Fyp the impact of emotional marketing on consumer behavior of gen z in hanoi

Fyp the impact of emotional marketing on consumer behavior of gen z in hanoi Fyp the impact of emotional marketing on consumer behavior of gen z in hanoi

INTRODUCTION

Problem Statement

The fast food industry in Vietnam

The fast food industry in Vietnam has experienced significant growth over the past decade, fueled by rising disposable incomes, rapid urbanization, and changing consumer preferences According to a report by iPOS, Vietnam’s food and beverage (F&B) market is expected to grow by 10.9% in 2024, reaching a market value of over VND 655 trillion This expansion is primarily driven by the growing middle-class population, faster urban lifestyles, and the increasing popularity of online food delivery services.

Despite experiencing positive growth, the F&B market faced significant challenges in early 2024, with a 3.9% decline in the number of establishments nationwide and over 30,000 outlets shutting down (Vỉrac, 2024) This trend underscores the highly competitive and volatile nature of the industry, emphasizing the importance for businesses to have strong brand positioning and effective operational strategies to ensure long-term sustainability and growth.

Vietnamese consumer preferences are shifting towards fast food, which is now a preferred choice among urban populations According to a October 2023 survey by Cốc Cốc involving 973 respondents, 45% of Vietnamese consumers eat fast food at least once a week, with the highest demand among 18-34-year-olds Key factors influencing consumer choices in the fast food sector include convenience, affordability, and changing lifestyle trends This rising demand highlights the growing importance of the fast food industry in Vietnam’s urban markets.

Food quality and taste are the top priorities influencing consumer purchasing decisions, as Vietnamese customers prefer brands that offer flavorful and well-prepared meals Pricing is also a key factor, especially affecting students and young professionals who make up a large segment of fast food consumers Convenience significantly impacts choices, with the rise of online food delivery services making fast food more accessible, particularly during peak meal times In major urban centers like Hanoi, Ho Chi Minh City, and Da Nang, online ordering is especially popular during lunch and dinner hours.

Gen Z, having grown up alongside rapid digital technology development, significantly influences their food consumption habits by favoring online food ordering platforms like ShopeeFood, GrabFood, and TikTok Shop for convenience A 2023 CukCuk report reveals that around 80% of Gen Z orders food through these apps, prioritizing restaurants that deliver within 30 minutes or less They are also highly responsive to promotional programs, discount vouchers, and free delivery offers, enabling them to maximize savings with each purchase.

Social media significantly influences Gen Z's dining choices, with platforms like TikTok, Facebook, Instagram, and Google Maps serving as primary sources for restaurant discovery Food review videos and trending dishes on TikTok—such as salted coffee, floating noodles, and giant bubble tea—play a major role in shaping their preferences (CukCuk, 2023) Additionally, Gen Z loves capturing and sharing aesthetically appealing dishes, transforming dining into a personalized experience that encourages community engagement and social sharing.

Gen Z prioritizes unique and memorable dining experiences over price, showing a willingness to spend on innovative culinary adventures that reflect their dynamic lifestyles and personal preferences They are particularly attracted to dishes inspired by global cuisines, with flavors like matcha gaining popularity among this generation According to Bumblebee Agency (2023), this focus on diverse and novel food experiences highlights Gen Z's desire for authentic, culturally inspired gastronomy.

Emerging trends are significantly influencing Generation Z's consumption behavior in Vietnam’s fast food market, with online food delivery services becoming the preferred channel due to their convenience and easy digital access Gen Z consumers frequently use popular apps like GrabFood and ShopeeFood to order fast, affordable, and customizable meals, highlighting their demand for quick and tailored dining options This shift underscores the importance of digital platforms in shaping the purchasing preferences of young consumers in Vietnam's competitive fast food industry.

In 2023, the Vietnamese online food delivery market generated around 90 billion VND daily, with GrabFood capturing a 49% market share and ShopeeFood closely following at 45% (Minh, 2024) This highlights the critical need for fast food brands to strengthen their digital presence and leverage app-based promotions to effectively attract Gen Z consumers.

Gen Z consumers favor familiar flavors with a modern twist, prompting fast food brands to introduce Vietnamese-inspired offerings like McDonald's Pho-flavored Burger and KFC’s Garlic Fish Sauce Chicken to cater to local tastes Pizza chains such as Pizza Hut and The Pizza Company are incorporating grilled pork and fresh herbs into their toppings, reflecting Gen Z’s preference for fusion cuisine Increasing spending on fast food among Gen Z is fueled by urban lifestyles, social media influence, and advanced digital marketing strategies With a large portion of Vietnamese Gen Z active on platforms like TikTok, Instagram, and Facebook, fast food brands are capitalizing on these channels through influencer collaborations, viral challenges, and engaging campaigns to attract attention and boost sales.

Emotional marketing significantly influences consumer purchasing behavior by leveraging the power of emotions in persuasion, shaping opinions, and decision-making (Taute, McQuitty, & Sautter, 2011) It originates from addressing consumers’ emotional needs, creating emotional resonance that can trigger purchase intentions even without immediate product demands (Samovar & McDaniel, 2013) Traditionally focused on functional aspects, companies now recognize the importance of emotional satisfaction and psychological connection in today’s consumer landscape As a result, emotional marketing has become a crucial strategy for building strong business relationships, enabling brands to foster deep customer loyalty and sustainable brand value.

Emotions play a crucial role in consumer purchasing behavior, and leveraging neuromarketing tools provides valuable insights into this decision-making process (Pluta-Olearnik et al., 2022) Factors such as promotions, hedonic shopping motivations, and personalization significantly influence consumer emotions on e-commerce platforms, ultimately shaping their purchase intentions and behaviors (Cuong, 2024) This effect is especially strong among Generation Z consumers, who demonstrate highly personalized consumption patterns, are sensitive to brand experiences, and are heavily influenced by digital media (Fromm et al., 2018).

An architect at SapientNitro in Gurgaon observed that Generation Z heavily relies on digital devices and places significant trust in online content Her research identifies seven key traits of this generation, including device dependency, a preference for on-demand information, strong emotional connections to the digital world, high trust in digital sources, reduced influence from physical environments, and globally connected social networks, especially in developing countries.

In the highly competitive fast food industry, leading brands like McDonald’s, KFC, Burger King, and Lotteria prioritize not only pricing and product quality but also invest significantly in emotional marketing to attract and retain young consumers Successful campaigns leverage emotional themes such as happiness, belonging, nostalgia, and excitement to capture customer attention and foster long-term brand loyalty Emotional advertising enhances brand recall, encourages sharing among customers, and creates a powerful viral effect that boosts brand visibility and customer engagement.

Emotional Marketing Campaigns are effective

Emotions play a crucial role in human decision-making, with studies showing that up to 95% of purchasing decisions are driven by feelings (Zaltman, 2003) This highlights how emotions influence not only product choices but also shape perceptions and interactions with brands The human brain processes thoughts on two levels: an automatic, unconscious emotional level that triggers rapid responses, and a conscious rational level For example, consumers often choose between brands like Pepsi and Coca-Cola or McDonald’s and Burger King based on emotional connections rather than solely on rational factors, illustrating the powerful impact of emotions on consumer behavior.

