Exploring Social Media's Power in Enhancing Brand Continuance Intention: Cosmetic Industry
Abstract
This study aims to examine the impact of social media marketing (SMM) strategies on the intention to continue using cosmetics in Ho Chi Minh City. The research framework is grounded in social media marketing theory, focusing on its relationship with customer experience (CUE) and continuance intention (CI). The study also explores the mediating roles of brand awareness (BAW), attitude toward the brand (ATB), and product satisfaction (SAT). Data was collected through an online Google Forms survey, with 516 respondents who are cosmetics users. The analysis was conducted using the partial least squares structural equation modeling (PLS-SEM) approach. The findings reveal that all independent variables - SMM, BAW, ATB, SAT, and CUE - significantly influence continuance intention. Among these, product satisfaction (SAT) has the strongest impact, followed by brand awareness (BAW), attitude toward the brand (ATB), social media marketing (SMM), and customer experience (CUE), respectively. The results highlight the crucial role of enhancing product quality to ensure customer satisfaction, which is fundamental for driving continuance intentions. In addition, leveraging social media marketing to strengthen brand management, foster positive brand attitudes, and improve brand awareness also plays a significant role in encouraging consumer loyalty. This study contributes to the growing body of literature on social media marketing by providing a context-specific evaluation of its impact on continuance intention within Vietnam’s cosmetics industry. However, the study is geographically limited to Ho Chi Minh City, which may affect the generalizability of the findings to other regions. Future research could broaden the scope to include different cities, industries, or consumer demographics. The findings offer actionable insights for cosmetics businesses to optimize social media marketing strategies, enhance product quality, and improve customer satisfaction to foster brand loyalty and continuance intention. The study emphasizes the role of social media in shaping consumer behavior, which can further influence sustainable business practices and consumer engagement in the digital era.
References
[1] Adekeye, O. T., Boltz, M., Jao, Y., Branstetter, S., & Exten, C. (2025). Vaping in the Digital Age: How Social Media Influences Adolescent Attitudes and Beliefs About E-Cigarette Use. Journal of Child & Adolescent Substance Use, 30(1), 13–26. DOI: 10.1080/1067828x.2024.2439599
[2] Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. DOI: 10.2307/3250921
[3] Bhattacherjee, A. (2001b). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. DOI: 10.2307/3250921
[4] Boakye, K. G. (2015). Factors influencing mobile data service (MDS) continuance intention: An empirical study. Computers in Human Behavior, 50, 125–131. DOI: 10.1016/j.chb.2015.04.008
[5] Boakye, K. G. (2015). Factors influencing mobile data service (MDS) continuance intention: An empirical study. Computers in Human Behavior, 50, 125–131. DOI: 10.1016/j.chb.2015.04.008
[6] Chen, S., & Lin, C. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. DOI: 10.1016/j.techfore.2018.11.025
[7] Chong, S. E., Ng, S. I., Basha, N. K., & Lim, X. J. (2024). Social commerce in the social media age: understanding how interactive commerce enhancements navigate app continuance intention. Journal of Research in Interactive Marketing, 18(5), 865-899. DOI: 10.1108/JRIM-01-2024-0047
[8] Davis, D. F. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems. Masschusetts Institute of Technology.
