The impacts of opinion leader through shortvideo to genz's attitude toward brand and purchase intention – a research in beauty care industry in Ho Chi Minh City

Abstract

The research “The impacts of opinion leader through short-video to GenZ's attitude toward brand and purchase intention – A research in beauty care industry in Ho Chi Minh city” aims to identify the effects of opinion leaders through short-video on GenZ's attitude toward brand and purchase intention in Ho Chi Minh City’s beauty care market. The research used qualitative research methods through in-depth interviews with beauty bloggers/ KOLs/ YouTubers and a focus group of five university students living in Ho Chi Minh City. The research also used a quantitative method using convenience sampling, with a sample size of 314 GenZ respondents. The research intends to provide useful insights for businesses using opinion leaders through short-videos in the beauty care industry. The research process includes developing and refining the questionnaire, conducting online interviews, and collecting and analyzing data. The results of the study showed that the factors of opinion leaders have an impact on the attitude toward brand and purchase intention of GenZ in Ho Chi Minh City, including Trustworthiness, Likeability, and Similarity, with Trustworthiness being the strongest factor.