THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER PERCEIVED VALUE AND BRAND COMMITMENT IN VIETNAM’S BEAUTY INDUSTRY
The beauty industry has seen a shift thanks to social media, especially in developing markets like Vietnam where it has a big impact on customer perceptions and loyalty. This study examines how social media affects customer satisfaction, brand loyalty, and perceived value in the beauty industry. It focuses on important social media components including entertainment, interaction, trendiness, word-of-mouth, and perceived value. Using a causal approach, the study analyzes data from 298 respondents who completed an online survey using Google Forms by applying Partial Least Squares Structural Equation Modelling (PLS-SEM). According to the study, customer-perceived value is positively impacted by entertainment, trendiness, and word-of-mouth on social media, supporting hypotheses H1, H3, and H4. Although H2 and H6 were not supported, this implies that more research is necessary to fully comprehend how customer satisfaction affects brand loyalty on social media and how interaction affects perceived value in the context of the Vietnamese beauty market. Overall, the study showed that the majority of social media elements had a considerable influence on customer-perceived value, partially achieving its goal. By shedding light on the ways in which social media affects consumer behavior in the beauty industry, this study contributes to the growing literature on social media marketing in emerging markets. In a practical sense, the results can help beauty businesses optimize their social media strategy to improve customer perceptions and satisfaction.
Keywords: Social media, perceived value, customer satisfaction, brand loyalty, beauty industry.
