The purpose of this research was to investigate the relationship among online communication including online ads, online communities and electronic word-of-mouth (e-WOM) to purchase intention of Vietnamese travellers toward tourism products in Ho Chi Minh City, Vietnam in order to create more effective strategies on social media platform to attract more customer’s attention. Basing on the previous theoretical studies, the proposal framework was constructed. As a result, the study showed the significant role of trust as mediating factor between independent variables and dependent variable. More specifically, e-WOM and online ads had directly effect on purchase intention and online ads, online communities indirectly impacted on purchase intention through trust. Therefore, tourism companies should pay more intention on online ads as it was the most significant factor which affected purchase intention to attract more potential customers.
Social media marketing, trust, purchases intention.
Mai Ngoc Khuong and Tran Thi Huong are with the School of Business, International University-VNU-HCM, Vietnam (e-mail: firstname.lastname@example.org, email@example.com).
Mai Ngoc Khuong and Tran Thi Huong, "
The Influence of Social Media Marketing on Vietnamese Traveller’s Purchase Intention in Tourism Industry in Ho Chi Minh City," Journal of Economics, Business and Management vol. 4, no. 4, pp.