| dc.description.abstract | This study investigates the livestreaming attributes affecting young people'
emotional trust and intention to buy a cosmetic product on TikTok using the case of
famous TikToker Vo Ha Linh. The study applies a quantitative approach, based on the
ABC Attitude Theory, Trust-based Acceptance Theory and theoretical outcomes of
previous research related to livestreaming and influencer marketing. Additionally, the
research uses the partial least squares (PLS) model to analyze the data collected from
361 Vietnamese Gen Z consumers in Ho Chi Minh city. The initiative of conducting
this research aims to assist businesses and online influencers in comprehending the role
of livestreaming and its related factors in building customer emotional trust and buying
intention towards beauty influencers and products among Vietnamese young
customers. As a result, brands and marketers may have a better choice on online
celebrities and strategies that are able to drive good purchase intention among targeted
and potential consumers. After collecting and analyzing the data, the outcome has
shown that the 4 factors, namely online celebrity's homogeneity, livestreaming
atmosphere, product and promotion all have an impact on customer emotional trust and
purchase intention. In addition, understanding and applying these findings is important
for cosmetic brands because they not only help brands to raise consumers’ emotional
trust toward their products, but also contribute to drive purchase intention | en_US |
