The Impact Of Social Media Marketing Through Mediating Factors On The Purchase Intention: A Case Study Of Cocoon Vietnam Brand

Abstract

With the current digital era, the use of social media and social media marketing has become crucial in the marketing strategies of businesses. Understanding the impact of social media marketing on purchase intention is essential for optimizing marketing campaigns and enhancing competitiveness in the market. Therefore, conducting a study on the impact of social media marketing through mediating factors on purchase intention is highly necessary, particularly in the context of the Vietnamese market. Vietnam is one of the countries with a high level of social media usage, with millions of users. The popularity and growth of social media have created significant potential for utilizing social media marketing to influence consumer buying behavior. However, there is still a limited number of studies directly exploring this topic with a focus on Vietnamese businesses, especially in the skincare and beauty product industry. Hence, conducting a study titled "The Impact of Social Media Marketing through Mediating Factors on Purchase Intention: A Case Study of Cocoon Vietnam Brand" would provide valuable insights. This study aims to examine the influence of Social Media Marketing through mediating factors on Purchase Intention in the skincare and beauty product industry in Vietnam. By investigating the case of Cocoon Vietnam Brand, new information regarding the impact of Social Media Marketing and mediating factors in the Vietnamese context can be gathered. The results of this study will offer practical implications and contribute to enhancing the effectiveness of Social Media Marketing campaigns in Vietnam for businesses and the research community. This study utilizes quantitative research methodology to collect primary data from a target population of Gen Z cosmetic consumers in Ho Chi Minh City. Due to the unavailability of existing data and the need for data quality control, the researchers will employ statistical and mathematical techniques to systematically investigate the impact of Social Media Marketing activities on Purchase Intention for the Cocoon Vietnam brand. A convenience sampling approach will be used to select 300 respondents who are familiar with or have used Cocoon Vietnam products. The primary data will be collected through online surveys using Google Forms. The study aims to examine the relationships between variables within a statistical context xiii and shed light on the effectiveness of Social Media Marketing activities in influencing Purchase Intention among Gen Z consumers in the cosmetics industry. After a period of 3 months with in-depth analysis, the research findings highlight the importance of a strong Brand Image in generating greater opportunities for customer Purchase Intention. This has implications for domestic skincare and beauty product brands in Vietnam, including Cocoon and smaller market share brands, as they should prioritize the optimization of the Entertainment and Customization factors through targeted marketing activities. By doing so, these brands can attract more customers who have Purchase Intentions driven by their perception of the Brand Image. Additionally, these findings offer valuable insights for foreign brands in the same industry aiming to enter the Vietnamese market, helping them gain a deeper understanding of the market dynamics in Vietnam.