Influence of Tiktok Short Video Ads on Vietnamese Customers’ Purchase Intention for Cosmetic Brands

Thi Mai Le; Ngoc Anh Nguyen

doi:10.47405/mjssh.v10i5.3415

Thi Mai Le International School, Vietnam National University, Hanoi, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam
Ngoc Anh Nguyen International School, Vietnam National University, Hanoi, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam

DOI: https://doi.org/10.47405/mjssh.v10i5.3415

Keywords: Tiktok video ads, Cosmetic brand, Purchase intention

Abstract

This study aims to explore the impact of short video advertising on TikTok on the purchase intention of Vietnamese consumers for cosmetic products. The objective is to identify the key factors influencing purchase intention, including entertainment, irritation, informativeness, interactivity, credibility, advertising value, and consumers' attitudes towards TikTok ads. The study uses quantitative methods through a survey with 240 respondents. The results show that entertainment, informativeness, and credibility have a positive impact on attitudes toward purchase intentions, while irritation has a negative impact. Interactivity and advertising value also directly influence purchase intentions. This research contributes to the understanding of consumer behavior and digital marketing, especially in TikTok advertising in Vietnam.

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