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The Effect of Social Media Marketing on Fashion Purchase Intention Among Youth in Hanoi

Pham The Anh

Abstract

As social media has become the primary channel of information and communication for Vietnamese consumers, with approximately 79 million users by the end of 2025, social media marketing has grown increasingly important for the fashion industry, while youth in Hanoi have emerged as a key consumer segment that has not yet been examined systematically. This paper aims to synthesize the theoretical foundations and empirical evidence on the effect of social media marketing on fashion purchase intention among youth in Hanoi. Using a desk- research method that synthesizes, analyzes, evaluates, and compares secondary data sources from Vietnam and abroad, the findings show that five components of social media marketing- content marketing, influencer marketing, interactivity, electronic word-of-mouth, and personalization-all affect purchase intention, mainly through mediating mechanisms such as brand awareness, trust, and perceived value. The study contributes an integrated theoretical framework for a local context that has so far been underexplored, and offers managerial implications for domestic fashion enterprises in selecting communication platforms and building brands that fit the consumption characteristics of Hanoi youth.

Keywords

social media marketing; purchase intention; fashion products

References

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