Topic: The impacts of e-WOM in social media on customer purchase decision.

The case of Pizza

Hut in HCM city

Problem Statement
Because of the rapid expansion of the Internet, customers can now obtain information and advice
on consumption behavior from other consumers via electronic word of mouth (eWOM) on social
networks. It may be said that electronic word of mouth offers consumers the power to influence
other buyers through their remarks on the products or services they use. [ CITATION Hal18 \l 1033 ]
Furthermore, social media, in general, and electronic word of mouth, in particular, have an
impact on marketing communications. As consumers are more exposed to a wide range of
marketing messages and marketing expenditures are reducing, marketers cannot neglect the
influencer potential of social media in general, and eWOM in particular. Customers in Vietnam
rely heavily on electronic word of mouth on social media as a source of information. Although
several studies have shown the usefulness of eWOM communication on social networks in
influencing customer intentions, each market is different, thus I'd want to focus on Pizza Hut in
Ho Chi Minh City.[ CITATION Đỗ20 \l 1033 ]
Furthermore, the impact of eWOM on eWOM adoption and purchasing intent has gotten less
attention in Vietnam, with less research done on the topic. As a result, more research is needed to
fully comprehend the impact of eWOM on consumer purchase intent. [ CITATION Elv20 \l 1033 ]
Research Objective (RO) – min 1 to 3 max

In order to gain a better understanding of Vietnamese customer behavior> on Independent var.

To determine which aspects, such as eWOM, social networking, and trust, have a direct impact
on a customer's decision to buy pizza. hut

To assess the direct and indirect impacts of eWOM, social media, and trust on buying decisions.

To make recommendations and investigate development ideas for food and beverage firms in
order to increase confidence and lead to purchase decisions.

Research Questions – min 2 to 5 max

Is there a connection between eWOM, social media, and trust?

What are some of the most essential aspects that impact a buyer's decision?
Which crucial aspects, such as eWOM, social media, and trust, have the greatest influence on
buying decisions?
Significance of research
The growth rate of the food and beverage sector in Vietnam would slow from 2019 to 2021,
according to statistics from the General Department of Vietnam Food and Beverage Industry/(or
a respectable company).

One question is why, while logistics is growing at a faster rate, food and beverage is shrinking at
the same rate. The current circumstance creates a high demand for buying decisions (e.g.,
surveying Vietnamese people's behavior) to understand why the traditional food and beverage
sector in Vietnam, such as Pizza Hut, is no longer appealing to consumers. no longer in use

In terms of marketing, any Pizza Hut firm in Vietnam needs this because revenue comes from
both products and marketing, therefore a poor marketing campaign is one of the contributing
factors. a factor in the company's poor performance Vietnamese people, in particular, have a high
rate of involvement with eWOM, social media, and trust, yet they have low purchase intentions.
The study will provide a better knowledge of the impact of eWOM, social media, and trust (e.g.
social media marketing) on people/customers at media sites for some companies in the food and
beverage industry. communication through social media This is the first stage in devising a new
strategy to improve the current situation and attract more customers to social media, with the
goal of increasing their buy intent.

Furthermore, the findings of the study will be a great source of knowledge for other companies
in the food and beverage industry to use in developing marketing plans for potential customers,
as well as a basis for the industry to grow even farther. additional research into the impact of
eWOM, social media, and trust on future guests

As a result, through the buying decision of potential customers at Pizza Hut, this study will
evaluate the relationship between eWOM, social media, and trust. As a result, the research topic's
title is: THE IMPACT OF e-WOM IN SOCIAL MEDIA ON CUSTOMER BUYING
DECISIONS. IN HO CHI MINH CITY, THE CASE OF PIZZA HUT

• Chapter Two - Literature Review (approx. 1200 words)

