The influence of social media marketing on purchase intention of Vietnamese travellers in tourism industry in Ho Chi Minh city
Abstract
The aim of this research is investigate the relationship of online communications through
social media platform including online communities, online advertising, E WOM to
purchase intention in Ho Chi Minh City. The contribution of this study is highlighting the
role of trust as mediation among the variables. With the 286 respondents, multiple
regression and path analysis are used to test the hypothesis. As a result, the study proved
the direct relationship and indirectly relationship of independent variables and dependent
variables. Especially, online advertising has both indirect and direct relationship to
purchase intention hence the marketers of Tourism Company should pay more attention
to this factor to attract more potential customers.