Figure 1.1: Two systems thinking model

Research Objectives

RO1: To investigate how emotional marketing influences the consumer behavior of

Gen Z in Hanoi’s fast food industry

RO2: To examine the role of emotional appeals (love, happiness, excitement, humor) in shaping consumer trust toward fast food brands

RO3: To evaluate how emotional trust built through emotional marketing affects brand perception, repurchase intention, and customer loyalty among Gen Z.

Research Questions

RQ1: How does emotional marketing influence the consumer behavior of Gen Z in Hanoi’s fast food sector?

RQ2: What is the impact of consumer trust on Gen Z’s behavior in the fast-food industry?

RQ3: How do emotions such as love, happiness, excitement, and humor affect consumer trust in fast-food brands?

Scope of study

This research focuses on Generation Z consumers (individuals born between 1997 and

This study, conducted in Hanoi, Vietnam in 2012, examines how major fast food chains like McDonald's, KFC, Lotteria, Jollibee, and Burger King actively utilize marketing strategies Focusing specifically on emotional marketing, the research investigates its impact on consumer behavior, deliberately excluding factors such as pricing and product attributes By narrowing the scope to emotional influences, the study aims to offer in-depth insights into how emotional marketing strategies shape the purchasing decisions of Hanoi's Gen Z consumers in the fast food industry.

Research Structure

This study is structured into six main chapters to ensure a logical and comprehensive approach to addressing the research objectives

Chapter 1: Introduction provides an overview of the research topic, outlining the problem statement, research objectives, research questions, scope of the study, and the overall research structure This chapter establishes the foundation for the study and highlights its significance in understanding the impact of emotional marketing on Gen

Z consumer behavior in the fast food industry

Chapter 2: Literature Review presents a comprehensive review of existing theories and studies related to emotional marketing and consumer behavior It defines key constructs, including different emotional factors such as love, happiness, excitement, and humor, and their influence on trust and consumer purchasing behavior The chapter also includes the development of research hypotheses and the conceptual framework guiding this study

Chapter 3: Research Methodology details the research design, including the approach taken to collect and analyze data It discusses construct measurement, sampling techniques, data collection methods, and analytical procedures used to test the hypotheses This chapter ensures the study follows a systematic and scientific approach to achieve reliable and valid results

Chapter 4: Research Results presents the key findings of the study It begins with an overview of the fast food industry in Vietnam, followed by respondent analysis, statistical assessments, and hypothesis testing results The structural model assessment and factor analysis are also included to validate the research model and examine the relationships among the studied variables

Chapter 5: Discussion discusses the research findings in relation to the hypotheses and literature, interprets the theoretical and practical implications, acknowledges research limitations, suggests directions for future studies, and concludes the study.

LITERATURE REVIEW

Theoretical Background

Understanding the role of emotional marketing in shaping consumer behavior is crucial for grasping how emotions influence purchasing decisions This study utilizes the Stimulus-Organism-Response (SOR) model, developed by Mehrabian and Russell (1974), as the primary framework to examine the impact of emotional marketing on Generation Z consumers in Hanoi's fast-food industry The SOR model explains that environmental stimuli (S) affect an individual's internal state (O), which subsequently triggers specific behavioral responses (R) Widely used in consumer behavior research, the model highlights how marketing stimuli activate emotional and cognitive processes that lead to consumer actions (Jacoby, 2002).

In the fast-food industry, studies utilizing the S-O-R model reveal how intrinsic stimuli like late-night cravings and convenience, along with extrinsic stimuli such as online reviews and digital promotions, significantly influence consumer inspiration These marketing stimuli positively impact customer satisfaction with food delivery apps by shaping consumer emotions and purchasing decisions For instance, Malik et al (2024) found that various stimuli enhance customer motivation and satisfaction, highlighting the critical role of effective marketing strategies in driving consumer behavior and choice in the online food delivery market.

Research by Rajput et al (2020) employed the S-O-R framework to examine how fast food quality, restaurant service quality, and physical environment quality impact customer satisfaction and revisit intentions The study highlights that these factors significantly influence customer satisfaction, which subsequently drives consumers' likelihood to revisit fast food restaurants This underscores the crucial role of environmental stimuli in shaping consumer behavior and ensuring customer loyalty.

Mohamed Sadom et al (2023) applied the S-O-R model to explore how social media marketing influences consumer trust, reputation, and purchase intention in the fast-food industry Their research revealed that elements like entertainment, interaction, trends, customization, and word-of-mouth positively impact brand trust and reputation These social media marketing stimuli play a crucial role in shaping consumer trust and driving purchase decisions, highlighting the importance of effective social media strategies for boosting sales.

This article highlights how the S-O-R model is applied in the fast-food industry to understand how technological factors, service quality, and social media marketing influence consumer emotions and behaviors Using this framework, the research explores the impact of emotional marketing strategies on Generation Z’s purchasing decisions in Hanoi’s fast-food sector The study provides valuable insights into how emotional stimuli effectively drive consumer behavior within this demographic, emphasizing the importance of emotional marketing in shaping fast-food consumer choices.

This study examines how fast-food brands utilize emotional marketing strategies—such as evoking love, happiness, excitement, and humor—through brand messaging, advertising campaigns, and promotional content to establish strong emotional connections with consumers Emotional marketing is a highly effective approach for influencing brand perception and fostering positive consumer attitudes, especially among younger demographics who are more receptive to emotional engagement By leveraging emotions in their marketing efforts, fast-food brands can significantly impact consumer trust and build long-term loyalty.

This study examines how Generation Z consumers' internal emotional and cognitive reactions—termed the organism—are influenced by emotional marketing stimuli According to Mehrabian and Russell (1974), the organism involves affective and cognitive processing that connects stimuli to behavioral responses Trust is identified as a key mediating variable, reflecting how emotional marketing fosters confidence and brand loyalty Prior research highlights that emotional marketing enhances brand trust by promoting authenticity, relatability, and emotional resonance (Chaudhuri & Holbrook, 2001) Ultimately, trust significantly influences consumer attitudes and increases the likelihood of purchase behavior.

Emotional marketing strategies play a crucial role in shaping consumer behavior, including purchase intentions, brand loyalty, and word-of-mouth recommendations When these strategies successfully evoke positive emotions and build trust, consumers are more likely to buy, become repeat customers, and share their experiences, especially in the highly competitive and impulse-driven fast-food industry Research indicates that feelings of happiness and excitement increase the likelihood of purchasing, while humor improves brand recall and customer engagement (Keller & Kotler, 2020; Berger & Schwartz, 2011).

This research applies the SOR model to understand how emotional marketing influences consumer behavior, highlighting the crucial mediating role of trust By exploring how emotional appeals impact consumer actions, the study offers valuable insights for fast-food marketers aiming to optimize their emotional marketing strategies These strategies can effectively enhance brand engagement and foster long-term consumer loyalty.

Construct definition

Consumer behavior involves analyzing how individuals and groups select, use, and dispose of products, services, experiences, or ideas to satisfy their needs and desires (Schiffman & Wisenblit, 2019) This field is shaped by psychological, social, cultural, and personal factors that influence decision-making processes Understanding consumer behavior is essential for marketers to develop strategies that effectively align with consumer motivations and preferences.

