BÁO CÁO TÓNG KÉTĐẺ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIÃI THƯỞNG ‘’NHÀ NGHIÊN CỨU TRẺ UEH ” NĂM 2024 < THE IMPACTS OF OPINION LEADER THROUGH SHORT - VIDEO TO GENZ'S ATTITUDE TOWARD B
Overview of the research situation
The rise of the Internet and social networking platforms has made them essential tools for daily life and entertainment, presenting businesses with a prime opportunity for brand promotion Short-video marketing is rapidly transforming the industry, making it crucial for marketers to stay informed about this trend HubSpot predicts that by 2023, 90% of marketers will continue to leverage short videos, with one in five new marketers planning to adopt this strategy Many content creators are already harnessing the power of short videos to influence public opinion and reshape customer perceptions and behaviors.
E-commerce has gained significant importance in daily life, particularly following the Covid-19 pandemic Consumers are increasingly turning to social media platforms and communication channels for information before making online purchases In Vietnam, there are approximately 76.95 million social media users, according to We Are Social and Hootsuite's early 2022 report Furthermore, a 2021 HubSpot study revealed that 90% of consumers find videos helpful in their decision-making process.
Reasons for choosing the topic
The cosmetic industry has experienced rapid growth in recent years, with Vietnam's market generating approximately 51 trillion VND annually, according to Mintel This emerging market is recognized as one of the most promising in the region As living standards rise, an increasing number of Vietnamese women are becoming aware of and utilizing beauty care products Notably, Generation Z has emerged as a key demographic that the beauty industry is targeting, as this generation is poised to significantly influence market trends.
The future of consumers lies in the hands of Generation Z, a demographic characterized by their sharp thinking and ability to make quick, creative decisions This article focuses on Gen Z customers aged 16-26, highlighting how evolving technology and content creators are influencing user engagement through short-video platforms.
This research explores how opinion leaders in short videos influence Gen Z's attitudes toward brands and their purchasing intentions, specifically within the beauty care industry in Ho Chi Minh City The study aims to clarify the effects of these marketing strategies on this demographic's consumer behavior.
Topic objectives ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••I* 8 4 Subjects of study
This study aims to clarify the type of information between the influence of short video opinion leaders and attitudes towards brands and purchase intentions of GenZ (16
At 26 years old, residing in Ho Chi Minh City and working in the beauty care industry, the influence of opinion leaders significantly shapes consumer attitudes and intentions This relationship warrants further exploration through research aimed at addressing key questions surrounding the impact of these leaders on consumer behavior.
The influence of individuals shaping public opinion through short videos significantly affects Gen Z's attitudes toward brands and their purchase intentions in the cosmetics industry This impact can be both positive and negative, with varying intensity and range Positive influences often enhance brand perception and encourage purchases, while negative influences can lead to skepticism and reduced intent to buy Understanding these dynamics is crucial for brands aiming to connect with Gen Z consumers effectively.
Through the influence of short-video opinion leaders, how does GenZ's attitude towards brands and purchase intentions in the beauty industry affect the cosmetics market?
From there, draw the following goals:
Identify factors that influence short-video opinion leaders on GenZ's brand altitudes and purchase intentions in Ho Chi Minh City in the beauty care category.
Measure influencers on GenZ's brand attitudes and purchase intent in Ho Chi
Propose solutions and draw conclusions that arc useful for businesses in using opinion leaders through short-videos for the beauty care industry.
Study subject: The impacts of opinion leader through short-video to GenZ’s attitude toward brand and purchase intention - A research in beauty care industry in Ho Chi Minh city.
Respondent: GenZ aged 16-26 in Ho Chi Minh City.
Reasons for choosing this age:
GenZ (11-26 years old) is a tech-savvy and trend-setting generation who is often exposed to social media channels.
Video marketing is poised to dominate the internet, projected to represent 80% of all online traffic in the coming years, highlighting the immense potential of social media for short-form content In Vietnam alone, TikTok is expected to reach thirteen million monthly users, with each individual spending approximately 30 minutes daily on the platform (Hootsuite, 2020) Additionally, Instagram Reels is attracting around 7.8 million users per month (Statista, 2021).
A significant 72% of individuals favor video content over text for learning about new products or services With TikTok's primary audience aged 14-24, engaging videos that emphasize fun, dynamism, and creativity resonate well with this youthful demographic (Colormatics).
Social Media drives GenZ’s product search
Research shows that short-video and public opinion influencer marketing are the top marketing trends of 2022 (According to the Market Report - Marketing AI).
- 41% of GenZ say they enjoy discovering new products on social media through short-videos, and a quarter of them enjoy learning about products from influencers.
- 33% of GenZ made a purchase based on an influencer’s recommendation in the past three months, the highest of any age group.
How does Gen z prefer to discover new products on social media (top 6)?
In today's digital landscape, brands can effectively engage consumers through various channels, including short-form ads, feed posts, social media stories, and influencer videos on platforms like TikTok and Instagram Reels Sponsored content plays a crucial role in driving purchases directly within apps, creating a seamless shopping experience for users.
Figure 1 How does GenZ prefer to discover new products on social media (top 6)?
Cosmetic consumers in Vietnam market (2020-present)
According to the Cosmetic Consumption Trends Report in Vietnam in 2020, cosmetic users tend to increase rapidly among young people, especially those aged 16-22 Makeup habits have also increased.
Monthly spending on makeup products by demographics
Average monthly spending for makeup of HCM is higher than other cities Spending for makeup also increases with income.
Q How much do you spend on cosmetics on average a month? C&Vb
Figure 2 Monthly spending on makeup products - 2020 (Source: Q&Me)
In conclusion, the research team identified Gen Z participants aged 16-26 as the ideal demographic for their study, focusing on promoting through influential figures on short-video platforms This group is also characterized by their regular use of cosmetics in their daily routines.
Research methodology
Qualitative research methods
To gather insights on purchase attitudes and intentions within the beauty care industry, our team conducted in-depth interviews with experts and focus groups This process involved discussing relevant issues and gathering feedback on survey questions and the research model Based on these insights, we refined and developed a comprehensive questionnaire to initiate a large-scale survey, which was conducted online via the Google Meet app.
The research involved insights from two beauty bloggers and a cosmetic tester, who also serves as a technical promoter and chemistry lecturer They were consulted regarding the validity of the survey questions related to the study topic, and they contributed valuable additional information and suggestions to enhance the research.
For Focus group, the group conducted interviews with five students from universities in Ho Chi Minh City.
Quantitative research methods
Prior to conducting the large-scale survey, the team consulted with a PhD lecturer from the Faculty of International Business - Marketing at ƯEH University to assess the feasibility, accuracy, and logical structure of the final quantitative questionnaire.
The research team employed a convenient sampling method for their study on Gen Z's perceptions of beauty care products, utilizing insights from opinion leaders on short-video platforms The sample primarily consisted of young urban residents, and due to this demographic focus, no formal framing list was established.
