FOREIGN TRADE UNIVERSITY

SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS

--------------------***--------------------

FINAL EXAMINATION REPORT

RESEARCH PROPOSAL

IMPACTS OF KOLS AND KOCS ON SHORT- VIDEO

PLATFORMS COSMETIC AND CLOTHES SHOPPING
DECISIONS OF FTU STUDENTS

GROUP 6

Name Student ID % Contribution

Phạm Minh Đức 2212150061 20%
Nguyễn Trung Hiếu 2212150076 20%
Trần Thái Hưng 2212150087 20%
Lê Anh Quân 2212150146 20%
Nguyễn Thị Phương Thảo 2212150160 20%

Class: KTEE206.1
Instructor: Dr. Pham Thi Cam Anh

Hanoi, 2023
 TABLE OF CONTENT
PART I. INTRODUCTION TO RESEARCH TOPIC .............................................. 3
1. Research Context and Importance of Topic ............................................................ 3
PART II. REASEARCH QUESTIONS, AIM AND OBJECTIVES ........................ 4
1. Research objectives ................................................................................................. 4
1.1. General objectives ............................................................................................ 4
1.2. Specific objectives ............................................................................................ 4
2. Research questions .................................................................................................. 4
3. Research subjects and scope ................................................................................... 4
3.1. Research subjects ............................................................................................. 4
3.2. Research scope ................................................................................................. 5
PART III. LITERATURE REVIEW .......................................................................... 5
1. Related research ...................................................................................................... 5
1.1. Abroad research ............................................................................................... 5
1.2. Domestic research ............................................................................................ 6
2. Research Gaps ......................................................................................................... 7
PART IV. THEORETICAL BASIS FOR CONSUMER BEHAVIOUR IN
RELATION TO TRENDS, KOLs AND KOCs ON SHORT-VIDEO PLATFORMS
........................................................................................................................................ 7
1. Proposed research model ........................................................................................ 7
2. Short-video platforms ............................................................................................. 8
3. KOLs and KOCs ..................................................................................................... 8
4. Consumer’s purchasing decision-making process .................................................. 9
5. Impacts of reviewers on shopping decisions ........................................................ 10
PART V. RESEARCH DESIGN ................................................................................ 12
1. Research Methodology ......................................................................................... 12
1.1. Reason ............................................................................................................ 12
1.2. Objective ........................................................................................................ 12
1.3. Method............................................................................................................ 12
2. Research Process ................................................................................................... 13
3. Data analysis methods .......................................................................................... 15

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 4. Research Ethics ..................................................................................................... 15
PART VI. TIMESCALE ............................................................................................ 15
1. Timescale .............................................................................................................. 15
2. Resources .............................................................................................................. 18
PART VII. CONTRIBUTIONS ................................................................................. 18
1. Scientific Implications .......................................................................................... 18
2. Practical Implications ........................................................................................... 19
PART VIII. LIMITATIONS AND FURTHER RESEARCH DIRECTIONS ....... 19
1. Limitations ............................................................................................................ 19
2. Further Research Directions ................................................................................. 19
PART IX. REFERENCES ......................................................................................... 19

