{"id":16336,"date":"2026-03-17T09:46:04","date_gmt":"2026-03-17T02:46:04","guid":{"rendered":"https:\/\/isd.neu.edu.vn\/?p=16336"},"modified":"2026-03-17T09:46:05","modified_gmt":"2026-03-17T02:46:05","slug":"toa-dam-e-phd-chia-se-kinh-nghiem-cong-bo-quoc-te-tu-chuyen-gia-hang-dau-trong-linh-vuc-marketing","status":"publish","type":"post","link":"https:\/\/isd.neu.edu.vn\/en\/toa-dam-e-phd-chia-se-kinh-nghiem-cong-bo-quoc-te-tu-chuyen-gia-hang-dau-trong-linh-vuc-marketing\/","title":{"rendered":"To\u1ea1 \u0111\u00e0m E-PhD: Chia s\u1ebb kinh nghi\u1ec7m c\u00f4ng b\u1ed1 qu\u1ed1c t\u1ebf t\u1eeb chuy\u00ean gia h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c Marketing"},"content":{"rendered":"

S\u00e1ng ng\u00e0y 16\/3\/2026, t\u1ea1i ph\u00f2ng 1501, t\u00f2a nh\u00e0 A1, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n, Ch\u01b0\u01a1ng tr\u00ecnh Ti\u1ebfn s\u0129 b\u1eb1ng ti\u1ebfng Anh (E-PhD) \u0111\u00e3 t\u1ed5 ch\u1ee9c bu\u1ed5i to\u1ea1 \u0111\u00e0m h\u1ecdc thu\u1eadt v\u1edbi s\u1ef1 tham gia tr\u00ecnh b\u00e0y c\u1ee7a PGS.TS Anne Hamby \u0111\u1ebfn t\u1eeb \u0110\u1ea1i h\u1ecdc Boise State.<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Quang c\u1ea3nh to\u1ea1 \u0111\u00e0m<\/em><\/p>\n\n\n\n

Bu\u1ed5i to\u1ea1 \u0111\u00e0m thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a \u0111\u00f4ng \u0111\u1ea3o nghi\u00ean c\u1ee9u sinh, gi\u1ea3ng vi\u00ean tr\u1ebb v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u trong l\u0129nh v\u1ef1c kinh t\u1ebf, kinh doanh v\u00e0 khoa h\u1ecdc x\u00e3 h\u1ed9i li\u00ean ng\u00e0nh. \u0110\u00e2y l\u00e0 d\u1ecbp \u0111\u1ec3 c\u1ed9ng \u0111\u1ed3ng h\u1ecdc thu\u1eadt t\u1ea1i NEU ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp v\u1edbi nh\u1eefng chia s\u1ebb th\u1ef1c ti\u1ec5n t\u1eeb m\u1ed9t h\u1ecdc gi\u1ea3 c\u00f3 nhi\u1ec1u c\u00f4ng b\u1ed1 tr\u00ean c\u00e1c t\u1ea1p ch\u00ed h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi nh\u01b0 Journal of Marketing<\/em>, Journal of Marketing Research<\/em>, Journal of the Academy of Marketing Science<\/em>, Journal of Advertising<\/em> and Journal of Service Research<\/em>.<\/p>\n\n\n\n

T\u1ea1i to\u1ea1 \u0111\u00e0m, TS. Anne Hamby \u0111\u00e3 tr\u00ecnh b\u00e0y nghi\u00ean c\u1ee9u m\u1edbi nh\u1ea5t c\u1ee7a m\u00ecnh v\u1edbi ti\u00eau \u0111\u1ec1 \u201cThe Power of Proximity: Exploring Narrative Language in Consumer Reviews\u201d<\/em>, v\u1eeba \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 tr\u00ean Journal of Marketing<\/em> n\u0103m 2026. Nghi\u00ean c\u1ee9u t\u1eadp trung ph\u00e2n t\u00edch vai tr\u00f2 c\u1ee7a c\u00e1ch th\u1ee9c kh\u01a1i g\u1ee3i ng\u01b0\u1eddi ti\u00eau d\u00f9ng vi\u1ebft \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m, \u0111\u1eb7c bi\u1ec7t l\u00e0 th\u00f4ng qua vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng ng\u01b0\u1eddi vi\u1ebft t\u01b0\u1edfng t\u01b0\u1ee3ng h\u1ecd \u0111ang chia s\u1ebb v\u1edbi m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng \u201cg\u1ea7n g\u0169i\u201d.<\/p>\n\n\n\n

