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What types of content marketing influence Generation Z's purchase intentions in VietNam?

A Review of the Literature

Prepared by: Nguyen Quan Ngoc Anh

A student from: Troy BA21

Prepared for: ENG1102

August 12th, 2024

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Abstract

Content marketing has become increasingly popular in VietNam and has been the source

of many studies over the years. This paper explores the types of content marketing that have a

significant impact on Generation Z’s purchase intentions. The study focuses on three main types

of content: short-form videos, social media platforms, and influencer marketing, especially on

popular platforms such as TikTok and Instagram Reels, etc. These elements are found to resonate

deeply with Generation Z due to their attractiveness, relatability, and authenticity. The findings

suggest that brands must create dynamic, engaging, and authentic content to influence

Generation Z’s purchase behavior. This will help businesses to strategically leverage these types

of content to effectively engage Generation Z and drive their purchase decisions.

Keywords: Generation Z, content marketing, short-form video, social media platforms,

influencers, purchase intentions.

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What types of content marketing influence Generation Z's purchase intentions in VietNam?

A Review of the Literature

Generation Z, the group born between the 1997 – 2012, represents a powerful and

influential consumer segment in the digital age. This generation grew up with the internet,

smartphones, and social media as integral parts of their daily lives, which has profoundly

shaped their behaviors and preferences, especially in terms of how they interact with brands

and make purchasing decisions. As a result, traditional marketing strategies are often less

effective for Generation Z, who tend to value authenticity, transparency, and immediacy in

brand communications.( Waworuntu, 2022; et al).

In this context, content marketing has emerged as a key tool for brands looking to

connect with Generation Z. Among the different types of content marketing, three stand out

as particularly significant in shaping the generation’s purchase intentions: short-form video,

social media platforms, and influencer endorsements. Short-form video, popularized on

platforms like TikTok and Instagram Reels, engages Generation Z with engaging, short-form

content that is both entertaining and informative. Social media platforms serve as the primary

channel through which Gen Z discovers and engages with brands, often through content

shared by influencers or friends. Influencers, whom Gen Z perceives as relatable and

authentic, play a key role in guiding their followers’ purchase decisions.

Given Gen Z’s unique characteristics and preferences, understanding the types of content

marketing that most effectively impact their purchase intent is essential for brands looking to

thrive in today’s competitive marketplace. This study aimed to explore the impact of short-
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form video, social media platforms, and influencers on Gen Z’s purchase behavior, providing

valuable insights for marketers looking to engage this digitally savvy generation.

1. The Impact of Short Video and Video Reviews on Social Media Platforms on Purchase

Intentions

1.1. Video and short video content are effective tools in influencing the purchase

intentions of Gen Z, especially through platforms such as Instagram Reels and

TikTok,….

a) Short-form video advertising increases brand visibility and engagement, leading to higher

purchase intention among Gen Z. Short-form videos on social media platforms are

effective in capturing the attention of Gen Z and driving their purchase intention due to

their dynamic and engaging format through entertaining yet informative short-form video

content that influences Gen Z’s purchase decisions by making brands more relatable and

trustworthy.

Short-form video has become a major force in digital marketing, especially

among Generation Z. Platforms such as TikTok and Instagram Reels have popularized

this content format, providing a mix of entertainment and information that fits Generation

Z’s fast-paced lifestyle. Studies (Pham, 2023; et al.) have shown that short video

advertising on social media has a significant impact on Generation Z’s purchase

intentions in Vietnam. Above all the findings suggest that businesses should focus on

creating informative, entertaining, and trustworthy short videos to engage social media

users and provide incentives, while minimizing distractions to improve advertising

effectiveness. By using a mixed-methods approach, combining qualitative and

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quantitative methods. Data were collected from 1,257 Generation Z respondents through

a survey and the results were analyzed using SmartPLS for Partial Least Squares

Structural Equation Modeling (PLS-SEM). ( Pham, 2023; et al.).

In addition to entertainment, credibility is an important factor in the effectiveness of short-

form video content. As Mu (2020) notes, the more credible a short-form video ad is, the more

valuable it is to the user, leading to increased attention and engagement. This suggests that for

Gen Z, short-form video is not only a source of entertainment but also a reference point for

making informed purchase decisions. Furthermore it was found that Gen Z consumers in

Vietnam consider short-form video ads to be informative, especially when they provide up-to-

date, useful, and comprehensive information about a product.

(Source: Tuan, P. V., Chan, L. A., Huy, D. T. N., Quang Anh, N., Giang, P. C., Quynh Trang,

N., & Phuong Uyen, N. (2023, January-March). Research on the Impact of Short-Form
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Video Advertising on Social Media on the Purchase Intention of Gen Z in Vietnam.

Mediterranean Journal of Basic and Applied Sciences (MJBAS), 7(1), 29-41).

Note:

Hypotheses:

H1: Perceived social interactivity of short video ads is positively related to perceived

advertising value.

H2: Perceived entertainment of short video ads is positively related to perceived advertising

value.

