Researching the impact of social media marketing on purchasing decisions of young consumers in Ho Chi Minh City

Abstract

In today’s digital age, social media marketing plays a vital role in influencing purchasing behavior, particularly among younger consumers who have grown up alongside the rapid expansion of the internet. This form of marketing not only enables brands to reach a broad audience but also fosters strong engagement between companies and their customers. With this in mind, our study, titled "Examining the Impact of Social Media Marketing on the Purchasing Decisions of Young Consumers in Ho Chi Minh City," investigates how social media marketing affects consumer choices and provides strategic recommendations for businesses to enhance their marketing efforts, attract more customers, and increase sales. The research employed a convenience sampling approach, gathering responses from 194 individuals aged 15–30 in Ho Chi Minh City through a structured questionnaire. To assess the key factors shaping purchasing decisions, we utilized Cronbach’s alpha reliability test, exploration factor analysis (EFA), and linear regression analysis. The findings highlight five primary factors influencing Generation Z’s purchasing behavior, ranked in order of importance: Community Building (BUI), Convenience (CON), Content Sharing (SHA), Entertainment Value (ENT), and Connect (CO), Create Content (CRE). Despite these valuable insights, the study acknowledges certain limitations, including time and budget constraints, the extensive geographical coverage of Ho Chi Minh City, and the potential bias associated with the non-probability sampling method used for online surveys. Finally, based on the research findings, several recommendations are proposed to help businesses enhance the effectiveness of their social media marketing strategies.