Mạng xã hội video ngắn: Quan hệ cận xã hội và vai trò trung gian của tương tác với nội dung được tài trợ đến ý định mua của thế hệ Z
0
Ngày xuất bản Online:
25/06/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Mạng xã hội video ngắn như TikTok, Reels, Shorts đang dẫn đầu xu hướng truyền thông số, buộc các nhà quản trị marketing phải nhanh chóng điều chỉnh chiến lược tiếp cận khách hàng mục tiêu là thế hệ Z. Với tính tương tác cao, người có ảnh hưởng dường như thể hiện tác động càng rõ ràng hơn đến tâm lý và hành vi tiêu dùng thông qua các nền tảng này. Nghiên cứu sử dụng khung lý thuyết quan hệ cận xã hội (Parasocial relationship) để kiểm định mức độ tác động của người có ảnh hưởng đến ý định mua, đồng thời bổ sung khung lý thuyết tương tác của người tiêu dùng với nội dung liên quan đến thương hiệu trên mạng xã hội (COBRAs), nhằm khám phá hành vi của người tiêu dùng đến các thông điệp mà họ nhận được thông qua sự truyền tải của người có ảnh hưởng. Nghiên cứu được thực hiện với số quan sát là 171, thông qua kỹ thuật PLS-SEM. Kết quả đã cho thấy tác động tích cực của: Quan hệ cận xã hội (PSR), Tương tác với nội dung được tài trợ (CEBC) và Thái độ với nội dung được tài trợ (ATT) đến Ý định mua (PI) của thế hệ Z khi tiếp xúc truyền thông qua mạng xã hội video ngắn. Quan hệ cận xã hội có tác động tích cực mạnh mẽ đến Tương tác với nội dung được tài trợ và Thái độ với nội dung được tài trợ.
Abstract
Short-form video social media such as TikTok, Reels, and Shorts are at the forefront of the digital media trend, compelling marketing managers to swiftly adapt strategies for engaging Generation Z audiences. With their high level of interactivity, influencers appear to exert a more pronounced impact on consumer psychology and behavior through these platforms. This study employs the Parasocial Relationship (PSR) theoretical framework to examine the influence of influencers on purchase intention (PI) while incorporating the Consumer Online Brand Related Activities (COBRAs) framework to explore consumer behaviors toward brand-related messages delivered by influencers. Based on data from N = 171 observations analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal the positive effects of PSR, Consumer Engagement with Branded Content (CEBC), and Attitudes toward Sponsored Content (ATT) on the Purchase Intentions (PI) of Generation Z when exposed to short-form video social media marketing. Additionally, PSR demonstrates a significant positive impact on Consumer Engagement with Branded Content and Attitudes toward Sponsored Content.
Từ khóa
Mạng xã hội video ngắn; Người có ảnh hưởng; Quan hệ cận xã hội; Thế hệ Z; Tương tác với nội dung được tài trợ
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
Tài liệu tham khảo
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Trích dẫn bài báo
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