Exploring the factors influencing brand loyalty for the online food ordering sector in Vietnam

This study aims to assess the impact of social media advertising and e-brand experiences. Specifically, it examines how e-brand satisfaction and trust, acting as mediator variables, influence e-brand loyalty among online food customers in Vietnam. The research uses a quantitative method, collecting data from 469 valid responses via a survey questionnaire. The collected data were analyzed using statistical tools such as Cronbach's alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) through SPSS and AMOS software. The results show that e-brand experience, satisfaction, and trust are essential for developing and sustaining long-term relationships. Consequently, managers should focus on integrated activities to enhance consumer experience and satisfaction. (c) 2024 The Authors. Published by IASE. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).