The formal (quantitative) study was conducted with 385 expected samples, actually obtained 470 (309 via google form and 161 hand-filled forms) and after the filtering process obtained 314 valid samples.
The study employs SPSS and AMOS 25 software for data analysis and model evaluation, focusing on key metrics such as variable reliability, accuracy, model relevance, aggregate reliability, convergence, and differentiation The data processing involves several steps, including descriptive statistics, verification of reliability using Cronbach's Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and validation of the structural equation model (SEM).
Data collection methods
> Secondary: Since internal data is not collected, the team conducts research on data outside the enterprise The specific sources are as follows:
• Academic research papers, Master/PhD theses, dissertation courses.
• Articles from market research companies, advertising.
> Beginner: Distribute survey forms on both online (google form) and offline platforms (hand-filled forms) at high schools, universities and crowded areas (parks, cafes, cafes, bookstores, offices, )
Scope of research
> Content Coverage: The study focused on the factors that opinion leaders possess that influence the attitudes towards brands and purchase intentions of GenZ (16-26 year olds) in the beauty category.
> Spatial Scope: The study was conducted in Vietnam (specifically Ho Chi Minh City).
• Secondary data was collected between 2016 and 2022.
• Primary data was collected from Feb 25, 2023, to March 11, 2023.
Theoretical basis
Related concepts
Opinion leaders are influential individuals who significantly shape the attitudes and decisions of others They may be experts with in-depth knowledge on specific topics, socially connected individuals with extensive networks, or those who possess aesthetic appeal that impacts purchasing choices.
> Short-videos: Short-form videos are those that average between 60 seconds and 2 minutes and 20 seconds However, depending on each platform, the optimal video length may be shorter or longer.
Generation Z, born between 1997 and 2012, is a tech-savvy cohort that heavily engages with social media platforms like Facebook, TikTok, and Instagram This article focuses on Gen Z individuals aged 16 to 26, who are significantly influenced by technology and prefer promotional content delivered by opinion leaders on short-video platforms Additionally, this generation incorporates cosmetics into their daily routines, highlighting their trend-conscious nature (Vietcetera, 2021)
The beauty care industry encompasses the sale of cosmetics, perfumes, and products for skin and hair care, while beauty salons and spas represent the service sector of cosmetology Additionally, health clubs and plastic surgery contribute to this multifaceted industry.
A customer's attitude toward a brand reflects their emotional response to advertising, influencing their perception of the brand's positive or negative impact This tendency is shaped by the effectiveness of the brand's advertisements, highlighting the importance of strategic marketing in shaping consumer attitudes.
> Purchase Intention refers to the tendency to buy a certain brand or product Purchase intent also talks about the likelihood that a person will buy a product.(Belch, G.,
Marketing Theories
Source Credibility and Source Attractiveness models
The trusted source model effectively explains how a celebrity's credibility impacts their ability to promote products or services The success of a message relies heavily on the professional awareness and trustworthiness of the endorser Celebrity endorsements have become a vital strategy in advertising, as they significantly enhance brand visibility Research indicates that employing trusted endorsers can boost the credibility of advertising messages Furthermore, three key factors—attractiveness, expertise, and credibility—are essential in selecting endorsers to influence consumer perceptions of a brand or product.
R., & Kucza, G, 2017) (Hovland, c L; Weiss, w„ 1951)(McCracken, 1989)(Rengarajan, p.; Sathya, R., 2014)(Ohanian, R , 1990)
Definition: Source Credibility Model According to Ohanian (1990), the theory of reliable sources has described that humans tend to be persuaded by other reliable people
The effectiveness of a message is significantly influenced by the perceived expertise and credibility of its validator (Hovland & Weiss, 1953) According to the Source Attractiveness Model, messages are more effectively received when there is a sense of similarity, familiarity, and likability between the sender and receiver (Hovland & Weiss, 1951; McGuire, 1985).
Expertise refers to the depth of knowledge, skills, and awareness possessed by an attestator Research indicates that expertise significantly influences the impact of influencers on consumers' purchase intentions When consumers recognize that influencers possess high levels of expertise, their trust in the product's quality increases.
Trustworthiness is the perceived credibility, integrity, and honesty of an endorser by consumers When consumers view an endorser as trustworthy, they are more inclined to trust the associated product, which increases their intent to purchase that cosmetic item.
Attractiveness is defined as consumers' perception of the physical appeal of brand representatives, with attractive opinion leaders often possessing engaging personalities, appealing appearances, and charismatic styles These characteristics enhance their persuasiveness and effectiveness in shifting beliefs, ultimately leading to a positive influence on consumers' perceptions of products.
"Likeability" plays a crucial role in consumer behavior, as individuals are more inclined to follow celebrities they resonate with A well-liked opinion leader serves as an effective brand spokesperson, enhancing persuasive power and generating increased interest, which ultimately attracts more followers' attention (Lim et al., 2017; Fanoberova & Kuczkowska, 2016).
When followers perceive similarities in values, attitudes, or appearance with the message sender, their trust increases, leading to a more favorable view of endorsed products and a higher likelihood of purchase intent.
Figure 3 Source Credibility and Source
1.3 Related research papers 1.3.1 Summary of research papers
STT Post name Author Theoretical basis Result
Impacts of digital influencers on the Vietnamese consumer’ purchase intention of cosmetic
Master’s Thesis Dang Minh Anh- Vietnam National University, Hanoi.
In Vietnam, the purchase intent for cosmetic products is significantly influenced by factors such as Attractiveness, Credibility, and Likeability of digital influencers, while the Specialization factor shows no impact Additionally, the suitability of the product plays a crucial role in driving purchase intent.
The impact of key opinion leader on the cosmetic brand image:
A case study of students in
Le Phuoc Thinh, Nguyen Dac Nam.
The Theory of Marketing Buzz,
Trusted Source (SCM) and Attractive Source (SAM) model
Consumer attitudes are influenced by the effectiveness of public opinion leaders.
The effectiveness of opinion leaders is significantly influenced by three key factors: expertise, attractiveness, and brand relevance, with brand suitability being the most crucial For student consumers in Da Nang city, the alignment between the opinion leader and the brand plays a vital role in determining the leader's effectiveness.
The effectiveness of public opinion leaders significantly influences customer attitudes towards a brand, enhancing its credibility and deepening the brand image in consumers' minds.
The impact of viral video on consumers’s attitude:
N.H Quan, H.T Hong Nga, N.T Kieu Trang, N T.
The concept of Viral video, Consumer Attitude, Brand Awareness.
Define the factors that affect the viewer attitude of the viral video: entertainment,
Viral videos significantly influence consumer attitudes through various factors, including entertainment, interactivity, information, encouragement, and brand awareness Research utilizing EFA discovery factor analysis and regression analysis reveals that entertainment (P=0.273) and interactivity (P=0.234) are the most impactful elements This indicates that the more entertaining a viral video is, the greater its ability to attract and engage consumers.
