Effects of Advertising Value and Attitude on the Purchase Intention Through Short-Form Video Advertising on Social Media: Empirical Research on Gen Z in Vietnam

The objective of the study is to analyze the influence of short-form video advertisements on social media on the purchase intention of Gen Z in Vietnam. The research group collected data through questionnaires from 1257 people of Gen Z and familiar with social media platforms. After collecting data, the research team used SmartPLS software for analysis. The research results show that the value of advertising and users' attitudes significantly influence Gen Z's purchase intention. In addition, the value of advertising is directly and positively influenced by informativeness, incentives, and credibility. Meanwhile, customer attitudes are directly and positively influenced by social interaction and entertainment, negatively by irritation.