Research on the impact of short-form video advertising on the purchase intention of Gen Z in Vietnam: the case of Instagram

Abstract

This research delves into how short-form video ads on Instagram, particularly, influence the buying habits of young Vietnamese users (Gen Z). With social media booming and short-form videos taking center stage, understanding how such ads impact these younger consumers' purchases is crucial. The study takes a quantitative approach, surveying Gen Z Instagram users in Vietnam. It explores the connections between their exposure to these ads, their feelings towards them, their perceived value and entertainment, and their desire to buy. Data is measured using a Likert scale and analyzed through correlation and regression techniques. This research adds to existing knowledge by revealing how effective short-form video ads on Instagram are in swaying Gen Z in Vietnam to buy. These findings empower marketers and advertisers to craft targeted strategies for engaging Gen Z customers more effectively.