| dc.description.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. | en_US |
