The impact of electric word of mouth through social networking platforms on purchase intention of Vietnamese customers in cosmetics industry

The purpose of this study is to investigate the impact of Electronic word of mouth through social networking platforms on purchase intention of Vietnamese customers in cosmetics field. To conduct the study, the author built up five hypotheses based on the previous studies about EWOM. The outcomes obtained from the data analysis have made the picture clearer when among different factors of eWOM, the quality of eWOM information, the attitude of eWOM information regarding cosmetics have positive impact on cosmetic purchase intention of Vietnamese customers.