TITLE:
Social Networking Platforms and Electronic Word-of-Mouth: The Mediating Role of Trust in Vietnamese Consumers’ Smartphone Purchasing Decisions
AUTHORS:
Heidi H. Chang, Thai Thuy Linh
KEYWORDS:
Social Networking Platforms, Electronic Word-of-Mouth, Trust, Sender Expertise, Consumer Purchasing Decision, Smartphone Market
JOURNAL NAME:
Social Networking,
Vol.15 No.3,
July
27,
2026
ABSTRACT: This study examines how social networking platforms and electronic word-of-mouth (eWOM) influence Vietnamese consumers’ smartphone purchase decisions, with trust as a mediating variable. Drawing on social learning theory and consumer behavior literature, the research distinguishes between social network WOM—product reviews, posts, comments, and feedback encountered on social networking platforms—and sender expertise—recommendations from family members, friends, and other personally known individuals perceived as knowledgeable about smartphones. Data were collected through a structured questionnaire from 200 Vietnamese respondents who were current smartphone users and had experience searching for information relevant to smartphone purchases. Correlation and multiple-regression analyses reveal that both social network WOM and sender expertise positively affect trust and purchase decisions, with sender expertise exerting the stronger influence. Regression results further indicate that trust partially accounts for the relationships between the two WOM dimensions and purchase decisions; the indirect effects are assessed separately in the mediation analysis. The findings highlight the complementary effects of digital-platform information and interpersonal expertise in shaping consumer behavior in an emerging market. Practical implications are provided for smartphone brands seeking to strengthen credibility through authentic user-generated content, trusted recommendations, and carefully selected influencer collaborations.