A theoretical framework for analyzing the impact of TikTok influencers on youth fashion purchase intentions in Can Tho City
Published: July 25, 2026
Abstract
This study develops a theoretical framework to analyze the impact of TikTok influencers on the purchase intention of young consumers toward fashion products in Can Tho City. Using desk research, the study synthesizes relevant theories and previous empirical findings on consumer behavior and purchase intention. Based on this foundation, a research model is proposed, identifying four key factors influencing purchase intention: (1) credibility, (2) physical attractiveness, (3) social advocacy, and (4) trust in the influencer. The model provides a basis for future empirical research and practical implications for digital marketing strategies targeting young consumers.
Keywords
consumer behaviorbehavioral trendstraditional marketssupermarketsTikTokintentionsfashion productsyouthCan Tho City
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