Impact of viral marketing on the customer purchase intention to natural cosmetics in Hanoi city

The study aims to evaluate the impact of testing spillover marketing factors on the intention to buy cosmetic products in the Hanoi market and test the relationship between the impact variables. This study's multivariate regression model included survey results of 240 consumers, reliability analysis techniques, exploratory factors, and five factors. The analysis results show that emotional value, social value, brand awareness, and subjective norms for the content of pervasive marketing positively impact consumers' purchase intention towards natural cosmetic products. However, the research results did not show any relationship between the perception of safety and the purchase intention of Hanoi consumers for natural cosmetic products.