The Impact of Social Media Marketing Components on Brand Loyalty in the Fast Fashion Industry Among Vietnamese Students

Thi Thuy Linh Vu (), Anne Yenching Liu, Thi Thanh Nga Nguyen and Nam Long Le
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Thi Thuy Linh Vu: National Yunlin University of Science and Technology
Anne Yenching Liu: National Yunlin University of Science and Technology
Thi Thanh Nga Nguyen: Thuongmai University
Nam Long Le: Thuongmai University

A chapter in Proceedings of the 6th International Conference on Research in Management & Technovation, 2026, pp 533-544 from Springer

Abstract: Abstract In light of the current escalating competitiveness of the fast fashion industry, this study investigates the impact of social media marketing (SMM) components on brand loyalty among students in Hanoi. Based on the stimulus-organism-response theory, the study examines the mechanism by which this influence occurs. The partial least squares structural equation modeling (PLS-SEM) method was used to analyze the data using SmartPLS 4.0 software, based on 243 observations. The research results indicate that three SMM components—entertainment, electronic word-of-mouth, and customization—have a significant impact on brand trust, while the others have no impact. At the same time, the crucial mediating role of brand trust is validated as the bridge between these independent variables and brand loyalty. The study expands the SOR theory and provides a practical basis for fast fashion brand managers to build and implement effective SMM strategies towards potential student customers.

Keywords: Fast Fashion Industry; Social Media Marketing; Brand Trust; Brand Loyalty; SOR Theory (Stimulus – Organism – Response Theory) (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-9113-8_43

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DOI: 10.1007/978-981-95-9113-8_43

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