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.