NEWS
- October 2017: I finally opened a cozy Vietnamese restaurant in Helsinki with friends. SUROTE HELSINKI - FAST.FRESH.FIT is located at Cygnaeuksenkatu 5 C (near Kamppi).
- Summer holiday 2017 was spent with Dr. Anna Aret (Department of Stellar physics of Tartu Observatory, Estonia) on stellar pulsations of blue supergiants. I also had fortune to work in the Stellar physics Department of Ondřejov Observatory, Czechia as a visiting student during 18.06-15.07.2017.
- Conference participation: European Week of Astronomy and Space Science (EWASS 2017) in Prague during 26.06 – 30.06.2017.
- **Poster: Aret, A.; Kraus, M.; Duong, K. ; Eenmäe, T.; Kivila, Ü.; Verro. T.; Tomíc. S. Pulsations in blue supergiants: the case of ρ Leo. [PDF →]
- June 2017: graduation from the BBA program at Arcada.
BRIEFLY
In terms of contemporary role models I admire Professor Dan Ariely and Professor Trinh Xuan Thuan. The psychological experiments by Prof. Ariely et al. really sparked my curiosity about the effects of emotional factors on an individual's consumption decisions (Thanks, Dan! I became a very wise consumer and wiser marketer). While, Prof. Trinh's books encourage me to do science and stay with it.
Specialties:
# Marketing (digital marketing, public relations, branding, event campaigns)
# Consumer behavior
# Tech startup
---------------------------
Main tools:
# R statistical environment (packages: ggplot2, semTools, lavaan)
# TeXMaker, gnuplot
# IRAF environment for astronomical data (packages: apextract, onedspec, astutil)
# SAOImage DS9, AstroLabs
# Illustrator, InDesign, Photoshop, Inkscape
# Microsoft Dynamics NAV, Travius, FileMaker
# CMS Made Simple, WordPress
# Google Analytics
# Systems: Windows, Linux
# Languages: English (C1), Swedish (A2.1), Vietnamese (mother tongue)
# Marketing (digital marketing, public relations, branding, event campaigns)
# Consumer behavior
# Tech startup
---------------------------
Main tools:
# R statistical environment (packages: ggplot2, semTools, lavaan)
# TeXMaker, gnuplot
# IRAF environment for astronomical data (packages: apextract, onedspec, astutil)
# SAOImage DS9, AstroLabs
# Illustrator, InDesign, Photoshop, Inkscape
# Microsoft Dynamics NAV, Travius, FileMaker
# CMS Made Simple, WordPress
# Google Analytics
# Systems: Windows, Linux
# Languages: English (C1), Swedish (A2.1), Vietnamese (mother tongue)
recent RESEARCH WORK
# Study on stellar pulsations in blue supergiants: the case of ρ Leo (Tartu and Prague, May-June 2017)
**Poster for EWASS 2017 Conference [PDF →]
# Bachelor thesis (Helsinki, April 2017)
Topic:
The influences of psychological sense of brand community (PSBC) on mobile game loyalty: a case study research (Graded Excellent 5/5)
**View/Download Thesis / Presentation / Evaluation
Abstract:
This thesis contributes to Carlson et al.’s (2008) findings on a brand-based community and its psychological aspects. The research aimed to investigate the influences of psychological sense of brand community (PSBC) on mobile game loyalty. Particularly, it attempted to, first, look at sense of brand community from the social identity viewpoint, and second, explore the influence of PSBC on game loyalty as well as the role PSBC plays in the satisfaction–loyalty relationship. The relevant studies from journals, books and internet sources were reviewed to form the theoretical framework and develop the hypotheses. A web-survey for mobile game players was conducted during 1 week in October 2016 with 192 usable responses collected. Each participant was asked to answer 15 questions on the Likert-scales to measure PSBC, game satisfaction and game loyalty. The measurements were adapted from previous related studies. Structural equation modeling (SEM) was used to assess the hypothesized relationships. The analysis was conducted in R environment, using mainly package ‘lavaan’. The findings showed that PSBC directly contributes to players’ loyalty regardless of the presence of their social interaction with one another. Mobile game satisfaction is still a more critical factor influencing loyalty, although PSBC is found to positively mediate the effect of game satisfaction on loyalty. The results also revealed that mobile game players care about the services provided by the gaming vendor, the ability the vendor handles opportunistic gaming behavior, and the account administration. To conclude this thesis, several recommendations for future PSBC-interest studies were given.
**Poster for EWASS 2017 Conference [PDF →]
# Bachelor thesis (Helsinki, April 2017)
Topic:
The influences of psychological sense of brand community (PSBC) on mobile game loyalty: a case study research (Graded Excellent 5/5)
**View/Download Thesis / Presentation / Evaluation
Abstract:
This thesis contributes to Carlson et al.’s (2008) findings on a brand-based community and its psychological aspects. The research aimed to investigate the influences of psychological sense of brand community (PSBC) on mobile game loyalty. Particularly, it attempted to, first, look at sense of brand community from the social identity viewpoint, and second, explore the influence of PSBC on game loyalty as well as the role PSBC plays in the satisfaction–loyalty relationship. The relevant studies from journals, books and internet sources were reviewed to form the theoretical framework and develop the hypotheses. A web-survey for mobile game players was conducted during 1 week in October 2016 with 192 usable responses collected. Each participant was asked to answer 15 questions on the Likert-scales to measure PSBC, game satisfaction and game loyalty. The measurements were adapted from previous related studies. Structural equation modeling (SEM) was used to assess the hypothesized relationships. The analysis was conducted in R environment, using mainly package ‘lavaan’. The findings showed that PSBC directly contributes to players’ loyalty regardless of the presence of their social interaction with one another. Mobile game satisfaction is still a more critical factor influencing loyalty, although PSBC is found to positively mediate the effect of game satisfaction on loyalty. The results also revealed that mobile game players care about the services provided by the gaming vendor, the ability the vendor handles opportunistic gaming behavior, and the account administration. To conclude this thesis, several recommendations for future PSBC-interest studies were given.
CONTACT
Kim Duong
Email: kim.ngan.duong[at]outlook.com
Email: kim.ngan.duong[at]outlook.com