THE IMPACT OF SHORT-FORM VIDEOS ON THE PURCHASING BEHAVIOR OF YOUNG CONSUMERS IN HANOI CITY

The study focuses on evaluating the impact of short-form videos on consumer purchasing behavior in Hanoi City. Data was collected from 200 individuals, including students and working professionals aged 18-35, residing and working in Hanoi. After analyzing and processing the data using SPSS software, the study identified that video content, celebrity influence, product information, and perceived value affect the purchasing behavior of young consumers through short-form videos in Hanoi (Vietnam). The research findings can provide managerial implications for businesses in general and marketing management in particular, in developing marketing strategies that utilize short-form videos to enhance influence and stimulate consumer purchasing behavior.