Social Media Marketing and ıts Influence on Brand Loyalty towards Fast Fashion Brands among Vietnamese Millennials

Trinh Thi Hong Van () and Tinfah Chung
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Trinh Thi Hong Van: HELP University, Malaysia

Eurasian Journal of Social Sciences, 2022, vol. 10, issue 4, 204-225

Abstract: In an experience-driven world, social media increasingly influences Vietnamese consumers in how they behave, perceive brands, and purchase decision-making, especially millennial consumers. Hence, fast fashion brands have transformed networking sites into an ideal marketing instrument to accelerate their penetration into the Vietnam market. The main purpose of this study is to illuminate the relationship between Social Media Marketing and Brand Loyalty towards fast fashion brands among Vietnamese millennials, underpinned the Stimulus-Organism-Response (S-O-R) model. The secondary purpose is to explore whether Social Media Marketing would be indirectly associated with Brand Loyalty through Brand Trust, Brand Image, and Self-Congruence. This study adopts a quantitative research approach and a cross-sectional research design. Using non-probability sampling, 268 valid responses are obtained from participants aged 26 to 41. As a result, the findings shed light on how social media marketing positively affected brand loyalty through the mediating effect of brand trust, brand image, and self-congruence. It contributes to the existing literature with four critical outcomes, broadening the theoretical scope of online consumer behavior. These findings are beneficial for fast fashion brands, marketers, and practitioners in emerging countries to develop and strengthen millennial customers’ loyalty.

Keywords: Stimulus-Organism-Response (S-O-R); Social Media Marketing; Brand Loyalty; Brand Trust; Brand Image; Self-Congruence; Fast Fashion (search for similar items in EconPapers)
Date: 2022
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