The Impact Of Facebook Advertising On Gen Z’s Purchase Intention: The Case Of Lifebuoy’s Interactive Advertising In Vietnam

Abstract

This paper aims to explore the impact of Facebook advertising on Gen Z’s purchase intention of Lifebuoy’s products with interactive advertising as its driven cause. This exploration focuses on the influence of Facebooks ads on Gen Z considering these specific objectives: to measure the performance of interactive advertising in stimulating purchase intention of Gen Z consumers on Facebook, to analyze Lifebuoy’s interactive advertising impact on the purchase intention off Gen Z consumers, and to provide better understanding, consequently giving recommendations to Lifebuoy of advertising strategy optimization to target Gen Z consumers and provoke their purchase intention. Augmented Reality, so called by Gen Z consumers as “filter”, is the underlying base for the examination of interactive advertising. The research adopted the model from the Unified Theory of Acceptance and Use of Technology (UTAUT2) (Venkatesh et al., 2012), considering the usage of performance expectancy, hedonic motivation, Habit and the other 3 factors to explain how these factors might predict buyers’ perceptions and intentions toward items and services on social media advertising. Hypothesis and quantitative analyzing method were introduced to reflect the significant influence of these factors towards each other and finally, the influence towards the purchasing behavior of target customer. The research recorded 300 valid answers over a range of 308 answer collected from the main target audience. Using both SPSS and AMOS for figure analyze and quantitative dissection, valid answer serves as an input for the model and the result were surprising. Informativeness, Perceived Relevance và Performance Expectancy were found to have the strongest influence towards to Gen’Z purchasing behaviour. Wheres Hedonic Motivation and Habit having minimal to zero impact to the purchase intention of the target consumer