A HIGHER-ORDER CONSTRUCT OF SOCIAL MEDIA MARKETING ACTIVITIES AND CIRCULAR ECONOMY CONSUMPTION: EVIDENCE FROM VIETNAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.633Từ khóa:
Circular economy products, purchase intention, social media marketing activities, sustainable consumption, higher order construct.Tóm tắt
The rapid growth of social media has transformed modern marketing strategies, yet the mechanisms through which social media marketing activities influence consumer behavior toward sustainable consumption remain underexplored. This study investigates how social media marketing activities affect consumers' purchase intention toward circular economy products, with consumer attitude functioning as a mediating variable. Based on theory of planned behavior, social media marketing activities are conceptualized as a higher-order construct comprising five dimensions: entertainment, interaction, trendiness, customization, and word-of-mouth. A quantitative research design was employed, with data collected from Vietnamese consumers. A two-stage approach was adopted to analyze the higher-order construct, ensuring robust and accurate measurement of its multidimensional nature. Structural equation modeling (SEM) was applied to examine hypothesized relationships. The findings demonstrate that social media marketing activities significantly and positively influence consumer attitude toward circular economy products, which in turn drives purchase intention. Consumer attitude is confirmed as a significant mediator in this relationship. These findings contribute to sustainable marketing literature and provide actionable insights for businesses and policymakers promoting circular economy consumption through social media platforms in emerging markets.
Tài liệu tham khảo
[1] G. Appel, L. Grewal, R. Hadi, and A. T. Stephen, "The future of social media in marketing," Journal of the Academy of Marketing Science, vol. 48, no. 1, pp. 79-95, 2020, doi: https://doi.org/10.1007/s11747-019-00695-1
[2] Y. K. Dwivedi et al., "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, vol. 59, art. 102168, 2021, doi: https://doi.org/10.1016/j.ijinfomgt.2020.102168
[3] F. Vidal-Ayuso et al., "The circular economy and consumer behaviour: Literature review and research directions," Journal of Cleaner Production, vol. 418, pp. 137824, 2023, doi: https://doi.org/10.1016/j.jclepro.2023.137824
[4] T. Shevchenko et al., "Consumer behavior in the circular economy: Developing a product-centric framework," Journal of Cleaner Production, vol. 384, pp. 135568, 2023, doi: https://doi.org/10.1016/j.jclepro.2022.135568
[5] S. Kemp, "Digital 2024: Data Report," DataReportal, 2024. Accessed: Jul. 2, 2026. [Online]. Available: https://datareportal.com/reports/digital-2024-vietnam
[6] Statista, "Number of social media users in Vietnam from 2020 to 2029," 2024. Accessed: Jul. 2, 2026. [Online]. Available: https://www.statista.com/forecasts/1147065/social-media-users-in-vietnam
[7] M. Nekmahmud et al., "Transforming consumers' intention to purchase green products: Role of social media," Technological Forecasting and Social Change, vol. 185, pp. 122067, 2022, doi: https://doi.org/10.1016/j.techfore.2022.122067
[8] A. J. Kim and E. Ko, "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, vol. 65, no. 10, pp. 1480-1486, 2012, doi: https://doi.org/10.1016/j.jbusres.2011.10.014
[9] S. C. Chen and C. P. Lin, "Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction," Technological Forecasting and Social Change, vol. 140, pp. 22-32, 2019, doi: https://doi.org/10.1016/j.techfore.2018.11.025
[10] K. Jamil et al., "Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era," Frontiers in Psychology, vol. 12, pp. 808525, 2022, doi: https://doi.org/10.3389/fpsyg.2021.808525
[11] I. Ajzen, "The theory of planned behavior," Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179-211, 1991, doi: https://doi.org/10.1016/0749-5978(91)90020-T
[12] C. J. Armitage and M. Conner, "Efficacy of the theory of planned behaviour: A meta-analytic review," British Journal of Social Psychology, vol. 40, no. 4, pp. 471-499, 2001, doi: https://doi.org/10.1348/014466601164939
[13] C. S. R. Costa et al., "Consumer antecedents towards green product purchase intentions," Journal of Cleaner Production, vol. 313, pp. 127964, 2021, doi: https://doi.org/10.1016/j.jclepro.2021.127964
[14] N. Arora et al., "How does social media impact consumers' sustainable purchase intention?," Review of Marketing Science, vol. 21, no. 1, pp. 143-168, 2023, doi: https://doi.org/10.1515/roms-2022-0072
[15] I. Ajzen, Attitudes, Personality and Behavior, 2nd ed. Berkshire, UK: Open University Press, 2005.