The interaction with viral videos significantly influences viewers' attitudes and perceptions of information, as well as the reliability of the source High levels of engagement, such as likes and shares, contribute to a halo effect, enhancing the credibility and enjoyment experienced by consumers.
Research on factors affecting the intention of female Generation z customers to buy cosmetics in Ho Chi Minh City
Rational Action Theory (TRA), Intended Behavior Theory
Features of GcnZ Consumer Behavior
Through the research process, the intention to buy cosmetics of female Generation z customers in the Ho Chi Minh City area is arranged in order of decreasing influence: (1) "Attitude", (2)
The attitude factor significantly influences the purchasing intentions of Gen Z female customers for cosmetics in Ho Chi Minh City, aligning with the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) Notably, attitude emerges as the most impactful element on purchase intent, reflecting the unique characteristics of the surveyed Gen Z audience.
Influencing online celebrity brands on customer engagement motivation:
Hoang Cuu Long, Nhan Minh Nhut
Mô hình S-O-R (Stimulus - Organism - Response) Intended Behavior Theory
The ideal similarity plays a crucial role in shaping celebrity brand perception While virtual interactions significantly influence how celebrities are perceived, they do not affect the online image of the celebrity Furthermore, both online celebrity brand awareness and online celebrity image contribute to the overall perception of the brand.
Virtual interaction behavior and purchase intent.
The concepts of equilogy, virtual interaction theory. customer's purchase intent; In particular, online celebrity images have the most impact.
Celebrity endorsements impact consumer attitudes and intent to buy:
The mediating role of social interaction
Nguyen Hoang Sinh, Nguyen Minh Hien
Trusted Source Model (SCM), Social Interaction Theory (PSI), Intended Behavior Theory
There is a positive relationship between the three factors (attractiveness, prestige, expertise) and social interaction.
Consumer social interactions correlate in the same direction as attitudes toward Facebook celebrity endorsement ads; consumer purchase intent through Facebook celebrity endorsement ads.
Attitudes are aligned with Facebook celebrity endorsement ads and consumer purchase intent.
The impact of the lifestyle of digital opinion leaders on consumer perspectives
The Creative, The Activist and The Adventurer are the 3 DOLs lifestyles with the highest influence and spread.
The factor influencing consumer thinking the most was the positive energy emanating from DOLs, with 84% saying they were highly attracted to DOLs radiating positive energy from their lifestyle.
The concept of Celebrity Brand
Of the 7 hypotheses supported, celebrity attractiveness had the greatest positive
Table 1 Summarize domestic research papers brand endorsements on brand altitudes and customer intent
Ho Chi Minh City Banking University1;
City University of Technology HCM2
The SCM trusted source model significantly impacts customer attitudes towards brands, with a correlation coefficient of P = 0.524 and a p-value of 0.002 This suggests that celebrities who possess good looks, gentlemanly manners, talent, and a commitment to their profession and society positively influence customer perceptions and evaluations of brands.
Research hypothesis
Qualitative research
2.1.1 Qualitative research design Before issuing the official survey questionnaire, the team carries out preliminary (qualitative) research, the purpose of which is to find out the shortcomings in the research model and the reasonableness and completeness of the questionnaire The expert and focus group opinions are presented as follows:
Ms Trinh Pham Add the similarity of the KOL to the viewer, which will help keep them engaged/drawn to the video.
Mr Pham Cong Danh Videos with humorous, interesting elements will attract viewers; As
Table 4 Interviews with experts and focus groups for the expertise, it is not too influential because it is not really reliable, not enough ground.
Mrs Nguyen Thao Khanh KOLs with creativity, bringing authentic and clear reviews to viewers will be more trustworthy.
Focus group Age Suggestions for edits
Minh Thu 20 KOLs have creativity, interesting, and likeability that will attract viewers.
You will consider buying the product after seeing the reviews of trusted people, but do not trust completely, but need to refer to and select other external factors.
Minh Chau 19 Will see the reviewers have a certain popularity and have the most objective and frank reviews about the product.
Bought beauty products after seeing reviews of brothers / sisters I trust.
Trust KOLs with in-depth knowledge of cosmetics.
Focusing on the reviewer's understanding of the product, such as how to read the chemical composition sheet, will increase customer trust.
2.1.2 Results of qualitative research After consulting with experts and the survey team, the team proposed to revise the study model, adding two factors: Preference for opinion leaders and Similarity to viewers.
I assume that the person leading the public through the
The facilitator's expertise in the product significantly influences their credibility, particularly in short videos where they recommend beauty products Knowledgeable individuals in this field are deemed skilled, qualified, and experienced, making them reliable sources of information As noted by Wei and Lu (2013), their accuracy as informants enhances the trustworthiness of the recommendations they provide.
The digital influencers are qualified with the certificate about cosmetics
1 think the person who leads the public opinion through the short video meets the certification in beauty care.
The digital influencers are experienced in using a variety of facial care products.
I assume that the person who leads the public opinion through short videos has experience in using beauty care products.
The digital influencers are skilled at using cosmetics properly and well.
The individual who shapes public opinion through short videos demonstrates expertise in selecting and utilizing effective beauty care products, including makeup techniques and skincare routines.
I think digital influencer is a trustworthy person when recommendin g a product (according to your personal sensing)
1 think the short video lead is credible when recommending beauty care products.
Refers to the audience's trust that the source provides information in a reliable, objective and honest manner (Wei and Lu, 2013)
I think digital influencer is a honest person when recommendin g a product
1 think the short video facilitator is honest when it comes to making judgments about beauty products.
I think digital influencer is a dependable person when recommendin g a product
I think the person who leads public opinion through short-videos has a reputation for recommending beauty care products.
I think the person who leads public
How attractiveness, celebrity has a very attractive appearance opinion through short-videos has an attractive appearance. elegance, loveliness affect audiences (Wei and Lu, 2013)
You think that the celebrity has a very professional manner
I think the person who leads the public opinion through the short video has a gentlemanly and professional manner.
You think that the celebrity has got a strong attractiveness.
I think the person who leads public opinion through short-videos has a strong appeal.
Hike exploring about the product through the introduction of likable digital influencer.
1 love learning about beauty care products recommended via short-videos by favorite opinion guides.
Considered the degree of being loved, liked, cared for due to appearance, personality, behavior (Abdullah et al., 2020) LIK2
I love learning about beauty care products product through the introduction of pleasant digital influencer. recommended through short videos by opinion leaders with a pleasant, laid-back personality.
I like exploring about the product through the introduction of popular digital influencer.
I love learning about beauty care products recommended via short-videos by famous opinion leads.
Hike exploring about the product through the introduction of agreeable digital influencer.
