The impact of short video marketing on online fashion product purchase intention of generation Y and Z

Abstract

Short video marketing on social platforms such as Facebook, Youtube, TikTok, Instagram, Zalo, etc. has transformed how businesses approach online markets and build their brands. A study conducted in Ho Chi Minh City with a sample of 300 consumers of Gen Y and Gen Z, analyzed by using Smart PLS 3.0 and SPSS 26.0, has proven that short video marketing on social media indirectly significantly influences the purchase intention of fashion products. Key factors affecting attitudes and then online purchase intentions are interesting content, scenario-based experiences, consumers’ participation and interaction, perceived information reliability, and perceived information usefulness. Furthermore, generation and gender differences have a significant impact on brand attitudes and online purchase intentions through this unique short video marketing approach. This research holds managerial implications for fashion marketers aiming to attract target customer segments in the digital age.