Innovative research
Dr. Mai Hoang is one of 9 young scientists to receive the Khue Van Cac Award from the Central Youth Union. During her research journey, she has had many creative works of interdisciplinary nature (social research with the goal of economic development).
Notably, the study aimed to explore and classify anti-luxury customer groups (anti-luxurians) on social media. "We analyzed the characteristics of each group, their tendency to boycott luxury brands, and the reasons behind their opposition. The level of opposition and separation from luxury brands of each group was analyzed and mapped, thereby proposing interaction strategies for brands to reconnect with these groups or minimize opposition. Through this research, brands can develop better, contributing to economic development," she shared.
According to Dr. Mai Hoang, this is a "paradoxical" study, because most previous studies focused on target customer groups without paying attention to studying the opposition group. Meanwhile, this group can negatively affect 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 topical studies, such as research on the communication characteristics of Government information, to improve the accessibility of information to people and attract more attention from people. Thereby, raising people's awareness of administrative procedures on e-Government in particular and current issues in the country in general.
"Digital ethics in the digital transformation era"
Recently, Dr. Mai Hoang invested in researching the topic "Focusing on digital ethics in the digital transformation era". She said that the strong development of digital technology brings many benefits, but also poses significant challenges in terms of ethics and social responsibility. The rapid expansion of digital platforms can lead to many problems such as misinformation, online fraud, privacy violations and cyber security violations.
"The most recent typical case is the fraud case from Kera Candy Company. The problem does not simply lie in the scale of production and the sophistication of the scammers, but in taking advantage of the people's trust and confidence from typical faces," she said.
Through research, Dr. Mai Hoang proposed that the Government issue strict regulations on digital ethics, requiring organizations and individuals to strictly comply with the principles of personal data protection, ensuring transparency and honesty in the digital environment. This shows that strengthening early digital ethics education (starting from primary school) is an important task, helping people - especially the younger generation - raise awareness of personal responsibility and potential risks in cyberspace. At the same time, building a mechanism to control content on digital platforms, combined with a policy to strictly handle violations to create a safe, healthy and responsible digital environment is considered urgent in the current context.
The research also points out that it is necessary to strictly control the communication activities and the level of influence of individuals with great influence on social networks, because their impact on young people and the community is extremely profound.
An admirable journey
Dr. Mai Hoang's journey to scientific research is admirable because it has gone through many difficulties. She said that after graduating from university, she worked as an interpreter and waitress at a vegetarian restaurant for 6 months before deciding to study for a master's degree at the International University - Ho Chi Minh City National University. While studying for a master's degree and working part-time, she had one publication at an international conference and two articles published in Scopus Q4 journal. With this achievement, she completed her master's degree with honors and was honored to receive a gold medal at the 2017 graduation ceremony.
After that, she continued to work until 2019. After 5 years of accumulating experience in market knowledge and going through many professions, she was determined to study for a PhD and received a full scholarship majoring in marketing from the Faculty of Business Administration, Hanyang University (Korea).
As a woman, born and raised in the countryside of Dong Thap, where the concept of "smart men get married, grown-up women get married" is still strong, Ms. Mai Hoang also had to overcome many barriers. "After the age of 25, everyone in the family and neighbors urged me to get married more. When I decided to fly to Korea to continue pursuing and developing my research path, I faced fierce opposition from everyone around me such as my parents, relatives, neighbors, boyfriend and his family," she shared.
However, overcoming the crisis, during the 3 years of her PhD at Hanyang University, Ms. Mai Hoang devoted all her efforts to studying and improving her modern research skills in business strategy and management. While writing her thesis, she also worked 3 part-time jobs, from washing dishes at a restaurant to cleaning and selling bread at a coffee shop... to earn money to pay for her living expenses. With perseverance and effort, she graduated with honors with a PhD. To date, she has published about 21 articles in international journals, including 13 in SSCI.
Dr. Mai Hoang believes that social sciences and humanities are the foundation for social development, so the Government needs to encourage interdisciplinary research, create projects combining social sciences and humanities with technology, natural sciences and economics; encourage the establishment of multidisciplinary and multi-field research groups to make the most of the capacity of young scientists.
Vu Huong (According to thanhnien.vn)
Source: http://baovinhphuc.com.vn/Multimedia/Images/Id/129948/Nu-tien-si-voi-nhung-cong-trinh-nghien-cuu-thiet-thuc
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