I love learning about beauty care products recommended via short-videos by opinion leaders approved by everyone.
I am similar to the SMI on cultural background.
The person who leads public opinion through short videos in the field of beauty care has
Factors such as age, gender, education, social status, and cognitive traits, along with shared cultural backgrounds—including moral values, culture, and opinions—significantly influence interests, values, lifestyles, and experiences.
I am similar to the SMI on appearance
The person who leads the public opinion through short-videos in the field of beauty care is similar to me in appearance.
I am similar to the SMI on overall lifestyle
The person who leads the public opinion through short-videos in the beauty field has the same lifestyle as me.
I am similar to the SMI on interest
The person who leads the public opinion through short-videos in the field of beauty care has the same interests as me.
You think that this brand has a good
I believed in the quality of the beauty care brand
Relate to how customers feel when their quality after watching the short-video of the opinion leader.
H u 2019) purchase intent towards the brand is positive or negative, good or bad (Lutz et al., 1983)
ATB2 You like this brand.
I fell in love with the beauty brand after looking through the short video of the opinion leader.
You are satisfied with this brand.
I think the beauty brand's products will give me satisfaction after watching the short video of the public opinion leader.
You are confident in this brand.
I am confident about the effectiveness of the product from the beauty brand after watching the short video of the opinion leader.
Celebrity appearance in the advertisement has motivated
The appearance of the opinion leader via short-video motivated me to buy this product
Refers to the likelihood that consumers are interested, intend to buy,
Table 5 Qualitative Research Questionnaire you to purchase this product. or will plan to purchase a particular product (Martin et al., 2019) PI2
You will purchase this product
I'm willing to buy the beauty care product that the opinion leader recommends via short-video
You will try this product when you see it.
I will try beauty products when I see the opinion leader introduce via short video.
You will seek more information on this product.
I will be looking for more information about the beauty care products that the public opinion leader recommends via short-video
Quantitative research
2.2.1 Calculating the number of survey samples
To ensure the sample is both representative and effective, the study determines the sample size using a formula when the overall population is unknown Utilizing Kolb's (1984) formula, the sample size is calculated as n = z².p.(1-p)/e², with p set at 0.5, z at 1.96 for a 95% confidence level, and e at 0.05 for a 5% margin of error This results in an estimated sample size of 385 participants, rounded from the calculated value of approximately 384.6.
To determine the appropriate sample size for analyses, it is essential to follow specific guidelines: for exploratory factor analysis (EFA), the minimum sample size should be greater than five times the number of observed variables (N > 5*x), while for regression analysis, it should exceed eight times the number of independent variables plus 50 (N > 8*m + 50) In this study, with 26 observed variables and 5 independent variables, a minimum of 130 samples is required for EFA and 90 samples for regression analysis Consequently, the selection of a sample size of 385 by the group ensures comprehensive representativeness for the analyses conducted.
According to the Census by age of Ho Chi Minh City In Ho Chi Minh City in
In 2019, a survey of 385 respondents revealed that the age distribution among participants was as follows: 23% aged 16-18 (89 individuals), 36% aged 19-22 (139 individuals), and 41% aged 23-26 (157 individuals), indicating a significant representation of younger adults in the sample.
After analyzing the survey data, the final sample consisted of 314 participants, including 155 hand-filled forms and 159 Google form surveys Among these, 64 individuals were aged 16-18, 137 were in the 19-22 age range, and 113 participants fell within the 23-26 age group.
Quantitative questionnaire
The Likert scale is utilized in surveys to objectively measure Gen Z's agreement with key factors influencing public opinion on beauty care brands, as well as their purchase intentions This approach enables a thorough assessment of the variables within the research model, providing valuable insights into the attitudes of this demographic towards beauty care products.
The survey questionnaire will follow five levels: (1) strongly disagree, (2) disagree, (3) neutral, (4) agree, (5) strongly agree
This questionnaire ensures respondent anonymity, with answers utilized solely for research purposes There are no right or wrong answers; the research team values the honesty and opinions of participants above all.
QUESTIONS ABOUT GENERAL INFORMATION Question 1: What is your age? o Under 16 = > End of survey o From 16-26 years old o Over 26 years old => End of survey
Question 2: Are you currently living (studying/working) in Ho Chi Minh City? o Yes o No (Other City) => End of survey
Question 3: Have you ever seen short-videos of opinion leaders on social media platforms?
Public opinion leaders, including Key Opinion Leaders (KOLs), Key Opinion Consumers (KOCs), influencers, reviewers, and celebrities, are individuals recognized for their expertise in specific fields They possess extensive social networks and a significant following, allowing them to shape public perceptions and trends.
Question 4: On which platform do you usually watch short-videos?
(Multiple options can be selected) o Tiktok o Facebook Reels o Instagram Reels o Youtube Shorts
Question 5: How often do you watch short-videos? o Regular o Occasionally o Very rarely watched
Question 6: Do you use cosmetics? Frequency of use. o Yes, use often o Occasional use o Do not use
Question 7: How often do you watch short-videos of beauty opinion leaders on social media platforms? o Regular o Occasionally o Very rarely watched
Question 8: The opinion leaders you often follow. o Ms Vo Ha Linh o Ms Trinh Pham o Mr Callmeduy o Giang oi o Dr Chubby o Ru's Corner o Others
SURVEY QUESTIONNAIRE Think about the opinion facilitator you follow the most and answer the questions below.
The Likert scale is employed in surveys to enable respondents to objectively assess various variables within the research model This approach evaluates Generation Z's levels of agreement regarding the factors that influence public opinion on beauty care brands and their subsequent purchase intentions.
The survey will utilize a five-level Likert scale to measure responses, ranging from (1) strongly disagree to (5) strongly agree Detailed descriptions of the scale types for these variables will be provided in the table below.
STT Get lost Symbols Question Source Consent level
I assume that the person leading the public through the short video is knowledgeable about the beauty products they recommend.
I think the person who leads the public opinion through short videos is trained with certificates in beauty care.
I assume that the person who leads the public opinion through short-videos has experience in using beauty care products.
I think that the person who leads the public opinion through short videos is skilled in using appropriate and effective beauty care products, (e.g makeup, skincare, ).
I think the short-video lead is credible when recommending beauty care products.
I think the short-video facilitator is honest when it comes to making judgments about beauty products.
I think the person who leads public opinion through short videos has a reputation for recommending beauty care products.
I think the person who leads the public opinion through the short video has good looks.
I think the person who leads the public opinion through the short video has a gentlemanly and professional manner.
I think the person who leads public opinion through short videos has a strong appeal.
4 Likeability LIK1 I love learning about beauty care products recommended via short-
Tripp et al (1994) videos by favorite opinion guides.
I love learning about beauty care products recommended through short-videos by opinion leaders with a pleasant, laid-back personality.
I love learning about beauty care products recommended via short videos by famous opinion leads.