Consumer behavior is a complex, multi-stage process encompassing pre-purchase, purchase, and post-purchase phases, as highlighted by Solomon (2020) It involves the actions and decision-making processes related to purchasing and using products, influenced by both external factors like marketing efforts and social norms, and internal factors such as motivation, perception, and attitudes (Engel et al., 1995) Understanding these dynamics is essential for effective marketing strategies and fostering customer satisfaction.

Understanding consumer behavior involves key psychological factors such as motivation, perception, learning, and attitudes, which influence how consumers interpret marketing messages and make purchasing decisions Motivation, as described by Maslow (1943), drives consumer needs, while perception determines how product information is received and understood In today's digital landscape, e-commerce, social media, and personalized marketing strategies are transforming consumer behavior by emphasizing convenience, authenticity, and brand engagement The rise of online reviews, influencer marketing, and interactive content has further reshaped how consumers evaluate and choose products, making digital presence essential for effective marketing.

As a result, businesses must continuously adapt their marketing strategies to align with changing consumer preferences and expectations

This study examines Generation Z consumers in Hanoi and their observable actions and decision-making processes related to fast food consumption Consumer behavior is analyzed through three key dimensions aligned with research objectives and the questionnaire design: purchase intention, buying decision, and brand preference Understanding these aspects provides valuable insights into what influences Generation Z's fast food choices in Hanoi.

Purchase intention represents a consumer's willingness and plan to buy fast food products from a specific brand in the future, indicating a strong positive evaluation and future orientation toward the brand (Ajzen, 1991) It is a key factor influencing purchasing behavior and brand loyalty in the fast food industry Understanding purchase intention helps marketers develop effective strategies to attract and retain customers.

Buying decision denotes the actual act of purchasing fast food products It measures whether emotional marketing efforts and trust ultimately translate into real consumption behaviors (Kotler et al., 2021)

Brand preference reflects consumers' emotional inclination to favor a specific fast food brand over competitors, highlighting their loyalty and attachment driven by positive emotional engagement and trust (Oliver, 1999) Understanding this preference is essential for brands aiming to strengthen customer loyalty and deepen emotional connections with their audience.

This study concentrates on three key measurable components, streamlining consumer behavior into a focused and researchable framework By aligning these components with the survey instrument, it ensures precise and consistent analysis This approach enhances the understanding of how emotional marketing and trust impact Generation Z's purchasing decisions in the fast food industry.

Trust plays a vital role in consumer decision-making, serving as the willingness of individuals to be vulnerable to others' actions based on the expectation of reliable behavior It is defined as the confidence that another party will perform essential actions, even when monitoring is limited or unavailable Building consumer trust is crucial for fostering loyalty and ensuring positive brand relationships in today's competitive market.

In marketing and consumer behavior, trust plays a crucial role in shaping purchasing decisions, as consumers are more likely to favor brands they perceive as trustworthy When trust is established, it fosters greater brand loyalty and encourages repeat purchases Conversely, a lack of trust can cause consumers to avoid products or switch to competitors, highlighting the importance of building and maintaining consumer trust for long-term business success (Sirdeshmukh, 2002).

Emotions play a crucial role in our lives, influencing thinking, feelings, and behaviors both internally and externally (Du Plessis & Nel, 2015) This understanding has led to the development of emotional marketing, a strategy emphasizing the importance of establishing genuine emotional connections between businesses and consumers Such connections are shaped by consumers' unique value systems and current needs, fostering a new symbolic consumer culture (Rytel, 2010) Leveraging emotional marketing can enhance brand loyalty and deepen consumer engagement by tapping into these emotional drivers.

Emotional marketing is a strategic approach that aims to create deep emotional connections between brands and consumers by appealing to their feelings, aspirations, and desires This marketing strategy is based on the understanding that consumers' purchasing decisions are often driven by emotions rather than purely rational factors By leveraging emotional appeal, brands can foster loyalty, engagement, and long-term relationships with their target audience.

(2024) articulates, emotional marketing has emerged to address the evolving psychological and cognitive needs of consumers, shifting focus from transactional exchanges to emotional engagement

Emotional marketing is defined by scholars as a strategy that appeals to consumers' emotions to build a strong connection with a brand and influence their purchasing decisions Deshwal (2015) explains that emotional marketing involves fostering emotional bonds to drive consumer behavior, while Khuong and Tram (2015) highlight the importance of creating resonant messages that enhance brand perception and foster customer loyalty.

Emotional marketing, as defined by (2016), involves targeting consumers' emotional chords to generate sales and effectively manage marketing programs Soomro (2023) emphasizes that positive emotions greatly influence consumers' desire and intention to purchase products, highlighting the vital role of emotional appeals in marketing strategies These perspectives underscore the importance of emotions in shaping consumer attitudes and behaviors, making emotional engagement a key component for successful marketing campaigns.

In this study, emotional marketing is defined as the strategic use of marketing techniques designed to evoke emotions like love, happiness, excitement, and humor to influence Generation Z consumers' purchasing decisions in Hanoi's fast-food industry Emotions play a crucial role in consumer decision-making, especially among younger audiences who value authentic and meaningful brand interactions This approach aims to build trust and foster strong connections between brands and Generation Z customers.

Emotional appeals in advertising are strategic tools used to evoke specific emotional responses that shape consumer attitudes and actions These appeals can be classified into positive emotions, like love, happiness, excitement, and humor, which are commonly used to foster favorable consumer reactions (Kotler et al., 2021) Conversely, negative emotional appeals, such as fear, guilt, or sadness, are often employed in public service announcements and social campaigns to encourage behavior change related to health and social issues (Hibbert et al., 2007) Incorporating emotional appeals effectively enhances advertising impact and drives consumer engagement.

Hypothesis development

Emotional marketing is essential in influencing consumer behavior by evoking specific emotions that shape perceptions and build trust in brands (Batra & Ray, 1986) Using emotional appeals like love, happiness, excitement, and humor can strengthen consumer trust, ultimately impacting purchasing decisions This study explores how these emotional factors affect the fast food consumption habits of Generation Z in Hanoi.

2.3.1 The impact of Emotion of Love on Trust

In advertising, the emotion of love is often linked to warmth, connection, and strong emotional bonds When fast food brands utilize themes like family bonding, friendship, or nostalgia, consumers tend to develop a more favorable perception of the brand (Garg & Joshi, 2021) Research indicates that emotional attachment can enhance trust in a brand, making it appear more relatable and reliable (Sthapit, 2019) Therefore, incorporating love-related themes in advertising campaigns can positively influence consumer attitudes and brand loyalty.

H1: Emotion of Love is positively associated with Trust in Fast Food Brands

2.3.2 The impact of Emotion of Happiness on Trust

Happiness plays a crucial role in fostering positive consumer experiences and strengthening brand engagement Advertisements that evoke happiness through scenes of celebrations, joyful moments, or positive social interactions can significantly enhance consumers' sense of well-being and develop a stronger brand affinity (Dwivedi et al., 2021) Moreover, incorporating happy emotions in advertising campaigns boosts consumer trust, as audiences tend to associate the brand with positive experiences and emotional fulfillment (Taylor & Costello, 2019) Based on these insights, it is hypothesized that featuring happiness in advertising leads to increased consumer trust and stronger brand loyalty.

