The Examination Of The Correlation Between Product Placement In Short-Form Videos On Tiktok And Vietnamese Young Consumer Purchase Intention

Abstract

With a focus on small and medium-sized businesses (SMEs) in the food and beverage (F&B) industry, this study investigates the relationship between product placement in short-form videos on TikTok and the purchase intentions of young Vietnamese customers. Through influencing customer emotions, the study examines how several aspects of product placements, such as resemblance, beauty, popularity, professionalism, and interaction, impact consumer purchase intentions. The study attempts to use qualitative data to offer a thorough analysis by using a method approach, which includes questionnaires. With a particular focus on the age range of the respondents, 256 members of Vietnamese in other groups on Facebook are the target audience for online surveys used in the study approach to collect data. Following data collection, statistical methods such as structural equation modeling (SEM) and exploratory factor analysis (EFA) are used to assess the data. This study looks at how pleased feelings brought on by clever product placements might improve purchase intentions in an effort to understand the psychological and emotional factors that influence customer behavior. The results should provide useful information to F&B SMEs, allowing them to create social media marketing campaigns that are more successful. The study's implications emphasize how different attributes play a significant role in influencing consumers' purchase intentions through emotional engagement. It also highlights the need for businesses to comprehend and improve these attributes in order to produce integrated advertisements that are both well received and of high quality, which will effectively influence consumer behavior and improve marketing outcomes.