I love learning about beauty care products recommended via short videos by opinion leaders who are accepted by everyone.
The person who leads public opinion through short-videos in the field of beauty care has the same cultural background as me (moral values, culture, opinions, ) Whittier
The person who leads the public opinion through short-videos in the field of beauty care is similar to me in appearance.
The person who leads the public opinion through short-videos in the beauty field has the same lifestyle as me.
The person who leads the public opinion through short-videos in the field of beauty care has the same interests as me.
I believed in the quality of the beauty care brand after watching the short-video of the opinion leader.
I fell in love with the beauty brand after looking through the short-video of the opinion leader.
I think the beauty brand’s products will give me satisfaction after watching the short-video of the public opinion leader.
1 am conl'ident about the effectiveness of the product from the beauty brand after watching the short-video of the opinion leader.
The appearance of the opinion leader through the short-video motivated me to buy this product.
PI 2 I'm willing to buy the beauty care product that the opinion leader
Table 6 Quantitative Research Questionnaire recommends via short-video.
I will try beauty products when I see the opinion leader introduce via short-video.
I will be looking for more information about the beauty care products that the public opinion leader recommends via short-video.
QUESTIONS ABOUT PERSONAL INFORMATION Question 1: What is your gender? o Men o Women
Question 2: Your income? o No income yet o Less than 5 million/month o From 5-10 million/month o From 11-20 million/month o Over 20 million/month
Question 3: Your occupation? o Students o Public employees o Business/merchandising o Homemaking/Retirement o Unskilled labor o Other
Question 4: Education level o Secondary school o High school o Universities/Colleges o Post graduate (Masters, PhD)
Question 5: Your age o 16-18 years old o 19-22 years old o 23-26 years old
Research results
Descriptive statistics of respondent information
After collecting, selecting and analyzing 314 valid survey samples, the team produced statistics describing the survey subjects as follows.
Table 7 Descriptive statistics of respondent information
After collecting and filtering, the results of the data description from 314 valid respondents are described in Table 7.
The statistical research sample reveals that a significant majority of respondents are female (74.8%), indicating a greater interest among women in influencer advice and advertising related to beauty care products The predominant age group is 19 to 22 years old (43.6%), with most respondents holding a high school education (51.3%) and identifying as students (47.4%) Notably, a large portion of this group has no income (39.8%) and spends considerable time on social media, increasing their likelihood of engaging with short videos They are keen on discovering new and unique products, have a strong demand for affordable to mid-range cosmetics, and are beginning to earn their own income, allowing them to make purchasing decisions influenced by advertising from social media influencers.
When asked about the platform for short-video exposure, the candidates' choices (which can choose multiple answers) are shown in the table below.
Table 8 Short-video viewing platform
Basis Number of picks Percentage %
TikTok currently dominates the Vietnamese social media landscape, boasting over 80% of the market share, followed by Facebook/Instagram Reels and YouTube Shorts Since its introduction to Vietnam in 2016, TikTok has rapidly gained popularity, attracting tens of millions of users with its engaging short-video creation features In response to TikTok's success, major platforms like Facebook and YouTube have launched their own short-video features—Facebook Reels in February 2022 and YouTube Shorts in 2020 However, these alternatives have not yet achieved the same level of recognition as TikTok, which remains the go-to platform for short-video content.
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Tại Việt Nam, mạng xã nội vãn vãn tiếp tực phát then vời 65 triệu nguôi dùng (chiem 67% dân sữ) trong nam 2019, tâng độn 7% so vói nam 2018.
Figure 5 Number of social media users in Vietnam in 2019
Public opinion in the beauty industry is heavily influenced by key opinion leaders (KOLs) who gained prominence through social media, particularly short videos These influencers are followed based on personal preferences and their perceived authenticity, rather than adhering to traditional standards KOLs are favored for their entertaining content, genuine product reviews, and alignment with current trends, appealing to the aesthetic tastes of younger audiences.
Leader of public opinion Number of picks
Table 9 The leader of public opinion responded to the followers
Cronbach's Alpha Reliability Accreditation
This study employs Cronbach's Alpha test to evaluate the reliability of both dependent and independent variables, aiming to enhance measurement accuracy by eliminating unreliable items.
Cronbach's Alpha is a confidence coefficient that assesses the interrelatedness of measurements, but it does not specify which observed variables to eliminate To enhance the measurement of a concept, calculating the variable-sum correlation coefficient is beneficial, as it aids in identifying and excluding observed variables that contribute little to the overall description (Hoàng Trọng, Chu Nguyền Mộng Ngọc, 2005).
When assessing scale reliability, key criteria include the type of observed variables and their correlation coefficients, which should be less than 0.3 A Cronbach's Alpha value above 0.8 indicates a strong scale, while values between 0.7 and 0.8 are considered very good, and those above 0.6 are deemed usable Additionally, if the Cronbach's Alpha coefficient for an item deleted exceeds the overall Cronbach’s Alpha, that variable should be removed from the scale (Nunnally & Bernstein, 1994; Hoàng Trọng & Chu Nguyền Mộng Ngọc, 2008).
The result of the Cronbach coefficient is shown in the following table:
Cronbach's Alpha if Item Deleted
Table 10 Summary of Cronbach's Alpha reliability test results
The data presented in the table indicates that the total variable correlation coefficients for each observed variable exceed 0.3, aligning with the established criteria Additionally, the majority of the independent variables demonstrate Cronbach's Alpha coefficients greater than 0.6, signifying that these variables possess a high level of reliability.
The EX2 variable will be eliminated due to its total variable correlation coefficient of 0.235, which is below the threshold of 0.3 Additionally, the Sil variable, with a Cronbach's Alpha if Item Deleted of 0.796, exceeds the acceptable limit of 0.779 and will also be disqualified The remaining scales include: Specialization with 3 scales, Trustworthiness with 3 scales, Attraction with 3 scales, Popularity with 4 scales, Similarity with 3 scales, Brand attitude with 4 scales, and Purchase intent with 4 scales.
Based on the theory, the EX2 and SI I variables were considered removed to ensure reliability After this type of 2 variables, all 7 variables have Cronbach’s Alpha coefficient
> 0.7 and 24 observed variables have a total variable correlation coefficient > 0.3 So reliability was met.
EFA Discovery Factor Analysis
Exploratory Factor Analysis (EFA) is a statistical method utilized to identify the underlying key factors among a set of variables This technique helps researchers uncover the essential dimensions that explain the relationships within their data.
For effective factor analysis, the KMO ratio should range from 0.5 to 1, and Bartlett's test must yield a significance level of less than 0.05, indicating that the data is suitable for analysis and that the variables exhibit correlation (Hoàng Trọng, Chu Nguyền Mộng Ngọc, 2008).
