The Influence of Social Advertising on Consumer's Online Purchase Intention: The Mediating Role of Brand Loyalty
-
Duc NGUYEN HUU THIEN Faculty of Commerce – Tourism Industrial University of Ho Chi Minh City, Viet Nam
Social media advertising plays a crucial role in brand development within consumer awareness, influencing purchase intentions, and is emphasised and utilised by businesses in their strategies. The objective of this study is to analyse the impact of social media advertising on consumers' purchase intentions in Ho Chi Minh City. The research employs two main methods: qualitative and quantitative. Data was collected from 656 consumers living in Ho Chi Minh City. The results show that there are six factors - entertainment value, informativeness, celebrity endorsement, interactivity, trust, and brand image of social media advertising - that affect consumers' online purchase intentions in Ho Chi Minh City through the mediating variable of loyalty. Based on the research results, several solutions are proposed to help businesses realise that social media advertising can enhance their sales and potentially achieve brand loyalty from consumers.
Copyright© 2025 The Author(s). This article is distributed under the terms of the license CC-BY 4.0., which permits any further distribution in any medium, provided the original work is properly cited.
Thai Dong, T., Hoang Thi, T., To Cong, T., Bui Anh, C., Tra Thi, M., Nguyen Huu Thien, D., & Le Thi Thanh, T. (2025). The influence of social advertising on consumer's online purchase intention: The mediating role of brand loyalty. Journal of Applied Economic Sciences, Volume XX, Spring, 1(87), 59 – 77. https://doi.org/10.57017/jaes.v20.3(87).05
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Aguirre, E., Mahr, D., Grewal, D., De Ruyter, K., & Wetzels, M. (2015). Unravelling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49. https://doi.org/10.1016/j.jretai.2014.09.005
Agrawal, P., & Trivedi, B. (2021). Social media platforms for digital marketing. Proceedings of Advances in Theory, Research and Practices in Management GLSU–ATRPM. https://www.researchgate.net/publica-tion/351748988_Social_Media_ Platforms_for_Digital_Marketing
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008
Arli, D. (2017). Does social media matter? Investigating the effect of social media features on consumer attitudes. Journal of Promotion Management, 23(4), 521-539. https://doi.org/10.1080/10496491.2017.1297974
Arora, T., & Agarwal, B. (2020). An empirical study on determining the effectiveness of social media advertising: A case on Indian millennials. International Journal of E-Business Research, 16(2), 47-68. https://doi.org/10.4018/IJEBR.2020040104
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
El Ashmawy, M., & El-Sahn, F. (2014). Measuring the University Students’ Attitude toward Facebook Advertising Arab Academy for Science, Technology and Maritime Transport.https://macrotheme.com/yahoo_site_admin/ assets/docs/4MR39As.4103753.pdf
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 421-458. https://doi.org/10.2307/2393203
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. https://doi.org/10.1108/JRIM-06-2016-0065
Benhamza Nsairi, Z. (2012). Managing browsing experience in retail stores through perceived value: implications for retailers. International Journal of Retail & Distribution Management, 40(9), 676-698. https://doi.org/10.1108/09590551211255965
Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209. https://doi.org/10.1057/palgrave.bm.2540069
Blanco, C. F., Blasco, M. G., & Azorín, I. I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages. Communications of the IBIMA, 1-11. http://dx.doi.org/10.5171/2010.130147
Brolin, R., & Spångby, C. (2020). The impact of advertising exposure on attitudes and purchase intention: A quantitative study measuring the impact of Instagram advertising exposure on attitudes toward the ads and brands, and purchase intention of sportswear. Jönköping International Business School. https://www.diva-portal.org/smash/get/diva2:1435637/FULLTEXT01.pdf
Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on customer trust and loyalty: The case of free software. Online Information Review, 31(6), 775–792. https://doi.org/10.1108/14684520710841766
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Cheah, J.H., D. Waller, P. Thaichon, H. Ting, & X.J. Lim. (2020b). Price image and the sugrophobia effect on luxury retail purchase intention. Journal of Retailing and Customer Services, 57, 102188. https://doi.org/10.1016/j.jretconser.2020.102188
