| dc.description.abstract | The global data demonstrates a significant rise in online consumer purchases,
with peer reviews by web users playing a crucial role in influencing multiple purchase
decisions. This influence is particularly prominent through social media platforms,
which have replaced traditional word-of-mouth and introduced a new phenomenon
known as electronic word-of-mouth (eWOM). Among these platforms, TikTok has
emerged as a popular social media platform featuring beauty content.
In the Vietnamese market, domestic cosmetic brands have been steadily
establishing their presence and directly competing with international brands. This
study aims to gain a deeper understanding of how eWOM, specifically through the
TikTok application, influences consumers' purchase intentions for skincare products.
The findings from this study can provide valuable insights for brands when
developing marketing strategies to enhance purchase intentions.
To investigate the influence of eWOM, the study applied a hypothesis model
that has been validated in previous eWOM research. Data was collected from 264
respondents belonging to Generation Z through a Google Form survey, which
included several predefined criteria. The collected data was analyzed using the SPSS
software. The study revealed a positive and significant influence of information
adoption on purchase intention. However, one variable from the previous model was
excluded from the analysis. | en_US |
