The effect of social media advertising on consumers’ intention to purchasing online courses

Abstract

Nowadays, more and more providers and more people accept online courses in Vietnam, especially in the COVID-19 period. Based on the TPB theory, flow theory, and social media adverting model, the thesis determined social media advertising factors affecting purchasing intention online course of consumers in Ho Chi Minh City. These factors are credibility, entertainment, information, interaction, irritation, flow experience, and purchase intention. The survey was conducted in Ho Chi Minh City, the largest business center in Vietnam. The thesis includes 250 samples through the social media user survey; 210 valid responses were collected. Thence, businesses can propose social media advertising solutions to enhance consumers' intention toward purchasing online courses in Ho Chi Minh City.