The impact of content marketing on Gen Z’s purchase decisions on TikTok Shop in Vietnam
Published: August 26, 2026
doi:10.62831/nckh.2026.3534.v1
Abstract
With the rapid growth of TikTok Shop as a popular social commerce platform among Generation Z (Gen Z) in Vietnam, content marketing has become an important tool for influencing consumer purchasing behavior. This study systematizes the theoretical foundations of content marketing, purchase decisions, and the Stimulus - Organism - Response (S-O-R) framework while reviewing previous research to identify relevant research gaps. Based on this foundation, the study proposes a conceptual model examining the effect of content marketing on Gen Z’s purchase decisions on TikTok Shop through two mediating variables: perceived value and brand trust. The proposed model contributes to the theoretical understanding of consumer behavior in social commerce and provides a foundation for subsequent empirical research. It also offers practical implications for businesses seeking to develop more effective content marketing strategies on TikTok Shop.
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