Articles
DOI DOI: 10.62441/actainnovations.v63i.1192

HOW SOCIAL MEDIA MARKETING SHAPES TOURISM PURCHASE INTENTION IN VIET NAM: AN EXTENDED S-O-R MODEL OF COGNITIVE, SOCIAL, AND CONTEXTUAL MECHANISMS

Nguyen Khac Hoang Lam1, Nguyen Thi Phuong Thao2
  1. 1 PhD Student, Dalat University, Vietnam.
  2. 2 Associate Professor, Ho Chi Minh University of Banking, Vietnam.

Abstract

This conceptual and methodological paper advances an expanded framework for explaining how social media marketing (SMM) may shape consumers' intentions to purchase tourism services in Viet Nam. Contemporary social platforms combine visual storytelling, electronic word-of-mouth, two-way interaction and traveller participation, yet studies in emerging tourism markets often investigate these elements in isolation or focus on a single psychological mechanism. Drawing primarily on the Stimulus-Organism-Response (S-O-R) paradigm, with selective support from the Theory of Planned Behavior and Uses and Gratifications theory, the proposed model treats content quality, interactivity, source credibility, cultural relevance and perceived entertainment as external digital stimuli. These cues are theorized to influence trust, perceived value, emotional attachment, social influence/eWOM and community engagement, which in turn contribute to purchase intention. Cultural values, socio-economic status, travel motivation, platform familiarity and prior travel experience are incorporated as boundary conditions. As a conceptual-methodological study rather than a report of completed empirical results, the paper outlines a future survey of Vietnamese social-media users and recommends PLS-SEM as the primary analytical technique. The resulting framework integrates cognitive, affective, social and cultural mechanisms and provides a foundation for more context-sensitive digital marketing strategies in Vietnamese tourism.

 

How to Cite

Hoang Lam, N. K., & Phuong Thao, N. T. (2026). HOW SOCIAL MEDIA MARKETING SHAPES TOURISM PURCHASE INTENTION IN VIET NAM: AN EXTENDED S-O-R MODEL OF COGNITIVE, SOCIAL, AND CONTEXTUAL MECHANISMS. ACTA INNOVATIONS, 63, 990–1001. https://doi.org/10.62441/actainnovations.v63i.1192
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