the effectiveness of tik tok on female consumers decision buying cocoon sunscreen in fpt university hcm campus

The purpose of this research is to analyse the influence of Tik Tok media on buying interest, consumer purchasing decisions, and to analyse buying interest as a mediation on purchasing d

After 5 years since its launch in 2016, downloaded 3 Billion times, reaching 383

million instals in the first half of 2021, This rate continues to increase rapidly,becoming a special audience for young people In 2021, Vietnam is the country withthe highest number of TikTok users in Southeast Asia, with TikTok having 3 millioninstals (mostly youngsters) On average, each person spends 28 minutes/dayaccessing TikTok.

Cocoon Viet Nam

Cocoon Vietnam is a Vietnamese brand that specialises in providing vegan cosmeticand skin care products The brand focuses on providing high quality products withnatural and organic ingredients to serve the needs of Vietnamese consumers.

- Cocoon belongs to Y&B Joint Stock Company

- Company Headquarters: 14D1, Quarter 1A, National Highway 1A, Tan Thoi HiepWard, District 12, Ho Chi Minh City, Vietnam

- Representative: Mr Nguyen Ngoc Bao In September 2020, Cocoon was certified"not tested on animals and vegan" by the global animal welfare organisationPETA.

The link between promotions and purchasing decisions is a way of introducing,

communicating the benefits of a product/service, and inviting consumers to use the products offered.

It is expected to be useful for producers to use Tik Tok social media as a promotional media, and as information for further researchers to develop this research The purpose of this research is to analyse the influence of Tik Tok media on buying interest, consumer purchasing decisions, and to analyse buying interest as a mediation on purchasing decisionsfor cosmetics products According to Febriana and Yulianto (2018), purchase decisions from buyers are strongly influenced by cultural, social, personal, and psychological factors High consumer purchasing decisions can result in high sales volume so that the company’s profitsare higher.

To achieve high profits, the company must take into account consumer purchasing decisionsfor these goods/services

2 CONTRIBUTION

The study can benefit both academics and practitioners by expanding on generation Z's

motivators to buy products through the influence of Tiktok

Data from app research firm Sensor Tower shows that TikTok has become the most downloaded non-game app worldwide as of August 2020 This data shows a shift in the tech industry, leading to TikTok becoming a powerful social media platform and having a great influence on the perception and behaviour of Gen Z However, there are few studies on the influence of TikTok on consumer purchase intentions, leading to the lack of evidence in the market describing a direct correlation between TikTok and consumer purchasing behaviour This study aims to address this issue by conducting research specifically on GenZ to find thecorrelation between their buying behaviour with TikTok and is expected to be useful for producers to use Tik Tok social media as a promotional media, and as information for further researchers to develop this research.

3.USER GENERATED CONTENT

“User-generated content comes from regular people who voluntarily contribute data,information, or media that then appears before others in a useful or entertaining way, usually on the Web” (Krumm, Davies and Narayanaswami, 2008, p.10) The evolution of network 14 technologies, along with the accessibility and acquisition of smartphone devices has exponentially increased user-generated content (UGC) and these images and videos are created with the intention of being published and shared on social media sites like such as Facebook, YouTube and TikTok ( Li et al 2020, p.1) Social media is thereby defined as "a group of Internet-based applications that build on the ideological foundations of web 2.0, and that allow the creation and exchange of User Generated Content" (Kaplan and Haenlein, 2010, p 63) Social media's main strength is its capacity to spread knowledge andgain awareness, giving numerous artists the chance to engage with the general public.

3.1 WORD OF MOUTH

Word-of-mouth has a definite meaning that “Oral, person-to-person communicating between a perceived non-commercial communicator and a receiver concerning a brand, a product, or a service offered for sale” (Arndt, 1967, p.190 cited in Oetting, 2009, p.40) Users may now instantly communicate and get feedback thanks to technology Understanding the impact of word-of-mouth in the internet arena is more important than ever given the present meteoric increase of user-generated content (Oetting, 2009, p.40).Consumers now immensely respect and signify self-expression and brands should have the ability to capitalise on user-generated products as much as user-generated content (Kelly and Kotler, 2016 p.290).

3.2 IMPACT OF USER GENERATED CONTENT

User-generated content has become one of the primary driving and important factors of internet information today as a result of the expansion of social media.Word-of-mouth has a definite meaning (Dennhardt, 2014, p.57) UGC has begun to act as the connecting tissue between a business and its customers as the audience now makes educated buying decisions by evaluating things online Users now have the ability to offer comments about companies, products, and services (GatherVoices, no date)

3.3 INTERNET INFLUENCERS/CREATORS

Due to the ability to share and disburse content to their networks, social networking platforms have become the hub for content marketing (Ramos, 2013, p.97) Influence, however, can “be broadly defined as the power to affect a person, thing or course of events” (Brown and Hayes, 2008, p 49) According to Baker (2020), persons that have hundreds or

even millions of followers on social networking sites like Instagram, YouTube, Facebook, or Twitter are considered modern-day influencers on social media Social media influencers, according to Freberg et al (2010), are individuals or producers who “represent a new type ofindependent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media”.

