Factors influencing purchase intention for Vietnamese local fashion brands in social commerce: A case study in Hanoi

Social commerce is a new business model marking a breakthrough in the area of online shopping. Its massive expansion has boosted e-commerce and increased the effectiveness of online marketing. In the context of the increasingly developing fashion industry, the study aims to understand factors that affect purchase intention for Vietnamese local brands in social commerce.
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Factors influencing purchase intention for Vietnamese local fashion brands in social commerce: A case study in Hanoi