II. Literature Review
1.Factor
a. E-WOM
It was discovered that two types of information have a positive impact on customer confidence in
both cognitive and emotional terms. Furthermore, internet customers' motivation to make repeat
purchases is boosted by both cognitive and emotional trust. Furthermore, the outcomes of the
study demonstrate the importance of online purchasing experience in regulating behavior.
[ CITATION Hoa17 \l 1033 ]

For both genders, EWOM and Brand Image had the same impact on airline passenger Intent to
Buy Tickets. Brand image acts as a mediating variable in the relationship between EWOM and
Customer Purchase Intent. This study has implications for low-cost airlines looking to establish
effective word-of-mouth marketing strategies.[ CITATION DoU20 \l 1033 ]
EWOM money from the current document are used in this investigation. EWOM antecedents
include information quality or argumentation, loyalty, new social links, source quality,
satisfaction, normative, and information quantity. This proposal is followed by 16 suggestions
for possible new systems between EWOM and its predecessor, CBBE.[ CITATION Cha18 \l 1033 ]
Introduces the ideas, theoretical foundations, and preceding research models surrounding the
impact of eWOM, brand image, and trust on customer booking intentions. This is a hot topic in
Vietnam and around the world.[ CITATION Tra18 \l 1033 ]
Electronic word-of-mouth acceptance is a psychological behavior that influences online
consumers through social norms, reviews, prices, and comments. Before making a purchase
decision, shoppers seek out the opinions and remarks of others. Consumers will also participate
in a virtual community of help by submitting inquiries when they have them. Consumers will
accept information and have more confidence in using eWOM before making a purchase
decision if they perceive a review/comment to be trustworthy and useful. The study discovered
that adoption of eWOM had a beneficial impact on buying intent.[ CITATION Phạ20 \l 1033 ]

b . Social media
The article begins with a definition of social media, which serves as a foundation for the rest of
the special issue's contributions. While the Internet and the World Wide Web have always been
used to enable social interaction, the introduction and quick dissemination of Web 2.0
functionalities in the first decade of the new century facilitated an evolutionary leap forward in
the social component of web use. [ CITATION Jon15 \l 1033 ]
Most companies that use social media to communicate with customers have a multi-pronged
strategy that includes a variety of platforms.[ CITATION Pau13 \l 1033 ]
Social media is the latest term in the world of marketing and communication. Various social
networking platforms are used by billions of people on a daily basis. A substantial number of
consumers study social media reviews of products and services before making a purchasing
decision.[ CITATION Ang15 \l 1033 ]
From the early 2000s, the author focuses on the rise of social media penetration in Vietnam, as
well as its effects on the journalistic environment.[ CITATION Ngu15 \l 1033 ]
Social media users have recently showed a lot of burnout indications. We examine social media
burnout from three perspectives in this study: a user's ambivalence, emotional weariness, and
depersonalization.[ CITATION BoH16 \l 1033 ]
Disinformation's widespread dissemination on social media has recently gotten a lot of academic
attention. While the topic of disinformation in social media has received a lot of attention, there
are a lot of various definitions for the same problem, as well as conflicting outcomes among
studies.[ CITATION Lia19 \l 1033 ]
The customer purchase journey is influenced by social media. It encourages buyers to progress
through the buying process while also raising brand awareness. From the first time they come
into contact with the company's brand to actively endorsing it. In other words, when a brand has
more positive ratings, the chances of making a purchase improve. As a result, throughout the
research phase, firms should concentrate on the value proposition of the service/product to the
target audience. From brand awareness to final product acquisition, a customer goes through a
number of stages. The customer's buying path is heavily influenced by social media. It aids
marketers in identifying the precise moments that can be captured and turned into a customer's
buying decision at each step.[ CITATION Mat21 \l 1033 ]
c. Customer purchase decision
The purpose of this study is to see how consumer purchase decisions affect customer pleasure
and loyalty to the KFC brand. A range of factors influence customers' purchase decisions,
including cultural, societal, and personal factors. Meanwhile, a range of elements influence
consumer contentment, including promotion, service quality, and brand. Customer loyalty is
measured by satisfaction, brand loyalty, and dedication.[ CITATION And13 \l 1033 ]
According to the data, the impact of social media usage and EWOM on purchase decision is
mediated by conviction. The firm's brand reputation (as seen by the customer) moderates the
relationship between EWOM and purchase intention, with the relationship being significantly
stronger if the brand reputation is more positive.[ CITATION Sha19 \l 1033 ]
Understanding and monitoring price characteristics is crucial for the firm and future management
because price influences every part of the organization. It's critical to figure out the company's
strategy and stick to it throughout the life cycle. [ CITATION Iva15 \l 1033 ]
While the extraordinary growth of the Internet has made electronic commerce (EC) a popular
topic, empirical research on the relationship between EC quality criteria and customer purchase
decisions, particularly in developing countries, has been lacking. Many perceived EC quality
aspects play a significant part in determining whether or not to purchase it.[ CITATION Mah08 \l
1033 ]

