The impact of TikTok on consumer purchasing behaviour in the cosmetic industry : Vietnamese millennials in Vietnam

Abstract

This study explores the impact of TikTok on the purchasing behaviours of Vietnamese Millennials. The COVID-19 pandemic dramatically increased the demand of beauty and personal care products and services, as people became more mindful of their physical and mental health. The objectives of the study highlight TikTok as a powerful and potential social media marketing tool that enables marketers to design platform-specific campaigns, enhancing customer engagement and business profitability.

One of the main driving forces of Vietnam market is Millennials. Millennials, born between 1980 and 1999, represent a key market segment with distinct perspectives compared to other generations. Using a mixed-method approach, combining surveys and in-depth interviews, this study provides diverse insights. While the findings suggest TikTok's impact on purchasing decisions may not be highly significant, they affirm its potential to influence consumer behaviour within specific demographics in the cosmetic industry.