The growth of social media platforms like TikTok has compelled businesses to adjust their market strategies. Using the technology acceptance model (TAM), signaling theory, flow theory, and planned behavior theory (TPB), the study established an analytical framework. Conducted in Vietnam with a sample of 1,200 Gen Z consumers, the data was analyzed with AMOS 24. The findings indicate that video quality, influencer attractiveness, interactivity, and trust in marketing content positively influence attitudes, which then increase online purchase intent. This research enhances understanding of consumer behavior in the short social media era and offers strategic insights for cosmetics companies aiming to optimize TikTok content.
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