Marketers want to know what the best advertising media is for making their campaigns more
effective. This study explores for a link between customers' purchasing decisions in Ghana and
television ads, radio commercials, newspaper commercials, and outdoor commercials.[ CITATION
Isa21 \l 1033 ]

d. Trust
This paper presents a definition of trust as well as a conceptual explanation of trustworthiness. Its
reach will be as broad as possible, and it will not be restricted to a single type of trust. The purpose
is to demonstrate key criteria for examining and understanding trust, as well as designing systems,
institutions, and technologies that support, model, or mimic trust. [ CITATION OHa12 \l 1033 ]
Trust is a fundamental concept in distributed computing systems, and it plays a critical role in
ensuring and increasing system security. Despite the fact that several trust models for
distributed or pervasive computing systems have been presented, there has been little research
done to define trust in a clear and formal manner. [ CITATION Dao05 \l 1033 ]
Scholars from a wide range of disciplines have been investigating trust, with only infrequent
attempts to bring the many streams together. One of the causes for the lack of integration is the
lack of a clear understanding of what constitutes trust. In this study, we solve this problem by
going back to basics to derive a mathematically precise and statistically sound definition of trust.
[ CITATION Raj98 \l 1033 ]

According to survey findings, salesperson qualities such as expertise, intent, and likability
increase customer trust in salespeople.[ CITATION Sye96 \l 1033 ]
Gaining client trust in m-commerce is a difficult endeavor that spans the formation of initial trust
to ongoing trust development—but it can be done.[ CITATION Ken03 \l 1033 ]
Retailers need to build trust, especially in the internet world, where consumers perceive higher
danger. In prior research, the majority of these studies examined purchase intention rather than
customer buying behavior, and the notion of trust, despite the fact that there are several previous
studies, the majority of these studies only consider the concept of trust. This is a straightforward
notion that is graded on a first-order scale. The impact of trust on purchasing behavior will be
examined in this study, as well as the idea of trust itself, which will be measured in terms of
competence, responsibility, and honesty.[ CITATION Min18 \l 1033 ]
2. Theory
Structural equation modeling was used to test the proposed model. In this context, social media
and EWOM have a positive impact on purchase-decision involvement, and online trust is a key
mediator. Managers and policymakers should be aware of the implications of this study's
findings.
3. Concepdual model

What is the recommendation/ solutions for food and beverage companies to improve the
current
situation, attract more customers….?

Some customer-attraction measures are distinguishing in order to attract new clients, rather
than focusing solely on the goods. Focus on services, people, identity,... if you don't have the
ability to build a differentiated product. How do you set yourself out from your competition so
that you don't get lost in the crowd? It is not easy to stand out among hundreds of other stores;
please refer to the secrets of attracting customers, such as differences in service, image, and
items. Improve advertising and marketing initiatives, provide suitable discounts, and
communicate with existing and new customers.

