EFFECT OF SOCIAL MEDIA-TIKTOK ON GENERATION Z PURCHASE INTENTION – EVIDENCES FROM VIETNAM

Abstract

The primary aim of this study is to investigate the factors influencing the purchasing intention of Vietnamese youth through the lens of social media, with a specific focus on TikTok. This research explored the effects of social media-Tiktok, innovation of selling way, electronic word-of-mouth (eWOM), influencers and personalized experiences on purchase intention of Vietnamese generation Z. The survey technique is used to gather and analyze data from a particular sample population, Gen Z consumers, that utilizes TikTok. Applying a model of multiple regressions, the hypotheses are tested. The results revealed significant positive relationships among social media usage, particularly on TikTok, and the influence of social media influencers, with the purchase intention. The findings emphasized the pivotal role of influencers and social networking platforms in forming the purchasing intention of Vietnamese Gen Z consumers. The results of the study added to the body of knowledge about how social media affects consumer behavior. Moreover, the study's results provided insights into the ways in which businesses can leverage Tiktok to reach and engage with Gen Z consumers in Vietnam.