A female PhD holder with practical research contributions.

As the only female PhD recipient of the Khue Van Cac Award in 2024, Dr. Le Tran Phuoc Mai Hoang (lecturer at the Center for Public Management Training and Research, International University - Vietnam National University Ho Chi Minh City) has conducted valuable research that promotes social development.

Innovative research

Dr. Mai Hoang is one of nine young scientists who received the Khue Van Cac Award from the Central Youth Union. Throughout her research career, she has produced many innovative interdisciplinary works (social research with the goal of economic development).

Dr. Le Tran Phuoc Mai Hoang.

Notably, the research aimed to explore and categorize anti-luxury consumer groups on social media. "We analyzed the characteristics of each group, their trends in boycotting luxury brands, and the reasons behind their opposition. The level of opposition and detachment from luxury brands within each group was analyzed and mapped, leading to the development of engagement strategies to help brands reconnect with these groups or mitigate opposition. This research will help brands grow better and contribute to economic development," she shared.

According to Dr. Mai Hoang, this is an "unconventional" study, because most previous studies focused on target customer groups without paying attention to the opposing group. Meanwhile, this group can negatively impact the brand image. Perhaps that is why this study was chosen to receive the Khue Van Cac Award in 2024.

She is also the author of many timely research studies, such as research on the communication characteristics of government information, aimed at improving the accessibility of information to the public and attracting more public attention. This, in turn, raises public awareness of administrative procedures in e-government in particular and current domestic issues in general.

"Digital Ethics in the Age of Digital Transformation"

Recently, Dr. Mai Hoang invested in research on the topic "Emphasizing Digital Ethics in the Era of Digital Transformation." She stated that the rapid development of digital technology brings many benefits, but also poses significant challenges regarding ethics and social responsibility. The rapid expansion of digital platforms can lead to many problems such as misinformation, online fraud, privacy violations, and cybersecurity breaches.

Ms. Mai Hoang and her colleagues discuss scientific research topics.

PHOTO: PROVIDED BY THE SUBJECT

"The most recent typical case is the fraud involving Kera candy company. The problem isn't simply the scale of production and the sophistication of the fraudsters, but rather the exploitation of public trust and confidence through seemingly exemplary figures," she said.

Through his research, Dr. Mai Hoang proposed that the Government issue strict regulations on digital ethics, requiring organizations and individuals to strictly adhere to principles of personal data protection, ensuring transparency and honesty in the digital environment. This shows that strengthening digital ethics education from an early age (starting from primary school) is a crucial task, helping people – especially the younger generation – raise awareness of personal responsibility and potential risks in cyberspace. Simultaneously, building a mechanism to control content on digital platforms, combined with policies to strictly punish violations, is considered urgent in the current context to create a safe, healthy, and responsible digital environment.

The research also points out the need for strict control over the communication activities and influence of highly influential individuals on social media, as their impact on young people and the community is extremely far-reaching.

An admirable journey

Dr. Mai Hoang's journey to scientific research is truly admirable, as she overcame many obstacles. She shared that after graduating from university, she worked as a translator and waitress at a vegetarian restaurant for six months before deciding to pursue a master's degree at the International University - Vietnam National University Ho Chi Minh City. While studying for her master's degree and working part-time, she managed to publish one paper at an international conference and two articles in Scopus Q4 journals. With these achievements, she completed her master's degree with honors and was honored with a gold medal at her 2017 graduation ceremony.

Dr. Mai Hoang teaches at the Center for Public Management Training and Research, International University - Vietnam National University Ho Chi Minh City. PHOTO: Provided by the interviewee.

After that, she continued working until 2019. After 5 years of accumulating market knowledge and experience in various industries, she decided to pursue a PhD and received a full scholarship in marketing from the Faculty of Business Administration, Hanyang University (South Korea).

As a woman, born and raised in the countryside of Dong Thap, where the traditional belief of "a wise man finds a wife, a grown woman gets married" is still deeply ingrained, Mai Hoang had to overcome many obstacles. "After turning 25, my family and neighbors urged me to get married even more. When I decided to fly to South Korea to continue pursuing and developing my research career, I faced fierce opposition from everyone around me, including my parents, relatives, neighbors, boyfriend, and even his family," she shared.

However, overcoming the crisis, during her three years of doctoral studies at Hanyang University, Mai Hoang devoted all her energy to studying and improving her modern research skills in business strategy and management. While writing her dissertation, she also worked three part-time jobs, from washing dishes at a restaurant to cleaning and selling sandwiches at a cafe, to earn money to cover her living expenses. With perseverance and effort, she graduated with honors. To date, she has published approximately 21 articles in international journals, including 13 in SSCI journals.

Dr. Mai Hoang believes that social sciences and humanities are the foundation of social development, therefore the Government needs to encourage interdisciplinary research, create projects that combine social sciences and humanities with technology, natural sciences and economics; and encourage the establishment of multidisciplinary research groups to maximize the capabilities of young scientists.

Source: https://thanhnien.vn/nu-tien-si-voi-nhung-cong-trinh-nghien-cuu-thiet-thuc-185250615220124384.htm