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This is a Quantitative Study study.

October 1, 2025Theoretical and Practical Research in Economic FieldsOpen Access

Exploring Social Media's Power in Enhancing Brand Continuance Intention: Cosmetic Industry

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Authors

NGNguyen Thi Phuong GiangNational Pingtung University of Science and Technology NDNguyen Binh Phuong DuyIndustrial University of Ho Chi Minh City TDTan THAI DONGIndustrial University of Ho Chi Minh City

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Implication

This research explores social media marketing's effects on customer experience and continuance intention in cosmetics, suggesting enhanced strategies.

Key Points

Continuance intention is significantly influenced by social media marketing, highlighting its key role in customer loyalty.
Product satisfaction has the strongest impact on continuance intention, underscoring the importance of quality in the cosmetics industry.
Data from 516 respondents evaluated using partial least squares structural equation modeling reveals critical mediators like brand awareness.
Findings emphasize the need for effective social media strategies to bolster brand management and enhance customer engagement.

Cite This Study

Giang et al. (2025) studied this question.

synapsesocial.com/papers/68dd91cbfe798ba2fc4988ed https://doi.org/10.14505/tpref.v16.3(35).16

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Implication

This research explores social media marketing's effects on customer experience and continuance intention in cosmetics, suggesting enhanced strategies.

Exploring Social Media's Power in Enhancing Brand Continuance Intention: Cosmetic Industry

Discussion

Member takes

Implication

Key Points

Cite This Study

Exploring Social Media's Power in Enhancing Brand Continuance Intention: Cosmetic Industry

Discussion

Member takes

Implication

Key Points

Cite This Study

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