The impact of electronic word-of-mouth (eWOM) on brand awareness of Xanh SM green ride-hailing services among Gen Z in Ho Chi Minh City
Published: August 3, 2026
doi:10.62831/nckh.2026.358.v1
Abstract
This study explores the impact of electronic word-of-mouth (eWOM) on brand awareness among Generation Z in Ho Chi Minh City, focusing on Xanh SM green ride-hailing services. The findings identify five factors affecting brand awareness: eWOM credibility, positive/negative eWOM valence, influencers, expertise, and eWOM quantity. Among these, eWOM quantity has the strongest effect, while eWOM valence is excluded due to lack of statistical significance. Based on the results, the study proposes managerial implications to enhance brand awareness of Xanh SM among Gen Z consumers and support other ride-hailing companies in building a “green” brand image in the digital environment.
Keywords
eWOM credibilityeWOM valenceinfluencers
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