H2: Emotion of Happiness is positively associated with Trust in Fast Food Brands

2.3.3 The impact of Emotion of Excitement on Trust

Excitement in advertising is driven by high-arousal emotions that generate enthusiasm and anticipation, making campaigns more engaging Fast food brands often employ excitement-driven strategies, such as limited-time offers, energetic visuals, and thrilling experiences, to effectively capture consumer attention (Hsu & Chen, 2020) When consumers experience excitement through advertisements, they tend to develop stronger trust in the brand, perceiving it as dynamic and engaging (Alalwan, 2018) Therefore, it is hypothesized that excitement in advertising positively influences consumer perception and brand loyalty.

2.3.4 The impact of Emotion of Humor on Trust

Humor is a powerful emotional appeal in fast food advertising, boosting entertainment value and brand memorability Research shows that humorous ads effectively reduce consumer skepticism and enhance brand likability (Eisend & Stokburger-Sauer, 2019) When brands successfully integrate humor into their messaging, consumers view them as more approachable and trustworthy, strengthening overall brand perception (Lee).

& Hong, 2021) Based on this, the following hypothesis is proposed:

H4: Emotion of Humor is positively associated with Trust in Fast Food Brands

2.3.5 The impact of Trust on Consumer Behavior

Trust plays a crucial role in shaping consumer behavior by reducing perceived risks and enhancing brand commitment Generation Z consumers, heavily influenced by digital marketing, prioritize brand authenticity and credibility when making purchasing decisions (Wang, Yu, & Wei, 2022) Establishing trust in fast food brands not only encourages repeat purchases but also promotes long-term brand loyalty (Chung & Kim, 2021) Therefore, the hypothesis suggests that trust significantly impacts consumer loyalty and purchasing behavior in the fast food industry.

H5: Trust is positively associated with Fast Food Consumption Behavior of Generation Z in Hanoi

2.3.6 The impact of Emotion of Love on Consumer Behavior

In marketing, the emotion of love fosters feelings of attachment, affection, and emotional security toward a brand, particularly through campaigns promoting family togetherness, friendship, and shared joyful moments These emotional appeals create strong bonds between consumers and brands, especially in the context of fast food consumption (Albert & Merunka, 2013) Generation Z prefers brands they can emotionally connect with and see as part of their lifestyle identity, making emotional connections a key driver of their brand preference and purchasing behavior (Moore et al., 2018) Ultimately, love-based emotional bonds significantly influence consumers' behavioral intentions, brand loyalty, and purchase decisions.

H6: Emotion of Love has a positive impact on Fast Food Consumer Behavior of Generation Z in Hanoi

2.3.7 The impact of Emotion of Happiness on Consumer Behavior

Happiness is a powerful positive emotion that marketers utilize to boost consumer engagement by evoking themes like joy, celebration, and pleasant experiences in advertisements, which foster favorable attitudes toward brands and encourage consumption (Dwivedi et al., 2021) For Gen Z consumers, who prioritize emotional fulfillment and memorable experiences, brands that associate themselves with happiness tend to achieve higher customer loyalty and increased purchasing behaviors (Francis & Hoefel, 2018) Based on this understanding, the study proposes the following hypothesis.

H7: Emotion of Happiness has a positive impact on Fast Food Consumer Behavior of Generation Z in Hanoi

2.3.8 The impact of Emotion of Excitement on Consumer Behavior

Excitement, characterized by heightened arousal and stimulation, is crucial in motivating impulsive and enthusiastic purchasing behavior among consumers Marketing strategies that evoke excitement—such as limited-time offers, interactive campaigns, and dynamic brand personalities—effectively influence Gen Z consumers to make quick food purchases (Hsu & Chen, 2020) This emotional state enhances brand recall and prompts immediate action, which is vital in the competitive and fast-paced fast food industry Consequently, it is hypothesized that evoking excitement positively impacts consumer purchasing decisions in this sector.

H8: Emotion of Excitement has a positive impact on Fast Food Consumer Behavior of Generation Z in Hanoi

2.3.9 The impact of Emotion of Humor on Consumer Behavior

Humor serves as a powerful emotional appeal in advertising, effectively capturing consumer attention and enhancing positive attitudes towards brands By reducing psychological resistance, humorous ads make consumers more receptive to brand messages and increase their likelihood of engagement (Eisend & Stokburger-Sauer, 2019) Specifically, for Generation Z—who favors relatable and entertaining content—humor-driven campaigns significantly strengthen brand affinity and boost purchase intentions in the fast food industry.

H9: Emotion of Humor has a positive impact on Fast Food Consumer Behavior of

Conceptual Framework

RESEARCH METHODOLOGY

Research design

This study employs a quantitative, correlational research design to investigate the relationship between emotional marketing and consumer behavior among Generation Z consumers in Hanoi’s fast food industry Data collection was carried out using a structured survey questionnaire featuring Likert-scale items to assess participants' emotional responses and purchasing habits, enabling efficient gathering of large datasets The research adopts a cross-sectional approach, collecting data over a two-week period from individual consumers born between 1997 and 2012 who reside in Hanoi and regularly purchase fast food Random sampling was used to ensure diverse participant representation, and data analysis will involve correlation and regression techniques to examine the strength and nature of relationships between emotional marketing strategies and consumer purchase behaviors.

Construct measurement

The appropriate sample size for this study was determined based on the number of measurement items in the questionnaire, with a minimum of 120 to 240 respondents recommended by Sarstedt et al (2021) for factor analysis Since the questionnaire includes 24 measurement items, a sample size of at least 120 is necessary; however, to ensure statistical robustness and reliable hypothesis testing, 250 valid responses were collected This exceeds the typical requirement of 200-300 respondents for Exploratory Factor Analysis (EFA), as recommended by Kline (2011), ensuring the study's results are both valid and reliable.

This study employs a non-probability convenience sampling method to target Generation Z consumers in Hanoi with prior fast food experience Screening questions are incorporated to confirm participants’ previous fast food purchases and determine their frequency of consumption, ensuring data accuracy The survey is distributed online through Google Forms and social media platforms, maximizing accessibility and reach to the target demographic.

By applying these criteria and selecting an appropriate sample size, this study ensures that the collected data is statistically valid and reliable for further analysis

Secondary data were collected from reputable sources such as specialized books, market reports on the fast food industry, and prior research on emotional marketing and consumer behavior, establishing a strong theoretical foundation This comprehensive data supported the development of the research model and the design of an effective questionnaire.

This study collected primary data through an online questionnaire survey over two weeks to analyze how emotional marketing influences Gen Z consumers' behavior in Hanoi’s fast food industry A total of 250 valid responses were obtained from Gen Z individuals (born 1997-2012) with prior fast food experience, utilizing convenience sampling via social media platforms for broad reach and diversity The survey included structured questions measuring emotional factors—such as love, happiness, excitement, and humor—and their impact on consumer trust and purchasing behavior, enabling a comprehensive analysis of emotional marketing effects on fast food consumption among Hanoi’s Gen Z population.

