Impact of TikTok’s Mukbang ASMR videos on the purchasing behavior of consumers in Ho Chi Minh City
Published: July 29, 2026
Abstract
The popularity of food videos, or Mukbang, on TikTok has surged, making it a lucrative marketing strategy for brands. Businesses are increasingly concerned about the platform's impact on consumer behavior, particularly its potential to influence purchase decisions. This study delves into the mechanisms behind short video marketing's effectiveness, examining how it drives purchase intentions and shapes food reviews. Additionally, it explores the role of viral food trends in encouraging online purchases, even in the context of Ho Chi Minh City's e-commerce market.
Keywords
contentTikTokASMR Mukbangpurchasing behavior
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