Thuy Cam Dao is a lecturer of marketing and branding at Marketing Department – School of Business and Administration, VNU University of Economics & Business (Vietnam). Dr. Dao Cam Thuy has many years of experience working for banks and big corporations in Vietnam and owns an education business. Her research has focused on customer behavior in the digital age, brand management and marketing management for small and medium enterprises. She is a co-author of papers in Cogent Business & Management, Sage Open, Innovative Marketing and so on. In addition, she also has experience in training and consulting for many businesses in Vietnam in micro-market assessment, brand development and leadership’s personal brand.
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Communication, Social Sciences
11
Scopus Publications
99
Scholar Citations
5
Scholar h-index
4
Scholar i10-index
Scopus Publications
An empirical study of consumer purchasing behavior in livestream commerce on Vietnamese e-commerce platforms Cam Thuy Dao Decision Science Letters, 2026 This study investigates key livestreaming factors that affect consumers' willingness to pay, focusing on perceived usefulness and its components including personalization, streamer influence, interactivity, and number of views. The study also explores the moderating roles of trustworthy practices and promotional programs. A quantitative survey was conducted with 527 Vietnamese respondents who had prior experience with livestream shopping. Structural Equation Modeling (SEM) was employed to examine the relationships among the variables and to test the moderating effects of trustworthiness and promotional incentives. The results show that personalization, streamer influence, interactivity, and perceived usefulness significantly increase consumers’ willingness to pay. Furthermore, trustworthy practices and promotional programs positively moderate the relationship between perceived usefulness and willingness to pay. However, the number of livestream viewers was found to have no significant effect on perceived usefulness, suggesting that consumers are more influenced by content quality and engagement rather than social proof. These findings offer practical implications for e-commerce platforms, brands, and streamers. Stakeholders should prioritize building trust, enhancing real-time interaction, and delivering personalized content to drive purchase behavior.
The impact of personalized advertising on impulse shopping behavior on Tiktok Nguyen Ngoc Quang, Thuy Dao Cam, Ngo Thuy Dung Innovative Marketing, 2026 Type of the article: Research ArticleAbstractIn today’s fast-evolving e-commerce ecosystem, personalized advertising utilizing user data such as preferences, behaviors, and demographics to deliver customized ad content has emerged as an essential tool for businesses aiming to connect with customers more effectively. The purpose of this study is to explore the influence of personalized advertising on consumers’ impulse buying behavior on TikTok in Vietnam. It investigates both direct and indirect effects through mediators – emotions, advertising value, perceived novelty and perceived relevance – and explores the moderating roles of self-control and privacy and security concerns. A quantitative approach was adopted using an online survey of 330 Vietnamese TikTok users aged 18-40 who had previously purchased via TikTok Shop. Measurement scales were adapted from prior studies and assessed on a five-point Likert scale. Data analysis employed SPSS 25 and AMOS 24, incorporating Cronbach’s alpha reliability tests, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and moderation analysis using Hayes’ macro. Personalized advertising has a significant direct effect on impulse buying behavior and indirect effects via emotions, advertising value, and perceived relevance. Emotions emerged as the strongest mediator, followed by advertising value and perceived relevance. While personalized advertising positively influences perceived novelty, novelty does not significantly affect impulse buying. The moderating role of self-control is negative, reducing the impact of emotions on impulse buying, whereas privacy and security concerns have no meaningful moderation effect. These insights enhance our understanding of the factors driving impulse buying behavior. This helps to suggest strategies for managers to optimize personalized advertising, ultimately improving marketing efficiency and encouraging customer purchases on the TikTok platform.