3.4 TIKTOK

There is no denying the influence of Tiktok today, when Tiktok reaches a significant numberof users and usage time With the function to ‘provide a variety of full-screen vertical short-form video content, pioneering the trend of video consumption around the world’ (TikTok,2020), Tiktok attracts lots of users nowadays.

The goal of marketing is to recognize and satisfy societal and human needs Thephrase "meeting needs profitably" is one of the best and quickest definitions ofmarketing (2016), page 27 (Keller and Kotler) Video formats is a powerful approachfor companies to stand out from the crowd and this could be from

funny to educational, inspiring, or motivational videos Videos might be able toconnect with viewers in a way that other media can't by adding a personal touch andgrabbing their attention (Walter and Gioglio, 2014, p.34)

3.4.2 PRODUCT REVIEWS ON TIKTOK

Product reviews may be divided into two categories: positive and negative A goodmay be defined as information that is supplied in-depth and convincingly about aproduct to assist other readers in making buying decisions While a negative reviewprovides just scant details and perhaps inaccurate specifications about a product.Others could also view it as spam or a phony (Zhiguo, et al, 2011, p.330) Thehashtag “Tiktok made me buy it” became a trend and it hit 3 million views (Tiktok, nodate) Currently, the products reviewed are very diverse from food, cosmetics, homeappliances, real estate, …

3.5 CUSTOMER BEHAVIOUR

According to Solomon, Bennett, and Previte (2013), "Consumer behavior is the study of theprocesses involved when individuals or groups select, purchase, use, or dispose of products,services, ideas, or experiences to satisfy needs and desires." Keller and Kotler (2016, p.179)stated that consumer’s buying behaviour is affected or influenced by factors includingcultural, social, and personal These factors can affect customers' decisions to purchase oruse products and services, but cultural influences have the biggest impact Customers'purchase intent varies based on the quality, timing, and price, and they may consider allthese factors to get to the conclusion or have the intention to purchase the most favoredbrand (Keller and Kotler, 2016, p.198).

II Proposal of research

1 Purpose of this research

The purpose of the proposed research is to collect information on the attitudes, behaviours, and motivations of female customers when using Tik Tok to make a decision to buy Cocoon sunscreen in FPT University HCM Campus.

Key question we will implemented into the topic ( 5-10 questions)

● What are the important factors for women's purchasing decisions on the Tik Tok platform?

● What are the strengths and weaknesses of the Tiktok platform when customers experience shopping?

● Frequency of female buying experience on Tiktok platform● Weaknesses that need to be improved and overcome in the buying

experience on this platform?

● How effective is the Tiktok platform compared to other platforms when female customers experience buying Cocoon sunscreen?

● What is the demographic & Psychographic profile of customers buyingCocoon Sunscreen ?

● How do customers review when buying Cocoon Sunscreen ?● What factors affect sunscreen buying behavior on Tiktok platform?● How does Tiktok affect female consumers' decisions of buying Cocoon

Sunscreen ?

2 Types of study

To collect data from the answer that we have surveyed 10% of the female students in FPT University Campus Ho Chi Minh, the research will be conducted in 2 methods which is descriptive and causal research

On the study topic, deciding to choose descriptive because it can contain informational data about the behaviour, customer’s awareness of Cocoon Sunscreen and also the demographicprofile

The causal research can help the decision maker or the manager observe all the potential factors that can affect increasing the sale and brand indentification then changing the appropriate marketing strategy.

3 Definition of target population and sample

Population: 3479 female students at FPT University Ho Chi Minh campus Sample size: 350 people belonging to 10% of the total number of female students ofFPT University based on the 2 methods

Duration: 14 days

4 Sample design and data collection

Based on our observation of this study, using survey data collection to survey 10%of female students (350 people) of FPT University who use tik tok about theeffectiveness of tik tok in making decisions to buy Cocoon sunscreen products All the questionnaires should be managed and collected by sending Google form in2 ways which is direct and indirect Half of the respondents will fill out the survey inthe privacy of their home or without the presence of the interviewer via email And theother half would fill out the survey in the class.

