| dc.description.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
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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. | en_US |