Th\u00f4ng qua t\u00e1m nghi\u00ean c\u1ee9u th\u1ef1c nghi\u1ec7m, k\u1ebft qu\u1ea3 cho th\u1ea5y vi\u1ec7c khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi ti\u00eau d\u00f9ng vi\u1ebft \u0111\u00e1nh gi\u00e1 cho nh\u1eefng ng\u01b0\u1eddi th\u00e2n c\u1eadn gi\u00fap gia t\u0103ng \u0111\u00e1ng k\u1ec3 m\u1ee9c \u0111\u1ed9 s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef t\u01b0\u1eddng thu\u1eadt (narrative language). \u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh c\u00f3 s\u1ee9c thuy\u1ebft ph\u1ee5c m\u1ea1nh m\u1ebd trong vi\u1ec7c \u0111\u1ecbnh h\u00ecnh nh\u1eadn th\u1ee9c v\u00e0 ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi \u0111\u1ecdc. C\u01a1 ch\u1ebf t\u00e1c \u0111\u1ed9ng \u0111\u01b0\u1ee3c l\u00fd gi\u1ea3i b\u1edfi xu h\u01b0\u1edbng ng\u01b0\u1eddi vi\u1ebft s\u1eed d\u1ee5ng v\u0103n phong t\u1ef1 nhi\u00ean, \u00edt g\u01b0\u1ee3ng \u00e9p h\u01a1n khi h\u01b0\u1edbng t\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng g\u1ea7n g\u0169i.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, nghi\u00ean c\u1ee9u c\u0169ng ch\u1ec9 ra r\u1eb1ng hi\u1ec7u \u1ee9ng n\u00e0y c\u00f3 th\u1ec3 suy gi\u1ea3m trong m\u1ed9t s\u1ed1 b\u1ed1i c\u1ea3nh, ch\u1eb3ng h\u1ea1n khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng vi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m mang t\u00ednh v\u1eadt ch\u1ea5t thay v\u00ec tr\u1ea3i nghi\u1ec7m, ho\u1eb7c khi th\u1ef1c hi\u1ec7n tr\u00ean thi\u1ebft b\u1ecb di \u0111\u1ed9ng thay v\u00ec m\u00e1y t\u00ednh. Tuy v\u1eady, vi\u1ec7c vi\u1ebft \u0111\u00e1nh gi\u00e1 cho ng\u01b0\u1eddi th\u00e2n v\u1eabn mang l\u1ea1i tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c cho ng\u01b0\u1eddi d\u00f9ng, \u0111\u1ed3ng th\u1eddi gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng n\u1ed9i dung \u0111\u00e1nh gi\u00e1 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u1edbi chi ph\u00ed th\u1ea5p v\u00e0 kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng cao.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Ph\u1ea7n th\u1ea3o lu\u1eadn di\u1ec5n ra s\u00f4i n\u1ed5i v\u1edbi nhi\u1ec1u c\u00e2u h\u1ecfi xoay quanh ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u, chi\u1ebfn l\u01b0\u1ee3c c\u00f4ng b\u1ed1 tr\u00ean c\u00e1c t\u1ea1p ch\u00ed qu\u1ed1c t\u1ebf h\u00e0ng \u0111\u1ea7u (FT50, UT Dallas), c\u0169ng nh\u01b0 nh\u1eefng g\u1ee3i \u00fd thi\u1ebft th\u1ef1c cho c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u tr\u1ebb trong qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n c\u00f4ng tr\u00ecnh khoa h\u1ecdc.<\/p>\n\n\n\n

Chu\u1ed7i to\u1ea1 \u0111\u00e0m E-PhD c\u1ee7a \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c \u0111\u1ecbnh k\u1ef3, h\u01b0\u1edbng t\u1edbi nghi\u00ean c\u1ee9u sinh, gi\u1ea3ng vi\u00ean v\u00e0 c\u00e1c nh\u00e0 khoa h\u1ecdc quan t\u00e2m \u0111\u1ebfn l\u0129nh v\u1ef1c kinh t\u1ebf, kinh doanh, qu\u1ea3n l\u00fd v\u00e0 khoa h\u1ecdc x\u00e3 h\u1ed9i li\u00ean ng\u00e0nh. \u0110\u00e2y l\u00e0 di\u1ec5n \u0111\u00e0n quan tr\u1ecdng nh\u1eb1m th\u00fac \u0111\u1ea9y trao \u0111\u1ed5i h\u1ecdc thu\u1eadt, k\u1ebft n\u1ed1i nghi\u00ean c\u1ee9u v\u00e0 m\u1edf r\u1ed9ng h\u1ee3p t\u00e1c trong c\u1ed9ng \u0111\u1ed3ng khoa h\u1ecdc.<\/p>\n\n\n\n

Article and photos: Institute for Sustainable Development<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"

S\u00e1ng ng\u00e0y 16\/3\/2026, t\u1ea1i ph\u00f2ng 1501, t\u00f2a nh\u00e0 A1, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n, Ch\u01b0\u01a1ng tr\u00ecnh Ti\u1ebfn s\u0129 b\u1eb1ng ti\u1ebfng Anh (E-PhD) \u0111\u00e3 t\u1ed5 ch\u1ee9c bu\u1ed5i to\u1ea1 \u0111\u00e0m h\u1ecdc thu\u1eadt v\u1edbi s\u1ef1 tham gia tr\u00ecnh b\u00e0y c\u1ee7a PGS.TS Anne Hamby \u0111\u1ebfn t\u1eeb \u0110\u1ea1i h\u1ecdc Boise State. Quang c\u1ea3nh to\u1ea1 \u0111\u00e0m Bu\u1ed5i to\u1ea1 \u0111\u00e0m thu…<\/p>","protected":false},"author":3,"featured_media":16338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56,54],"tags":[],"class_list":["post-16336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dao-tao-e-phd","category-tin-tuc-su-kien"],"_links":{"self":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts\/16336","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=16336"}],"version-history":[{"count":2,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts\/16336\/revisions"}],"predecessor-version":[{"id":16341,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/posts\/16336\/revisions\/16341"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/media\/16338"}],"wp:attachment":[{"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=16336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=16336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isd.neu.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=16336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}