Impact of social media interaction on consumers’ brand awareness in Ho Chi Minh City

This study examines the factors influencing consumers’ brand awareness through social media interaction in Ho Chi Minh City. Data were collected from consumers using popular social media platforms and analyzed using partial least squares structural equation modeling to test the research hypotheses. The findings show that brand experience, brand reputation, functional cognition, emotional cognition, and the level of social media interaction all positively affect brand awareness. These results highlight the important role of social media in strengthening consumers’ ability to recognize and recall brands. The study provides managerial implications for enterprises seeking to develop effective digital marketing strategies, enhance customer engagement, strengthen brand value, and improve competitiveness in the digital business environment.