Bibliography
adaleeb, S. S. (1996). Factors Influencing Customer Trust in Salespersons in a Developing
Country.
Ahakwa, I. (2021). Exploring the Impact of Traditional Communication Channels on Customer
Purchase Decision: A Case Study of University Students in Ghana.
Anh, T. V. (2018). Tác động của truyền miệng điện tử (eWOM), hình ảnh thương hiệu và sự tin
tưởng đến ý định đặt phòng khách sạn của những khách hàng tại Thành phố Hồ Chí
Minh.
Bhattacharya, R. (1998). A Formal Model of Trust Based on Outcomes. Madan M. Pillutla.
Ghosh, A. (2015). Social Media WOM: Definition, Consequences and Inter-relationships.
Pingali Venugopal.
Giang, N. K. (2015). Ảnh hưởng của truyền thông xã hội đến môi trường báo chí Việt Nam.
Han, B. (2016). Social Media Burnout: Definition, Measurement Instrument, and Why We Care.
Hustić, I. (2015). The influence of price on customer’s purchase decision. Pavlinska 2, 42000
Varaždin, Croatia: Iva Gregurec.
M.Leonardi, P. (2013). Journal of Computer-Mediated Communication. Marleen Huysman.
O'Hara, K. (2012). A general definition of trust. Southampton.
Prasad, S. (2019). Marketing intelligence & Planning. Arushi Garg.
Shareef, M. A. (2008). Role of different electronic-commerce (EC) quality factors on purchase
decision: a developing country perspective.
Siau, K. (2003). Building customer trust in mobile commerce.
Sijoria, C. (2018). Marketing Intelligence & Planning. Srabanti Mukherjee.
Susanto, A. H. (2013). THE INFLUENCE OF CUSTOMER PURCHASE DECISION ON
CUSTOMER SATISFACTION AND IT’S IMPACT TO CUSTOMER LOYALTY.
Tam, D. U. (2020). Tác động của truyền miệng điện tử (EWOM) về các hãng hàng không giá rẻ
đến hình ảnh thương hiệu và ý định mua vé của hành khách: Góc nhìn về sự khác biệt
giới tính. Ho Chi Minh: Nguyen Mai Duy.
Thao, H. T. (2017). Sự chấp nhận thông tin truyền miệng điện tử và niềm tin thương hiệu trong
lĩnh vực du lịch Việt Nam. Ho Chi Minh: Nguyen Trong Tam.
Wildman, J. A. (2015). Social media definition and the governance challenge: An introduction
to the special issue. Telecommunications policy. Quello Center.
Wu, L. (2019). Misinformation in Social Media: Definition, Manipulation, and Detection.
Xiu, D. (2005). A Formal Definition for Trust in Distributed Systems. Zhaoyu Liu.
No Research Year Dependent Independent Mainfinding
Articles Variable Variable
1 Xiufang Cheng 2010 -Consumer eWOM's impact eWOM plays a
and Meihua buying on users and significant role in
Zhou behavior businesses consumer purchase
Study on Effect -Factors that decisions. The
of eWOM: A drive buying objective of this paper
Literature behavior is to review prior
Review and studies to provide a
Suggestions for better understanding
Future Research of eWOM's effect on
consumers and
corporate
2 Hoang Thi 2017 -Relevancy Acceptance of Based on the theories
Phuong Thao -Accuracy information e- of information and
and Nguyen -Source WoM brand acceptance, the
Trong Tam -credibility brand trust study explores the
Acceptance of factors affecting the
electronic word acceptance of
