This study investigates the influence of advertising on social networks on consumers’ intention to purchase food products, specifically focusing on functional foods in Ho Chi Minh City. The research emphasizes the role of advertising value, information reliability, and product quality in shaping purchase intentions. A total of 300 valid survey responses were analyzed using SmartPLS and SPSS software, including Cronbach’s Alpha reliability testing. The study examines various factors such as consumer trust through advertising, attitudes toward dietary supplements, brand image, health awareness, and social network interactions. The findings indicate that effective advertising on social networks, coupled with high product quality and reliable information, significantly influences consumers’ decisions to buy functional food products. Based on the results, the study offers practical recommendations for businesses to optimize their marketing strategies and enhance consumer trust through accurate, engaging social media advertising.