Data analysis

The data collected for this study were analyzed using SmartPLS 4 and Microsoft Excel Initially, descriptive statistics were applied to profile the demographic characteristics of the respondents

To ensure the measurement model's reliability and validity, key statistical criteria were applied Internal consistency was confirmed with Cronbach’s Alpha and Composite Reliability (CR) values exceeding the benchmark of 0.7 Convergent validity was demonstrated as all constructs showed Average Variance Extracted (AVE) values above 0.5 Discriminant validity was established through the Heterotrait-Monotrait Ratio (HTMT), with all values remaining below the cutoff of 0.85, indicating clear differentiation among the constructs.

The study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS to evaluate the proposed structural model Path coefficients, R² values, and hypothesis significance were assessed through bootstrapping with 5,000 resamples, allowing for a comprehensive analysis of direct and mediating effects Results indicated that emotional marketing significantly influences consumer behavior, with trust serving as a mediating variable among Generation Z consumers in Hanoi’s fast food industry This methodology provided robust insights into the role of emotional marketing and trust in shaping purchase intentions within this demographic.

Questionnaire Design

The questionnaire was divided into two main sections to ensure comprehensive and systematic data collection The first part gathers demographic information such as age, gender, family type, income level, and fast food consumption habits, providing essential participant profiles and ensuring the study targets the appropriate population The second part includes 24 key questions measured on a five-point Likert scale, assessing consumer emotions towards fast food advertisements—specifically Love, Happiness, Excitement, and Humor—with Trust serving as a mediating variable It also explores consumer behaviors related to fast food chains, including brand awareness, emotional experiences during consumption, future purchase intentions, and actual purchasing actions Designed to be logical, concise, and easy to understand, the questionnaire aims to minimize response bias and improve data quality, with screening questions included to confirm respondents' relevance to the study.

The questionnaire was designed to evaluate key factors influencing fast food consumption behavior, focusing on independent variables such as Love, Happiness, Excitement, and Humor Trust served as the mediating variable, while the dependent variable was fast food consumption behavior itself To ensure clarity and relevance, measurement items were adapted from established research and meticulously refined Additionally, a Vietnamese translation was incorporated to enhance understanding and accuracy of responses from participants in Hanoi.

A1: Fast food marketing showing love and relationships put me in a good mood and I immediately have a nice feeling about ads

A2: Love appeal in marketing enhances liking of Fast food products

A3: Ads with love emotion are the most memorable and create pleasant association with the Fast food brands

A4: I remember and retain the information contained in ads with love appeal for a long time

B1: Fast food Ads focus on happy images of the people appeals to my senses

B2: Fast food ads showing connecting and engaging people gives me a positive feeling about the brand

B3: Fast food Ads that express a tone of joy and happy moments creates happy customers

B4: I can easily relate happy memories with Fast food ads

C1: Fast food Ads designed to entertain and grab attention

C2: Fast food marketings with excitement appeal enhance message comprehension

C3: I usually look for Ads that trigger feelings of excitement in me

C4: Excitement Appeals are better at achieving communication Goals

Fast food from the brands of humorous ads

D2: The Humorous ads made me recognize among competing brands

D3: Fast food Brands with Humorous Ads helps me to recall its brand before shopping

D4: I discuss the variety of products offered by the Fast food Brands of Humorous ads

E1: I think the information conveyed or activities held by emotional marketing are authentic

E2: I think the fast food brand or enterprise promoted by the emotional marketing has credibility

E3: The Fast food brands using emotional marketing give guarantee against misuses of personal data for commercial purposes

E4: The Fast food brands using emotional marketing give transparent guarantee policy

F1: I expect to purchase or repurchase Fast food brands using emotional appeal in marketing

F2: Emotional Advertisement of Fast food brand affects my buying decision

F3: The Probability that I would consider buying Fast food from Brands using emotional appeal is high

F4: I prefer to buy certain Fast food Brands over others because of their emotional marketing

RESEARCH RESULT

Respondent Analysis

Frequency of Purchase of Fast food

The survey involved 250 participants, with 43.2% male (108 individuals) and 56.8% female (142 individuals), indicating higher female participation This suggests that females may have a greater interest in the survey topic or are more likely to engage in survey activities Despite this, the gender difference is not substantial, reflecting a significant level of interest from both males and females in the research subject.

The survey of 250 participants revealed that the majority—68% or 170 individuals—are aged 13-20 years, highlighting strong interest in the fast-food industry among younger consumers influenced by Emotional Marketing This age group’s engagement reflects Generation Z's consumer behavior, characterized by widespread social media usage and responsiveness to emotionally driven advertising campaigns Although the 21-28 age group comprises only 32%, they represent a valuable segment with higher purchasing power and potential for long-term brand loyalty if effective Emotional Marketing strategies foster a meaningful connection.

Among the 250 survey participants, 75.2% live in nuclear families, while 24.8% come from joint families, indicating that most Generation Z individuals reside in nuclear family setups common in urban areas like Hanoi This family structure significantly influences their consumer behavior, leading to purchasing decisions that are more driven by personal preferences, social media trends, and individual tastes rather than intergenerational influences.

Approximately 24.8% of respondents from joint families tend to exhibit distinct consumer behaviors, influenced by multiple generations This multigenerational impact often results in more cautious decision-making, especially when it comes to purchasing fast food, as family members collectively consider their preferences and traditions Understanding these dynamics is crucial for marketers targeting joint family households to develop effective strategies that resonate with their unique purchasing patterns.

Among the 250 survey participants, family monthly incomes are relatively evenly distributed Specifically, 26.4% (66 individuals) come from families earning less than 15 million VND The largest group, representing 28% (70 individuals), has a family income between 15 million and 30 million VND Additionally, 25.6% (64 individuals) belong to households earning between 30 million and 45 million VND, while 20% (50 individuals) come from families with monthly incomes exceeding 45 million VND.

Most participants in the study come from middle-to-high-income families, which can significantly influence their consumer behavior This socioeconomic background may lead to a higher willingness to spend on fast-food products, especially when influenced by emotion-based marketing campaigns designed to target their purchasing decisions.

4.1.5 Frequency of Purchase of Fast food

Among the 250 survey participants, fast-food consumption frequency varies across four main groups A significant 26.8%, or 67 individuals, engage in daily fast-food purchases, highlighting high weekly consumption levels Additionally, 21.6% of participants, or 54 people, buy fast food weekly, reflecting regular consumption patterns The largest segment, comprising 30.8% or 77 individuals, reports purchasing fast food monthly, indicating a substantial portion of consumers with moderate intake This data provides valuable insights into fast-food consumption habits and trends among different consumer groups.

(76 individuals), indicating that this is the most common consumption habit Lastly,

53 individuals (21.2%) purchase fast food only annually, meaning they have a lower tendency to consume such products

While fast food remains a popular choice, most consumers tend to eat it in moderation rather than on a frequent basis Health concerns, pricing, and personal preferences influence this consumption behavior, offering valuable insights for developing effective marketing strategies in the fast-food industry.

Research result

The factor analysis results reveal the contribution of observed variables to the latent factors in the research model, highlighting the significance of emotional dimensions such as Love, Happiness, Excitement, and Humor All these emotional variables demonstrate high reliability, with factor loadings exceeding the recommended threshold of 0.7 (Sarstedt et al., 2021), indicating strong correlations between the observed variables and their respective constructs This confirms the robustness of the emotional dimensions within the study's framework, emphasizing their vital role in understanding the underlying factors.

