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

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.