Factors influencing inconspicuous luxury consumption behaviour in Vietnam | 03-2024-HV-VKTBĐ under Decision No. 297/QĐ-HV dated 6 March 2024 | Institutional Level | Nguyen Bao Ngoc | Marketing | 2024 |
| 21 | The role of relationship commitment and trust in consumer behaviour in the e-commerce environment | — | Institutional Level | Nguyen Hoang Giang | Marketing | 2024 |
| 22 | The impact of media information and online reviews on intention to purchase energy-efficient household appliances | 04-2024-HV-VKTBĐ under Decision No. 297/QĐ-HV dated 6 March 2024 | Institutional Level | Le Bao Ngoc | Marketing | 2024 |
| 23 | Adverse factors influencing the intention to visit traditional craft villages in Hanoi | 07-2024-HV-VKTBĐ under Decision No. 297/QĐ-HV dated 6 March 2024 | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2024 |
| 24 | Project Member: Developing a set of indicators for measuring the digital economy in Hai Phong | ĐT.XH.2023.948 | Ministerial Level | Tran Thanh Huong | Marketing | 2023 |
| 25 | Principal Investigator: Digital content consumption behaviour among Generation Z in Vietnam | 02-2023-HV-VKT-MAR under Decision No. 203/QĐ-HV dated 20 February 2023 | Institutional Level | Tran Thanh Huong | Marketing | 2023 |
| 26 | Research, development, piloting, and proposal of a certificate-based digital marketing training programme for undergraduate students at Posts and Telecommunications Institute of Technology | — | Institutional Level | Nguyen Thi Hoang Yen | Marketing | 2023 |
| 27 | Risk factors influencing purchasing behaviour in multiplayer online games | 06-2023-HV-VKT-MAR under Decision No. 203/QĐ-HV dated 20 February 2024 | Institutional Level | Vu Viet Tien | Marketing | 2023 |
| 28 | The impact of short-form video marketing on social media on Generation Z’s purchase intention | 04-2023-HV-VKT-MAR under Decision No. 203/QĐ-HV dated 20 February 2024 | Institutional Level | Pham Thi Thai Quynh | Marketing | 2023 |
| 29 | The relationship among brand capability, brand attitude, perceived brand liking, and Vietnamese consumers’ willingness to pay: The case of electric vehicles in Vietnam | 01-2023-HV-VKT-MAR under Decision No. 203/QĐ-HV dated 20 February 2023 | Institutional Level | Nguyen Hoang Giang | Marketing | 2023 |
| 30 | Factors influencing the adoption of digital banking applications among older consumers | 05-2023-HV-VKT-MAR under Decision No. 203/QĐ-HV dated 20 February 2023 | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2023 |
| 31 | Consumer loyalty towards energy-efficient appliances in Vietnam from the perspective of Consumer Value Theory | 03-2023-HV-VKT-MAR under Decision No. 203/QĐ-HV dated 20 February 2023 | Institutional Level | Le Bao Ngoc | Marketing | 2023 |
| 32 | Principal Investigator: Market development for innovation-driven start-up groups | 844.39.NV09.PTIT.39-20 | State Level | Nguyen Ngoc Anh | Marketing | 2022 |
| 33 | Applying big data and sentiment analysis to study university-choice behaviour among Generation Z | 02-2022-HV-VKT-MARKETING under Decision No. 270/QĐ-HV dated 12 March 2022 | Institutional Level | Nguyen Thi Hoang Yen | Marketing | 2022 |
| 34 | Risk factors influencing information-sharing behaviour on social media | 05-2022-HV-VKT-MARKETING under Decision No. 270/QĐ-HV dated 12 March 2022 | Institutional Level | Nguyen Viet Dung | Marketing | 2022 |
| 35 | Principal Investigator: Factors influencing the intention to use urban rail systems in Hanoi | 03-2022-HV-VKT-MARKETING under Decision No. 270/QĐ-HV dated 12 March 2022 | Institutional Level | Tran Thanh Huong | Marketing | 2022 |
| 36 | Green consumption intention from the perspective of Consumer Value Theory | 04-2022-HV-VKT-MARKETING under Decision No. 270/QĐ-HV dated 12 March 2022 | Institutional Level | Nguyen Bao Ngoc | Marketing | 2022 |
| 37 | The relationship among user opinions on social media in Vietnam, local brand image, and customer purchase intention | 01-2022-HV-VKT-MARKETING under Decision No. 270/QĐ-HV dated 12 March 2022 | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2022 |
| 38 | Factors influencing household electricity-saving intention in Vietnam | 07-2022-HV-VKT-MARKETING under Decision No. 270/QĐ-HV dated 12 March 2022 | Institutional Level | Le Bao Ngoc | Marketing | 2022 |