Assessing the impact of rebranding activities on customer-based brand equity: Evidence from Vietnamese enterprises Thuy Dao Cam, Phuong Hieu Dang, Ngoc Bich Do, Dat Tuan Truong, Linh Thuy Nguyen, Linh Khanh Vu Innovative Marketing, 2026 Type of the article: Research ArticleAbstractThe aim of this study is to examine the impact of rebranding, which includes three key activities: repositioning, redesign, and relaunching on the four fundamental pillars of brand equity: brand awareness, perceived quality, brand associations, and brand loyalty. The study focuses on three typical Vietnamese companies that rebranded in the past 5 years in different business sectors, including Vinamilk, Viettel and Highland Coffee, with a sample size of 528 consumers aged 16 to 55 who are customers of these businesses. The results reveal that rebranding has a significant positive effect on brand awareness, perceived quality, and brand association, with brand association being the most responsive factor, reflecting consumers’ strong emotional and symbolic reactions to brand changes. Brand awareness and perceived quality significantly mediate the relationship between rebranding and brand loyalty, highlighting their crucial roles in strengthening long-term customer relationships. In contrast, brand association does not exhibit a significant mediating effect, suggesting that emotional and symbolic associations may require more time to influence loyalty. ANOVA results show clear perceptual differences across the three brands: Highland Coffee scores highest in awareness, quality, and associations, followed by Vinamilk, while Viettel ranks lowest. However, brand loyalty remains relatively stable across all three firms, indicating its enduring nature and resistance to short-term branding changes. This study enhances theoretical understanding of how rebranding drives brand equity in emerging markets and offers practical implications for managers aiming to sustain competitive advantage through strategic brand transformation.AcknowledgmentThis research has been done under the research project QG.25.95 “A study on the impact of rebranding on the brand equity of businesses in Vietnam in the digital transformation context” of Vietnam National University, Hanoi.
Influence of Livestream Selling on Purchase Intention Fashion Products on TikTok Dao Cam Thuy, Nguyen Ngoc Quang Sage Open, 2025 Selling through livestreaming has become a popular sales method and increasingly a preferred choice for retailers alongside traditional sales channels. Products that are intuitive and evoke purchasing emotions at first sight such as clothes, beauty products and household appliances are recorded with high revenue through livestream selling. This study aimed to evaluate the impact of various livestream sales elements including engaging sales content and sellers on customer attitude, trust and purchase intention for fashion products; investigate the factor of promotions moderating the relationship between the three factors above in the live shopping process. A linear structural model was used to analyze data from 324 customers shopping by livestream on TikTok. The results show that (1) Attractive content and streamers make significant contributions to the effectiveness of livestream sales. (2) engaging sales content, directly and indirectly, impacts purchasing intention through customer attitude and trust. (3) The influence of streamers does not have a direct impact but an indirect impact on purchase intention through customer attitude and trust. (4) Promotional programs influence purchase intention but do not moderate the relationship between trust and purchase intention and negatively moderate the relationship between attitude and purchase intention.
The impact of personal factors on Vietnamese consumers’ attitudes towards sustainable fashion and their purchase decisions Dao Cam Thuy, Do Thi Bich Ngoc, Nguyen Van Loc, Vu Khanh Linh, Tran Quynh Anh, Bui Phuong Uyen Salud Ciencia Y Tecnologia, 2025 Introduction: The fashion industry is increasingly recognized as a significant contributor to the ongoing ecological and climate crises. As a result, more companies are acknowledging the importance of promoting responsible growth in fashion. This study analyzes different personal factors influencing Vietnamese consumer behaviors, including customer perceptions, customer motivations, financial situations, and environmental concerns; examines how these factors affect customer attitudes and behaviors toward sustainable fashion consumption.Methods: Based on a survey of 363 respondents and using Structural Equation Modeling (SEM), the study demonstrates that customer motivation has the most significant impact on attitudes toward sustainable fashion.Results: Environmental concerns significantly impact customers' purchasing decisions; however, consumer perception does not affect the choice to use sustainable fashion products. While consumers show a positive attitude toward sustainable fashion, there remains a gap between this attitude and actual purchasing behavior.Conclusions: Based on these findings, the authors propose relevant and meaningful solutions for sustainable fashion businesses and Vietnamese authorities.
The effect of visual marketing on customer attention and revisit intentions at coffee shops in popular tourist destinations in Vietnam Thuy Dao Cam, Chi Le Truc, Cuong Nguyen Thai, Huyen Tran Thanh, Chi Nguyen Thi Mai, Tung Tran Hoang Innovative Marketing, 2025 Type of the article: Research Article AbstractVisual marketing encompasses elements that affect how customers perceive visuals and influence their behavior. It significantly enhances customer experience, particularly in visually-driven sectors like tourism. However, there has not been much research on the impact of visual elements on customer behavior at tourist destinations, so this research was conducted to examine the impact of visual marketing on the revisit intentions of customers in coffee shops located in popular tourist destinations across Vietnam. A survey was conducted using popular social media platforms in Vietnam to collect the data of 455 participants during the second half of 2024. The findings suggest that visual marketing elements, such as layout, color, and interior design, significantly and strongly impact customers’ attention located in a coffee shop at a tourist destination, these elements positively influence customers’ intentions to revisit the coffee shop, albeit to a lesser degree. While location does not affect the relationship between visual marketing and customer attention, it plays a significant role in moderating the impact of visual marketing on customers’ intentions to return. The study offered potential solutions to improve visual marketing strategies for coffee shops located in popular tourist destinations, ensuring their continued success in Vietnam’s rapidly changing tourism industry. Future research directions include examining how the popularity of destinations and the online image management of tourism sites impact visual marketing. AcknowledgmentThe authors wish to express deep gratitude to all survey participants for taking the time to share their information, significantly contributing to the success of this study.