Chen, J., Teng, L., Yu, Y., & Yu, X. (2016). The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence. Journal of Business Research, 69(2), 467-475. https://doi.org/10.1016/j.jbusres.2015.05.003
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261. http://dx.doi.org/10.1504/IJEBR.2019.10019330
Clark, L. A., & Watson, D. (1991). Tripartite model of anxiety and depression: Psychometric evidence and taxonomic implications. Journal of Abnormal Psychology, 100, 316-336. https://doi.org/10.1037//0021-843x.100.3.316
Cohen, J. (1988). Statistical power analysis for the behavioural sciences (2nd Ed.). Hillsdale, NJ: Lawrence Earlbaum Associates. https://doi.org/10.4324/9780203771587
De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21, 495-515. https://doi.org/10.1057/bm.2014.18
Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behaviour, 59, 165-172. https://doi.org/10.1016/j.chb.2016.01.037
Emini, A., & Zeqiri, J. (2021). Social media marketing and purchase intention: Evidence from Kosovo. Ekonomska Misao iPraksa, 30(2), 475-492. https://doi.org/10.17818/EMIP/2021/2.8
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48. http://dx.doi.org/10.2501/JAR-41-3-39-48
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Reading (Mass.): Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333-344. https://doi.org/10.1177/1094670503005004005
Gabrielli, V., & Baghi, I. (2016). Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person. Journal of Marketing Communications, 22(4), 385-402. https://doi.org/10.1080/13527266.2014.894932
Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4). https://aisel.aisnet.org/misqe/vol9/iss4/3
Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: the database for Advances in Information Systems, 37(2-3), 42-50. https://doi.org/10.1145/1161345.1161353
Gil, R. B., Andres, E. F., & Salinas, E. M. (2007). Family as a source of consumer‐base brand equity. Journal of Product & Brand Management, 16(3), 188-199. https://doi.org/10.1108/10610420710751564
Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404. https://doi.org/10.1287/mksc.1100.0583
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., ... & Ray, S. (2021). An introduction to structural equation modelling. Partial least squares structural equation modelling (PLS-SEM) using R: A workbook, 1-29. https://doi.org/10.1007/978-3-030-80519-7_1
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modelling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.
Hair, Jr, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. European Business Review, 28(1), 63-76. https://doi.org/10.1108/EBR-09-2015-0094
Han, H., Nguyen, H. N., Song, H. J., Chua, B. L., Lee, S., & Kim, W. (2019). Role of social network services (SNS) sales promotions in generating brand loyalty for chain steakhouses. Journal of Quality Assurance in Hospitality & Tourism, 20(5), 617-645. https://doi.org/10.1080/1528008X.2019.1579078
Hashim, N. H., Normalini, & Sajali, N. (2018). The influence factors towards mobile advertising message content on consumer purchase intention. Global Business Review, 19(5), 1187-1206. https://doi.org/10.1177/0972150918788746
Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., ... & Calantone, R. J. (2014). Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modelling in international marketing. Advances in International Marketing, 20, 277–320. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. https://doi.org/10.1177/002224299606000304
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modelling: a Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. 34(4), 96-109. https://doi.org/10.1016/j.tele.2017.01.004
Jamil, K., Dunnan, L., Gul, R. F.,Shehzad, M. U., Gillani, S. H. M.,& Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.808525
Jamil, R. A., & Rameez ul Hassan, S. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: A comparative study.Journal of Management Info, 4(1), 1-23. http://dx.doi.org/10.31580/jmi.v4i1.18
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-02-2019-2280
Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: the roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70-85. https://doi.org/10.1016/j.intmar.2019.07.002
Kim, J., & Lee, K. H. (2019). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research, 99, 422-429. https://doi.org/10.1016/j.jbusres.2017.10.001
