The influence of storytelling advertisement on consumer purchase intention of GenZ in Vietnam

Abstract

The objective of this research was to examine the factors that affect the effectiveness of storytelling advertising in shaping the purchase intention of Generation Z in Vietnam. The research model created and used as the theoretical framework for this study includes six independent variables (Irritation, Word of Mouth, Entertainment, Memorability, Informativeness, and Time Duration) and one dependent variable (Purchase Intention). The present investigation utilizes a quantitative methodology as its primary approach, which incorporates various statistical techniques including reliability analysis, exploratory factor analysis (EFA), correlation analysis, and regression analysis through the utilization of SPSS software. The study collected 307 valid responses from Generation Z individuals in Vietnam through the use of questionnaires. Furthermore, the study found that Word of Mouth (WM), Entertainment (E), Memorability (M), Informativeness (IF), and Time Duration (T) all had an effect on the customer's dependent variable Purchase intention. The Irritation (IR) variable has no effect on Purchase Intention. Furthermore, like with every research, this study had limits; yet, via the data gathering and analysis method, this study offered numerous important ideas for marketers and future research in the relevant field