Internet consumption has grown more essential in today's digital age owing to its ubiquitous impact on numerous parts of people's lives, including their purchasing activities. Introducing social media platforms has increased this influence by giving users additional routes for knowledge, communication, and brand involvement. Understanding the importance of internet use is critical for understanding the function of social media in altering consumer behavioral intentions. The Internet has changed the way people learn about goods and services. The choice of social media as the primary subject of this study is motivated by its ubiquitous impact on consumer behavior and its ability to affect customer behavioral intention, namely, buy intention and willingness to pay more. In addition, the elaboration likelihood model (ELM) was chosen as the theoretical framework for this research because of its relevance and application in understanding the influence of social media on consumer behavioral intentions, particularly in the setting of internet use. The ELM offers a complete framework for analyzing the interaction between social media, consumer attitudes, and behavioral intentions. Therefore, this study aims to adapt and apply the ELM to investigate the customer behavioral intention towards agarwood on social media platforms. By applying the ELM to social media and the agarwood context, this study aims to explore the dual processing routes (central and peripheral) through which Vietnamese customers form behavioral intentions towards agarwood products. This study's findings contribute to both theoretical and practical fields. Theoretically, it expands the application of the ELM to the context of social media and provides insights into the factors that influence Vietnamese customers' behavioral intentions towards agarwood. Practically, the results offer valuable implications for businesses operating in the agarwood industry, enabling them to tailor their marketing strategies and communication efforts on social media platforms to engage and influence Vietnamese customers effectively.