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All Journal International Journal of Advances in Applied Sciences
Thao Phuong Nguyen
Ho Chi Minh University of Banking
Earth & Planetary Sciences Environmental Science Materials Science & Nanotechnology Mathematics Physics

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The role of online public relations and social influence on customer behavior at Vietnamese commercial banks Thao Phuong Nguyen; Tuan Minh Nguyen; Hang Thi Thanh Hoang; Huong Thi Thu Nguyen
International Journal of Advances in Applied Sciences Vol 15, No 3: September 2026
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijaas.v15.i3.pp1015-1028

Abstract

This study examines the effects of personalization (Per), social media (SM), and timeliness (Tim) on online public relations (OPR) and customer behavior (CB), as well as the mediating role of OPR and the moderating role of social influence (Soc). Data from 337 customers of Vietnamese joint-stock commercial banks were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that Per and SM significantly enhance OPR, whereas Tim does not affect OPR but directly influences CB. The indirect effects of Per, SM, and Tim on CB through OPR are not significant, indicating that OPR does not mediate the relationships. Although OPR has a small positive effect on CB in the moderation model, Soc neither directly affects CB nor moderates the OPR–CB relationship. These findings suggest that OPR supports digital relationship management but does not automatically translate communication activities into behavioral responses. Banks should therefore prioritize personalized, credible, transparent, and secure communication.
Co-Authors Hang Thi Thanh Hoang Huong Thi Thu Nguyen Tuan Minh Nguyen