Trust plays a crucial mediating role in connecting emotional factors to consumer behavior, with trust-related variables showing factor loadings above 0.7, which reinforces its significance This aligns with prior research by Morgan & Hunt, indicating that trust enhances the influence of emotions on consumer decision-making.

The overall model exhibits strong validity and reliability, highlighting the significant role of emotional factors in shaping consumer behavior through trust These insights offer a solid foundation for exploring how emotions influence purchasing decisions, emphasizing the importance of emotional influences in marketing strategies.

Common Method Bias (CMB) addresses the issue of bias arising from common method variance in research, particularly in self-reported data collection It is a critical concern because it can inflate or distort the observed correlations between variables, making it challenging to determine true relationships Ensuring mitigation of CMB enhances the validity and reliability of research findings, especially when data are collected from a single source Recognizing and addressing CMB is essential for accurate data interpretation and robust research outcomes.

Table 4.3: Common Method Bias Result

The Variance Inflation Factor (VIF) method is commonly used to test for common method bias (CMB) In this study, all variables have VIF values below 3, indicating the absence of serious multicollinearity issues These results suggest that CMB is not a significant concern and that the data collected are not substantially affected by measurement method bias, ensuring the reliability of the study's findings.

Table 4.4 displays Cronbach’s Alpha values for the scales used in this study, indicating their internal consistency All alpha scores exceed the 0.7 threshold, ranging from 0.799 to 0.837, demonstrating that the scales are both reliable and consistent This confirms that the measurement tools used in the research are stable and meet established reliability standards.

Based on Cronbach’s Alpha results, the scales demonstrate high reliability, providing a solid foundation for further validation steps This ensures the measurement model's convergent validity can be accurately confirmed, strengthening the overall credibility of the research findings.

Table 4.5 presents the evaluation results of discriminant validity using the Heterotrait-

Monotrait Ratio (HTMT) method HTMT is a critical criterion for determining whether latent constructs are distinct from each other

According to Henseler et al (2015), an HTMT threshold below 0.85 is ideal, though some exploratory models may accept values below 0.90 The results show that HTMT values among latent variables are within the acceptable range, confirming discriminant validity between concepts When combined with convergent validity and reliability test results, these appropriate HTMT values demonstrate that the model maintains clear distinctions between concepts, supporting robust structural model testing and hypothesis validation.

Emotion of Love Trust Consumer

Table 4.6 presents the R Square (R²) values, indicating the explanatory power of independent variables on dependent variables within the research model

The R² value for Consumer Behavior is 0.710, indicating that the model's independent variables explain 71.0% of the variance, demonstrating strong explanatory power The Adjusted R² of 0.705 confirms the model's robustness and implies minimal impact from the number of variables included In contrast, the R² for Trust is 0.309, meaning the model accounts for 30.9% of the variance in trust, with the Adjusted R² of 0.297 ensuring an accurate measure after adjusting for the number of variables.

This study demonstrates that the model effectively explains consumer behavior and offers a satisfactory level of explanation for trust These findings establish a solid foundation for future hypothesis testing, advancing our understanding of the factors influencing consumer trust.

4.2.5.2 Model Fit / Standardized Root Mean Square Residual (SRMR)

The model fit assessment results, as shown in Table 4.7, utilize various model fit indices to evaluate the model's adequacy Among these, the Standardized Root Mean Square Residual (SRMR) is used to measure the discrepancy between the observed data matrix and the estimated model matrix, providing an important indicator of the model's overall fit.

The analysis revealed SRMR values of 0.054 for both the Saturated and Estimated Models As per Sarstedt et al (2021), an SRMR score below 0.08 indicates a good model fit, demonstrating that this research model has an acceptable and reliable fit.

The overall model fit was assessed using various indices, with a Chi-Square value of 481.461 indicating the compatibility between observed data and the proposed model The Normed Fit Index (NFI) of 0.829 suggests a reasonably good fit, approaching the acceptable threshold of 0.90 Additionally, the model's error levels were evaluated through the d_ULS value of 0.887 and the d_G value of 0.332, providing insights into the model’s precision and accuracy.

Overall, the Model Fit indices confirm that the research model has an acceptable level of fit, providing a solid foundation for further hypothesis testing.

Hypothesis Testing

The table above presents the hypothesis testing results, demonstrating the impact of emotional factors on consumer behavior and trust, as well as the effect of trust on consumer behavior

All P-values are below 0.05, indicating that all hypotheses are statistically significant Emotional factors—including Excitement, Happiness, Humor, and Love—play a crucial role in shaping consumer behavior, with impact coefficients ranging from 0.195 to 0.293 These findings highlight the importance of emotional engagement in influencing purchasing decisions.

At the same time, these emotional factors also significantly affect trust, with coefficients between 0.141 and 0.239

Trust has a substantial impact on consumer behavior, with an impact coefficient of

0.257 and T-Statistics = 4.955, highlighting its crucial role in shaping consumer behavior

Emotions significantly influence both consumer trust and behavior, as confirmed by hypothesis testing results Trust acts as a crucial mediator in the relationship between emotions and consumer decision-making, highlighting the importance of emotional factors in shaping consumer responses This underscores the need for businesses to consider emotional engagement strategies to enhance trust and drive positive consumer behavior.

Structural Model Assessment

Figure 4.1: Partial Least Squares (PLS) Model

This data analysis explores how emotional factors such as love, happiness, excitement, and humor influence consumer behavior The study highlights that trust plays a crucial mediating role in this relationship, emphasizing the importance of emotional connections and trust-building in shaping purchasing decisions By understanding these emotional drivers and their impact on consumer trust, businesses can enhance their marketing strategies to foster stronger customer relationships and drive engagement.

Each emotional variable was assessed through four sub-criteria, with factor loadings ranging from 0.765 to 0.845, demonstrating that each criterion significantly contributes to the overall emotional construct Emotional factors notably influence trust, with impact coefficients between 0.141 and 0.239, and the Emotion of Excitement exerting the strongest effect (0.293) on consumer behavior Trust averages at 0.309 and directly impacts consumer behavior with a coefficient of 0.257, highlighting its critical role in shaping purchasing decisions.

Consumer behavior exhibits a high model fit, with a value of 0.710 measured across four key criteria (F1 to F4) and factor loadings ranging from 0.788 to 0.834 These results highlight the significant influence of emotional factors and trust on consumer decision-making, emphasizing their vital roles in shaping purchasing behaviors.

DISCUSSION

Research Findings

This study explores how emotional marketing influences the fast food consumption behavior of Generation Z in Hanoi, highlighting trust as a key mediating factor The results demonstrate that emotional marketing has a significant impact on both consumer trust and their purchasing behavior These findings confirm that emotional marketing strategies effectively shape Generation Z's fast food choices, supporting all proposed hypotheses and underscoring the importance of emotional engagement in marketing efforts.

Emotions such as love, happiness, excitement, and humor significantly enhance consumer trust in fast food brands Fast food brands that effectively evoke these positive emotions are more likely to build stronger trust among Generation Z and Millennials Leveraging these emotional connections can improve brand loyalty and foster long-term customer relationships in the competitive fast food industry.

