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Abstract
This paper is to examine the effects of SMMAs on consumers' willingness to pay a price premium (WTPPP), which clarifies the role of brand image, perceived quality, and attitude toward the brand in the Ad.. The data was collected through an online survey with a sample of 540 Vietnamese consumers. SmartPLS 3.3 software was used to analyze the data that applied the partial least squares (PLS-SEM) method. The analysis results show the indirect effect of SMMAs on WTPPP through brand image, perceived quality, and attitude toward the brand in the Ad. This result has made some theoretical contributions in further explaining the Vietnamese consumers’ response to price under the stimulation of marketing activities on SM. Simultaneously, the paper also recommends that SMMAs should increase the poisive brand image, convince them of product/service quality, and create a positive attitude towards the brand to increase their WTPPP with the brand.