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
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[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
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[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
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[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
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[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
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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. 746-759, sep. 2025.
ISSN 2068-7710.
Available at: <https://journals.aserspublishing.eu/tpref/article/view/9115>. Date accessed: 28 oct. 2025.
doi: https://doi.org/10.14505/tpref.v16.3(35).16.
Section
Articles
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