Gen Z consumers are more likely to trust brands that evoke feelings of warmth and joy, such as love and happiness, rather than just excitement or humor The study highlights that emotional connections—particularly those related to love and happiness—play a more significant role in building trust compared to excitement and humor This underscores the importance of brand positioning that fosters emotional bonds, especially since Gen Z is highly influenced by digital media and peer recommendations Campaigns emphasizing warmth and belonging are more effective in engaging Gen Z consumers than those focused solely on short-term excitement or humor, demonstrating the power of emotional appeal in marketing.

Trust significantly influences Gen Z's fast food consumption behavior, with higher trust leading to increased regular purchases This aligns with existing research emphasizing trust as a key factor in brand loyalty and decision-making For Gen Z, who prioritize authenticity and are often skeptical, maintaining transparency through consistent messaging and ethical business practices is essential Building credibility not only fosters trust but also supports long-term customer retention in the competitive fast food industry.

This study directly examines how emotional factors influence consumer behavior, bypassing trust as a mediator The findings confirm that emotional appeals such as Love, Happiness, Excitement, and Humor positively impact fast food consumption among Generation Z in Hanoi This suggests that emotional marketing can directly stimulate purchase intentions, brand preference, and decision-making in Gen Z consumers, highlighting the importance of emotional connection in branding strategies.

Emotions such as Love and Happiness have the strongest direct impact on consumer behavior, emphasizing the importance of emotional bonds and positive feelings in fast food marketing strategies While Excitement and Humor are moderately influential, they significantly boost brand attractiveness and customer engagement, encouraging spontaneous purchases Additionally, trust partially mediates the relationship between emotional appeals and consumer behavior, highlighting that emotions not only trigger immediate responses but also build trust that further enhances purchasing decisions.

Compared to previous studies, our findings align with existing literature that emphasizes the importance of emotional connections in marketing (Niharika & Yadav,

2023) Similar research on emotional branding suggests that emotions such as happiness and excitement create strong consumer-brand relationships (Truong Kim

Trust plays a crucial role as a mediator in consumer behavior, serving as a bridge between emotional engagement and purchasing decisions This significance is supported by studies across various industries, including e-commerce and digital marketing, which highlight trust's impact on fostering stronger customer relationships and influencing actual consumer actions (Le, 2023; Chinomona, 2013).

Emotional marketing significantly impacts trust and consumer behavior by influencing psychological perceptions, as explained by the Affective Trust Model (McAllister, 1995) Emotions like love and happiness foster an emotional bond between Gen Z consumers and fast food brands, strengthening brand loyalty and enhancing trust This connection underscores the power of emotional appeals in shaping consumer relationships and driving loyalty toward brands.

Excitement and humor are highly effective in capturing Gen Z's attention and fostering brand engagement, especially within digital marketing campaigns According to Parasocial Interaction Theory (Horton & Wohl, 1956), consumers develop perceived relationships with brands through repeated emotional interactions Given Gen Z's strong presence on social media, leveraging humor and excitement can significantly enhance emotional connections, making these strategies essential for successful marketing efforts targeted at this demographic.

Trust plays a vital role in mediating the relationship between emotions and consumption behavior, aligning with Morgan and Hunt’s (1994) Commitment-Trust Theory that emphasizes trust as a key factor in developing long-term consumer relationships In the fast food industry, where concerns about product quality and health influence purchasing decisions, trust acts as a reassuring element, reassuring consumers about the safety and reliability of their choices This underscores the importance of building and maintaining trust to foster customer loyalty and positively impact consumption patterns.

This study reinforces and expands existing research on emotional marketing and consumer behavior by highlighting how emotions influence purchase intentions and brand trust Building on previous studies like Niharika and Yadav (2023), which emphasized the importance of emotional branding, our findings demonstrate both direct and indirect impacts of emotions—particularly happiness and excitement—on consumer trust and consumption in the fast food industry While earlier research by Truong Kim Le (2023) showed that emotions like nostalgia and happiness enhance consumer attachment in the music streaming sector, our results suggest that happiness and excitement similarly play a crucial role in fast food branding This underscores that the effectiveness of emotional marketing strategies varies across industries, with specific emotions resonating more strongly depending on the product category.

Research indicates that in Vietnam, emotions such as love and happiness significantly influence consumer trust due to the country's emphasis on social and familial connections This contrast with Western markets, where emotions like humor and excitement have a weaker impact on trust, highlights the role of cultural differences in emotional perception and valuation affecting consumer behavior.

Research Implications

This study contributes to the existing body of knowledge in several important ways

This study extends the Stimulus-Organism-Response (SOR) model by incorporating positive emotional appeals—love, happiness, excitement, and humor—as key stimuli that influence Generation Z’s trust and purchasing behavior in the fast food industry While the SOR framework has been widely used to understand consumer behavior, few studies have explored its application within emotional marketing contexts for fast food, especially among Vietnamese Gen Z consumers By validating the SOR model in this specific setting, the research highlights the significant role of marketing stimuli in shaping psychological states, such as trust, which ultimately drive consumer responses and behavior.

The findings enhance the theoretical understanding of trust as a key mediating variable, confirming that trust partially mediates the relationship between emotional appeals and consumer behavior Emotional marketing strategies influence consumer actions both directly and indirectly through trust, highlighting its pivotal role This insight advances current marketing theories by emphasizing the importance of trust-building, particularly in emotional marketing aimed at young, digitally native consumers who tend to be skeptical of traditional advertising.

This research contributes to the growing body of literature on Generation Z's consumer behavior in Vietnam While many studies have explored Gen Z in Western markets, there is limited empirical evidence on their emotional responses, trust development, and purchasing decisions within Vietnam's fast food industry By addressing this gap, the study provides valuable, culturally-specific insights into Gen Z’s consumption patterns, enriching our understanding of their behavior in the Vietnamese context.

The findings of this research offer several actionable recommendations for marketers and fast food brands aiming to effectively engage Generation Z consumers

For practitioners, focusing on emotional branding strategies that emphasize positive emotional appeals like love and happiness is crucial, as these have the strongest impact on building trust and influencing consumer behavior Campaigns that highlight themes such as familial bonding, friendship, joy, and authenticity can effectively boost emotional engagement, ultimately driving increased purchase intentions and fostering stronger consumer connections.

Fast food brands should develop marketing campaigns that both build trust and evoke positive emotional connections with consumers Transparent communication regarding product quality, consistent brand storytelling, and genuine social responsibility initiatives are essential for establishing brand trust This approach is especially important for engaging Gen Z consumers, who prioritize authenticity and social impact when choosing brands.

To effectively engage Gen Z audiences, digital marketing should focus on interactive, emotion-driven content on platforms like TikTok, Instagram, and Facebook Utilizing storytelling, influencer collaborations, emotional videos, and participatory challenges helps create emotional resonance, foster brand loyalty, and enhance overall brand preference.

Emotional marketing plays a crucial role in driving immediate purchase decisions while also fostering long-term customer loyalty By consistently reinforcing emotional connections, brands can significantly increase customer lifetime value and decrease switching behavior In today's highly competitive market, leveraging emotional appeals helps businesses build deeper relationships with their audience, ensuring sustained success and brand loyalty.

To effectively target Generation Z, fast food marketing strategies should craft emotional appeals that resonate with their dynamic lifestyles, social values, and aspirational identities Incorporating core values like inclusivity, environmental responsibility, and personal empowerment into emotional narratives will increase their relevance and impact, making campaigns more appealing and engaging for this demographic.