[9] Ding, Y. (2022). The impact of social media marketing on customer satisfaction at hermes in China. BCP Business & Management, 20, 797–802. DOI: 10.54691/bcpbm.v20i.1065
[10] Draelos, Z. D. (2021). The Use of Cosmetic Products to Improve Self Esteem & Quality of Life. Essential Psychiatry for the Aesthetic Practitioner, 34–41. DOI: 10.1002/9781119680116.ch3
[11] Dunuwille, V. M., & Pathmini, M. G. S. (2016). Brand image and customer satisfaction in mobile phone market: study based on customers in Kandy district. Journal of Business Studies, 3(1), 1–13. DOI:10.4038/jbs.v3i1.27
[12] Ergin, E. A., Ozdemir, H., & Parilti, N. (2011). Brand loyalty in the cosmetics industry: A field study on Turkish womens brand loyalty among cosmetics products. Journal of Business & Economics Research (JBER), 3(5). DOI: 10.19030/jber.v3i5.2771
[13] Fayvishenko, D., Cherniavska, L., Bondarenko, I., Sashchuk, T., Sypchenko, I., & Lebid, N. (2023). The impact of brand social media marketing on the dynamics of the company’s share value. Verslas Teorija Ir Praktika, 24(1), 24–32. DOI: 10.3846/btp.2023.17117
[14] Ferreira, D., Barbosa, B., & Sousa, A. (2025). Perceived freshness and the intention to repurchase fresh food products online. EuroMed Journal of Business. DOI: 10.1108/emjb-11-2024-0289
[15] Filipović, J., & Šapić, S. (2025). Artiffical intelligence elements as antecendents of social media consumer engagement and purchase intention. International Communication of Chinese Culture. DOI: 10.1007/s40636-025-00324-3
[16] Giantari, I. G. a. K., Yasa, N. N. K., Sukawati, T. G. R., & Setini, M. (2021). Student satisfaction and Perceived Value on Word of Mouth (WOM) during the COVID-19 Pandemic: an empirical study in Indonesia. Journal of Asian Finance Economics and Business, 8(6). DOI: 10.13106/jafeb.2021.vol8.no6.1047
[17] Guthrie, M., Kim, H., & Jung, J. (2008). The effects of facial image and cosmetic usage on perceptions of brand personality. Journal of Fashion Marketing and Management, 12(2). DOI:10.1108/13612020810874863
[18] Hanaysha, J. R. (2017). Impact of social media marketing, price promotion, and corporate social responsibility on customer satisfaction. Jindal Journal of Business Research, 6(2), 132–145. DOI:10.1177/2278682117715359
[19] Homburg, C., Jozić, D., & Kuehnl, C. (2015). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. DOI:10.1007/s11747-015-0460-7
[20] Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. DOI: 10.1016/j.bushor.2009.09.003
[21] Keller, K. L. (1993). Conceptualizing, measuring, and managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. DOI: 10.1177/002224299305700101
[22] Kumar, R., Jain, V., Eastman, J. K., & Ambika, A. (2024). The components of perceived quality and their influence on online re-purchase intention. Journal of Consumer Marketing. DOI: 10.1108/jcm-04-2024-6798
[23] Kuo, Y., Wu, C., & Deng, W. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. DOI: 10.1016/j.chb.2009.03.003
[24] Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. DOI: 10.1509/jm.15.0420
[25] Liang, L. J., Choi, H. C., & Joppe, M. (2017). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41–48. DOI: 10.1016/j.ijhm.2017.10.015
[26] Liao, C., Palvia, P., & Chen, J. (2009). Information technology adoption behavior life cycle: Toward a Technology Continuance Theory (TCT). International Journal of Information Management, 29(4), 309–320. DOI: 10.1016/j.ijinfomgt.2009.03.004
[27] Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues & Research in Advertising, 36(1), 1–19. DOI: 10.1080/10641734.2014.912595
[28] Luthfitawati, R., & Sutejo, B. (2025). Examining the influence of brand image and brand trust on customer satisfaction and loyalty: A study on Wardah Cosmetics. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 179–192. DOI: 10.52970/grmapb.v6i1.1323
