Published date: Dec 07 2023

Journal Title: KnE Social Sciences

Issue title: The International Conference on Environmental, Social and Governance (ICESG 2022)

Pages: 555–572

DOI: 10.18502/kss.v8i20.14625

Vo Minh SangDepartment of Business Administration, FPT University, Vietnam

Nguyen Mai TranDepartment of Business Administration, FPT University, Vietnam

Ho My DuyenDepartment of Business Administration, FPT University, Vietnam

Le Tuong ViDepartment of Business Administration, FPT University, Vietnam

Nguyen Gia Bao ViDepartment of Business Administration, FPT University, Vietnam

Pham Thi Phuong ThaoDepartment of Business Administration, FPT University, Vietnam

The study aimed to examine the impact of social media marketing on brand awareness and purchase intention for Vietnamese domestic fashion brands. Quantitative research was conducted on 302 Vietnamese people of Generation Z. The questionnaire designed on Google forms was sent to research samples who were willing to participate. Research results determined the role and benefits of social media marketing in 2 aspects: (1) information about the brand of social media marketing on social networks and (2) brand engagement on social networks. Social media marketing has a positive impact on brand awareness and purchase intention of Vietnamese domestic fashion brands. In particular, brand information when communicating on social networks has a direct and positive impact on brand awareness and purchase intention. Brand engagement on social networks has a positive direct impact on brand awareness and a positive indirect impact on purchase intention through brand awareness. The research results show that Vietnamese domestic fashion brands do quite well in social media marketing, and are highly appreciated by the online community of generation Z in Vietnam. In the future, in order to improve brand awareness and purchase intention, Vietnamese domestic fashion brands need to pay attention to the brand information properties of social media marketing programs and need to invest more in brand engagement characteristics of social networks.

Keywords: social media marketing, brand awareness, purchase intention

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