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Literature Review the Effect Body Image on Vietnamese Youths' Buying Behaviors in TikTok

Year: 2025

Type: article

Abstract: This paper explores the influence of body image on Vietnamese Youths’ buying behavior in Tiktok. With the growing popularity of social media, particularly TikTok, body image concerns have become more pronounced, particularly among younger audiences. This study investigates how TikTok’s beauty trends, influencer culture, and social comparison impact consumer behaviors, including purchasing decisions related to beauty, fashion, and fitness. The research highlights key insights from global studies, as well as the specific context of Vietnam, where social media and its commercial aspects are rapidly evolving. Despite the growing body of literature on social media’s influence on body image, there remains a significant gap in quantitative research within the Vietnamese context, particularly on TikTok.

Source: International Journal of Social Science and Human Research

DOI: 10.5281/zenodo.15195563

Authors: Thi Thuy Van Hoang,, Thi Linh Trang Bui,, Giang Nam Hoang,, Thi My Tam Nguyen,, Thi Hau Nguyen,, Thu Hien Pham,

Institution: Vinh University

Language: English

Topic: Consumer Perception and Purchasing Behavior

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W6968091697

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