Lê Bảo Ngọc

Techcom Securities

• Marketing Specialist

University of Science and Technology of Ha Noi

• Marketing and Communication Specialist

Marketing Department, ERIPT, Post and Telecommunications Institutes Technology

• Marketing lecturer

IBD at NEU

• Digital Marketing lecturer

Digital Marketing program, The Business School, RMIT University

• Lecturer in Marketing Principles, Marketing Intelligence, Global Branding, Consumer psychology and behavior, và Digital Business Development

“Factors influencing the intention to use mobile commerce: The case of Vietnam”

Author: Co-Author

Place of Publication: Kỷ yếu Hội thảo Quốc Tế: BAASANA – Vietnam chapter, Foreign Trade University

“A conceptual framwork of luxury brand purchase intention in Vietnam: The moderating effect of brand consciousness.”

Author: First Author

Place of Publication:Kỷ yếu Hội thảo Quốc Tế: 2nd International Conference on Contemporary Issues in Economics, Management and Business, National Economics University Publishing House.

“User acceptance of e-book: The effect of perceived barriers, reading habit and environmental consciousness.”

Author: First Author.

Place of Publication: Kỷ yếu Hội thảo Quốc tế: International conference on Socia – economic and Environmental Issues in Development, Labour – Social publishing house.

“Nghiên cứu về chuyển đổi số trong ngữ cảnh các doanh nghiệp vừa và nhỏ”

Research Level: Post and Telecommunications Institutes Technology

Role in the Reseach: Collaborator.

“Online book fairs during the Covid – 19 pandemic, the experience of Vietnam”

Author: Co-Author.

Place of Publication: Tạp chí LOGOS Journal of the World Publishing Community; ISSN: 1878-4712 (ESCI, Scopus Q2).

“Nghiên cứu các yếu tố ảnh hưởng đến ý định tiết kiệm điện của các hộ gia đình tại Việt Nam”

Research Level: Post and Telecommunications Institutes Technology

Role in the Research: First Author

“Nghiên cứu ứng dụng dữ liệu lớn và phân tích cảm xúc trong hành vi lựa chọn trường Đại học của thế hệ Z (GenZ)”

Research Level: Post and Telecommunications Institutes Technology

Role in the Research: Collaborator.

“Nghiên cứu về lòng trung thành của người tiêu dùng đối với các thiết bị tiết kiệm điện tại Việt Nam sử dụng lý thuyết nhận thức giá trị người tiêu dùng.”

Research Level: Post and Telecommunications Institutes Technology

Role in the Research: First Author

“Tác động của giá trị cảm nhận đối với các thiết bị gia dụng tiết kiệm điện đến lòng trung thành của khách hàng trên địa bàn thành phố Hà Nội.”

Author: First Author

Place of Publication: Tạp chí Khoa học Thương Mại; ISSN: 1859-3666; E-ISSN: 2815-5726.

“The impact of media publicity and online product reviews on consumers’ purchase intentions of energy-efficient appliances.”

Author: Co-Author

Place of Publication: VNU University of Economics and Business, 3(6), 77-89.

“Nghiên cứu về hành vi công dân của khách hàng trong môi trường thương mại điện tử: Vai trò trung gian của sự cam kết mối quan hệ và niềm tin”

Author: Co-Author

Place of Publication: Tạp chí Khoa học Thương Mại, số 191, trang 44-61.

“The Impact of Perceived Value on Consumers’ Positive Word-of-mouth Intention Toward Energy-efficient Appliances”

Author: First Author

Place of Publication: International Journal of Energy Economics and Policy, 14 (2), 383-393 (Scopus Q2)

“Food vloggers and their content: Understanding pathways to consumer impact and purchase intentions”

Author: Corresponding Author

Place of Publication: Journal of Trade Science, 12 (2), 117-133 (NXB Emerald).

“Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude”

Author: First Author

Place of Publication: Innovative Marketing, 20 (3), 14-27 (ESCI, Scopus Q3)

“Understanding female students’ entrepreneurial intentions: gender inequality perception as a barrier and perceived family support as a moderator”

Author: Co-Author

Place of Publication: Journal of Entrepreneurship in Emerging Economies, Vol. 14 No.1, pp. 142 – 163 (Scopus Q1).

“Exploring the drivers of customer loyalty for energy-efficient home appliances”

Author: First Author

Place of Publication: International Conference on Industry 4.0 & Smart Manufacturing 2024 – ISM 2024, Elsevier Procedia Computer Science, 253, pp. 541 -550 (Scopus indexed).

“Factors Affecting Green Cosmetic’s Brand Loyalty: The Mediating Effect of Brand Love”

Author: First Author

Place of Publication: International Conference on Industry 4.0 & Smart Manufacturing 2024 – ISM 2024, Elsevier Procedia Computer Science, 253, pp. 277-286 (Scopus indexed).

“Revisiting the relationship between source credibility and impulsive buying in live streaming commerce: A serial mediation and moderated model”

Author: Corresponding Author

Place of Publication: ICTA 2024 Proceedings, Lectures Note in Networks and Systems, Springer (Scopus Q4), Advances in Information and Communication Technology, 1004-1015.

“Understanding how perceived value enhances consumer loyalty toward energy-efficient appliances: the role of satisfaction and product category”

Author: First Author

Place of Publication:Journal of Trade Science, 13(1), 23-43 (NXB Emerald)

“Consumer purchases of energy-efficient appliances: A systematic literature review and research agenda”

Author: Co-Author

Place of Publication: Energy Efficiency, 18(29), pp. 1-32 (SSCI/Scopus Q2).