The Impact of Social Media Marketing on Young People's Purchase Intentions for Fast-Moving Consumer Goods in Ho Chi Minh City

Abstract

The aim of this study is to explore the relationships, including aspects of social media marketing (SMM) on value consciousness, brand trust and social brand engagement. Helping businesses plan reasonable social media marketing strategies to save time, reduce costs and maximize profits to understand the needs and promote the purchase intention of consumers. Data was collected from 300 young people in Ho Chi Minh City (aged 15 to 29) using social media platforms. The study used descriptive statistics, scale reliability analysis, exploratory factor analysis and multivariate regression analysis. The analysis results show that social media marketing and social brand engagement have the strongest impact on purchase intention.