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.

How Can SMEs in Vietnam Use Facebook as a Marketing Tool to Reach Generation Z?

“…Factors like interactivity, credibility, and incentives highly influence customers' purchase intentions and behavior (Tuan et al, 2023).…”

“…SMEs that are less known can utilize this, especially SMEs with categories relating to fashion, beauty, dining and travel offers. In addition to this, studies have shown that short-form video advertising has been the most effective at enhancing overall use engagement, lengthening visits, boosting commerce, boosting traffic, and lowering support inquiries (Tuan et al, 2023). SMEs can utilize this by using Facebook reels, which allow you to share videos up to 90 seconds long.…”

Investigating the Effectiveness of Short Form Media Advertisements Compared to Long Form Media Advertisements

“…Short-form video is commonly defined as any type of video content with a duration within five minutes [1]. The media type first surfaced around 2012 and is commonly credited to social media platforms Snapchat and Vine.…”

“…The rise of social media and short-form media prompted the creation of a new business model for small-to-medium-sized businesses called Social commerce [4], named for its reliance on social and short-form media advertisements. These advertisements commonly feature an amateur-esque video aesthetic to fit in with other user-created content and create the perception of customer word-of-mouth for increased relatability [1]. The objective of this was to decrease the distinction between advertisements and content so that ads would have a stronger earned media attraction, thanks to the consumer tendency to value peer reviews over company advocacy [3].…”