Effect Of Social Media Marketing On Consumers' Purchasing Decisions : A Case Facebook And Instagram Of Gen Z In Vietnam

Abstract

Social media marketing activities originated from the rapid development of e commerce, and social media marketing activities models were promoted to adapt to the lives of rapidly changing people. The biggest feature is that the online marketing model allows consumers to have more freedom and choice compared to the existing consumption model. Consumers can search for the products they want based on their interests and hobbies instead of being limited and wasting time like traditional shopping way. Emerge of online consumption has solved this problem and people can shop easily in home. This is also an reason for the rapid growth of social media marketing activities. Due to the fast growth of technology and the widespread use of the Internet, Internet marketing have increasingly begun to dominate the consumer market, and many companies have also begun to promotion and sell products over the Internet. In particular, Generation Z is a major consumer group leading the trend and is actively engaged in consumption activities based on digital environments such as SNS media, so it is time for companies to actively use SNS for them. Under the current situation, companies can say that they can better sell products and services and avoid mistakes in social media marketing activities if they better understand the psychological and behavioral factors that trigger purchases of Generation Z consumers. This thesis determined the effect of the social media marketing activities on the Intent to purchase of Generation Z, focusing on Facebook and Instagram. In this paper, social media marketing activities, consumer purchase, brand image, and brand awareness, intention were analyzed, focusing on Facebook and Instagram. In this thesis, a total of 200 questionnaires were collected by surveying Generation Z with experience in social media activities via Instagram and Facebook. Finally, based on the conclusion of this thesis, it is expected that Generation Z's purchase intention can be increased through measures and methods to improve the purchase intention of Generation Z due to social marketing for brand.