The Influence of Social Advertising on Consumer's Online Purchase Intention: The Mediating Role of Brand Loyalty
The Influence of Social Advertising on Consumer's Online Purchase Intention: The Mediating Role of Brand Loyalty

Summary/Abstract: Social media advertising plays a crucial role in brand development within consumer awareness, influencing purchase intentions, and is emphasized and utilized by businesses in their strategies. The objective of this study is to analyse the impact of social media advertising on consumers' purchase intentions in Ho Chi Minh City. The research employs two main methods: qualitative and quantitative. Data was collected from 656 consumers living in Ho Chi Minh City. The results show that there are six factors - entertainment value, informativeness, celebrity endorsement, interactivity, trust, and brand image of social media advertising - that affect consumers' online purchase intentions in Ho Chi Minh City through the mediating variable of loyalty. Based on the research results, several solutions are proposed to help businesses realize that social media advertising can enhance their sales and potentially achieve brand loyalty from consumers.

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