THE  GENERATION Z VIEW OF KEY OPINION LEADER REVIEWING FOOD ON TIKTOK PLATFORM IN VIETNAM

Doan Nhat Thang  Nguyen; Hoang Hao  Tran; Thi My Danh Le; Thi Thuy Hien Nguyen

doi:10.17501/24246778.2023.7109

Authors

Nguyen Doan Nhat Thang Department of Multimedia Communications, FPT University – Campus Ho Chi Minh, Vietnam
Tran Hoang Hao Department of Multimedia Communications, FPT University – Campus Ho Chi Minh, Vietnam
Le Thi My Danh Department of Multimedia Communications, FPT University – Campus Ho Chi Minh, Vietnam
Nguyen Thi Thuy Hien Department of Multimedia Communications, FPT University – Campus Ho Chi Minh, Vietnam

DOI:

https://doi.org/10.17501/24246778.2023.7109

Keywords:

TikTok, Gen Z, food review, KOL, Vietnam

Abstract

The study was carried out to scrutinize the perception of Gen Z based on the KOLs’ food review on Tiktok platform in Vietnam and FPT University students' perspective as an addition to this research. Most important, the research aims to help social media users become wiser in selecting and identifying useful information. 203 students from a private University in Vietnam provided the data. Content analysis for analyzing contents and 5-point Likert scale for making a survey were used throughout the study's execution, which took place between August 2022 and November 2022. According to research, TikTok content about food reviews influences Gen Z customers' purchase intentions in four different ways, all of which are favorable. These variables are information, entertainment, trust, and social connection and they all have favorable and unfavorable effects on the intention to make a decision about trying different dishes. In which the information component has the greatest influence on Gen Z consumers' intentions to make an online purchase and to try new foods. Based on the findings of the study, suggestions are provided to assist the students in having the right decisions made when it comes to absorbing new information and trying different types of meals in Vietnamese and some other cuisines.

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