Research on the Impact of Short-Form Video Advertising on Social Media on the Purchase Intention of Gen Z in Vietnam

Abstract

In recent years, short-form video has become a popular form of advertising on social media. The way consumers make decisions to purchase has changed owing to this new marketing method. This study aims to investigate the impact of informativeness, entertainment, credibility, social interaction, incentives and irritation of short-form video advertising on social media on the purchase intention of Gen Z in Vietnam through user attitude and advertising value. A survey was conducted by collecting responses from 1257 respondents who are Gen Z and familiar with social media, which was later analysed using SmartPLS. The findings revealed that advertising value and user attitude significantly affect customers’ purchase intention. In addition, advertising value is directly affected by informativeness, entertainment and credibility. Meanwhile, user attitude is directly affected by social interaction, incentives and irritation. Finally, the research team propose some solutions for businesses to increase the purchase intention of Gen Z in Vietnam through short-form video advertising on social media.