Submission is open for November 2024, Call for papers Volume 06, Issue 11, November 2024, Open Access; Peer Reviewed Journal; Fast Publication. The Journal is welcoming original Research Articles, Book Reviews, Commentaries, Reviewed Articles, Technical Notes Please you can reach us if you have any queries send email to: editor@journalijisr.com

THE MEDIATING ROLE OF TRUST ON SOCIAL MOTIVATION AND PURCHASING INTENTION DYNAMICS IN HO CHI MINH CITY, VIETNAM

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Author: 
Pham Gia Long and *Dr. Nguyen Hong Anh
Country: 
Vietnam
Volume & Issue: 
Volume 06, Issue 06, June 2024
Page No: 
6537-6540
Abstract: 

This study investigates how trust mediates the dynamics between consumers' engagement with social media and their online purchase intentions in the fashion industry in Vietnam. Drawing on a theoretical framework that integrates concepts from social media marketing and consumer behavior literature, the research investigates how social media activities influence consumer trust and subsequent online Purchase intention. The findings reveal a significant positive effect of social media engagement on both consumer trust and online purchase intention. Moreover, trust in fashion retailers was found to partially mediate the relationship between social media engagement and online purchase intention. The study contributes to the existing body of knowledge by shedding light on the intricate dynamics between SM marketing, consumer trust, and purchase behavior in the Vietnamese fashion market. The theoretical and practical implications of the study offer valuable insights for marketers aiming to leverage social media platforms effectively to enhance consumer trust and drive online sales in the rapidly evolving digital landscape of Vietnam's fashion industry.

KeyWords: 
Social media (SM), consumer behavior, trust, purchase intention (PI), fashion, Vietnam, online shopping, mediation, social media engagement, retailers.