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PART I. INTRODUCTION TO RESEARCH TOPIC
1. Research Context and Importance of Topic
In the current era of continuous improvement of the mass media, businesses now
have numerous new opportunities to promote their brands on social media platforms.
They use customized tools and algorithms to enhance their online marketing efforts and
encourage consumer transactions through social media, alongside traditional
advertising methods. Shopping online, digital entertainment, and social media usage
have skyrocketed in the few recent years, especially during and after the Covid-19
pandemic, which leads to significant changes in consumer behavior. As a result, there
has been a rise in online transactions, including among students from the Foreign Trade
University (FTU). Consequently, businesses recognize the importance of promotional
activities, with various social media platforms, such as TikTok, Instagram, and
Facebook, leveraging short videos for advertising purposes. The popularity of these
platforms, especially among young people, is evident. After the introduction in April
2019, Tiktok quickly gained traction in Vietnam. Short videos on social media
platforms have the potential to engage users, introducing them to new brands and
products while providing entertaining content. Research suggests that around 50% of
social media users have discovered new products or brands through these platforms,
with 89% of TikTok users reportedly making impulsive purchases after watching
videos. Furthermore, 85% of Vietnamese users utilize Facebook not only for shopping
but also for obtaining product information, promotional offers, store locations, and other
related details. In the realm of influencer marketing, understanding the crucial
dissimilarity between Key Opinion Leaders (KOLs) and Key Opinion Consumers
(KOCs) is imperative. KOLs, often referred to as industry experts or thought leaders,
are individuals who possess significant expertise, credibility, and a substantial
following within their respective fields. They exert a profound influence on consumer
behaviors and shape industry trends through their authoritative knowledge and
influential networks. Conversely, KOCs represent a distinct category of consumers who
possess a genuine passion for a particular product, service, or brand. They actively
engage in conversations, generate user-generated content, and amplify their opinions
among their social circles, thereby wielding significant influence on their peers. While
KOLs exert top-down influence on consumer behavior, KOCs operate within grassroots
communities and drive bottom-up brand advocacy. Recognizing the nuances between
these two concepts is pivotal for devising effective marketing strategies and leveraging
the power of both KOLs and KOCs in harnessing brand loyalty and maximizing
business growth.
The research group decided to name the topic "Impacts of trends and reviewers on
short-video platforms on shopping and services usage decisions of Foreign Trade

Page 3
University (FTU) students". Given the rising dominance of young users in this medium,
the aim is to assess and evaluate the extent of trends and reviewers' impact on social
media platforms concerning the purchasing decisions and service usage choices of FTU
students.
The primary objective of this research is to devise practical advertising strategies
that can assist businesses in enhancing sales through social media platforms by
effectively influencing purchasing decisions.
PART II. REASEARCH QUESTIONS, AIM AND OBJECTIVES
1. Research objectives
1.1. General objectives
The general objective of this research is to identify the factors that influence the
purchasing and usage decisions of students at Foreign Trade University (FTU) and to
assist cosmetic and clothing businesses in developing strategies to increase sales and
attract new customers.
1.2. Specific objectives
- Investigate the impact of Key Opinion Leaders (KOLs) and Key Opinion Consumers
(KOCs) on the purchasing and usage decisions of FTU students regarding cosmetics
and clothing.
- Measure customer interest in cosmetics and clothing to evaluate product satisfaction
and purchasing intentions.
- Examine how gender, age, occupation, personality, and income differences
influence purchasing decisions on social media platforms.
2. Research questions
The following research questions correspond to each of the stated research objectives:
- How do KOLs/KOCs influence FTU students' intention to purchase cosmetics and
clothing?
- What are the differences between FTU students in terms of gender, age, occupation,
personality, and income regarding purchasing decisions on social media platforms?
- How do companies assess customer satisfaction with their products?
3. Research subjects and scope
3.1. Research subjects
- Research subjects: The study focuses on the effects of social media trends and
influencers on the purchasing and usage decisions of FTU students.

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- Study population: FTU students who actively engage in social media.
3.2. Research scope
- Spatial scope: The study is conducted at Foreign Trade University in Hanoi.
- Temporal scope: Secondary data is collected from 2020 to 2022, and primary data
is collected in May 2023 using a questionnaire and a quantitative research method
PART III. LITERATURE REVIEW
1. Related research
1.1. Abroad research
There are several studies on the influence of contents and advertisements on short-
video platforms. It is the survey which was implemented by Cristy Natalia Lontoh,
Faika Amelia Suyuthi, Julia Natassya Irena Christy Sagala (in 2020) and Sadik Aden
Dirir (in 2022) on TikTok that are likely to be mentioned in this research.
In 2020, Cristy Natalia Lontoh, Faika Amelia Suyuthi, Julia Natassya Irena
Christy Sagala conducted a research paper: “Engagement Behavior Generation Z on
TikTok Case Study: Cosmetic Brands” (Cristy Natalia Lontoh, 2020) with intention to
identify the relation between using TikTok and purchasing brand cosmetic. The author
uses quantitative research by distributing questionnaires to generation Z as respondents
who have followed cosmetic brand accounts on TikTok, and have liked, commented or
shared on cosmetic brand video content on TikTok. The study found that media richness
has an impact on Generation Z's engagement intentions on TikTok. Generation Z
respondents, who are digital natives and view social media as a means of
communication and entertainment, value features like likes, comments, and shares.
Trustworthiness also influences Generation Z's engagement intentions on TikTok
because this generation is less likely to be influenced by hoaxes or fake news and prefers
verified and authentic information
Research conducted by Sadik Aden Dirir (2022) on: “Investigating the impact of
Tiktok on the generation Z buying behavior and their insight of selecting brands'' (Dirir,
2022) mentioned that for a successful business, there must be a change in the obsolete
advertising campaigns and adaptation to the occurring trend of the current time.
Besides, it is said that TikTok influencers are affecting the buying decision of the
Zoomers because of their reliability and moreover for a company to establish its place
in the market and exposure of its brand through these influencers, which make the
company to be more likely picked and trusted by consumers.

