Tóm tắt
This study addresses a critical gap in understanding the determinants of Gen Z’s purchasing decisions in response to TikTok advertising. Despite being widely recognized as digitally savvy and highly responsive to trends, the mechanisms through which TikTok advertisements resonate with this cohort and translate into purchase intentions remain insufficiently explored. Focusing on the Vietnamese market, the study systematically investigates and empirically validates the key attributes of TikTok advertising that influence Gen Z’s purchase intentions. The findings contribute to a more nuanced understanding of consumer behavior in short-form video platforms and provide evidence-based insights into the factors shaping engagement and conversion among this pivotal young consumer segment in the digital era.