Research Limitations

This study offers valuable insights into Gen Z consumers in Hanoi but has limitations regarding broader applicability Since the research exclusively focuses on this demographic and geographical area, the findings may not extend to other age groups or regions Future research should explore whether similar emotional responses are observed among different demographics and in diverse locations to enhance the generalizability of the results.

The study's reliance on self-reported survey data introduces the potential for social desirability bias, which could affect the accuracy of the findings Although statistical techniques were employed to reduce this bias, future research should consider using experimental or observational methods to validate and strengthen the results.

This study focuses on short-term consumer responses to emotional marketing, highlighting the immediate impact on consumer behavior Future research should investigate the long-term effects of emotional branding on building consumer loyalty and encouraging brand advocacy Additionally, exploring how negative emotions such as fear or sadness influence consumer decisions in the fast food industry can offer a more comprehensive understanding of emotional marketing dynamics.

Research on how digital platforms influence the relationship between emotional marketing and Gen Z’s consumer behavior remains limited Understanding this dynamic is crucial, as Gen Z is a "digital native" generation with high engagement with platforms like TikTok, Instagram, and Facebook These platforms play a key role in mediating emotional marketing, making it essential to explore their impact on Gen Z's purchasing decisions.

Future Research Directions

Building on the study's findings and limitations, future research should focus on conducting comparative studies across various cultural contexts to explore whether the impact of emotional marketing differs among consumers in different countries Such research would offer valuable insights for multinational brands aiming to tailor their marketing strategies effectively for diverse markets, including Vietnam.

Second, future research could examine the interplay between emotional marketing and other psychological factors, such as brand personality and consumer identity

Understanding how these elements interact could further enhance brand positioning strategies

As technology advances, future research should investigate the impact of emerging digital platforms on emotional marketing strategies Specifically, the effectiveness of AI-driven personalized marketing and virtual influencers in evoking emotional responses remains an important area of study Exploring these trends can provide valuable insights for brands seeking to stay competitive in a rapidly evolving digital environment.

This study underscores the vital role of emotional marketing in shaping Gen Z's trust and purchasing behavior within Hanoi’s fast food industry It reveals that positive emotions like love, happiness, excitement, and humor significantly enhance trust, ultimately boosting consumption These findings support existing theories on emotional branding and trust, emphasizing the importance of emotional engagement as a key component of effective marketing strategies.

Fast food brands can leverage insights into consumer emotions to create more effective emotional marketing campaigns, build trust, and strengthen brand loyalty Future research should expand to include diverse demographics, cultural contexts, and emerging digital trends to deepen understanding of how emotions influence consumer behavior Exploring these areas will enable businesses and academics to better navigate an increasingly competitive marketplace with emotionally resonant marketing strategies.

Conclusion

This study investigates the impact of Emotional Marketing on Generation Z's consumption behavior in Hanoi's fast food industry It examines how emotional factors such as Love, Happiness, Excitement, and Humor influence Trust among young consumers The research explores the relationship between these emotional factors and trust, and how this trust subsequently affects Gen Z's purchasing decisions The findings aim to provide insights into how emotional connections can drive fast food consumption among Generation Z in Hanoi.

A quantitative research method was applied, utilizing survey questionnaires and data analysis through SmartPLS software to assess the relationships between variables in the research model

Emotional factors in Emotional Marketing positively influence trust in fast food brands, with the Emotion of Excitement having the strongest impact, suggesting that engaging and creative campaigns can boost customer confidence Trust serves as a vital mediator in translating emotional responses into consumer behavior, emphasizing the importance of building customer confidence to encourage purchasing among Gen Z To effectively influence this demographic, brands should focus on crafting emotionally engaging marketing campaigns while also reinforcing trust through transparency, consistency, and high product quality.

This study offers valuable insights for fast food businesses aiming to enhance their marketing strategies Emotional Marketing effectively captures customer attention and builds brand loyalty by fostering trust To succeed, brands should focus on creating highly emotional advertising content while implementing trust-building strategies such as improving product quality, enhancing customer service, and ensuring transparent communication Additionally, the research highlights significant differences in consumption behavior among various segments of Generation Z, emphasizing the need for targeted marketing approaches to meet diverse consumer preferences.

Z customers, allowing businesses to personalize their marketing strategies to better align with each customer group

This study offers valuable insights into consumer behavior but has some limitations The survey was primarily conducted in Hanoi, which may not accurately represent Gen Z consumption patterns nationwide; expanding future research to other regions can enhance the generalizability of the findings While the study focuses on four key emotional factors in Emotional Marketing, incorporating additional elements such as Nostalgia and Fear could lead to a more comprehensive understanding of their influence on consumers Additionally, using a cross-sectional data collection method limits insights into how consumer perceptions and behaviors evolve over time; adopting a longitudinal approach in future studies can address this limitation.

This study highlights the significant influence of Emotional Marketing on the consumption behaviors of Generation Z in Hanoi, with Trust serving as a key mediating factor The findings offer valuable insights for fast food companies to develop more effective marketing strategies aimed at attracting and retaining young consumers Furthermore, the research suggests promising avenues for future exploration of Emotional Marketing’s complexities within an increasingly competitive market environment.

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Frequency of Purchase of Fast food

Please indicate your level of agreement with the following statements, which will be rated on a scale of 1 to 5:

A1 A1: Fast food marketing showing love and relationships put me in a good mood and I immediately have a nice feeling about ads

A2 A2: Love appeal in marketing enhances liking of Fast food products

A3 A3: Ads with love emotion are the most memorable and create pleasant association with the Fast food brands

A4 A4: I remember and retain the information contained in ads with love appeal for a long time

B1 B1: Fast food Ads focus on happy images of the people appeals to my senses

B2 B2: Fast food ads showing connecting and engaging people gives me a positive feeling about the brand

B3 B3: Fast food Ads that express a tone of joy and happy moments creates happy customers

B4 B4: I can easily relate happy memories with Fast food ads

C1 C1: Fast food Ads designed to entertain and grab attention

C2 C2: Fast food marketings with excitement appeal enhance message comprehension

C3 C3: I usually look for Ads that trigger feelings of excitement in me

C4 C4: Excitement Appeals are better at achieving communication Goals

Fast food from the brands of humorous ads

D2 D2: The Humorous ads made me recognize among competing brands

D3 D3: Fast food Brands with Humorous

Ads helps me to recall its brand before shopping

D4 D4: I discuss the variety of products offered by the Fast food Brands of Humorous ads

E1 E1: I think the information conveyed or activities held by emotional marketing are authentic

E2 E2: I think the fast food brand or enterprise promoted by the emotional marketing has credibility

E3 E3: The Fast food brands using emotional marketing give guarantee against misuses of personal data for commercial purposes

E4 E4: The Fast food brands using emotional marketing give transparent guarantee policy

F1 F1: I expect to purchase or repurchase

Fast food brands using emotional appeal in marketing

F2 F2: Emotional Advertisement of Fast food brand affects my buying decision

F3 F3: The Probability that I would consider buying Fast food from Brands using emotional appeal is high

F4 F4: I prefer to buy certain Fast food

Brands over others because of their emotional marketing

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