The Impact of Social Media Marketing on Brand Awareness and Purchase Intention: Case Study of Vietnam's domestic fashion brands

The study aimed to examine the impact of social media marketing on brand awareness and purchase intention for Vietnamese domestic fashion brands. Quantitative research was conducted on 302 Vietnamese people of Generation Z. The questionnaire designed on Google forms was sent to research samples who were willing to participate. Research results determined the role and benefits of social media marketing in 2 aspects: (1) information about the brand of social media marketing on social networks and (2) brand engagement on social networks. Social media marketing has a positive impact on brand awareness and purchase intention of Vietnamese domestic fashion brands. In particular, brand information when communicating on social networks has a direct and positive impact on brand awareness and purchase intention. Brand engagement on social networks has a positive direct impact on brand awareness and a positive indirect impact on purchase intention through brand awareness. The research results show that Vietnamese domestic fashion brands do quite well in social media marketing, and are highly appreciated by the online community of generation Z in Vietnam. In the future, in order to improve brand awareness and purchase intention, Vietnamese domestic fashion brands need to pay attention to the brand information properties of social media marketing programs and need to invest more in brand engagement characteristics of social networks. Keywords: social media marketing, brand awareness, purchase intentio

Investigation of acute, sub-chronic toxicity, effects of mangiferin and mangiferin solid dispersion (HPTR) on Triton WR1339-induced hyperlipidemia on Swiss albino mice

Mangiferin is a xanthonoid found in Mango leaves in abundance with many effects as a hypoglycemic, antioxidant, and anti-inflammatory agent, plant metabolite, and so on. However, nowadays, mango leaves are merely a waste product in Vietnam. To take advantage of this valuable medicinal resource, extraction conditions of mangiferin using classical and ultrasound methods were researched, and mangiferin was purified from Cat Chu mango leaves (Mangifera indica L., Anacardiaceae) collected in Dong Thap. Ultrasound-assisted extraction method was conducted with the following conditions and mangiferin was extracted at a percentage of 6.728% with a purity of 91.11%. Purified mangiferin was evaluated using molecular absorption spectroscopy UV-Vis, scanning electron microscopy (SEM), X-ray diffraction (XRD) spectroscopy, simultaneous thermal analysis (STA: TGA/DSC), and dissolution measurement method. To optimize the solubility and permeability of mangiferin, the solid dispersion system (HPTR) was made by the combination of HPMC 6M:mangiferin at the ratio of 1:5. To investigate the acute, sub-chronic toxicity and hypolipidemia effect of HPTR as compared to purified mangiferin, we followed guidelines for preclinical and clinical trials of Traditional Medicine and Herbal Medicines by the Vietnam Ministry of Health and OECD, and used tyloxapol (Triton WR1339, 400 mg/kg, i.p.) to induce hyperlipidemia. Our results indicated that purified mangiferin and HPTR extract showed no acute toxicity and sub-chronic toxicity and has potential as an antihyperlipidemic agent. The HPTR brought about a significant decrease in total cholesterol, triglycerides and LDL-c when compared to mangiferin, however there was no significance between them