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02438348033 Reading Books in the Era of Digital Communication in Vietnam
In the 21st century of digital technology and the rapid development of science and technology, and the explosion of the internet, “reading online” instead of “reading hard-copy books” has become very popular. It is widely argued that this is a revolution in the reading culture because readers with smart and internet-connected devices can read any books that they want without having to go to the bookstore or the library. Is this a good development, which brings several advantages for the audience, saving their time and distance in the future? Is the use of the new device with new “online reading” effective and sustainable? These are the questions that the author aims to answer in his article.
Source: Journal of Political Theory and Communications, no 4 (2019).
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The Factors of Digital Influencers on Generation Z Purchase Intentions in the Cosmetics Industry on TikTok: A Case Study of High Schools and Universities in Hanoi
Abstract: This study investigates the factors influencing Generation Z's purchase intentions in the cosmetics industry on TikTok, with a focus on the role of digital influencers. With the rapid growth of social media platforms, particularly TikTok, influencers have emerged as powerful drivers of consumer behavior. Using a case study approach to High Schools and Universities in Hanoi, this research aims to identify and analyze the factors that shape Generation Z's purchase intentions when exposed to digital influencers promoting cosmetics on TikTok. The study employs a mixed-methods design, incorporating both qualitative and quantitative techniques to provide a comprehensive understanding of the phenomenon. Through surveys, in-depth interviews, and content analysis of TikTok videos, data will be collected to examine the impact of digital influencers' expertise, trustworthiness, attractiveness, product fit, and similarity on Generation Z's purchase intentions. The findings of this research will contribute to the existing literature on influencer marketing and consumer behavior, offering insights into effective strategies for cosmetics brands targeting Generation Z consumers on TikTok.
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