Factor loading, also known as factor weighting, is a critical criterion for assessing the practical significance level in Exploratory Factor Analysis (EFA) According to Hair et al (1998), a factor loading greater than 0.3 is regarded as the minimum threshold, while a loading above 0.4 is deemed important, and a loading exceeding 0.5 is considered to have practical significance.
In Exploratory Factor Analysis (EFA), the Eigenvalue criterion is essential for determining the number of factors to retain, with only those factors having an Eigenvalue greater than 1 included in the model Additionally, a Total Variance Explained exceeding 50% signifies that the EFA model is appropriate (Gerbing & Anderson, 1998).
The project team conducted three tests of Exploratory Factor Analysis (EFA): the initial test focused on independent variables, the second incorporated the intermediate variable of Attitude towards the brand, and the final test examined the dependent variable of Purchase Intent.
3.3.2 Exploratory factor analysis (EFA) for independent variables
Five independent variables consisting of sixteen observed variables are included for EFA verification The results of the EFA discovery factor analysis with independent variables are as follows:
Hệ sổ Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) 0.870
Table 11 EFA discovery factor analysis results for 5 independent variables
The EFA test for independent variables reveals a KMO value of 0.870, indicating a suitable level of sampling adequacy (0.5 < 0.870 < 1) Additionally, the significance coefficient is 0.000, which is less than the threshold of 0.05 These results confirm that the data used in the study is consistent and that the independent variables exhibit a correlation with the observed variables.
The Eigenvalue is 1.062 > 1, which meets the requirements and the Total Variance Explained is 68.619% > 50%, indicating that five factors explain 68.619% of the variability of the data.
The factor loading values exceeded 0.5, demonstrating that the observed variables in this study possess high quality and practical significance Additionally, the results from the Related Component Matrix affirm that the sixteen observed variables are effectively categorized into five distinct groups.
3.3.3 Discovery factor analysis for Brand Attitude variables
The Brand Attitude Variation consisting of 4 observations included in the EFA test produced the following results:
KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.794
Table 12 EFA Discovery Factor Analysis Results for Brand Attitude Variables
The results indicate a KMO coefficient of 0.794, which is within the acceptable range (0.5 < 0.794 < 1), and a significance level of 0.000, confirming the consistency of the factor analysis data with the study The Total Variance Explained is 63.976%, exceeding the 50% threshold, demonstrating that the measurement observations account for a substantial portion of the data variability Additionally, all factor loading values are greater than 0.5, indicating that the items are effectively grouped into a single variable.
3.3.4 Discovery factor analysis (EFA) for the Purchase intent variable The Procurement Intent variable consisting of 4 observations through the Cronbach’s Alpha inspection included in the EFA test yields the following results:
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.756
Table 13 EFA discovery factor analysis results for the Purchase Intent variable
The EFA test of the Procurement Intent variable gives a KMO factor of 0.5 < 0.756
< 1 and a sig of 0.000 < 0.05, demonstrating that the data using factor analysis are appropriate and that observations are correlated Total Variance Extended equals 60.124%
The measurement items accounted for 60.124% of the data variability, with all factor loading factors exceeding 0.5 This demonstrates the practical significance of the Purchase Intent variable in this study, as all observations were consolidated into a single variable.
CFA Affirmative F actor Analysis
Confirmatory Factor Analysis (CFA) is essential for assessing the relevance of market data to the specified model It serves as a critical verification step following the discovery of factors through Exploratory Factor Analysis (EFA), utilizing the Pattern Matrix table for analysis.
3.4.1 Assess the suitability of the model:
To evaluate model suitability, several indicators are utilized: a CMIN/df ratio greater than 5 is considered good, while a ratio of 5 or less is acceptable CFI and GFI values of 0.9 or higher are deemed good, with values above 0.95 classified as very good; a CFI of 0.8 or above remains acceptable A TLI of 0.9 or greater is also considered good For RMSEA, values of 0.06 or less are good, while values up to 0.08 are acceptable; additionally, RMSEA values up to 0.08 are good, and those between 0.08 and 0.1 are acceptable (Hu & Bentler, 1999; Lê Phước Thịnh & Nguyễn Đắc Nam, 2021; Kenny et al., 2014).
Following the exploratory factor analysis (EFA), seven factors were identified for inclusion in the confirmatory factor analysis (CFA) The CFA results indicate a model fit characterized by a Chi-square/df ratio of 1.791 (less than 2), a Comparative Fit Index (CFI) of 0.938, and a Tucker-Lewis Index (TLI) of 0.926, both exceeding the threshold of 0.9 Additionally, the Root Mean Square Error of Approximation (RMSEA) is 0.050 (below 0.08), and the Goodness of Fit Index (GFI) is 0.894 (greater than 0.8), confirming the model's acceptability These findings suggest that the proposed model aligns well with market data, as supported by previous studies (Karin Braunsberger, 1996; Doll et al., 1994).
3.4.2 Evaluation of aggregate reliability, convergence value and differentiation value:
A scale is considered reliable when the composite reliability (CR) is 0.7 or higher, and it achieves convergence when the average variance extracted (AVE) is 0.5 or above Furthermore, for the scale to maintain distinctiveness, the maximum shared variance (MSV) must be lower than the total extracted variance (AVE), and the square root of the AVE (SQRTAVE) should exceed the inter-construct correlations The model results are illustrated in the table below (Hu & Bentler, 1999; Fornell & Larcker, 1981).
Table 14 Results of assessment of aggregate reliability, convergence value and
After performing the CFA test, all observed variables are weighted with values greater than 0.5, P-values are less than 0.01 i.e statistically significant.
Most variables exhibit AVE values exceeding 0.5, with the exception of the Purchase Intent (PI) variable To enhance convergence, it is recommended to eliminate the observed variable PI4 from the study (refer to Appendix 4.4, section 3a) Following the removal of PI4, a Confirmatory Factor Analysis (CFA) should be conducted again to evaluate convergence, with the results detailed in the subsequent table.
Table 15 Results of assessment of aggregate reliability, convergence value and
The analysis indicates that the composite reliability (CR) of the variables exceeds 0.7, while the average variance extracted (AVE) is above 0.5 Additionally, the maximum shared variance (MSV) coefficients are lower than the AVE, and the square root of AVE surpasses the inter-construct correlations Following the confirmatory factor analysis (CFA) rerun, the model demonstrates suitability for market data and meets the criteria for reliability, convergent validity, and discriminant validity.
SEM linear structure model
Linear structure model akaSTM (Structural Equation Modeling)^ a second- generation statistical analysis technique developed to analyze multidimensional relationships between multiple variables in a model (Haenlein, M., & Kaplan, A M , 2004)
Multiple relationships among variables can be expressed through a combination of single and multiple regression equations The linear structural modeling technique integrates quantitative data with correlated assumptions to establish cause-and-effect relationships within the model.
With SEM, researchers can visually examine the relationships that exist between variables of interest to prioritize resources to better serve customers.
