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.
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?"
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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 Statista. Retrieved June 24, 2025, from https://www.statista.com/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. Statista. Accessed June 24, 2025. https://www.statista.com/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. Statista. Statista Inc.. Accessed: June 24, 2025. https://www.statista.com/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." Statista, Statista Inc., 23 Feb 2023, https://www.statista.com/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 Statista, https://www.statista.com/statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/ (last visited June 24, 2025)
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: https://www.statista.com/statistics/1394860/vietnam-influence-of-social-media-on-consumer-purchase-by-category/
