A Study on the Impact of KOC on Consumers' Decisions to Buy Electronic Devices Through Short-Form Advertising Videos in Ho Chi Minh City
Published: July 29, 2026
Abstract
In the era of technology development, many digital technology services have been developed, including the short-form video trend. Especially after the COVID-19 pandemic, consumer buying behavior has also changed with the increasing popularity of online shopping through social networks, e-commerce platforms, and entertainment videos on social networks. This study determines the factors affecting the influence of Key Opinion Consumers (KOC) on consumers' decisions to buy electronic devices through short-form advertising videos in Ho Chi Minh City.
Keywords
buying behaviorconsumersshort-form video adselectronic devices.
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