The Impact Of Social Media Marketing Activities On Brand Preference And Repurchase Intention Among Generation Z Buyers In Vietnam

Abstract

Featuring the fact that Vietnam is entering a new era of digital transformation and experiencing changes in the generation gap, it is necessary to have an in-depth apprehension to adapt to these innovations. Social media platforms are mentioned with high volume on many communication channels as an appropriate form of digital development that attracts Generation Z. Additionally, social media platforms are not solely used for personal purposes but also as a “destination” for brands and corporations to land their business growth. This study is born to contribute to the contemporary treasure of knowledge, which aims to examine the relationship between social media marketing activities, brand preference, and repurchase intention of Generation Z buyers in Vietnam. The data for this study was gathered from a sample of individuals, who are Generation Z, specifically those between the ages of 18 and 28, and residing in southern Vietnam. The sample size for this study was 339 and it required to have at least one purchase order made within the social media platforms. Regarding the analysis stage, PLS-SEM is utilized to test the proposed hypotheses. After analyzing the data collected, the results indicate that not all social media marketing activities positively affect brand preference and repurchase intention. The finding suggest that Electronic Word of Mouth, Entertainment, Informativeness, and Interactivity can be harnessed to reinforce both the extent of brand preference and boost sales by increasing the repurchase intention of Generation Z consumers in Vietnam. Furthermore, this research assist marketing practitioners and business executives in integrating social media marketing activities into their Omni-channel campaigns to optimize their revenue gaining from the Generation Z buyers with their intentions to repurchase.