[29] McLean, G., & Wilson, A. (2016). Evolving online customer experience . . . is there a role for online customer support? Computers in Human Behavior, 60, 602–610. DOI: 10.1016/j.chb.2016.02.084
[30] Mojoodi, A., Kumail, T., Ahmadzadeh, S. M., & Jalalian, S. (2025). Perceptual mapping and key factors influencing hotel choices: A web mining approach to Booking.com reviews. International Journal of Hospitality Management, 131, 104308. DOI: 10.1016/j.ijhm.2025.104308
[31] Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 100105. DOI: 10.1016/j.stae.2025.100105
[32] Moslehpour, M., Ismail, T., Purba, B., & Wong, W. (2022). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. DOI: 10.3390/jtaer17010005
[33] Nabivi, E. (2025). The role of Social Media in Green Marketing: How Eco-Friendly content influences brand attitude and consumer engagement. Sustainability, 17(5), 1965. DOI: 10.3390/su17051965
[34] Nuseir, M. T., Aljumah, A., Urabi, S., Kurdi, B. A., & Alshurideh, M. (2023). Effects of social media marketing on consumer perception in Liverpool, UK. In Studies in computational intelligence (pp. 45–63). DOI:10.1007/978-3-031-12382-5_3
[35] Olcer, Z., Cal, A., Unal, N., Oztas, B., & Oge, G. (2023). Examining the use of cosmetic products and the awareness of healthy life among University students. Turkish Journal of Dermatology, 17(3), 79. DOI:10.4103/tjd.tjd_136_22
[36] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. DOI:10.1177/00222429990634s105
[37] Peng, L., & Bai, M. (2025). Examining the mediating effects of game user experience satisfaction on continuance Intention: A case study of League of Legends. IEEE Access, 1. DOI:10.1109/access.2025.3559632
[38] Pertami, N. P. a. P., & Sukaatmadja, I. P. G. (2021). The Role of User’s Attitude Mediating the Effect of Perceived Ease of Use and Social Influence towards The Continuance Usage Intention of TikTok. International Journal of Economics and Management Studies, 8(1). DOI: 10.14445/23939125/ijems-v8i1p110
[39] Pertiwi, A. P., Nirmala, R. P., Saputri, R., & Andriawan, I. T. (2023). The influence of social media promotion, word of mouth, and quality service on repurchase intention: The role of trust. Sebelas Maret Business Review, 8(2), 98. DOI: 10.20961/smbr.v8i2.81252
[40] Putri, K. N., & Hermawan, D. (2021). Digital Marketing Strategy of Creative Consultant during COVID-19 Pandemic: a Qualitative Approach. International Journal of Entrepreneurship Business and Creative Economy, 1(1), 39–56. DOI: 10.31098/ijebce.v1i1.443
[41] Qurrata, V. A., Murdiono, A., Hussain, N. E. B., & Purnamasari, V. (2021). Social Media and Islamic Marketing Towards Customer Satisfaction and Loyalty Impacts in Indonesia. Advances in Economics, Business and Management Research. DOI: 10.2991/aebmr.k.210121.021
[42] Rafiq, M. R., Hussain, R. I., & Hussain, S. (2020). The impact of logo shapes redesign on brand loyalty and repurchase intentions through brand attitude. International Review of Management and Marketing, 10(5), 117–126. DOI: 10.32479/irmm.10308
[43] Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.
[44] Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276–292. DOI: 10.1108/ijrdm-02-2014-0024
[45] Setiawan, R., & Prasetyaningtyas, S. (2023). The Effect of Social Media Marketing Activities on Continuance Intention: A Study of The Brand Fashion Industry. Quantitative Economics and Management Studies, 4, 925-935. 10.35877/454RI.qems1929
[46] Shetu, S. N. (2025). Determinants of generation Z consumers’ mobile online shopping apps continuance intention to use during COVID-19 and beyond—an empirical study. Future Business Journal, 11(1). DOI:10.1186/s43093-025-00448-3
[47] Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The influence of using Instagram as a promotional media in building brand awareness and its impact on purchase decision of Bulog products in Shopee. Binus Business Review, 13(1), 57–66. DOI: 10.21512/bbr.v13i1.7917