5 Specific Research Instrument

There are 2 methods that can be used in the proposed study which are descriptiveand causal design Identifying the concepts and measuring variables related to theproblem In chapter 7 we will measure and define variables such as the frequency offemale customers using Tiktok to buy Cocoon Sunscreen or the quality of usingCocoon Sunscreen effect on the buying behaviour of female customers

6 Potential Managerial Benefits of the Proposed Study

After the findings of the research study, the knowledge will enable the marketing manager of the Cocoon Company to analyse and decide the appropriate solution and strategy for the next marketing campaign The study will assist the manager:

Better understanding of female behaviours and motivations of female students of FPT University when using Tik Tok to make decisions to buy Cocoon sunscreen products from this platform.

Providing the findings of the study about the effectiveness of tik tok platform to help studentsmake decisions to buy Cocoon sunscreen products

Develop better insights and adjust the right promotion and tactics on their next campaign.

7 Profile of the Research company capabilities

Description of researchers: The research team is a student majoring in digital marketing at FPT University This research is conducted to use for the subject Marketing Research (MKT301).

III.Secondary data

This part contains secondary data from popular and scholarly sources, as the study requiresestimating the effectiveness of Tik Tok on Female consumers' decision to buy CocoonSunscreen All these study varieties are data variables that analyse how the TikTok platform

benefits not only skincare products but also the sunscreen of Cocoon The research is usingthis collected information for the study, therefore, the present study is secondary due to thedata collection approach.

1 Scholarly sources

1.1 Population and sample

According to the statistics of Statista.com in 2020, the average person spends 135 minutes aday using social networks To connect more with customers as well as bring interestingproduct videos and user experiences, Cocoon officially launched on the TikTok platform withthe account: Cocoon Vietnam The population of the study is the cocoon Viet Nam listed onTiktok is and the huge number of potential customers is 122,2K followers in 2023 Accordingto Metta Darmatama, Rezi Erdiansyah (2021)

The use of TikTok's social media, which is becoming more and more popular among youngpeople, has piqued the interest of advertisers in promoting beauty items The study's 96participants revealed that social media advertising on TikTok and the image of beautyproducts together had a considerable impact on customer purchasing decisions.

1.2 Buying attitude of customer segmentation

Following the data of Pairo Veliz, Katherine Andrea (2022), The essence of buying attitude ofwomen with Green Skincare products is “The green skincare industry has grownexponentially over the last few years as young generation groups like Millennials expresstheir desire for products with natural or organic ingredients.” As we can see that Cocoon is abrand leading the trend of vegan cosmetics in Vietnam with international certificates toensure the safety of the product's 100% vegan ingredients To gather data on this theory, AnExploratory Study of Consumers’ Knowledge and Attitudes about Lignin-Based Sunscreensand Bio-Based Skincare Products- Mrs Nežka Sajinčič( 2021) is that in recent decades, theusage of cosmetics and personal care products has increased significantly across allgenders, with a global market value of USD 380.2 billion in 2019 and a predicted increase toUSD 463.5 billion by 2027 Skin and sun care products designed to improve the skin'sappearance, shield it from flaws, and prevent the skin from being damaged by ultraviolet(UV) rays dominate the personal care industry.

2 Popular sources

The Goal of Exploratory Economic Data is to explore the quarterly sale informationon other E-commer based on metric.vn (2023) that Assessing The cocoon market,business shops can sell at popular prices from 100,000 to 200,000 ₫ The mostdistributed and sold cocoon brands are Cocoon, Herbario, The Cocoon, The cocoonoriginal Vietnam, Senka, etc Cocoon Vietnam market report has a total sales of281.5 million VND and a growth of 46.6% in the quarter with brands such asHerbario, cocoon Following the news on Thanhnien.vn provides data that inVietnam, entertainment shopping revenue in 2022 is estimated by BCG (BostonConsulting Group) at 1.8 billion USD and will reach more than 8 billion USD in salesby 2025 Cocoon is one of the brand participants in Tiktok in order to entice theseconsumers and analyse the effect it had on TikTok users

2 Methodology

2.1 Research design

There are three main types of research design: Exploratory, descriptive, and causal Eachtype of research has a different goal, so for the study on The effect of Tik Tok on the decisionto buy Cocoon sunscreen for female students at FPT university in Ho Chi Minh City, we usedtwo types of research design that is descriptive and causal.

Firstly, Descriptive Research Design is a research method used to describe, synthesise, andanalyse key characteristics of data in a detailed and comprehensive manner It focuses ondescribing a current phenomenon, event, or condition without intervention or change on thepart of the researcher Using descriptive research design through survey it is possible toobtain information about the behaviour, attitudes and motivations of female students of FPTUniversity when using Tik Tok to make decisions to buy Cocoon sunscreen and also thedemographic profile.

