Assessing the Impact of Social Media Marketing on the Purchase Intentions of Customers: The Understanding Acquired from Vietnamese English Centers

Abstract

There have been numerous researches on online shopping behaviour on retail websites as a result of the rapid growth of digital and e-commerce in Vietnam in recent years. Despite the tremendous growth in usage of social networking sites, there is little study on consumer purchasing behaviour on these websites. In order to describe the effects of social media marketing on customer attitudes and purchase intentions, the study will develop a research model. The study investigates the effects of online brand communities (OBC), online advertising (OA), electronic word of mouth (E-WOM), and customer purchase intention in Vietnamese English centers using a survey technique with 2500 questions (1606 valid responses). The results, which show the positive effects of E-WOM, OBC, and OA on customer purchase intention in the Vietnamese English Centers, are in line with other studies. Moreover, the research incorporates actual data specific to the Vietnamese context, setting it apart from previous studies conducted elsewhere. It improves theoretic knowledge of social media marketing in Vietnamese language learning institutions.