[48] Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity. European Journal of Management and Business Economics, 27(1), 83–100. DOI: 10.1108/ejmbe-11-2017-0049
[49] Subawa, N. S. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo applications. International Research Journal of Management IT and Social Sciences. DOI: 10.21744/irjmis.v7n3.881
[50] Tan, W. J., Kwek, C. L., & Li, Z. (2013). The antecedents of Effectiveness Interactive advertising in social media. International Business Research, 6(3). DOI: 10.5539/ibr.v6n3p88
[51] Tong, Z., Liu, H., Liu, D., & Zhou, L. (2024). The influence of brands’ internationalization degrees on consumers’ attitudes toward cross-border philanthropy: based on theory of legitimacy. Chinese Management Studies. DOI: 10.1108/cms-05-2023-0204
[52] Tran, H. T., & Ngo, U. H. (2023). Information & Communication Magazine. Retrieved from ictvietnam.vn: https://ictvietnam.vn/xu-huong-ung-dung-truyen-thong-xa-hoi-trong-hoat-dong-cua-cac-doanh-nghiep-tai-viet-nam-59712.html
[53] Vo, T., Tan, G. W., Pham, N. T., Truong, T. H., & Ooi, K. (2025). Promoting customer engagement and brand loyalty on social media: The role of virtual influencers. International Journal of Consumer Studies, 49(2). DOI:10.1111/ijcs.70028
[54] Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers’ service experiences: a study in the restaurant industry. Managing Service Quality, 20(3): 236–258. DOI: 10.1108/09604521011041961
[55] Wang, L., Liu, Y., Liu, X., & Liu, M. (2025). The influence of informative and normative features of social e-commerce UGC on consumers’ purchase intention: the moderating effect of persuasive resistance. Behaviour and Information Technology, 1–17. DOI: 10.1080/0144929x.2025.2461228
[56] Wilopo, W., & Nuralam, I. P. (2024). An investigating the influence of social media marketing activities on revisit intention among Indonesian international tourists. Cogent Business & Management, 12(1). DOI:10.1080/23311975.2024.2440626
[57] Wu, L., & Mvondo, G. F. N. (2025). From sci-fi to reality: exploring user satisfaction and loyalty toward autonomous vehicle services through an extended expectation-confirmation model. Transportation Research Part F Traffic Psychology and Behaviour, 113, 409–425. DOI: 10.1016/j.trf.2025.05.003
[58] Wu, Y., Wu, Y., & Chen, B. (2025). The influence of sponsorship effectiveness on consumer perceptions and purchasing behavior in esports. International Journal of Sports Marketing and Sponsorship. DOI:10.1108/ijsms-10-2024-0282
[59] Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. DOI: 10.1177/0092070300282002
[60] Vnetwork. (2024, October 4). Internet Vietnam 2023: Latest data and development trends. Retrieved from vnetwork.vn: https://www.vnetwork.vn/news/internet-viet-nam-2023-so-lieu-moi-nhat-va-xu-huong-phat-trien/
[2] Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. DOI: 10.2307/3250921
[3] Bhattacherjee, A. (2001b). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. DOI: 10.2307/3250921
[4] Boakye, K. G. (2015). Factors influencing mobile data service (MDS) continuance intention: An empirical study. Computers in Human Behavior, 50, 125–131. DOI: 10.1016/j.chb.2015.04.008
[5] Boakye, K. G. (2015). Factors influencing mobile data service (MDS) continuance intention: An empirical study. Computers in Human Behavior, 50, 125–131. DOI: 10.1016/j.chb.2015.04.008
[6] Chen, S., & Lin, C. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. DOI: 10.1016/j.techfore.2018.11.025
[7] Chong, S. E., Ng, S. I., Basha, N. K., & Lim, X. J. (2024). Social commerce in the social media age: understanding how interactive commerce enhancements navigate app continuance intention. Journal of Research in Interactive Marketing, 18(5), 865-899. DOI: 10.1108/JRIM-01-2024-0047
[8] Davis, D. F. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information Systems. Masschusetts Institute of Technology.
