| dc.description.abstract | The expansion of various short-video social media platforms led to their
widespread use among a large number of users. To leverage this ongoing trend, marketers
and advertisers have to put in a relentless effort to implement short-video marketing on
these platforms. Consequently, this sparks our curiosity and gives us a chance to investigate
the short-video marketing features and recommendations based on our findings in the case
of Uniqlo Vietnam. This research is concentrated to discover how four key elements of
short-video advertising—namely Social Interaction, Intrusiveness, Informativeness, and
Relevance—influences on the willingness of consumers to make a purchase. Additionally,
our research employed the Technology Acceptance Model (TAM) to examine the
correlation between Purchase Intention and Perceived Usefulness and Perceived Ease of
Use. The main data for this study was obtained through the utilization of a Google Form to
gather responses from 341 individuals belonging to Generation Z residing in Ho Chi Minh
City, Vietnam, aged 12 to 27 years old. The data were gathered through online
questionnaires employing convenient sampling techniques. SPSS and AMOS were utilized
for the analysis. According to the research findings, a positive correlation was found
between Social Interaction, Intrusiveness, Relevance, and Purchase Intention. Despite this,
neither Informativeness nor Perceived Ease of Use exhibit a subtantial association with
Purchase Intention. There is a newly-updated discovery in entertainment platform-related
advertising. Practically, based on research results, the researcher recommends a marketing
strategy for marketers and advertisers to increase purchase intention. | en_US |
