Effects of Social Media Marketing Elements on Online Buying Decisions of Vietnamese Generation Z

Abstract

This research intends to explore how social media marketing impacts the shopping habits of Vietnam's Generation Z, particularly through elements such as the content's usefulness, engagement level, appeal, shareability, trustworthiness, and entertainment value, employing structural equation modeling for detailed investigation. By conducting an online questionnaire using Google Forms aimed at a minimum of 197 respondents, the study will use Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) via AMOS and SPSS tools. Measures' reliability will be confirmed through Cronbach's Alpha, Exploratory Factor Analysis (EFA), and CFA. Anticipated outcomes should provide crucial insights for companies and institutions to formulate more effective marketing strategies, especially in understanding the interaction of this age group with social media advertisements and its influence on consumer behavior shifts.