[9] Ding, Y. (2022). The impact of social media marketing on customer satisfaction at hermes in China. BCP Business & Management, 20, 797–802. DOI: 10.54691/bcpbm.v20i.1065
[10] Draelos, Z. D. (2021). The Use of Cosmetic Products to Improve Self Esteem & Quality of Life. Essential Psychiatry for the Aesthetic Practitioner, 34–41. DOI: 10.1002/9781119680116.ch3
[11] Dunuwille, V. M., & Pathmini, M. G. S. (2016). Brand image and customer satisfaction in mobile phone market: study based on customers in Kandy district. Journal of Business Studies, 3(1), 1–13. DOI:10.4038/jbs.v3i1.27
[12] Ergin, E. A., Ozdemir, H., & Parilti, N. (2011). Brand loyalty in the cosmetics industry: A field study on Turkish womens brand loyalty among cosmetics products. Journal of Business & Economics Research (JBER), 3(5). DOI: 10.19030/jber.v3i5.2771
[13] Fayvishenko, D., Cherniavska, L., Bondarenko, I., Sashchuk, T., Sypchenko, I., & Lebid, N. (2023). The impact of brand social media marketing on the dynamics of the company’s share value. Verslas Teorija Ir Praktika, 24(1), 24–32. DOI: 10.3846/btp.2023.17117
[14] Ferreira, D., Barbosa, B., & Sousa, A. (2025). Perceived freshness and the intention to repurchase fresh food products online. EuroMed Journal of Business. DOI: 10.1108/emjb-11-2024-0289
[15] Filipović, J., & Šapić, S. (2025). Artiffical intelligence elements as antecendents of social media consumer engagement and purchase intention. International Communication of Chinese Culture. DOI: 10.1007/s40636-025-00324-3
[16] Giantari, I. G. a. K., Yasa, N. N. K., Sukawati, T. G. R., & Setini, M. (2021). Student satisfaction and Perceived Value on Word of Mouth (WOM) during the COVID-19 Pandemic: an empirical study in Indonesia. Journal of Asian Finance Economics and Business, 8(6). DOI: 10.13106/jafeb.2021.vol8.no6.1047
[17] Guthrie, M., Kim, H., & Jung, J. (2008). The effects of facial image and cosmetic usage on perceptions of brand personality. Journal of Fashion Marketing and Management, 12(2). DOI:10.1108/13612020810874863
[18] Hanaysha, J. R. (2017). Impact of social media marketing, price promotion, and corporate social responsibility on customer satisfaction. Jindal Journal of Business Research, 6(2), 132–145. DOI:10.1177/2278682117715359
[19] Homburg, C., Jozić, D., & Kuehnl, C. (2015). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. DOI:10.1007/s11747-015-0460-7
[20] Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. DOI: 10.1016/j.bushor.2009.09.003
[21] Keller, K. L. (1993). Conceptualizing, measuring, and managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. DOI: 10.1177/002224299305700101
[22] Kumar, R., Jain, V., Eastman, J. K., & Ambika, A. (2024). The components of perceived quality and their influence on online re-purchase intention. Journal of Consumer Marketing. DOI: 10.1108/jcm-04-2024-6798
[23] Kuo, Y., Wu, C., & Deng, W. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887–896. DOI: 10.1016/j.chb.2009.03.003
[24] Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. DOI: 10.1509/jm.15.0420
[25] Liang, L. J., Choi, H. C., & Joppe, M. (2017). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41–48. DOI: 10.1016/j.ijhm.2017.10.015
[26] Liao, C., Palvia, P., & Chen, J. (2009). Information technology adoption behavior life cycle: Toward a Technology Continuance Theory (TCT). International Journal of Information Management, 29(4), 309–320. DOI: 10.1016/j.ijinfomgt.2009.03.004