H3: Perceived credibility of short video ads is positively related to perceived advertising

value.

H4: Perceived social interactivity is positively related to perceived user attitudes.

H5: Perceived encouragement is positively related to perceived user attitudes.

H6: Perceived annoyance is negatively related to perceived user attitudes.

H7: Perceived advertising value is positively related to purchase intention.

H8: Perceived user attitudes toward short video ads are positively related to purchase

intention.

The hypotheses proposed in the study emphasize the relationship between factors such as

social interaction, entertainment, prestige and encouragement with advertising value and user
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attitudes. In addition, these are also decisive factors affecting the purchase intention of

consumers, especially Generation Z in Vietnam. (Pham, 2023; et al.).

Social interaction and entertainment are strong drivers of advertising value, helping to

create a positive and engaging experience for users. In addition, advertising credibility also

plays an important role, as consumers tend to trust and respond positively to ads that they

perceive as trustworthy. Conversely, annoyance caused by ads can reduce user’s positive

attitudes and, therefore, reduce purchase intention. Finally, overall advertising value and user

attitudes both have a significant impact on purchase intention, indicating the importance of

creating short video ads that are engaging and non-annoying. (Pham, 2023; et al.).

b) The emotional appeal of short videos is enhanced through authentic storytelling and

engaging content, which is relevant to Generation Z.

According to Liu & Wang (2023), have shown that the impact mechanism of short video

content marketing on consumers' purchase intention. The results show that both informational

and entertainment content significantly affect purchase intention, and perceived value plays a

partial mediating role. By using the SOR (Stimulate Organism Response) model and the

Elaboration Likelihood model to explain how content marketing affects consumer attitudes and

behavior. Therefore informational and entertainment content has a positive impact on consumers'

purchase intention and perceived value. Product involvement negatively moderates the impact of

content marketing on perceived value. Therefore, enhancing informational and entertainment

content in short video marketing, using big data to provide more accurate content, and

minimizing repetitive content to increase consumers' perceived value and purchase intention.

(Liu & Wang (2023)).

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Generation Z is attracted to factors such as engaging content, perceived usefulness, scripted

experiences, user interaction, enjoyment, and celebrity appearances that significantly shape

consumer attitudes toward brands. Studies (Ngo, 2023; et al) have shown that these positive

brand attitudes, especially when influenced by perceived usefulness, are strong predictors of

purchase intention. Enjoyable content, in particular, has a significant impact on brand

perceptions, encouraging consumers to engage more deeply with the content and fostering a

connection between the audience and the brand. Additionally, the use of storytelling in short

videos helps create a more immersive experience, while celebrity involvement enhances the

credibility and appeal of the brand. Ultimately, these factors work together to build trust and

positively influence Generation Z’s purchase decisions. (Ngo, 2023; et al)

(Source: Ngo, T. T. A., Quach, P., Nguyen, T. V., Nguyen, A. D., & Nguyen, T. M. N. (2023,

July 26). Short video marketing factors influencing the purchase intention of Generation

Z in Vietnam. Innovate Marketing, 9(3)).

However, studies (Taletović, 2022; et al) have shown that this is the generation that has a

strong aversion to the overwhelming presence of paid advertising on social media. To effectively
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reach Gen Z, advertisers should create short, dynamic and unique ads, an approach that is more

suitable for the short attention span of Gen Z, who are quick to grasp and follow current trends.

Therefore, content needs to be engaging, authentic and entertaining to attract this audience.

2. The Role of Influencers in Shaping Purchase Decisions

2.2 Influencers play a significant role in shaping the purchasing behavior of Gen Z

through their endorsements and interactions on social media.

a) Instagram influencers, in particular, have a strong impact on the purchase intentions of

Gen Z, especially in the cosmetics sector.

Influencer marketing is another important factor influencing Generation Z’s purchase

intention. Influencers, especially those on Instagram, are perceived as trustworthy and have

significant weight in their opinions. Studies (Tamara, 2021; et al) have show that social

media influencers positively influence purchase intention. Therefore, promotions by

Instagram influencers, especially supported by visual content such as photos and videos can

bring a positive impact to brand image and increase purchase intention, emphasizing that

Instagram influencers, especially in the cosmetics industry, play an important role in shaping

Generation Z’s purchase intention by creating relatable and aspirational content. (Tamara,

2021; et al).

b) The effectiveness of influencer marketing is further amplified when integrated with

content marketing strategies that align with Generation Z’s values and lifestyles, creating a

compelling, authentic, and trustworthy brand story.

