VAI TRÒ CỦA NIỀM TIN THƯƠNG HIỆU TRONG MỐI QUAN HỆ GIỮA HOẠT ĐỘNG TIẾP THỊ TRUYỀN THÔNG XÃ HỘI VÀ Ý ĐỊNH MUA SẢN PHẨM QUẢNG CÁO CỦA NGƯỜI TIÊU DÙNG Ở VIỆT NAM

Abstract

The purpose of this study is to examine the effect of social media marketing activities on customer’s purchase intention toward the product in the ads in Viet Nam. In which, the role of brand trust is clarified in this relationship. We used the online survey for data collection via online questionnaires with a sample of 540 social media users. The collected data was analysed by applying a partial least squares algorithm method. The result indicated that social media marketing activities have both direct and indirect effects on customer’s purchase intention via brand trust. The findings show that the important role of creating trust in advertising messages on social media marketing in forming customer purchase intention.