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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.