The impact of social media on the consumer behavior of Generation Alpha in Tay Ninh province

This study examines and evaluates the extent to which social media influences the consumer behavior of Generation Alpha in Tay Ninh province. Employing a mixed-methods approach, qualitative and quantitative analyses were conducted. For the quantitative phase, 400 survey questionnaires were distributed across the province, yielding 365 valid responses for analysis using SPSS 20 and AMOS 24 software. The empirical results indicate that while "Parental Mediation" was rejected, four factors -namely "Perceived Usefulness," "Influencer Credibility," "Perceived Risk," and "Reference Groups"—accounted for 62.6% of the variance in "Product Desire." Furthermore, "Product Desire" explained 52.4% of the variance in Generation Alpha's consumer behavior. Based on these insights, several managerial implications are proposed to assist local businesses in optimizing their digital marketing strategies to effectively reach Generation Alpha consumers.