The Impact Of Social Media And Online Networking On The Shopping Behavior Of Young Adults In Ho Chi Minh City

Abstract

This study investigates the multifaceted impact of social media and online networking platforms on the shopping behavior of young adults in Ho Chi Minh City. By utilizing a mixed-method research approach, including both online surveys and in-depth interviews, with a diverse sample of 150 participants aged 18 to 25, the findings reveal a spectrum of influences on young adults’ purchasing decisions. It was observed that the authors’ names often relied on recommendations from friends and acquaintances they connected with through these platforms when making purchasing decisions. Additionally, positive consumer reviews and positive endorsements shared on social media platforms were influential in motivating young adults to consider specific products or services. Conversely, there were instances of negative impacts on shopping behavior. Participants reported experiencing social comparison, whereby they felt compelled to align their purchases with the trends and preferences of their peers on social media. This peer-induced pressure sometimes led to impulsive buying decisions, driven more by the desire to conform rather than genuine personal preferences. The study revealed a complex interplay of both positive and negative influences. While social media and online networking could provide valuable information and foster social interactions related to shopping, they also posed challenges related to impulse buying, overspending, and dissatisfaction with purchases.The research emphasizes the increasing significance of social media as a platform for consumer engagement. Participants actively engaged with brands and businesses through social media channels, seeking product information, discounts, and exclusive promotions.Given the prevalence of impulse buying and overspending observed, educational initiatives to enhance financial literacy among young adults could prove beneficial. Empowering them with the skills to make informed purchasing decisions may mitigate the adverse effects of impulsive shopping behaviors.As businesses increasingly tap into social media influence, ethical considerations emerge. Transparency in advertising and responsible marketing practices should be upheld to maintain consumer trust and credibility.