Customers' perspectives on marketing mix elements in social media-based purchases

Much research has examined customers' perspectives on information tools, in particular, and the marketing mix elements, in general. However, several theoretical gaps can still be observed. In this study, the roles that social media-based information inputs have with customers' perceptions of trust in sellers (people), product, price, distribution method (place), purchase process (process), and their intentions were examined. Using data gathered from university students in Vietnam, this study found that textual descriptions and pictures created by sellers had some significant impacts on customers' perceptions of trust in sellers and the purchase process. In addition, pictures and hashtags contributed by buyers had some significant influences on customers' evaluations of price and the purchase process. Implications for marketing theory and practice were discussed, together with the limitations of this study and the directions for future research.