After analyzing CFA and adding PI4 variables, 23 observed variables were included in the SEM linear structure model test, giving the following results:
The study's model estimation reveals significant positive relationships between Trust, Liking, and Similarity with the attitude towards the brand, as well as between the attitude towards the brand and Purchase intent, all with statistically significant regression coefficients (p < 0.05) Consequently, hypotheses H2, H4, H5, and H6 are supported.
On the other hand, in the verifiable relationship between Specialization and Brand Attitudes, the Attraction to Brand Attitude variable is not statistically significant (p >0.1), thus rejecting the Hl and H3 hypotheses.
Relationships Hypothesis Normalization p Hypothesis testing factor
The expertise of the short-video opinion leadef^^tt^jvfl^ s the brand. trucluW Mode I Insp&clQPi Resu lfi-104 Refute H1
The trustworthiness of the person who leads public opinion through short-video => Attitude towards the brand.
The attraction of the person leading the public opinion through short video => Attitude towards brand.
The preference for the person who leads the public opinion through the short-video => Attitude towards brand.
Similarity with the person leading public opinion through short-video
Statistics describing the remaining observed variables
I assume that the person leading the public through the short-video is knowledgeable about the beauty
Table 17 Descriptive statistics of specialization variables products they recommend.
I assume that the person who leads the public opinion through short videos has experience in using beauty care products.
I think that the person who leads the public opinion through short videos is skilled in using appropriate and effective beauty care products (e.g makeup, skincare, )
The statistical analysis of the "Expertise" variable reveals a range of responses among participants, with observed values spanning from 1 to 5 Notably, the mean scores for the three statements regarding the short-video opinion leader's knowledge and experience with beauty products hover around 4, indicating strong agreement among respondents The statements include perceptions of the leader's expertise in recommending beauty products (EXI), their experience with beauty care products (EX3), and their skill in using effective beauty products (EX4), with EX4 receiving the highest level of consensus This suggests that consumers recognize the short-video leader in the beauty care industry as possessing considerable expertise.
Var Scale N Mini Maxim Mean Std.
Table 18 Descriptive statistics of trust variables mum um Deviation
I think the short-video lead is credible when recommending beauty care products.
I think the short-video facilitator is honest when it comes to making judgments about beauty products.
I think the person who leads public opinion through short-videos has a reputation for recommending beauty care products.
The statistical analysis reveals that the mean values of the observations TRUI, TRU2, and TRU3 within the "Trustworthiness" group hover around 3, indicating a neutral stance among respondents regarding the reliability and honesty of short-video opinion leaders in recommending beauty care products Notably, TRU3 received the highest agreement, yet overall ratings slightly exceeded 3, suggesting that while there is skepticism about the credibility of these influencers, most consumers still tend to trust the opinions and recommendations of the opinion leaders they follow.
Descriptive statistics Get lost Scale N Mini mum
I think the person who leads public opinion through short-videos has an attractive appearance.
Table 19 Descriptive statistics of attraction variables
I think the person who leads the public opinion through the short-video has a gentlemanly and professional manner.
AT3 I think the person who leads public opinion through short-videos has a strong appeal 314 1 5 3.79 913
The "Attraction" factor of short-video opinion leaders in the beauty care industry garnered strong agreement among respondents, with most variables averaging close to a value of 4 Notably, the statement regarding the opinion leader's "gentlemanly manner" and professionalism received the highest average score Additionally, respondents expressed agreement with the opinion leaders' "attractive appearance" and "strong attractiveness." Ultimately, it is essential for short-video opinion leaders to possess a significant level of attraction to capture consumer interest and build a following, leading to increased trust and attention towards their recommendations on new beauty care products.
Descriptive statistics Get lost Scale N Mini mum
I love learning about beauty care products recommended via short-videos by favorite opinion guides.
I love learning about beauty care products recommended through short-videos by opinion leaders with a pleasant, laid-back personality.
1 love learning about beauty care products recommended via short-videos by famous opinion leads.
Table 20 Descriptive statistics of preference variables
I love learning about beauty care products recommended via short-videos by opinion leaders who are accepted by everyone.
The popularity of short-video influencers significantly influences consumer interest in the beauty products they endorse Many viewers express a strong preference for discovering beauty recommendations through short videos, particularly from opinion leaders they admire Additionally, consumers are drawn to recommendations from influencers who possess a friendly and relaxed demeanor, further enhancing their engagement with the content.
Consumers are increasingly influenced by beauty product recommendations from well-known opinion leaders on short videos, as evidenced by high approval ratings for such endorsements If these leaders have a strong following, they tend to gain consumer trust, leading to a higher likelihood of product consideration and purchase However, despite their popularity, these leaders often struggle to promote lower-value products effectively Recent scandals involving celebrities, particularly those in the arts and mass media, have highlighted issues with endorsing poor-quality products without proper testing or experience, significantly undermining consumer trust.
Descriptive statistics Get lost Scale N Mini mum
The person who leads the public opinion through short-videos in the field of beauty care is similar to me in appearance.
Table 21 Statistics describing similarity variables
The person who leads the public opinion through short-videos in the beauty field has the same lifestyle as me.
The person who leads the public opinion through short-videos in the field of beauty care has the same interests as me.
The table illustrates a wide range of consumer opinions regarding the "similarity of opinion leaders to themselves." Notably, the responses exhibit significant variability, with standard deviations for SI2, SI3, and SI4 recorded at 0.955, 1.041, and 1.058, respectively.
Here we affirm the marked bbdifference in the views of different respondents.
The perception of short-video opinion leaders in the beauty care field is significantly influenced by their similarity to consumers, with the highest agreement on shared interests (3.29) This empathy fosters a sense of closeness and trust towards these influencers While the average ratings for the other dimensions—appearance and lifestyle—are not vastly different, they also play a crucial role in shaping brand attitudes and purchase intentions within the beauty category, highlighting the importance of relatability in consumer-influencer relationships.
Descriptive statistics Get lost Scale N Mini mum
I believed in the quality of the beauty care brand after watching the short-video of the opinion leader.
Table 22 Statistics describing attitude variants towards brands
I fell in love with the beauty brand after looking through the short-video of the opinion leader.
I think the beauty brand's products will give me satisfaction after watching the short video of the public opinion leader.
I am confident about the effectiveness of the product from the beauty brand after watching the short-video of the opinion leader.
The variable "Attitude toward brand" is assessed through four key observations: Firstly, viewers express confidence in the quality of the beauty care brand after watching a short video featuring a public opinion leader (ATB1) Secondly, the emotional connection is highlighted, as individuals report falling in love with the brand following the video (ATB2) Thirdly, there is a strong belief that the beauty brand's products will deliver satisfaction after viewing the content (ATB3) Lastly, viewers feel assured about the effectiveness of the brand's products as a result of the public opinion leader's endorsement (ATB4).
