Abstract

With This study examines the relationship between product placement in short-form TikTok videos and the purchase intentions of young Vietnamese consumers, focusing specifically on small and medium-sized enterprises (SMEs) in the food and beverage (F&B) industry. The research investigates how various attributes of product placements—including resemblance, aesthetic appeal, popularity, professionalism, and user interaction—affect consumer purchase intentions by eliciting emotional responses. Emphasizing the importance of emotional engagement, the study seeks to understand the psychological and emotional mechanisms underlying consumer behavior. A mixed-methods approach is employed, incorporating qualitative data collected via online questionnaires. The target sample consists of 256 Vietnamese respondents, selected from Facebook groups, with particular attention paid to the demographic profile of young consumers. Data collection and analysis are guided by robust statistical techniques, including exploratory factor analysis (EFA) and structural equation modeling (SEM), to identify key factors and assess the relationships between product placement attributes and consumer purchase behavior. Central to the research is the exploration of positive emotions triggered by strategic product placements and their potential to enhance purchase intentions. The study aims to provide actionable insights for SMEs in the F&B sector by examining the interaction between emotional engagement and specific product placement attributes. These insights are expected to assist businesses in designing more effective and emotionally resonant social media marketing campaigns. The findings highlight the critical role of emotional engagement in shaping consumer purchase intentions, demonstrating how attributes such as beauty, resemblance, and interaction contribute significantly to the effectiveness of product placements. The study underscores the need for SMEs to leverage these attributes strategically to strengthen consumer connections and drive purchasing behavior. This research contributes to the broader field of digital marketing by offering valuable perspectives on using emerging platforms like TikTok for consumer engagement, with practical implications for enhancing marketing effectiveness in the F&B industry.