respondents whose purchases were influenced in last three months (any product category)
Supplementary notes
The source did not mention the type of survey used.
Original question: "Think about the purchases you have made in the following categories over the past 3 months. Were you influenced toward a certain brand by a post on social media in the following categories?"
Citation formats
Influence of social media on consumer purchase decision in Vietnam 2022, by category
In a survey conducted in 2022 among consumers in Vietnam, about ** percent said that social media posts had influenced their purchase of skincare and makeup products. About ** percent of respondents made purchase decisions after being influenced by social media for clothing and accessories.
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McKinsey & Company. (February 23, 2023). Share of consumers whose purchase decision were influenced by social media in Vietnam as of December 2022, by category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/
McKinsey & Company. "Share of consumers whose purchase decision were influenced by social media in Vietnam as of December 2022, by category." Chart. February 23, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/
McKinsey & Company. (2023). Share of consumers whose purchase decision were influenced by social media in Vietnam as of December 2022, by category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/
McKinsey & Company. "Share of Consumers Whose Purchase Decision Were Influenced by Social Media in Vietnam as of December 2022, by Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 23 Feb 2023, /statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/
McKinsey & Company, Share of consumers whose purchase decision were influenced by social media in Vietnam as of December 2022, by category ÌÇÐÄÆƽâ°æ, /statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/ (last visited August 03, 2026)
Share of consumers whose purchase decision were influenced by social media in Vietnam as of December 2022, by category [Graph], McKinsey & Company, February 23, 2023. [Online]. Available: /statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/
