The Impact of Tiktok Social Media Influencer Marketing on Brand Attitude of Generation Z in Viet Nam

Abstract

The explosion of digital technology has led to the development of social networks, especially the social network TikTok, which is gradually changing traditional marketing methods. TikTok is a powerful and fast-growing platform that helps brands reach millions of young users. If the brand is targeting the generation of Gen Z, then TikTok is an ideal choice to create connections with customers. Therefore, social media influencer marketing on TikTok is a good alternative to other types of marketing for businesses in this day and age. This study aims to explore and evaluate the factors affecting brand attitudes of Gen Z consumers in Vietnam. The author collects 330 survey questionnaires, conducts quantitative analysis through SPSS 20 software and shows the results: Attitude towards brand of Generation Z is influenced by 5 factors: Reliability, Attractiveness, Information Quality, Expertise and Entertainment Value of TikTok influencers. This study attempts to gain a deeper understanding of this form of marketing, thereby suggesting solutions to improve brand promotion using influencers on the TikTok social media.