The Impact of TikTok Influencer Credibility on Generation Z’s Cosmetic Purchase Intention in Vietnam: The Mediating Role of Trust and the Moderating Role of Brand Attachment

Abstract

This study examines the impact of TikTok influencer credibility on Gen Z’s cosmetic purchase intention in Vietnam, with trust as a mediating variable and brand attachment as a moderating variable. Data were collected through a survey of Gen Z consumers and analyzed using the PLS-SEM method. The results indicate that the three dimensions of influencer credibility -attractiveness, trustworthiness, and expertise- positively influence trust, with attractiveness having the strongest effect. Trust significantly and directly affects purchase intention and mediates the relationship between influencer credibility and purchase intention. In addition, brand attachment has a moderating effect between trust and purchase intention. The findings provide practical implications for cosmetic brands in developing effective TikTok influencer marketing strategies targeting Gen Z.