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1.2. Domestic research
In addition, in Vietnam, several research have been put forward, for instance,
noticeably, a study by Dang Minh Anh (2021) on cosmetic buying behavior affected by
digital influencers, and some articles on the impact of advertising on purchasing
behavior of Tran Trong Duc (2022) and of Nguyen Vu Minh Thu (2022) on online
platforms.
In 2021, Dang Minh Anh conducted a research paper: “Impacts of digital
influencers on the Vietnamese consumers” (Anh, 2021) purchase intention of cosmetic
products” with a view to exploring the new phenomenon of social media and how using
this application has impacted Generation Z as cosmetic consumers. In terms of
methodology, the researcher employed qualitative data collection techniques, especially
non-probability sampling, to conduct a survey of 187 respondents from many big
provinces and cities in Viet Nam, with a focus on Hanoi. According to the author, the
factors affecting purchase intention towards cosmetics products in Vietnam, specifically
focusing on the influence of Expertise, Attractiveness, Likeability, Trustworthiness, and
Product fit. The findings pertaining to digital influencers reveal that Expertise does not
have a significant impact on purchase intention, whereas Attractiveness,
Trustworthiness, and Likeability do. Additionally, the results highlight that Product fit
significantly influences buying intention.
Tran Trong Duc (T.T.Đức, 2022) carried out a study on how Hanoi Generation Z
perceives factors influencing online shopping. It surveyed Generation Z and Y users of
TikTok influencer material using a quantitative research methodology. The study
indicated several factors, ranked in descending order of influence, including Electronic
word of mouth, Informativeness, Flow experience, Personalization, Reliability,
Perceived usefulness, and Perceived ease of use. People who were exposed to more
influencer content had higher positive opinions of brands and were more likely to
contemplate purchasing things that KOLs/KOCs had recommended. Generation Z in
Hanoi are more affected by “Feeling Value” than “Risk Awareness”. The study
emphasizes how important influencers are in determining the tastes and purchasing
behavior of Generation Z.
Meanwhile, in the research: “TÁC ĐỘNG CỦA MẠNG XÃ HỘI TIKTOK ĐẾN
QUYẾT ĐỊNH MUA SẢN PHẨM THỜI TRANG CỦA GIỚI TRẺ Ở TP.HCM.”
(Nguyen Huynh Anh Thu, 2022) in 2022, Nguyen Vu Minh Thu said that buying
behavior are influenced by various factors: digital marketing and advertising content,
digital channels, and easy shopping channels.

