https://j.ideasspread.org/index.php/jems/issue/feed Journal of Economics and Management Sciences 2024-02-02T14:30:40+08:00 Jamie Brown jems@ideasspread.org Open Journal Systems <p>Journal of Economics and Management Sciences (JEMS) is an international, double-blind peer-reviewed, open-access journal published by IDEAS SPREAD INC. The journal is published in both print and online versions. The online version is free access and download.<br>The journal focuses on the following topics: Corporate Ggovernance, Human Resource Management, Strategic Management, Entrepreneurship, Marketing, E-business, Services, Information Technology Management, Production &amp; Operations Management, Financial Management, Decision Analysis, Management Research Methods and Managerial Economics, etc.</p> https://j.ideasspread.org/index.php/jems/article/view/1257 Effects of TikTok Influencers on the Purchase Intention of Gen-Z: Cosmetic Industry 2024-02-02T14:30:40+08:00 Nhan T. T. Nguyen nhanntt2@fpt.edu.vn Vy T. T. Vo vyvttss160424@fpt.edu.vn An T. Nguyen anntss160308@fpt.edu.vn <p class="text"><span lang="EN-US">This study investigates how TikTok influencers affect Generation Z's purchase intention toward the cosmetic industry in HCMC. The research issue is a lack of knowledge on how TikTok influencers affect Generation Z's buying intentions for cosmetics. The research objective is to investigate the relationships among influencers' credibility, physical attractiveness, expertise, social advocacy, customers' trust, gender, and purchase intention. The literature study emphasizes the significance of customer trust and influencer characteristics in influencing consumer intention. A questionnaire survey is used as a data gathering technique in this research employing a quantitative methodology. To analyze the data, SPSS will be used as the statistical program. Descriptive statistics will be computed to summarize the data. Multiple regression analysis will examine the relationship between influencers' characteristics and customer trust toward their purchase intention. According to the findings, all influencers' characteristics, including credibility, physical attractiveness, expertise, and social advocacy, have favorable effects on Gen Z's purchasing intention. Surprisingly, customer trust has the most influence on Gen Z behavior. It indicates that there is a difference in purchase intention for different genders. The outcomes will offer valuable insights to cosmetic industry marketers at HCMC to develop effective influencer marketing strategies for Generation Z consumers.</span></p> 2024-02-01T00:00:00+08:00 ##submission.copyrightStatement##