Mindfulness affecting loyalty with mediating role of customer experience in the context of adventure tourism in Vietnam Nguyen Ngoc Quang, Dao Cam Thuy Cogent Social Sciences, 2024 Mindfulness is a concept that has been studied both in the East and in the West, which can be understood simply as a state of attention and response to stimuli. In the particular context of the travelling industry, mindfulness will raise customer-focused attention (FAT) and involvement in activities they participate in or in the services they receive. This research was conducted to test a model of mindfulness affecting loyalty (return intention and word of mouth) with the mediating role of customer experience. Quantitative analysis was performed with questionnaires from 388 respondents who are experiencing adventure tourism in Vietnam with 15 travel agents. The result shows that (1) Novelty producing (NOP), novelty seeking (NOS) and FAT have significant contributions to Mindfulness (2) Mindfulness has a positive effect on customer experience, return intention and word of mouth (3) Customer experience both has a direct impact and acts as an intermediary factor affecting return intention and word of mouth. The findings contribute academically to testing the mindfulness scale and the causal relationship between this factor and customer loyalty. It also allows the managers to improve overall customer loyalty through a better understanding of its dimensions.
The moderating effects of involvement on the relationships between key opinion leaders, customer’s attitude and purchase intention on social media Dao Cam Thuy, Nguyen Ngoc Quang, Le Thanh Huong, Nguyen Thi Minh Phuong Cogent Business and Management, 2024 Businesses have focused on using key opinion leaders (KOLs) to reach their target customers because their use of technology and social media is more and more increasing. KOLs not only interact directly with potential customers but also influence their needs through reviews or testimonials, which traditional marketing cannot conduct. The purpose of this study is to investigate the factor of involvement moderating the relationship between KOLs, customer’s attitude and purchase intention on social networks; proposes four factors to make up the perception of KOLs on social media including attractiveness, trustworthiness, expertise and brand consistency. The research sample includes 546 responses from participants aged 16 to 40 years old. Data was collected through an online survey of popular social media users (Facebook, TikTok, Instagram, Zalo and Youtube) in Vietnam. The result of the study shows that the involvement factor has positively promoted the relationship between perception of KOLs, attitude of KOLs and purchase intention; customer’s attitude both has a direct impact and an intermediary factor in the relationship between KOL and purchase intention. Furthermore, brand consistency between KOLs and products has a strong influence on customer perception towards KOLs. The study proposed some solutions to improve the effectiveness of online influencer marketing.
Justice and trustworthiness factors affecting customer loyalty with mediating role of satisfaction with complaint handling: Zalo OTT Vietnamese customer case Nguyen Ngoc Quang, Dao Cam Thuy Cogent Business and Management, 2023 The main objective of this research is to expand the satisfaction with complaint handling theory to the OTT (Over The Top) application by examining the perceptions of justice and trustworthiness factors affecting customer loyalty mediating role of satisfaction complaint handling. A quantitative online survey was conducted based on a questionnaire of 520 Vietnamese users who have had complaints about Zalo OTT service in 2022. Confirmatory factor analysis was used to evaluate the reliability and validity of scales; then, structural equation modeling was used to assess the fitness of the research model, formulated hypotheses and the indirect relationships. Findings show that satisfaction with complaint handling is strongly influenced by consumer trustworthiness and three subfactors of justice; it also plays a mediating role in the impact of justice and trustworthiness factors on customer loyalty. However, customer trustworthiness has the strongest direct impact on customer loyalty. This research can be used as a model on which firms will base themselves to create customer loyalty by manipulating justice, trustworthiness and satisfaction with complaint-handling factors.
