Leveraging TikTok's live-streaming marketing for the cosmetics industry in Vietnam
Hoang, My (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060921552
https://urn.fi/URN:NBN:fi:amk-2025060921552
Tiivistelmä
This thesis studies how livestream marketing on the TikTok platform is affecting the cosmetics consumption behavior of young people in Vietnam. In the context of strong e-commerce development and the increasing consumer trend towards interactive experiences, TikTok has become a new and effective marketing channel, especially in the cosmetics industry - where consumers need transparency, visual images and real reviews.
The theory section describes the theoretical ideas pertaining to consumer purchasing behaviour, the cosmetics sector, live-streaming, TikTok, and the Vietnamese marketing environment.
The thesis uses quantitative research methods to analyze changes in purchasing decision-making behavior, as well as the level of consumer interaction and participation. Through an online survey approach with a focus on group 18-35, coupled with analysis of two classic cases TikTokers Vo Ha Linh and Hannah Olala, the study has discovered that the factors of limited-time offer, influencer credibility and the arena of direct interaction in livestreaming all entertain significant roles in encouraging shopping motivation.
The findings suggest that TikTok’s livestream is not just a sales platform but a trust-building and emotionally bonding tool for brands. The thesis ends with concrete advice for cosmetics brands to monitor KOLs and produce content-based, shareable, interactive content, and the use the power of the TikTok platform to demand better after-sales policies and censorship from seller in order to protect the consumer experience.
The theory section describes the theoretical ideas pertaining to consumer purchasing behaviour, the cosmetics sector, live-streaming, TikTok, and the Vietnamese marketing environment.
The thesis uses quantitative research methods to analyze changes in purchasing decision-making behavior, as well as the level of consumer interaction and participation. Through an online survey approach with a focus on group 18-35, coupled with analysis of two classic cases TikTokers Vo Ha Linh and Hannah Olala, the study has discovered that the factors of limited-time offer, influencer credibility and the arena of direct interaction in livestreaming all entertain significant roles in encouraging shopping motivation.
The findings suggest that TikTok’s livestream is not just a sales platform but a trust-building and emotionally bonding tool for brands. The thesis ends with concrete advice for cosmetics brands to monitor KOLs and produce content-based, shareable, interactive content, and the use the power of the TikTok platform to demand better after-sales policies and censorship from seller in order to protect the consumer experience.