Published February 27, 2023 | Version 01
Journal article Open

Discussion on Analysis of Effects of Short-Form Video Advertising on the Purchase Intention of Gen Z in Vietnam - And Future Research Directions

Creators

  • 1. National Economics University, 207 Giai Phong, Dong Tam, Hanoi.
  • 2. Banking University HCM City Vietnam - International University of Japan, Japan.

Contributors

  • 1. National Economics University, 207 Giai Phong, Dong Tam, Hanoi.

Description

The purpose of this study is to investigate the impact of informativeness, entertainment, credibility, social interaction, incentives, and irritation of short-form video advertising on social media on the purchase intention of Gen Z in Vietnam through user attitude and advertising value. The methodology is conducting a survey by collecting responses from 1257 respondents who are Gen Z and familiar with social media, which was later analysed using SmartPLS. The main findings are advertising value and user attitude significantly affect customers’ purchase intention; advertising value is directly affected by informativeness, entertainment, and credibility; user attitude is directly affected by social interaction, incentives, and irritation. Finally, the research team proposes some solutions for businesses to increase the purchase intention of Gen Z in Vietnam through short-form video advertising on social media.

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