[27] Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues & Research in Advertising, 36(1), 1–19. DOI: 10.1080/10641734.2014.912595
[28] Luthfitawati, R., & Sutejo, B. (2025). Examining the influence of brand image and brand trust on customer satisfaction and loyalty: A study on Wardah Cosmetics. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 179–192. DOI: 10.52970/grmapb.v6i1.1323
[29] McLean, G., & Wilson, A. (2016). Evolving online customer experience . . . is there a role for online customer support? Computers in Human Behavior, 60, 602–610. DOI: 10.1016/j.chb.2016.02.084
[30] Mojoodi, A., Kumail, T., Ahmadzadeh, S. M., & Jalalian, S. (2025). Perceptual mapping and key factors influencing hotel choices: A web mining approach to Booking.com reviews. International Journal of Hospitality Management, 131, 104308. DOI: 10.1016/j.ijhm.2025.104308
[31] Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 100105. DOI: 10.1016/j.stae.2025.100105
[32] Moslehpour, M., Ismail, T., Purba, B., & Wong, W. (2022). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103. DOI: 10.3390/jtaer17010005
[33] Nabivi, E. (2025). The role of Social Media in Green Marketing: How Eco-Friendly content influences brand attitude and consumer engagement. Sustainability, 17(5), 1965. DOI: 10.3390/su17051965
[34] Nuseir, M. T., Aljumah, A., Urabi, S., Kurdi, B. A., & Alshurideh, M. (2023). Effects of social media marketing on consumer perception in Liverpool, UK. In Studies in computational intelligence (pp. 45–63). DOI:10.1007/978-3-031-12382-5_3
[35] Olcer, Z., Cal, A., Unal, N., Oztas, B., & Oge, G. (2023). Examining the use of cosmetic products and the awareness of healthy life among University students. Turkish Journal of Dermatology, 17(3), 79. DOI:10.4103/tjd.tjd_136_22
[36] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. DOI:10.1177/00222429990634s105
[37] Peng, L., & Bai, M. (2025). Examining the mediating effects of game user experience satisfaction on continuance Intention: A case study of League of Legends. IEEE Access, 1. DOI:10.1109/access.2025.3559632
[38] Pertami, N. P. a. P., & Sukaatmadja, I. P. G. (2021). The Role of User’s Attitude Mediating the Effect of Perceived Ease of Use and Social Influence towards The Continuance Usage Intention of TikTok. International Journal of Economics and Management Studies, 8(1). DOI: 10.14445/23939125/ijems-v8i1p110
[39] Pertiwi, A. P., Nirmala, R. P., Saputri, R., & Andriawan, I. T. (2023). The influence of social media promotion, word of mouth, and quality service on repurchase intention: The role of trust. Sebelas Maret Business Review, 8(2), 98. DOI: 10.20961/smbr.v8i2.81252
[40] Putri, K. N., & Hermawan, D. (2021). Digital Marketing Strategy of Creative Consultant during COVID-19 Pandemic: a Qualitative Approach. International Journal of Entrepreneurship Business and Creative Economy, 1(1), 39–56. DOI: 10.31098/ijebce.v1i1.443
[41] Qurrata, V. A., Murdiono, A., Hussain, N. E. B., & Purnamasari, V. (2021). Social Media and Islamic Marketing Towards Customer Satisfaction and Loyalty Impacts in Indonesia. Advances in Economics, Business and Management Research. DOI: 10.2991/aebmr.k.210121.021
[42] Rafiq, M. R., Hussain, R. I., & Hussain, S. (2020). The impact of logo shapes redesign on brand loyalty and repurchase intentions through brand attitude. International Review of Management and Marketing, 10(5), 117–126. DOI: 10.32479/irmm.10308
[43] Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.