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2. Research Gaps
After conducting a thorough literature review, our research team has identified
several noteworthy research gaps. Firstly, there is a lack of research on the impact of
reviewers on short-video platforms such as TikTok and YouTube. While some studies
have explored the effects of content and advertising on these platforms, there is little
knowledge on how reviewers shape user behavior in these contexts. This knowledge
gap is particularly striking given that the existing literature primarily focuses on the role
of influencers in shaping consumer attitudes and behaviors.
Furthermore, our team's investigation indicates a need for additional research
examining highly specific target demographics. Although earlier studies have examined
users encompassing Generation Z, Irish women, and Vietnamese youth, our research
has found a scarcity of studies focusing on groups such as Foreign Trade University
students who have unique purchasing characteristics and decision-making tendencies.
Lastly, our review suggests a lack of coverage of short-video platforms beyond
TikTok, YouTube, and Facebook. Investigating alternative platforms that may be
particularly popular among certain communities or age groups could help shed light on
the impact of reviews on purchasing decisions. Such research will be particularly useful
in helping us develop a more comprehensive understanding of how user demographics,
content quality, and unique platform features can influence the impact of reviews on
purchasing decisions.
PART IV. THEORETICAL BASIS FOR CONSUMER BEHAVIOUR IN
RELATION TO TRENDS, KOLs AND KOCs ON SHORT-VIDEO PLATFORMS
1. Proposed research model
The research team developed the subsequent research model after examining and
consulting the frameworks put forth by both domestic and foreign researchers:

KOLs and KOCs

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2. Short-video platforms
Short-video platforms have gained popularity quickly in recent years, with TikTok
reigning as one of the most widely downloaded applications globally. TikTok, referred
to as Doujin in China, is a social media platform accessible on Android and iOS devices.
Upon launching the app, users are presented with the "For You Page" on their home
screen, featuring brief videos spanning from ten seconds to three minutes. If a user finds
a recommended video uninteresting, they can effortlessly scroll down to discover a fresh
video. Leveraging the user's liked videos and their time spent viewing them, the app
adeptly analyzes preferences to offer a continuous stream of similarly themed content,
effectively facilitating the rapid dissemination of high-quality videos. With its
remarkable recommendation algorithm, TikTok has swiftly captivated the younger
generation, amassed over 2.6 billion global downloads and boasted 100 million users in
the United States.
In parallel, YouTube, renowned for hosting longer-form content, has also found
success in the realm of short videos through its newly introduced feature called Shorts.
Instagram Reels, another recent addition to the Instagram platform, empowers users to
create concise video content directly within the app. Lastly, Facebook's Watch feature
provides creators with a platform to showcase their shorter videos to a larger audience
while offering opportunities for monetization.
3. KOLs and KOCs
KOL stands for Key Opinion Leader. A Key Opinion Leader is an individual who
has a significant influence over a specific target audience due to their expertise,
knowledge, or social status.
KOC stands for Key Opinion Consumer. A Key Opinion Consumer is an ordinary
consumer who has a substantial impact on the opinions and purchasing decisions of
others through their influential role within their social circle or community.
These people have different backgrounds and possess different levels of
knowledge and skill in their respective areas. KOLs are often industry experts,
celebrities, bloggers, social media influencers, or respected figures within a particular
field. They have a large following and can sway the opinions and behaviors of their
audience through their recommendations and endorsements. On the other hand, KOCs
are often well-connected individuals who are highly trusted and respected by their peers.
They possess a strong personal network and are seen as reliable sources of information
and recommendations. Regardless of their skills, knowledge or status, they have a
significant impact on shaping purchasing choices by offering valuable insights, thereby
influencing decision-making.

