The impact of short video advertising on consumer brand attitude of beauty care products: A case of GenZ via Tiktokshop

Abstract

The goal of this study is to better understand how Generation Z consumers' perceptions about brands of beauty care goods are affected by short-form video advertising, especially through the TikTok e-commerce platform. The goal of the study was to pinpoint the essential components of short video advertising that have an impact on Gen Z consumers' attitudes of brands. To accomplish this, data from 302 people in Vietnam were gathered using online surveys and convenience sampling. After then, SPSS and AMOS were used to examine the data that had been gathered. The study's conclusions showed that each component had a favorable impact on customers' brand attitudes. The study also found that User Participation Interaction, Scenario-based Experience, Interesting Content, and Consumer Brand Attitude were all mediated by Brand Perception. The fifth chapter of the study explored the study's relevance to real-world circumstances while also discussing the study's limits and consequences. For marketers, event planners, and advertisers looking to better understand the Gen Z population in Vietnam with an emphasis on the TikTok Shop platform, this research offers helpful information. The research advances knowledge of consumer behavior and assists in making strategic marketing decisions by examining the factors that affect Gen Z consumers' brand sentiments while they watch short videos on this platform.