Secondly, Causal Research Design is about examining the causal relationship betweenspecifically identified marketing variables The researcher must be able to articulate theresearch question and variables Using this research method, it was possible to determinewhether tik tok has any influence on the purchase decision of anti-wrinkle cream Theprobability of purchasing Cocoon sunscreen among female students of FPT Universitythrough the causal relationship between these two variables This study design also helpsdecision makers or managers to observe all the potential factors that can influence theincrease in sales and brand recognition to change the marketing strategy and achieve theresearch goal.

Finally, We do not use exploratory research because the research objectives are clearlydefined and need to collect accurate customer data to answer specific research questions,so using exploratory research design methods would not be suitable In this case,descriptive and causal research methods can be used to collect target data in a specific andprecise manner.

2.2 The population of the study

After collecting data from the student services of FPT University in Ho Chi Minh City, it isabout 3479 female students that are still studying Accepts from the other that havetransferred to another facility or quit can not be counted From the equation below to find theaccurate sample size in this study

n: size to verify.N: overall scale.

e: invalid number for allowances Usually three error rates or uses are: ±01 (1%), ±0.05(5%), ±0.1 (10%), of which the most common is ±0.05.

The sample size that should be taken out is 359 female students in total females students atFPT University in Ho Chi Minh City.The quantity of female students will join the quantitativeresearch to collect answers based on the questionnaire design later.

2.3 Sample and Sampling techniques

Sample

Simple random sampling is a method of selecting a sample from a population in such a waythat every individual in the population has an equal chance of being selected It is afundamental and widely used sampling technique in research With 359 students in total, theauthor of this research has decided to use simple random sampling This technique requiresevery individual to have the same chances to be selected in this study Participants arechosen randomly and contain a diverse group from 18-25 years old within the sample size.The result can be more reliable and objective in researching problems

Sampling technique

A collection of sampling procedures in which every individual in a population has a knownand non-zero probability of being picked for the sample is referred to as probability sampling.Because the selection process is guided by probability principles, it enables researchers tomake statistical judgments about the population based on the features of the sample.Researchers can use probability sampling techniques to evaluate sampling errors, generateconfidence intervals, and extrapolate sample findings to the wider population Thesetechniques establish a strong foundation for statistical inference and improve the validity anddependability of study findings In This study, the author use the probability in which can bestructured by 6 formal steps :

1 Identify the population.In this study the population is about 3479 female students whoare studying at FPT University

2 Determine the Sample Size Based on the equation to identify the sample size wechoose a sample of 359 students

3 Assign a Number to Each Individual The author can assign each student a numericalID starting from 1 to the end of 359.

4 Randomly Select Individuals In the fourth step, the author uses a random numbertable to select the individual for the sample within the range of the assigned IDs andselects the corresponding students Repeat this process until having selected 359

students

5 Ensure Representativeness After selecting your sample, compare relevantcharacteristics of the sample (e.g., age, gender, frequency of buying) to those of theentire customer population This helps ensure that the sample represents thepopulation accurately If there are significant differences, the author needs to adjustyour sampling or consider other techniques.

6 Collect data

2.4 Research instrument:Surveys

This is the primary data collection method that involves giving out paper forms online forfemale students who are undergraduates at FPT University Receiving some feedback andopinion related to the Cocoon sunscreen which is bought on not only Tiktok but also on othersocial media In the form of a survey is a questionnaire which is a list of questions to collectdata from interviewing candidates These inquiries may have closed-ended or open-endedoptions, pre-selected responses, or scale ratings In order to improve accuratecomprehension of the topic being studied, questions are methodically compiled and groupedinto a sequence In addition, Questions are also asked through observation methods whichsupport questionnaires in surveys on track and correct with the method that Researcherscan observe students using smartphones or laptops to watch what social networkingchannels and what topics they usually watch and make a payment for something.

The reason to use Questionnaires as Collection Tools for Research is that they need to havemany numerous people and resources of the product information and customer behaviourwhen buying on Tiktok.This takes into account the fact that questionnaires can be distributedby Email and send messages Using surveys, it is feasible to gather information specific topeople when gathering data about knowledge about Cocoon sunscreen, behaviours, and

Various types of questionnaires contain some controllable questions Short questions thatprovide the respondent only a few possibilities Demanding a specific response from therespondent, typically a "yes" or "no" or choosing an option from the list.The questionnairegives the respondents the ability to answer in their own words and even to express their

Are you male or female? Male/femaleAre you an FPT undergraduate student? Yes/No

Do you live in HCM city? Yes/No

How old are you? 18-19,20-21,22-23,24-25 Figure 2.4.a Questionnaire about basic information