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 Short-video platforms such as TikTok, YouTube, Instagram, and Facebook have
revolutionized the way Key Opinion Leaders (KOLs) and Key Opinion Consumers
(KOCs) engage with their audience. These platforms offer a unique opportunity for
reviewers to connect swiftly and effectively with their followers through concise
content. One notable effect on reviewers is their ability to reach a larger audience than
ever before. With millions of active users on these platforms daily, influencers can
easily connect with potential customers worldwide. Furthermore, short videos enable
influencers to present products in an appealing and visually captivating manner while
still providing valuable information about the reviewed item. Additionally, these
platforms facilitate instant feedback from viewers through comments or reactions,
aiding reviewers in enhancing their content. Overall, it is evident that short-video
platforms have significantly impacted KOLs and KOCs, allowing them to expand their
audience reach and create engaging reviews using innovative techniques.
H1: Short-video platforms have significant impacts on product reviewers.
4. Consumer’s purchasing decision-making process
The consumer's process of making purchasing decisions can be summarized by
Kotler's model, which consists of five stages: (1) Problem Identification, (2)
Information Search, (3) Evaluation of Alternatives, (4) Purchase Decision, and (5) Post-
purchase Behavior. This model illustrates the cognitive process that consumers go
through before buying a product. While buyers have the option to go through all five
stages, they may choose to skip one or more stages based on their individual mindset.
The first stage, Problem Identification, marks the beginning of the consumer
buying decision process. It stems from fundamental needs such as air, water, food, and
shelter. However, it can also extend beyond these basic needs to encompass additional
considerations.
The second stage of the process is known as Information Search. During this stage,
the consumer initiates the search for information regarding the product, utilizing various
sources. The Kotler stated that there are several sources that a consumer can acquire the
information from. These sources can come from personal sources (relatives, friends),
commercial sources (labels, broadcasts, news, sales people), public sources (social
media, reviews, browsers) and experimental products. (Kotler, 2017)
The third phase of the process involves assessing different options. Once the
consumer gathers information about a product or brand, they proceed to rank and
evaluate them.

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 After evaluating the available choices, the consumer decides to purchase the
option that received the highest ranking. This purchasing decision can also be
influenced by the surrounding environment.
In the final stage of the buyer decision process, known as post-purchase behavior,
the consumer assesses their satisfaction with the purchase outcome. If the product aligns
with their expectations, the consumer will be satisfied. Conversely, if the product falls
short of their expectations, the consumer will experience dissatisfaction (Kotler, 2017).

Evaluation Post-
Problem Information Purchase
of Purchase
Recognition Search Decision
Alternatives Behavior

5. Impacts of reviewers on shopping decisions

In the realm of digital media, Key Opinion Consumers (KOCs) and Key Opinion
Leaders (KOLs) have emerged as influential figures in the consumer market. These
individuals hold sway over consumers' purchasing decisions through their authentic
perspectives and expertise. KOCs and KOLs provide unbiased opinions that consumers
trust when evaluating whether to invest in a specific product or service. They also offer
valuable insights into various aspects, such as product performance, usability, quality,
and value for money. By sharing their real-life experiences and recommendations,
KOCs and KOLs enable companies to identify areas for improvement and allow
consumers to make well-informed buying choices based on the expertise and
experiences of these trusted voices.
According to recent industry surveys, it has been found that 90% of online
shoppers engage with consumer product reviews (Zhang et al., 2014). As previously
mentioned, short-video platforms provide a unique opportunity for Key Opinion
Leaders (KOLs) and Key Opinion Consumers (KOCs) to connect with their followers
through concise content, effectively and quickly. As consumers browse through their
social media feeds, they encounter videos or posts featuring these products in action,
which can significantly influence their purchasing choices. In simpler terms, product
reviews shared on these platforms have a positive impact on the second phase of the
consumer decision-making process—the information search stage.
Once information about the product is gathered, the buying decisions will be made
after thoroughly evaluating the information. Consumer reviews have become one of the
major determinant factors influencing buyers’ purchase decisions (Chevalier &
Mayzlin, 2006). The opinions shared by the KOLs and KOCs are highly valued by those
who trust them for guidance on what to buy and what not to buy. According to recent
industrial survey reports, 83% of online shoppers reported that their purchase decisions

