| dc.description.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. | en_US |
