The Impact of Social Media Marketing Components on Brand Loyalty in the Fast Fashion Industry Among Vietnamese Students

In light of the current escalating competitiveness of the fast fashion industry, this study investigates the impact of social media marketing (SMM) components on brand loyalty among students in Hanoi. Based on the stimulus-organism-response theory, the study examines the mechanism by which this influence occurs. The partial least squares structural equation modeling (PLS-SEM) method was used to analyze the data using SmartPLS 4.0 software, based on 243 observations. The research results indicate that three SMM components—entertainment, electronic word-of-mouth, and customization—have a significant impact on brand trust, while the others have no impact. At the same time, the crucial mediating role of brand trust is validated as the bridge between these independent variables and brand loyalty. The study expands the SOR theory and provides a practical basis for fast fashion brand managers to build and implement effective SMM strategies towards potential student customers.