Value Creation for Advertisers in Location-Based Marketing Platforms: Insights from a Wi-fi Advertising Network DC Thuy, NT Dung, TH Long Digital Marketing, Consumer Behavior, and Economic Trends Journal 2 (1), 13-22 , 2026 2026
Consumer Acceptance and Behavioral Responses to Location-Based Marketing: Evidence in Vietnam DC Thuy, DT Nguyen, NT Do, TL Duong Asean International Sandbox Conference 9, 55-63 , 2026 2026
Assessing the impact of rebranding activities on customer-based brand equity: Evidence from Vietnamese enterprises TD Cam, PH Dang, NB Do, DT Truong, LT Nguyen, LK Vu Innovative Marketing 22 (1), 1 , 2026 2026
The Influence of Electronic Word-of-Mouth (eWOM) on Brand Involvement and Brand Awareness in the Fashion Sector DC Thuy, PTH Giang Asean International Sandbox Conference 7, 194-205 , 2025 2025
The Influence of Review Credibility on the Online Purchase Intentions of Vietnamese Consumers Using Tiktok Shop CT Dao International Working Conference on Transfer and Diffusion of IT, 345-363 , 2025 2025
Influence of Livestream Selling on Purchase Intention Fashion Products on TikTok D Cam Thuy, N Ngoc Quang Sage Open 15 (3), 21582440251375733 , 2025 2025 Citations: 2
The impact of personal factors on vietnamese consumers' attitudes towards sustainable fashion and their purchase decisions BPU Dao Cam Thuy, Do Thi Bich Ngoc, Nguyen Van Loc, Vu Khanh Linh, Tran ... Salud, Ciencia y Tecnologia 5 (2025), 1-13 , 2025 2025
The effect of visual marketing on customer attention and revisit intentions at coffee shops in popular tourist destinations in Vietnam TD Cam, C Le Truc, CN Thai, HT Thanh, CNT Mai, TT Hoang Innovative Marketing 21 (3), 47 , 2025 2025
Mindfulness affecting loyalty with mediating role of customer experience in the context of adventure tourism in Vietnam NN Quang, DC Thuy Cogent Social Sciences 10 (1), 2312651 , 2024 2024 Citations: 13
The moderating effects of involvement on the relationships between key opinion leaders, customer’s attitude and purchase intention on social media DC Thuy, N Ngoc Quang, LT Huong, NTM Phuong Cogent Business & Management 11 (1), 2400600 , 2024 2024 Citations: 15
Influence of channel communication on purchasing sustainable fashion in the Vietnamese market DC Thuy, VK Linh, TQ Anh, BP Uyen, DHN Mai Tạp chí Kinh tế & Kinh doanh 4 (2), 35-35 , 2024 2024
Justice and trustworthiness factors affecting customer loyalty with mediating role of satisfaction with complaint handling: Zalo OTT Vietnamese customer case N Ngoc Quang, DC Thuy Cogent Business & Management 10 (2), 2211821 , 2023 2023 Citations: 20
The Influence of Brand Sound on Brand Recognition of Vietnamese Consumers DC Thuy, PT Kiet, KT An, DVP Anh Tạp chí Kinh tế & Kinh doanh 3 (6), 36-36 , 2023 2023 Citations: 1
Factors affecting satisfaction and intention to repurchase retail banking services in Vietnam DC Thuy, N Ngoc Quang Cogent Business & Management 9 (1), 2137952 , 2022 2022 Citations: 31
Factors Affecting the Customer Satisfaction and Bank Brand Loyalty of Depositing Savings Individual Customers in Vietnam. NN Quang, DC Thuy, TH Nhung Journal of Positive School Psychology 6 (5) , 2022 2022 Citations: 4
Factors affecting gen Z customers’ satisfaction with sales promotions of Vietnam E-commerce platforms CT Dao, TL Nguyen, PYM Dang VNU Journal of Economics and Business 2 (4) , 2022 2022 Citations: 5
Nâng cao sự hài lòng của khách hàng trong dịch vụ ngân hàng bán lẻ tại các ngân hàng TMCP của Việt Nam CT Đào 2022
Factors affecting satisfaction and intention to repurchase retail banking services in Vietnam. Cogent Business & Management, 9 (1), 2137952 DC Thuy, N Ngoc Quang 2022 Citations: 5
Influencing factors on motorbike online buying intention of Vietnamese people NN Quang, DC Thuy Journal of Positive School Psychology 6 (5), 5542-5550 , 2022 2022 Citations: 3
Mô hình trải nghiệm khách hàng bán lẻ trong quản trị thông minh CT Đào Đại học Quốc gia Hà Nội , 2021 2021
