Uncovering the influence of social media marketing activities on Generation Z's purchase intentions and eWOM for organic cosmetics | JoVE Visualize

Uncovering the influence of social media marketing activities on Generation Z's purchase intentions and eWOM for organic cosmetics

Plos One|June 11, 2025

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Summary

Social media marketing significantly influences Generation Z

Area of Science:

Background:

The organic cosmetics market in Vietnam is experiencing rapid growth, particularly among Generation Z.
There is a lack of research on the key factors influencing purchasing decisions for organic cosmetics among this demographic.
Generation Z consumers prioritize sustainability and eco-friendly products in their purchasing choices.

Purpose of the Study:

To investigate the influence of Social Media Marketing Activities (SMMAs) on Generation Z's purchase intentions and electronic Word-of-Mouth (eWOM).
To examine the mediating roles of perceived quality and perceived value in the relationship between SMMAs and consumer behavior.
To provide strategic insights for organic cosmetic brands targeting Generation Z in Vietnam.

Main Methods:

A quantitative research approach was employed.
Data were collected from 315 Generation Z participants in Vietnam using a structured questionnaire.
Statistical analysis explored the direct and indirect effects of SMMAs dimensions (interaction, customization, trendiness, entertainment) on perceived quality, perceived value, eWOM, and purchase intention.

Main Results:

Social Media Marketing Activities (SMMAs) had a stronger impact on perceived quality (β=0.726) than on perceived value (β=0.503).
Perceived quality significantly influenced perceived value (β=0.312), eWOM (β=0.346), and purchase intention (β=0.279).
Perceived value positively impacted eWOM (β=0.395) and purchase intention (β=0.402), with eWOM directly influencing purchase intention (β=0.167).

Conclusions:

Social media marketing plays a crucial role in shaping Generation Z's perceptions of organic cosmetic quality and value.
Both direct and mediated effects of SMMAs are vital in influencing purchase intentions and eWOM.
Organic cosmetic brands should develop targeted social media campaigns emphasizing quality and value to effectively engage Generation Z consumers in Vietnam.