The importance of social media and brand trust to promote tourism brands: case study in Ho Chi Minh City

The field of marketing through social media has gained increasing popularity among tourist companies. The study aims to determine the factors on social media sites that affect customers’ trust in tourism business brands. The purpose of the survey is to test a linear structural model, in which, customers’ trust in the brand is affected by factors such as Online User Awareness, Handling online Interactions, Online Information Content, Online Communication Team and Online Communication Platform. The results of a quantitative survey carried out with a sample size of 298 subjects are also mentioned in this paper. The research results provide evidence of the factors contributing to Brand Trust through Social Media Sites. Current studies show that all factors have a positive impact, so the proposed research model is completely suitable. The theoretical and practical implications were discussed and applied to brand marketing and business.