The Impact Of Short Fashion-Branded Videos On Creating Engagement, Contributing Engagement, And Purchase Intention Among Vietnamese Generation Z - A Study In Ho Chi Minh City

Abstract

This study investigates the impact of short fashion-branded videos on creating engagement, contributing engagement, and purchase intentions among Vietnamese Generation Z in Ho Chi Minh City. The rapid adoption of social media and digital content among this demographic highlights the need to understand these dynamics. The primary objective is to explore how informativeness, entertainment value, credibility, and trendiness influence consumer behaviors. Using Partial Least Squares (PLS) and SPSS analysis on data from 322 respondents, the findings reveal that while informativeness and trendiness directly influence purchase intentions, entertainment value and credibility significantly enhance engagement behaviors. Practical recommendations for fashion brands include providing detailed product information, creating engaging content, maintaining trustworthy communication, and staying current with trends. This study contributes to the theoretical understanding of consumer engagement and digital marketing strategies.