of mouth electronic word of
information and mouth (e-WoM), then
brand trust in explores the
Vietnam's relationship between
tourism acceptance receive
this information with
brand image and trust.
Data collected from
272 travelers
3 Tran Van Anh 2018 -Experience Hotel booking Present concepts,
Impact of -Brand image intention of theoretical bases on
electronic word -Trust customers in Ho the impact of eWOM,
of mouth -Shopping Chi Minh City brand image and trust
(eWOM), brand intention on customers' booking
image and trust intention as well as
on hotel refer to previous
booking research models
intention of related to this topic.
customers in Ho talent in Vietnam as
Chi Minh City well as in the world.
From there, the author
has a basis to make a
proposed research
model
4 Do Uyen Tam 2020 -Brand image Passenger (HK) Study the impact of
and Nguyen Mai -Sex ticket purchase Electronic Word of
Duy intentions for Mouth (EWOM) on
 Impact of low-cost airlines Passenger Intent to
electronic word Buy Tickets (HK) for
of mouth low-cost airlines for
(EWOM) on domestic flights in
low-cost airlines Vietnam. Structural
on brand image linear model (SEM) is
and passenger applied to test the
purchase relationship between
intention: A the proposed
perspective on variables, using a
gender random sample of 188
differences passengers of low-cost
airlines in Vietnam
5 Giang Khac 2015 -Content Press The author mainly
Nguyen quality environment outlines the process of
The influence of -Technology social media
social media on -Access needs penetration into
the Vietnamese -Social media Vietnam since the
press early 2000s, thereby
environment analyzing its impacts
on the journalistic
environment
6 Mahmud akhter 2008 -Personal trust EC ‘s purchasing Electronic-Commerce
shareef and distribution decision (EC) has become an
Vinod kumar -Attitude important issue with
Role of different local the unprecedented
electronic- environmental proliferation of the
commerce (ec) -Security Internet, there has
quality factors concerns been insufficient
on -Perceived empirical research
Purchase reliability concerning the
decision: a relationship of EC
developing quality factors and
country purchase decision for
perspective consumers. This
article presents an
exploratory study of a
general conceptual
model of perceived
quality factors
required for
consumers purchase
decisions in EC
7 Isaac Ahakwa, 2021 -Television Customers’ Using University
Jingzhao advertisement purchase students in Ghana as a
Yang,Evelyn -Radio decisions in population, the study
 Agba Tackie advertisement Ghana employed a simple
and Kwame -Newspaper random sampling
Bankole advertisement approach and
Exploring the -Outdoor collected data from
impact of advertisement University students in
traditional UCC and KNUST.
communication Seven hundred and
channels on fifty (750) responses
customer were gathered from
purchase participants Data were
decision: a case analyzed using partial
study of least squared built on
university Structural Equation
students in Modeling (SEM)
Ghana