[16] Z. Zaremohzzabieh et al., "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, vol. 132, pp. 732-743, 2021, doi: https://doi.org/10.1016/j.jbusres.2020.10.053
[17] B. Kongarchapatara and S. Hanpanit, "Examining customers' intention to purchase circular economy products using theory of planned behavior and moderating effects," Academy of Strategic Management Journal, vol. 20, no. 3, pp. 1-11, 2021.
[18] R. Pisitsankkhakarn and S. Vassanadumrongdee, "Enhancing purchase intention in circular economy: An empirical evidence of remanufactured automotive product in Thailand," Resources, Conservation and Recycling, vol. 156, pp. 104702, 2020, doi: https://doi.org/10.1016/j.resconrec.2020.104702
[19] H. Fu et al., "Influencing mechanism of consumers' willingness to pay for circular products: A meta-analytic structural equation modeling," Environment, Development and Sustainability, vol. 27, no. 1, pp. 1771-1797, 2023, doi: https://doi.org/10.1007/s10668-023-03943-1
[20] M. Yadav and Z. Rahman, "Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation," Telematics and Informatics, vol. 34, no. 7, pp. 1294-1307, 2017, doi: https://doi.org/10.1016/j.tele.2017.06.001
[21] Q. Yang et al., "Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach," PLOS ONE, vol. 17, no. 3, pp. e0264899, 2022, doi: https://doi.org/10.1371/journal.pone.0264899
[22] J. F. Hair et al., A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed. Thousand Oaks, CA, USA: SAGE Publications, 2021.
[23] C. M. Ringle, M. Sarstedt, and D. W. Straub, "Editor's comments: A critical look at the use of PLS-SEM in MIS Quarterly," MIS Quarterly, vol. 36, no. 1, pp. iii-xiv, 2012, doi: https://doi.org/10.2307/41410402
[24] Y. Sun and S. Wang, "Understanding consumers' intentions to purchase green products in the social media marketing context," Asia Pacific Journal of Marketing and Logistics, vol. 32, no. 4, pp. 860-878, 2019, doi: https://doi.org/10.1108/APJML-03-2019-0178.
[25] A. U. Zafar et al., "Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness," Journal of Retailing and Consumer Services, vol. 63, pp. 102751, 2021, doi: https://doi.org/10.1016/j.jretconser.2021.102751
[26] J. W. Creswell and J. D. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed. Thousand Oaks, CA, USA: SAGE Publications, 2018.
[27] N. K. Malhotra et al., Marketing Research: An Applied Approach, 5th ed. Harlow, UK: Pearson Education, 2017.
[28] C. Fornell and D. F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, vol. 18, no. 1, pp. 39-50, 1981, doi: https://doi.org/10.2307/3151312
[29] J. Henseler et al., "A new criterion for assessing discriminant validity in variance-based structural equation modeling," Journal of the Academy of Marketing Science, vol. 43, no. 1, pp. 115-135, 2015, doi: https://doi.org/10.1007/s11747-014-0403-8
[30] R. B. Kline, Principles and Practice of Structural Equation Modeling, 4th ed. New York, NY, USA: Guilford Press, 2016.
[31] A. H. Gold et al., "Knowledge management: An organizational capabilities perspective," Journal of Management Information Systems, vol. 18, no. 1, pp. 185-214, 2001, doi: https://doi.org/10.1080/07421222.2001.11045669
[32] J. C. Nunnally and I. H. Bernstein, Psychometric Theory, 3rd ed. New York, NY, USA: McGraw-Hill, 1994.
[33] G. Shmueli et al., "Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict," European Journal of Marketing, vol. 53, no. 11, pp. 2322-2347, 2019, doi: https://doi.org/10.1108/EJM-02-2019-0189
[34] J. Cohen, Statistical Power Analysis for the Behavioral Sciences, 2nd ed. Hillsdale, NJ, USA: Lawrence Erlbaum Associates, 1988.
[35] K. J. Preacher and A. F. Hayes, "Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models," Behavior Research Methods, vol. 40, no. 3, pp. 879-891, 2008, doi: https://doi.org/10.3758/BRM.40.3.879
[36] X. Zhao, J. G. Lynch, Jr., and Q. Chen, "Reconsidering Baron and Kenny: Myths and truths about mediation analysis," Journal of Consumer Research, vol. 37, no. 2, pp. 197-206, 2010, doi: https://doi.org/10.1086/651257
