The objective of the study is to analyze the influence of short-form video advertisements on social media on the purchase intention of Gen Z in Vietnam. The research group collected data through questionnaires from 1257 people of Gen Z and familiar with social media platforms. After collecting data, the research team used SmartPLS software for analysis. The research results show that the value of advertising and users' attitudes significantly influence Gen Z's purchase intention. In addition, the value of advertising is directly and positively influenced by informativeness, incentives, and credibility. Meanwhile, customer attitudes are directly and positively influenced by social interaction and entertainment, negatively by irritation.

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.

The purpose of this study is 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. The methodology is conducting a survey by collecting responses from 1257 respondents who are Gen Z and familiar with social media, which was later analysed using SmartPLS. The main findings are advertising value and user attitude significantly affect customers’ purchase intention; advertising value is directly affected by informativeness, entertainment, and credibility; user attitude is directly affected by social interaction, incentives, and irritation. Finally, the research team proposes some solutions for businesses to increase the purchase intention of Gen Z in Vietnam through short-form video advertising on social media.