Social Media And The Influence Of Ewom Information On Consumer's Behavioral Intentions On Vietnamese Beauty Products. The Case Of Cocoon Vietnam On Instagram

Abstract

The Internet, along with mobile social networks and other digital communication platforms, has become an integral aspect of the lives of billions of individuals globally. The proliferation of the internet sphere has resulted in the expansion of interactions between consumers and consumers, as well as between brands and consumers. The aim of this study is to examine the attributes of electronic word-of-mouth (eWOM) information, including its quality, credibility, and utility, and how these influence consumers' behavioral intentions. This study utilized the information adoption model (IAM), Theory of Reasoned Action, and Social Exchange Theory to examine the impact of electronic word-of-mouth (eWOM) information on how consumers intend to purchase and forward eWOM information on mobile social platform. The study employed a sample size of 269 participants to assess the suggested model utilizing SPSS SmartPLS software. The participants in this study are Vietnamese consumers aged between 18 and 35, selected using the convenience sample approach. The findings indicate that the excellence and trustworthiness of eWOM data have a favorable and direct impact on the perceived utility of the information. The impact of information usefulness on adopting it is mediated by one's attitude toward eWOM information. Furthermore, the individual's disposition towards electronic eWOM information and their willingness to accept and utilize this information both have a substantial and favorable impact on their behavioral intentions, including their intention to make a purchase and share eWOM information with others. This study provides a thorough and scientifically supported analysis of the factors related to eWOM information in mobile social networks. The findings of this study may also be valuable for practitioners and managers of online enterprises. The paper encompasses both constraints and suggestions for further investigations.