The influence of TikTok’s live-streaming marketing on Vietnamese consumer's behavior in the cosmetic industry
Pham, Triet (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214550
https://urn.fi/URN:NBN:fi:amk-2024052214550
Tiivistelmä
This thesis focuses on the effect of live-streaming on TikTok on Vietnamese consumer behavior in the online cosmetics industry. The thesis investigates the effectiveness of these methods in altering consumer behavior, focusing on Vietnam, where innovative digital marketing is urgently needed as the industry grows.
The theory part explained the theory concepts related to the marketing landscape in Vietnam, TikTok, Live-streaming, the cosmetics industry, and consumer behavior. The thesis uses quantitative research methods, and the existing study observes changes in consumer buying habits, loyalty towards a brand, and engagement. After gathering the 113 respondents, Excel was used to input and analyze the data.
The key findings demonstrate the influence of TikTok’s streaming on Vietnamese consumers' behavior in the cosmetics industry. Five critical elements impact consumer behavior the most. For example, The impact of social, Buyer feedback, Promotions, Trust, and Perceived usefulness. Based on the thesis, cosmetic companies can deeply understand consumer behavior trends in Vietnam and create more effective marketing strategies. For further studies, more attention can be paid to targeting a generation of consumers, segmentation, and a particular element of the influence of TikTok live-streaming on consumer behavior.
The theory part explained the theory concepts related to the marketing landscape in Vietnam, TikTok, Live-streaming, the cosmetics industry, and consumer behavior. The thesis uses quantitative research methods, and the existing study observes changes in consumer buying habits, loyalty towards a brand, and engagement. After gathering the 113 respondents, Excel was used to input and analyze the data.
The key findings demonstrate the influence of TikTok’s streaming on Vietnamese consumers' behavior in the cosmetics industry. Five critical elements impact consumer behavior the most. For example, The impact of social, Buyer feedback, Promotions, Trust, and Perceived usefulness. Based on the thesis, cosmetic companies can deeply understand consumer behavior trends in Vietnam and create more effective marketing strategies. For further studies, more attention can be paid to targeting a generation of consumers, segmentation, and a particular element of the influence of TikTok live-streaming on consumer behavior.