The Impact of Social Network Advertising Content Characteristics on V-Pop Concert Ticket Purchase Intention: Focusing on Vietnamese Gen Z Fans

The research examines how Vietnamese Pop (V-Pop) concert ticket purchase intentions of Vietnamese Generation Z consumers are affected by social network advertising (SNA) content elements through their advertising attitudes. Grounded in the Uses and Gratifications Theory (UGT) and the Theory of Reasoned Action (TRA), the study proposes and empirically tests a conceptual framework using survey data collected from 507 Generation Z respondents in Vietnam. The research team performed data screening before using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to analyze the collected data. The research data indicates that all independent variables create significant effects which determine how people view advertisements. Notably, entertainment is the strongest indirect driver of purchase intention, via its effect on attitudes toward advertising, while attitudes itself is the strongest direct predictor of ticket purchase intention. Privacy concerns are found to exert a negative but relatively weak influence. The relationship between purchase intention and advertising content characteristics exists only through the complete mediation of consumer attitudes toward advertising. This research findings show that Vietnamese concert organizers with media companies work to develop digital communication systems which focus on building emotional relationships. Specifically, these strategies should underscore entertainment value, social interactivity and community virality on social networking sites (SNS) is crucial to fostering positive attitudes among Gen Z, thereby driving their ticket purchase intention.