| 39 | Factors influencing the intention to use urban rail systems in Hanoi | — | Institutional Level | Pham Thi Thai Quynh | Marketing | 2022 |
| 40 | Expert: Developing scalable best-practice models within local and sectoral innovation-start-up ecosystems | — | State Level | Nguyen Ngoc Anh | Marketing | 2021–2022 |
| 41 | Technology habits of Generation Z in Vietnam | 06-2021-HV-VKT-MAR | Institutional Level | Tran Thanh Huong | Marketing | 2021 |
| 42 | Developing a competency framework for research staff in public science and technology organisations in Vietnam | — | Ministerial Level | Nguyen Bao Ngoc | Marketing | 2021 |
| 43 | Brand identity factors influencing university brand image | — | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2021 |
| 44 | Technology habits of Generation Z aged 9–23 in Vietnam | — | Institutional Level | Pham Thi Thai Quynh | Marketing | 2021 |
| 45 | Digital transformation in the context of small and medium-sized enterprises | — | Institutional Level | Le Bao Ngoc | Marketing | 2021 |
| 46 | The impact of status consumption and other factors on young people’s intention to use smartphones in Hanoi | — | Institutional Level | Nguyen Bao Ngoc | Marketing | 2021 |
| 47 | Digital transformation in the context of small and medium-sized enterprises | — | Institutional Level | Nguyen Thi Hoang Yen | Marketing | 2021 |
| 48 | The influence of consumer-culture factors on the digital consumption behaviour of Vietnamese consumers | — | Institutional Level | Nguyen Viet Dung | Marketing | 2021 |
| 49 | The impact of brand identity components on the brand image of Posts and Telecommunications Institute of Technology | — | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2021 |
| 50 | Key Project Member: Developing an AI chatbot virtual-assistant application to help visually impaired people access essential services | — | Ministerial Level | Nguyen Ngoc Anh | Marketing | 2020 |
| 51 | The importance of social media channels for affiliate marketing | — | Institutional Level | Vu Viet Tien | Marketing | 2020 |
| 52 | The relationship between nationalism and intention to use Vietnamese-branded technology products | — | Institutional Level | Nguyen Viet Dung | Marketing | 2020 |
| 53 | The impact of marketing technology on the marketing performance of small and medium-sized enterprises in Vietnam | — | Institutional Level | Nguyen Thi Hoang Yen | Marketing | 2020 |
| 54 | Digital transformation in payments: Digital payments and customer acceptance in Vietnam | — | Institutional Level | Nguyen Ngoc Anh | Marketing | 2020 |
| 55 | Nationalism and factors influencing conspicuous consumption behaviour among young people | — | Institutional Level | Nguyen Bao Ngoc | Marketing | 2019 |
| 56 | Factors influencing consumers’ online purchase decisions for household electrical appliances in Hanoi within a dynamic pricing environment | — | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2019 |
| 57 | Factors influencing usage behaviour of app-based transportation services in Vietnam | — | Institutional Level | Nguyen Viet Dung | Marketing | 2019 |
| 58 | Factors influencing Vietnamese customers’ intention to purchase high-end fashion brands | — | Institutional Level | Le Bao Ngoc | Marketing | 2019 |
| 59 | Factors influencing Vietnamese consumers’ intention to use mobile commerce | — | Institutional Level | Le Bao Ngoc | Marketing | 2018 |
| 60 | Motives for using digital platforms in the sharing economy: A case study of Uber and Grab ride-sharing users in Hanoi | — | Institutional Level | Nguyen Ngoc Anh | Marketing | 2018 |
| 61 | Mechanisms through which word of mouth on social media influences Vietnamese consumers’ intention to purchase green products | — | Institutional Level | Nguyen Thi Hoang Yen | Marketing | 2018 |
| 62 | Factors influencing customer relationship management activities of enterprises in Vietnam’s digital environment | — | Institutional Level | Nguyen Thi Phuong Dung | Marketing | 2018 |
| 63 | Identifying the value of activities in the service value chain: The case of VNPT-Vinaphone mobile services | — | Institutional Level | Nguyen Viet Dung | Marketing | 2017 |
| 64 | Factors influencing brand awareness on social media in the Vietnamese context | — | Institutional Level | Nguyen Ngoc Anh | Marketing | 2017 |