8 Yonathan 2020 -Social The intentions to A cross-sectional time

Dri Handarkho  technology use social approach of the
The intentions -Social commerce quantitative field
to use social experience study was used with
commerce from personality the data collected from
social, traits while 874 users of SC in
technology, and -Gender, age Indonesia using
personal trait and experience questionnaires
perspectives:
analysis of
direct, indirect
and moderating
effects
9 Shantanu Prasad 2019 -Social media Social media The authors adopted
Arushi Garg usage Ewom usage and the concept of
 and Conviction electronic word- conviction from
Saroj Prasad  -Firm’s brand of-mouth another field of
Purchase reputation (EWOM) on enquiry, conducted a
decision of -Purchase purchase qualitative study and
generation Y in intention decisions of an e-mail survey with
an online -Customer Generation Y post-graduate
environmenT loyalty management students
(Generation Y) of a
university to examine
the impact of social
media and EWOM on
customer purchase
decision. Data were
collected and analyzed
with the help of
 structural equation
modeling
10 Angshuman 2015 -Roles of Social media of The main relationships
Ghosh, Sanjeev positive and marketing and that we study are the
Varshney, Pinga negative communication impact of social media
li Venugopal WOM WOM on consumer
-The context of purchase intention and
Social Media social media brand attitude. We
WOM: and studying also study the role of
Definition, the roles key correlates in the
Consequences context namely
and Inter- perceived risk, source
relationships credibility, social
media website,
perceived product
knowledge and
involvement level
11 Andhika H. 2013 -To identify To identify and The available of quick
Susanto and analyze analyze customer serve food become
customer purchase requirement of society
The influence of purchase decisions effect in line with fast
customer decisions on customer mobility. The result is
purchase effect on loyalty lot of new fast food
decision on customer brands enter to the
customer satisfaction market.The purpose of
satisfaction and -To identify this research is to
it’s impact to and analyze investigate the
customer loyalty customer influence of customer
satisfaction purchase decision
effect on toward customer
customer satisfaction and the
loyalty impact to customer
loyalty toward KFC
brands
12 Clyde 2014 -The external Social media Based on a review of
Holsapple, Shih- and internal analytics 27 research papers
Hui Hsiao and organizational related to social media
Ram Pakath environs analytics (SMA), we
Business Social -Benefits of develop an integrated,
Media business sma unifying definition of
Analytics: -Insight Business SMA,
Definition, generation providing a nuanced
Benefits, and starting point for
Challenges future Business SMA
research.
13 Paul M. 2013 -Social Social media for The technologies have
 Leonardi, Marle Capital  business entered and continue
en Boundary to enter the workplace.
Huysman, Charl Work  We also review areas
es Steinfield -Attention of research covered by
Enterprise allocation papers in this special
Social Media: -Social issue and papers on
Definition, Analytics  enterprise social
History, and media published
Prospects for the elsewhere to take
Study of Social stock of the current
Technologies in state of out knowledge
Organizations and to propose
directions for future
research
14 Liang Wu 2019 -A definition Consolidate the In this survey, we aim
Misinformation for observations of to consolidate the
in Social Media: misinformation social media observations, and
Definition, in social media investigate how an
Manipulation, -The diffusion optimal method can be
and Detection of selected given specific
misinformation conditions and
-How contexts
spreaders
propagate
misinformation
in social
networks
15 Bo Han 2016 -Ambivalence User’s social We study the social
Social Media emotional media media burnout issue
Burnout: -Exhaustion continuance from three
Definition, -Depersona_ perspectives,
Measurement lization including a user’s
Instrument, and ambivalence,
Why We Care emotional exhaustion,
and depersonalization.
Building on the
maslach burnout
inventory (mbi), we
designed a new scale
to measure a user
16 Obar, J.A. and 2015 -Connecting a Virtual social Begins with a
Wildman Social profile with networks definition of social
media definition those of other media that informs all
and the individuals contributions in the
governance and/or groups. special issue. A
challenge: An -A site or app section describing the
 introduction to designed challenges associated
the special issue -User- with the governance of
generated social media is
content presented next,
-Internet-based followed by an
applications 17overview of the
various articles
included in the special
issue
17 Angshuman 2015 -Erceived risk -Consumer We study how social
Ghosh, Sanjeev -Source purchase media WOM
Varshney, Pinga credibility -Intention influences the decision
li Venugopal -Social media brand attitude making of the
website recipient consumer.
Social Media
-Perceived Based on study of the
WOM:
product extant literature and
Definition,
-Knowledge consequent analysis,
Consequences
Involvement we present a set of
and Inter-
level research propositions
relationships
and a conceptual
model
18 Sijoria, 2018 -Information Consumer-based A total of 93 research
C., Mukherjee, or argument brand equity articles on eWOM and
S. and Datta, B quality CBBE were critically
Impact of the -Loyalty reviewed using the
antecedents of Social systematic literature
eWOM on relationship review method
CBBE -Source quality
Satisfaction
-Subjective
norms
-Information
quantity
19 Keng Siau 2003 -Electronic Customer trust Gaining customer trust
commerce in m-commerce is a
Building daunting process,
customer trust in -Computing / extending from initial
mobile technology trust formation to
commerce policy continuous trust
development---but it
can be done
20 Syed Saad 1996 -Expertise The determinants Research on trust is
Andaleeb -Intent of customer trust limited in the context
Syed Ferhat -Likability in salespersons in of developing
Anwar a developing countries. Because of
Factors country its importance in
Influencing facilitating exchange.
Customer Trust The theoretical model
in Salespersons was derived from
in a Developing research conducted in
Country the developed
countries