The Mediating Role of Perceived Risk in Shaping Vietnamese Consumers' Trust in Social Media Advertising: Evidence from the Furniture Industry

This study investigates the mediating role of perceived risk in shaping Vietnamese consumers’ trust in social media advertising for furniture products. Survey data were collected through a structured questionnaire administered via Google Forms and disseminated across social media platforms, yielding 234 valid responses. The data were analyzed using SPSS and AMOS. The findings indicate that information transparency and peer reviews exert the strongest influence on advertising trust, while source credibility and interactivity serve as supporting factors. Perceived risk partially mediates the relationship between information transparency and consumers’ trust in advertising.