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All Journal Jurnal Ekonomi Perusahaan
Pham Ngoc, Duc
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The impact of KOCs' short video marketing on students' unplanned purchases of pre-loved footwear Nguyen Thi Phuong, Giang; Thai Dong, Tan; Nguyen Ngoc Phuong , Thao; Nguyen Thi Ha, An; Pham Ngoc, Duc; Le Thi Thanh, Truc
Jurnal Ekonomi Perusahaan Vol. 32 No. 1 (2025): March - August 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v32i1.1331

Abstract

In the digital economy, impulsive shopping behavior among Vietnamese students is gaining attention, driven largely by the influence of short videos from Key Opinion Consumers (KOCs). This study explores how KOCs impact impulsive buying, especially for second-hand footwear, an affordable and unique item that frequently attracts students. The research examines the role of KOCs' short video content in shaping students' unplanned purchase decisions. A mixed-method approach was employed, beginning with semi-structured interviews to gauge initial insights, followed by a quantitative survey of 524 students in Ho Chi Minh City. After data refinement, 512 responses were analyzed using the PLS-SEM model in SMARTPLS-4 software. The study concludes that KOCs play a substantial role in driving impulsive purchases among Vietnamese youth in the digital era. These findings offer insights for financial management education and effective influencer marketing strategies within Vietnam’s growing digital consumer landscape.
Co-Authors Le Thi Thanh, Truc Nguyen Ngoc Phuong , Thao Nguyen Thi Ha, An Nguyen Thi Phuong, Giang Thai Dong, Tan