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Based on the three key characteristics of influencers—credibility, attractiveness, and

expertise—that have significantly impacted Gen Z’s consumer behavior. Credibility, which

includes perceived trustworthiness and expertise, is important, as Gen Z tends to trust influencers

they perceive as knowledgeable and honest, making them more likely to follow their

recommendations. Attractiveness also plays a role, with physically attractive influencers being

more effective at capturing Gen Z’s attention and persuading them to make a purchase. Expertise

in specific areas, such as beauty or technology, further increases the influencer’s impact, as it

aligns with Gen Z’s interests and values. It also highlights the importance of social media

influence, where the credibility and behavior of influencers, especially on platforms like

Instagram and TikTok, have a strong impact on young consumers’ purchasing decisions. For

marketers, this highlights the need to partner with influencers who possess the right mix of

credibility, appeal, and expertise, and focus on the platforms most used by Gen Z to maximize

the effectiveness of campaigns. (Pham, 2021; et al).

The effectiveness of influencer marketing is further enhanced when it is integrated with

content strategies that resonate with Gen Z’s values and lifestyle. Studies (Pham, 2021; et al)

have show that when consumers perceive an influencer as honest and accurate, they are more

likely to accept and trust the information shared by that influencer. This trust is important,

especially in online shopping, where reliable sources of information greatly influence consumer

decisions, as noted by Hu et al. (2019). Therefore, influencers who build an image of

trustworthiness and honesty are more likely to attract and retain a loyal audience (Pham, 2021; et

al).

3. The Influence of Social Platforms on Purchase Intentions

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3.1 Social media platforms are essential in shaping Gen Z's purchasing decisions

through social interaction and content marketing

a) Social media platforms play a central role in fostering a sense of community and shared

experiences among Generation Z users, which significantly influences their purchasing

decisions through social commerce features.

Social media platforms play a central role in Generation Z’s digital lives and play an

important role in shaping their purchase intentions. Entertainment and social interaction

positively influence attitudes toward social commerce. Positive attitudes toward social

commerce lead to higher purchase intentions among Generation Z. Based on the uses and

gratifications (U&G) theory, people choose media to satisfy specific needs, and the

satisfaction they seek will influence their consumption habits through entertainment-social

interaction-information sharing factors. However, information sharing motives do not

significantly influence attitudes toward social commerce. This indicates that Generation Z

has positive attitudes and increased purchase intentions through social media.( Cho & Youn,

2020).

b) Social media marketing’s emphasis on content marketing and brand image has a major

impact on Generation Z’s loyalty and purchase intentions.

Social media plays a key role in shaping the digital experience of Generation Z,

especially in influencing their shopping behavior through social commerce features. Besides

entertainment and social interaction on these platforms drive positive attitudes towards social

commerce, leading to higher purchase intentions, although information sharing does not have
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the same effect. These findings support previous research that highlights the effectiveness of

content marketing when it is informative, credible, and engaging, ultimately increasing

purchase intentions and brand loyalty. ( Jafarova & Tolon, 2022).

Content marketing should be viewed as an ongoing project rather than a static process,

requiring businesses to continually innovate and update their strategies. In this case,

storytelling is particularly effective in content marketing because it helps create an emotional

connection with consumers, turning followers into loyal customers. To be effective, content

must be informative, engaging, and credible, with businesses carefully planning and

integrating content that is both current and long-term. Interactive and entertaining content

further strengthens customer engagement, and influencers play a vital role in establishing

trust. (Jafarova & Tolon, 2022).

Studies (Lopes, 2023; et al) have shown that both social media advertising and the value

placed on advertising can be found to have a significant positive impact on consumers’ purchase

intentions. When these two factors interact, the impact becomes even more pronounced. Along

with it is asserted that consumers’ purchase intentions are not only shaped by social media

advertising but are also strongly driven by the quality and relevance of the information

conveyed.

Conclusion

In summary, the impact of three types of content is short-form video, social media

platforms, and influencer marketing has had a positive and growing impact on Gen Z’s purchase

intentions. These types of content resonate with Gen Z’s values of authenticity, relevance, and
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entertainment, making them powerful tools for brands looking to influence this demographic.

Brands that effectively leverage these channels by creating engaging and authentic content are

more likely to be successful in shaping Gen Z’s purchase decisions. As the digital landscape

continues to evolve, it is important for businesses to understand and adapt to Gen Z’s

preferences. However, given the rapidly changing technological landscape, the above figures are

indicative only and require further research.

References

Cho, E., & Youn, S.-Y. (2020). Does Information Sharing Matter for Gen Z Social Media Users?

Effects of Motivations on Purchase Intentions through Social Commerce. Virtual

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Jafarova, K., & Tolon, M. (2022). The Effect of Content Marketing in Social Media on Brand

Loyalty and Purchase Intention. Journal of Business Management and Economic

Research, 6 (4), 160‐184. DOI: 10.29226/TR1001.2022.318.

Liu, Y., & Wang, M. (2023). The Effect of Short Video Content Marketing on Consumer

Purchase Intention. Frontiers in Business, Economics and Management, 11(3).

Lopes, P. R., Rodrigues, R., Sandes, F., Estrela, R., Rosário, A. T., & Rosário, F. S. (2023).

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Ngo, T. T. A., Quach, P., Nguyen, T. V., Nguyen, A. D., & Nguyen, T. M. N. (2023, July 26).

Short video marketing factors influencing the purchase intention of Generation Z in

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