PROJECT
by Anna
KOREAN BRAND AMBASSADOR
The study analyzes the effectiveness of different strategies and the influence of cultural and social factors. It aims to provide insights into marketing tactics that resonate with Vietnamese Gen Z consumers. The project contributes to a deeper understanding of how brands can successfully engage this demographic.
This study examines the impact of Korean brand ambassadors in social media marketing campaigns on Gen Z's luxury purchases in Vietnam. It explores how these campaigns shape Gen Z's perceptions and buying decisions regarding luxury products.
The project was inspired by the growing popularity of Korean culture in Vietnam and the rise of social media marketing. The influence of Korean brand ambassadors on consumer behavior, especially among Gen Z, sparked interest in this research. Understanding this relationship can offer valuable insights for marketers and businesses targeting this demographic.
This project aims to highlight the importance of cultural nuances in marketing strategies and their impact on consumer behavior. It seeks to demonstrate the potential of Korean brand ambassadors in shaping luxury purchase decisions among Vietnamese Gen Z consumers.