Kline, P. (2015). A Handbook of Test Construction (Psychology Revivals): Introduction to Psychometric Design. Routledge.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Li, M.W., H.Y. Teng, and C.Y. Chen. (2020). The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184-192. https://doi.org/10.1016/j.jhtm.2020.06.015
Li, J., Guo, F., Xu, J., & Yu, Z. (2022). What influences consumers’ intention to purchase innovative products: Evidence from China. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.838244
Li, P., & Hassan, S. H. (2023). Mapping the literature on Gen Z purchasing behaviour: A bibliometric analysis using VOSviewer. Innovative Marketing, 19(3),62-73. https://doi.org/10.21511/im.19(3).2023.06
Limbu, Y. B., Wolf, M., & Lunsford, D. (2012). Perceived ethics of online retailers and consumer behavioural intentions: The mediating roles of trust and attitude. Journal of Research in Interactive Marketing, 6(2), 133-154. https://doi.org/10.1108/17505931211265435
McCutcheon, L. E., Lange, R., & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British Journal of Psychology, 93(1), 67-87. http://dx.doi.org/10.1348/000712602162454
Men, L. R., & Tsai, W. H. S. (2015). Infusing social media with humanity: Corporate character, public engagement, and relational outcomes. Public Relations Review, 41(3), 395-403. https://doi.org/10.1016/j.pubrev.2015.02.005
Nabila, S., & Achyar, A. (2019). Analysis of factors affecting users’ attitude toward the YouTube ads and their effects on purchase intention. Jurnal Manajemen Dan Bisnis Sriwijaya, 17(2), 91-100. https://doi.org/10.29259/jmbs.v17i1.8858
Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behaviour, 62, 743-753. https://doi.org/10.1016/j.chb.2016.04.042
Oh, J., & Sundar, S. S. (2015). How does interactivity persuade? An experimental test of interactivity on cognitive absorption, elaboration, and attitudes. Journal of Communication, 65(2), 213-236. https://doi.org/10.1111/jcom.12147
Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humour on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(5), 1524-1533. https://doi.org/10.1016/j.tele.2018.03.020
Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations. Journal of Interactive Marketing, 17(4), 38-53. https://doi.org/10.1002/dir.10064
Roozen, I., & Claeys, C. (2010). The Relative Effectiveness of Celebrity Endorsement for Print Advertisement. Review of Business and Economic Literature, 55(1), 76-90. https://www.romanpub.com/resources/2-2020.pdf
Rotzoll, K. B. & Haefner, J. E. (1990). Advertising in Contemporary Society. 2nd ed. Cincinnati, OH.: South-Western Publishing.
Swathi, P. K., & Linus, S. (2022). Social media marketing – A systematic review of literature. Journal of Emerging Technologies and Innovative Research, 9(4). https://www.researchgate.net/publica-tion/360084751_Social_Media_Marketing_-A_Systematic_Re-view_of_Literature
Tabachnick, B. G., & Fidell, L. S. (1996). Using Multivariate Statistics. Northridge. Cal.: Harper Collins, 1(2), 249-265.
Thanh, N. D., & Thi, C. H. (2011). Proposing a model for acceptance and use of e-banking in Vietnam. Journal of Science and Technology Development, Volume 14. https://vjol.info.vn/index.php/JSTD/article/view/8643/8021
Tran, N. M., & Thanh, M. V. N. (2017). (2017). Analyzing the impact of social media advertising on consumer purchase intention in Can Tho city. Can Tho University Science Journal (48), 66-76. https://doi.org/10.22144/ctu.jvn.2017.631
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://www.researchgate.net/publication/228819052 _Consumer_Attitudes_Toward_Mobile_Advertising_An_Empirical_Study
Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage.
Wang, L., Law, R., Hung, K., & Guillet, B. D. (2014). Consumer trust in tourism and hospitality: A review of the literature. Journal of Hospitality and Tourism Management, 21, 1-9. https://doi.org/10.1016/j.jhtm.2014.01.001
Wu, L., Danko, Y., Chen, F., Yao,X., & Zhang, F. (2022). Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace. Innovative Marketing, 18(1),152-167. https://doi.org/10.21511/im.18(1).2022.13
Yeo, S. F., Tan, C. L., Lim, K. B., Leong, J. Y., & Leong, Y. C. I. (2020). Effects of social media advertising on consumers' online purchase intentions. Global Business and Management Research, 12(1), 89-106. http://www.gbmrjournal.com/pdf/v12n1/V12N1-9.pdf
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3