The Impact of Social Media Content Quality on Brand Awareness and Purchase Intention for OCOP Products among Consumers in Ho Chi Minh City

In February 2023, The Vietnam Trade Promotion Center for Agriculture collaborated with TikTok Vietnam to build communication and promotion programs for OCOP - One Commune One Product. This is considered one of the outstanding events and has a positive impact on the campaign to elevate Vietnamese agricultural products and specialties. On the basis of these nationally significant activities, the authors conducted this research with the aim of exploring the impact of content quality on the social network Tik Tok on brand awareness and product purchase intention OCOP product, concurrently examines the mediating role of hedonic motive and utilitarian motive in these relationships. The study uses the partial least squares structural equation modeling (PLS-SEM) to analyze data, including 262 survey samples of users in Ho Chi Minh City who know and have watched live streams about OCOP products on Tiktok. The results show that Content quality has significant effects on brand awareness, hedonic motive and utilitarian motive. Brand awareness has an impact on purchase intention and also plays as a partial mediator between content quality and purchase intention. Besides, hedonic motives and utilitarianism both also play mediating roles in the relationship between content quality and purchase intention, and content quality and brand awareness.