MOST CITED SCHOLAR PUBLICATIONS
Factors affecting satisfaction and intention to repurchase retail banking services in Vietnam DC Thuy, N Ngoc Quang Cogent Business & Management 9 (1), 2137952 , 2022 2022 Citations: 31
Justice and trustworthiness factors affecting customer loyalty with mediating role of satisfaction with complaint handling: Zalo OTT Vietnamese customer case N Ngoc Quang, DC Thuy Cogent Business & Management 10 (2), 2211821 , 2023 2023 Citations: 20
The moderating effects of involvement on the relationships between key opinion leaders, customer’s attitude and purchase intention on social media DC Thuy, N Ngoc Quang, LT Huong, NTM Phuong Cogent Business & Management 11 (1), 2400600 , 2024 2024 Citations: 15
Mindfulness affecting loyalty with mediating role of customer experience in the context of adventure tourism in Vietnam NN Quang, DC Thuy Cogent Social Sciences 10 (1), 2312651 , 2024 2024 Citations: 13
Factors affecting gen Z customers’ satisfaction with sales promotions of Vietnam E-commerce platforms CT Dao, TL Nguyen, PYM Dang VNU Journal of Economics and Business 2 (4) , 2022 2022 Citations: 5
Factors affecting satisfaction and intention to repurchase retail banking services in Vietnam. Cogent Business & Management, 9 (1), 2137952 DC Thuy, N Ngoc Quang 2022 Citations: 5
Factors Affecting the Customer Satisfaction and Bank Brand Loyalty of Depositing Savings Individual Customers in Vietnam. NN Quang, DC Thuy, TH Nhung Journal of Positive School Psychology 6 (5) , 2022 2022 Citations: 4
Influencing factors on motorbike online buying intention of Vietnamese people NN Quang, DC Thuy Journal of Positive School Psychology 6 (5), 5542-5550 , 2022 2022 Citations: 3
Influence of Livestream Selling on Purchase Intention Fashion Products on TikTok D Cam Thuy, N Ngoc Quang Sage Open 15 (3), 21582440251375733 , 2025 2025 Citations: 2
The Influence of Brand Sound on Brand Recognition of Vietnamese Consumers DC Thuy, PT Kiet, KT An, DVP Anh Tạp chí Kinh tế & Kinh doanh 3 (6), 36-36 , 2023 2023 Citations: 1
Value Creation for Advertisers in Location-Based Marketing Platforms: Insights from a Wi-fi Advertising Network DC Thuy, NT Dung, TH Long Digital Marketing, Consumer Behavior, and Economic Trends Journal 2 (1), 13-22 , 2026 2026
Consumer Acceptance and Behavioral Responses to Location-Based Marketing: Evidence in Vietnam DC Thuy, DT Nguyen, NT Do, TL Duong Asean International Sandbox Conference 9, 55-63 , 2026 2026
Assessing the impact of rebranding activities on customer-based brand equity: Evidence from Vietnamese enterprises TD Cam, PH Dang, NB Do, DT Truong, LT Nguyen, LK Vu Innovative Marketing 22 (1), 1 , 2026 2026
The Influence of Electronic Word-of-Mouth (eWOM) on Brand Involvement and Brand Awareness in the Fashion Sector DC Thuy, PTH Giang Asean International Sandbox Conference 7, 194-205 , 2025 2025
The Influence of Review Credibility on the Online Purchase Intentions of Vietnamese Consumers Using Tiktok Shop CT Dao International Working Conference on Transfer and Diffusion of IT, 345-363 , 2025 2025
The impact of personal factors on vietnamese consumers' attitudes towards sustainable fashion and their purchase decisions BPU Dao Cam Thuy, Do Thi Bich Ngoc, Nguyen Van Loc, Vu Khanh Linh, Tran ... Salud, Ciencia y Tecnologia 5 (2025), 1-13 , 2025 2025
The effect of visual marketing on customer attention and revisit intentions at coffee shops in popular tourist destinations in Vietnam TD Cam, C Le Truc, CN Thai, HT Thanh, CNT Mai, TT Hoang Innovative Marketing 21 (3), 47 , 2025 2025
Influence of channel communication on purchasing sustainable fashion in the Vietnamese market DC Thuy, VK Linh, TQ Anh, BP Uyen, DHN Mai Tạp chí Kinh tế & Kinh doanh 4 (2), 35-35 , 2024 2024
Nâng cao sự hài lòng của khách hàng trong dịch vụ ngân hàng bán lẻ tại các ngân hàng TMCP của Việt Nam CT Đào 2022
Mô hình trải nghiệm khách hàng bán lẻ trong quản trị thông minh CT Đào Đại học Quốc gia Hà Nội , 2021 2021
