Class 27 Students of the Faculty of Public Relations - Communications defend their Graduation Theses

On May 30, 2025, Class 27 students from the Faculty of Public Relations – Communications at Van Lang University officially entered their graduation thesis defense session. Twelve theses were presented, reflecting students’ serious research efforts, critical thinking, and ability to apply knowledge in practice throughout their academic journey.

Although they did not have many opportunities to engage in scientific research early on, the first Class of Multimedia Communications major demonstrated their efforts through topics that are both timely as well as logically and carefully executed. Notable examples include “The reception of communication messages from IMC activities in response to LGBTQ+ Pride Month by Gen Z in Ho Chi Minh City” by Nguyen Gia Bao, and “The impact of influencer marketing on women’s intention to use filler services in Ho Chi Minh City” by Le Quoc Huy, which explores practical perspectives on consumer behavior in the beauty industry, a rapidly growing trend in major urban areas.

Đề tài “Gen Z trong việc tiếp nhận và hành vi tiêu thụ các sản phẩm văn hóa đại chúng có yếu tố lịch sử Việt Nam” của sinh viên Đặng Khánh Ngọc gây ấn tượng với sự đầu tư bài bản về khung lý thuyết và phương pháp nghiên cứu định tính. Buổi bảo vệ khóa luận của Khánh Ngọc trở nên đặc biệt và ý nghĩa khi phụ huynh cũng có mặt để động viên tinh thần cho bạn cũng như các bạn sinh viên khác.

The thesis titled “Gen Z’s reception and consumption behavior of popular cultural products featuring Vietnamese historical elements” by student Dang Khanh Ngoc stood out for its well-structured theoretical framework and qualitative research methodology. Khanh Ngoc’s thesis defense became even more special and meaningful with the presence of her parents, who came to support not only her but also other students during this important milestone.

Meanwhile, Public Relations students continued to demonstrate their strengths in both qualitative and quantitative research, as well as strategic thinking. This year’s theses addressed pressing issues in today’s media landscape, including internal communication in public organizations, de-influencing trend on TikTok, impact of CSR communication on Gen Z’s consumer behavior, and raising biodiversity awareness among the youth. Each thesis was carried out with academic rigor, supported by a clear theoretical framework, reliable data, and strong analytical thinking, accompanied by highly practical, solution-oriented proposals.

The thesis titled “The impact of corporate philanthropy on Gen Z’s loyalty toward beverage chains in Ho Chi Minh City” by student Tran Thi Truc Linh stood out as one of the highlights. With a logical structure, practical relevance, and professional presentation, the thesis showed strategic thinking in CSR communication, especially in the highly competitive F&B industry, where Gen Z is increasingly drawn to brands that embody meaningful human values.

One of the most outstanding theses, highly praised by the evaluation committee, was “Biodiversity communication by international NGOs in Vietnam: Content analysis of WWF-Vietnam Facebook Fanpage from 2022 to 2024” by student Nguyen Thi Yen Nhi. The thesis demonstrated a strong ability to process large data sets and apply advanced academic approaches. Each analytical step was well-founded, presented with logical structure and refined scholarly writing, serving as clear evidence of the student’s thorough preparation, serious commitment, and responsible research attitude.

Another remarkable highlight was the presentation of three theses delivered entirely in English: “The role of male influencers on TikTok in shaping gender norms and cosmetic purchase intentions of male consumers (young adult men, 18–25) in Ho Chi Minh City” by Doan Nguyen Truc Quynh; “Women’s representation and female audiences’ reception of women’s role in the workplace context: Analyzing Chang Vo Cua Em (2018)” by Nguyen Ho Minh Tuyet; and “Fostering HCM Gen Z brand trust and loyalty in F&B businesses through ESG practices” by Ta Duc Sang. The committee highly appreciated students’ confidence in embracing academic English, recognizing not only their linguistic competence but also their well-rounded expertise in research and professional thinking. Each thesis demonstrated a clear, coherent structure and was presented with fluency and confidence, reflecting students’ readiness to integrate into global academic and professional environments.

News: Dang Khoa
Photos: Gia Minh