| dc.description.abstract | This study investigates how trust mediates the dynamics between
consumers' engagement with social media and their online purchase intentions in the
fashion industry in Vietnam. Drawing on a theoretical framework that integrates concepts
from social media marketing and consumer behavior literature, the research investigates
how SM activities influence consumer trust and subsequent online PI. The findings reveal
a significant positive effect of SM engagement on both consumer trust and online PI.
Moreover, trust in fashion retailers was found to partially mediate the relationship between
SM engagement and online PI. The study contributes to the existing body of knowledge by
shedding light on the intricate dynamics between SM marketing, consumer trust, and
purchase behavior in the Vietnamese fashion market. The theoretical and practical
implications of the study offer valuable insights for marketers aiming to leverage SM
platforms effectively to enhance consumer trust and drive online sales in the rapidly
evolving digital landscape of Vietnam's fashion industry. | en_US |