The analysis of mean values reveals that all four observations exhibit similar averages, ranging from 3.37 to 3.49, indicating a consistent assessment among respondents Notably, the statement "I feel like the beauty brand after watching the short-length video of the opinion leader" scored the highest at 3.49, highlighting the significant impact of public opinion leaders on customer affinity towards the brand However, altering perceptions of "trust," "satisfaction," and overall product evaluation relies more heavily on customers' actual experiences and their assessments of the opinion leader.
Table 23 Descriptive statistics of purchase intent variables
Get lost Scale N Mini mum
The appearance of the opinion leader through the short-video motivated me to buy this product.
PI2 I'm willing to buy the beauty care product that the opinion leader recommends via short-video 314 1 5 3.29 1.044
PI3 I will try beauty products when I see the opinion leader introduce via short-video 314 1 5 3.54 992
The influence of opinion leaders in short videos significantly boosts purchase intent, as evidenced by statements such as, "The appearance of the opinion leader through the short video motivated me to buy this product," and "I am willing to buy the beauty product that the opinion leader recommends via short video."
(PI2), and "I will try the product when I see the opinion leader recommend via short video" (PI3).
The respondents' opinions vary significantly, with a minimum variable value of 1 and a maximum of 5 The standard deviation indicates a wide dispersion in responses to various questions, further highlighting the diverse consumer perspectives on "purchase intent."
The diversity of "purchase intent" views can be explained by many reasons, such as differences in age, gender, preferences and product experience among consumers.
The data indicates that the mean of PI1 is 3.60, highlighting the positive influence of opinion leaders in short videos on Gen Z's purchase intent However, achieving intentions like "willing to buy" or "will try" depends on various other factors as well.
Customers exhibiting a "willing to buy" intent, which scores lower at 3.29 compared to other buying intentions, tend to conduct thorough research to determine if a product meets their needs During this stage, they assess the product's suitability and consider their budget before making a purchase decision.
Discuss the results
This study aimed to investigate the impact of public opinion leaders on GenZ's brand attitudes and purchase intentions, utilizing a survey of 314 GenZ respondents in Ho Chi Minh City Prior research indicates that public opinion leaders significantly influence consumer behavior, with various studies identifying different factors contributing to this effect The current research focused on five key factors: Expertise, Credibility, Charisma, Likability, and Similarity, employing the Reliable Source and Gravitational Source models To analyze the data, methods such as Cronbach's Alpha test, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were utilized, revealing crucial insights into how public opinion leaders shape GenZ's perceptions of brands and their purchasing decisions.
Research indicates that in Ho Chi Minh City, GenZ's attitudes toward brands are significantly influenced by Trust, Liking, and Similarity, while Expertise and Attractiveness do not have an impact The regression analysis shows that Trust, Liking, and Similarity all positively affect GenZ's brand attitudes at a 95% confidence level (sig < 0.05), leading to the acceptance of hypotheses H2, H4, and H5 Conversely, the variables of Expertise and Attractiveness were found to be statistically insignificant (sig > 0.05).
The Hl and H3 hypothesis is refuted, contrasting with Kien and Vuong's (2020) findings, which suggest that expertise and attraction positively influence brand attitudes Additionally, this study indicates that liking does not impact brand attitudes, contradicting the conclusions of previous research by Phạm and Quách (2020) and Nguycn and Nguyen (2019).
> Of the 3 hypotheses influencing brand altitudes supported, the Trustworthiness factor had the greatest positive impact on GenZ’s attitude towards the brand (P = 0.509, p
Generation Z, characterized by their technological savvy and smart consumption habits, approaches product evaluation with caution, particularly when influenced by public opinion leaders through short videos Trust plays a crucial role for Gen Z, as they rely on these leaders to foster intangible beliefs about products The sincerity, honesty, and credibility of public opinion leaders resonate with Gen Z, enhancing their sympathy and trust towards both the leaders and the brands they endorse Consequently, when Gen Z perceives an opinion leader as trustworthy, their positive attitude towards the associated brand significantly increases.
M Jayswal, Jayesh D Patel , 2013)(Phạm, X K., & Quách, N p V., 2020)
Public opinion leaders significantly influence Gen Z's brand attitudes, with a notable positive impact reflected in their engagement on social media (p=0.414, p=0.000) Gen Z spends considerable time on social platforms and actively seeks product information from these leaders, as seen in their interactions such as views, likes, and shares Viral short videos featuring public opinion leaders can enhance purchase intentions among viewers, driven by the leaders' relatable lifestyles and values Consequently, Gen Z's admiration for these leaders fosters a favorable perception of the brands they promote, leading to increased interest and positive attitudes towards those brands.
Research indicates that similarity with public opinion leaders has a minimal effect on GenZ's brand attitudes (p = 0.236, p = 0.000) Brands aiming to connect beauty care products with GenZ often utilize opinion leaders, particularly through short videos For effective advertising, it's crucial that these leaders share common traits with the target audience, as perceived similarities in appearance, lifestyle, and hobbies can enhance GenZ's positive attitude towards the brand.
GenZ's attitude towards brands is largely unaffected by the expertise of public opinion leaders, as they recognize that many influencers in the beauty care industry lack professional qualifications Despite their limited knowledge, these influencers can still effectively promote products, leading GenZ to prioritize influence and credibility over expertise Ultimately, what matters more to GenZ is the influencer's ability to connect and resonate with them, rather than their professional background.
Research indicates that Viewer Engagement significantly influences customer attitudes toward brands However, findings from the team's study suggest that this engagement does not affect brand perceptions, mirroring previous results This phenomenon can be attributed to the fact that many current opinion leaders are attractive and idealistic, capturing the attention of Gen Z While these influencers may draw Gen Z viewers to short videos, their appeal does not translate into a positive shift in attitudes toward the brand itself.
Gen Z's positive attitude towards brands significantly influences their buying intent, with findings showing a strong correlation (p = 0.597, p = 0.000) This aligns with previous studies, indicating that when Gen Z perceives a brand's products as high quality and has positive experiences with them, their intent to purchase increases.
In conclusion, a survey conducted with 314 Gen Z participants in Ho Chi Minh City reveals that Trust, Like, and Similarity are fundamental factors influencing customer confidence in public opinion leaders.
For Gen Z consumers, trust is the primary driver of purchase intent, followed closely by personal preference Interestingly, brand similarity does not significantly sway their decisions Unlike previous studies, factors such as expertise and engagement have little influence on their attitudes toward brands, ultimately not affecting their buying behavior.
A public opinion leader who aligns with the values of GenZ can significantly shape their perception of a brand, leading to a fresh perspective on products or marketing campaigns Research indicates that GenZ's attitudes towards brands heavily influence their purchasing decisions When a GenZ consumer views a product favorably in terms of quality and has positive experiences with it, they are more inclined to develop a strong intent to purchase.