The Influence Of Tiktok And Instagram Influencers On Gen Z Purchasing Behavior In Vietnam

Abstract

This study investigates the impact of TikTok and Instagram influencers on the purchasing behavior of Generation Z (Gen Z) consumers in Vietnam, focusing on key influencer attributes: credibility, authenticity, entertainment value, and relatability. Distinguishing between micro- and macro-influencers, the research examines how these influencer types differently affect Gen Z’s purchasing intentions. Micro-influencers, with their smaller, highly engaged followings, are shown to foster stronger trust and relatability, whereas macro-influencers reach wider audiences but may lack the same depth of engagement. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that all four influencer attributes significantly drive Gen Z’s purchasing intentions, with entertainment value emerging as the most influential factor. A purposive sampling method focusing on respondents born between 1997 and 2012 ensures the study’s relevance to Gen Z’s digital consumption patterns. These results provide practical insights for brands aiming to connect with Gen Z consumers through targeted influencer marketing strategies, emphasizing the need for authentic and engaging content on platforms frequented by this demographic