[44] Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276–292. DOI: 10.1108/ijrdm-02-2014-0024
[45] Setiawan, R., & Prasetyaningtyas, S. (2023). The Effect of Social Media Marketing Activities on Continuance Intention: A Study of The Brand Fashion Industry. Quantitative Economics and Management Studies, 4, 925-935. 10.35877/454RI.qems1929
[46] Shetu, S. N. (2025). Determinants of generation Z consumers’ mobile online shopping apps continuance intention to use during COVID-19 and beyond—an empirical study. Future Business Journal, 11(1). DOI:10.1186/s43093-025-00448-3
[47] Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The influence of using Instagram as a promotional media in building brand awareness and its impact on purchase decision of Bulog products in Shopee. Binus Business Review, 13(1), 57–66. DOI: 10.21512/bbr.v13i1.7917
[48] Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity. European Journal of Management and Business Economics, 27(1), 83–100. DOI: 10.1108/ejmbe-11-2017-0049
[49] Subawa, N. S. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo applications. International Research Journal of Management IT and Social Sciences. DOI: 10.21744/irjmis.v7n3.881
[50] Tan, W. J., Kwek, C. L., & Li, Z. (2013). The antecedents of Effectiveness Interactive advertising in social media. International Business Research, 6(3). DOI: 10.5539/ibr.v6n3p88
[51] Tong, Z., Liu, H., Liu, D., & Zhou, L. (2024). The influence of brands’ internationalization degrees on consumers’ attitudes toward cross-border philanthropy: based on theory of legitimacy. Chinese Management Studies. DOI: 10.1108/cms-05-2023-0204
[52] Tran, H. T., & Ngo, U. H. (2023). Information & Communication Magazine. Retrieved from ictvietnam.vn: https://ictvietnam.vn/xu-huong-ung-dung-truyen-thong-xa-hoi-trong-hoat-dong-cua-cac-doanh-nghiep-tai-viet-nam-59712.html
[53] Vo, T., Tan, G. W., Pham, N. T., Truong, T. H., & Ooi, K. (2025). Promoting customer engagement and brand loyalty on social media: The role of virtual influencers. International Journal of Consumer Studies, 49(2). DOI:10.1111/ijcs.70028
[54] Walter, U., Edvardsson, B., & Öström, Å. (2010). Drivers of customers’ service experiences: a study in the restaurant industry. Managing Service Quality, 20(3): 236–258. DOI: 10.1108/09604521011041961
[55] Wang, L., Liu, Y., Liu, X., & Liu, M. (2025). The influence of informative and normative features of social e-commerce UGC on consumers’ purchase intention: the moderating effect of persuasive resistance. Behaviour and Information Technology, 1–17. DOI: 10.1080/0144929x.2025.2461228
[56] Wilopo, W., & Nuralam, I. P. (2024). An investigating the influence of social media marketing activities on revisit intention among Indonesian international tourists. Cogent Business & Management, 12(1). DOI:10.1080/23311975.2024.2440626
[57] Wu, L., & Mvondo, G. F. N. (2025). From sci-fi to reality: exploring user satisfaction and loyalty toward autonomous vehicle services through an extended expectation-confirmation model. Transportation Research Part F Traffic Psychology and Behaviour, 113, 409–425. DOI: 10.1016/j.trf.2025.05.003
[58] Wu, Y., Wu, Y., & Chen, B. (2025). The influence of sponsorship effectiveness on consumer perceptions and purchasing behavior in esports. International Journal of Sports Marketing and Sponsorship. DOI:10.1108/ijsms-10-2024-0282
[59] Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. DOI: 10.1177/0092070300282002
[60] Vnetwork. (2024, October 4). Internet Vietnam 2023: Latest data and development trends. Retrieved from vnetwork.vn: https://www.vnetwork.vn/news/internet-viet-nam-2023-so-lieu-moi-nhat-va-xu-huong-phat-trien/
Published
2025-09-30
How to Cite
NGUYEN THI PHUONG, Giang; NGUYEN BINH PHUONG, Duy; THAI DONG, Tan.
Exploring Social Media's Power in Enhancing Brand Continuance Intention: Cosmetic Industry.
Theoretical and Practical Research in Economic Fields, [S.l.], v. 16, n. 3, p. 757 - 770, sep. 2025.
ISSN 2068-7710.
Available at: <https://journals.aserspublishing.eu/tpref/article/view/9115>. Date accessed: 08 oct. 2025.
doi: https://doi.org/10.14505/tpref.v16.3(35).16.
Section
Articles
Non-Exclusive License under Attribution 4.0 International Public License (CC BY 4.0):
This ‘Article’ is distributed under the terms of the license CC-BY 4.0., which lets others distribute, remix, adapt, and build upon this article, even commercially, as long as they credit this article for the original creation. ASERS Publishing will be acknowledged as the first publisher of the Article and a link to the appropriate bibliographic citation (authors, article title, volume issue, page numbers, DOI, and the link to the Published Article on ASERS Publishing’ Platform) must be maintained.