Abstract: The role of social communications and brand image on intention to use has become more and more important. Marketing in firms has increased the social communications, and more and more organizations approach consummers via social networks. More success can be get when firms employ social communicatons and get familiar with social networks when contacting with customers. Literature on social communications, brand image and intention to use services is summarized in this paper. Customer behavior model, theory of planned model, signaling model, and consumer trend model are main literature mentioned. Previous studies on the communications, brand image and intention to use services of commercial banks are also introduced. These studies included both worldwide and Vietnamese experiences in connecting social network, brad image and intention to use services of banking industry.