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are directly affected by the reviews (Zhang et al., 2014). After reading the reviews, the
characteristics of the product, usage situation, efficiency will be shown (M.Schindler,
2001). Given that the reviews originate from other buyers, consumers trust online
reviews more than the sellers’ statements (Floyd, et al., 2014).The reviews, particularly
those given by a KOL or reliable KOC, can significantly impact the success or failure
of a product in the market. It is said that the positive reviews can help the consumers
relieve the worry of product’s failure and accelerate the spreading of the freshly-
realeased product (Henning-Thurau & Walsh, 2003). On the contrary, when consumers
come across negative information about a product, they tend to immediately label the
product as being of low quality, which reduces their inclination to make a purchase. It
is said that the consumer decision-making can be swayed by the bad response from
other consumers (Bambauer-Sachse and Mangold, 2011, Lee et al., 2008, Sen and
Lerman, 2007). In conclusion, a product review can strongly influence the perceived
value of a product.
Suppose a consumer relies on the advice of a KOL or KOC and decides to
purchase a product. If the consumer is satisfied with the outcome of the purchase, their
trust in the KOL or KOC will strengthen. Consequently, they will continue to seek the
KOL's or KOC's opinions as guidance for future shopping, determining what to buy and
what to avoid. Additionally, these satisfied customers can share their positive
experiences with others, establishing the reputation and reliability of the KOL or KOC.
This, in turn, leads to an increasing number of customers turning to the KOL or KOC
for product recommendations. As a result, the future feedback provided by the KOL or
KOC may have even more significant effects on consumer purchasing intentions.
Considering the influence of KOLs and KOCs on various stages of the consumer
decision-making process, it is evident that:
H2: Reviewers play an important role in influencing purchase decisions.
In the final stage of the buyer decision process, post-purchase behavior, consumers
assess their satisfaction or dissatisfaction with the purchased product. If a consumer
follows a KOL's or KOC's advice and the product meets their expectations, resulting in
satisfaction, their trust in the KOL or KOC will strengthen. This, in turn, encourages
the consumer to continue relying on the KOL's or KOC's opinions for future shopping
decisions, determining what to purchase and what to avoid. Furthermore, satisfied
customers can spread positive word-of-mouth about the KOL's or KOC's reliability,
leading to a growing number of customers seeking their product recommendations.
Consequently, the future feedback provided by the KOL or KOC can have even more
significant impacts on consumer buying intentions

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 Considering the influence of KOLs and KOCs on various stages of the consumer
decision-making process, it is evident that:
H2: Reviewers play an important role in influencing purchase decisions.
PART V. RESEARCH DESIGN
1. Research Methodology
1.1. Reason
Our team had conducted a quantitative research study to investigate the factors
that promoted Foreign Trade University (FTU) students' cosmetic and garments
purchase behavior influenced by KOLs and KOCs irrespective of the demographic
factors. We employed a model-building approach to analyze hypotheses related to the
actual situation, and we surveyed factors affecting students through questionnaires.
1.2. Objective
The objective of this method is to use the model of hypotheses that are relevant to
the actual situation, after conducting research and referencing domestic and foreign
researchers, and to demonstrate the novelty of the research.
1.3. Method
a, Questionnaire:
In terms of research methods, our research team applied the quantitative research
method, specifically the descriptive quantitative design - a method of performing
exploratory research which is designed to provide systematic information about this
phenomenon. To collect data for the research process, we use Likert questionnaire
created on Google Forms - a numerical survey scale that represents a set of answer
options that cover a range of opinions on a topic.
The structure of the Likert questionnaire:
- Consists of questions related to the formed items from observed variables such as:
short-video platforms, Reviewers; Purchase and consumption decisions.
- A 5-point scale:

1 2 3 4 5

Strongly disagree Disagree Neutral Agree Strongly agree

- Reviewers on short-video platform impacting purchase and consumption decisions

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 1 2 3 4 5

I only pay attention to KOLs with a huge number of followers on

short-video platforms

I frequently come across videos of KOCs introducing and testing new

kinds of cosmetics.

I am usually attracted to videos of like-model body KOLs trying

clothes.

I often watch reviews of famous reviewers before shopping.

I always choose to purchase and consume cosmetics and clothes that

are introduced and reviewed by trustful KOLs/KOCs on short-video
platforms.

b, Sampling method and sample size

Data was collected using a non-probability sampling method known as
convenience sampling. This method is characterized by its ease of implementation and
data collection from readily available subjects. Furthermore, this technique helps to take
advantage of the survey subjects' relationships to collect more research samples.
Therefore, the information collecting process is more time-saving, easier and faster.
2. Research Process
- Population: All students at Foreign Trade University (Ha Noi), with their majors
given as follows:
 Accounting and Auditing
 Banking and Business
 Business Administration
 Economics and Business
 Language Majors

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  Law
- Sample Size: According to Yamane Taro’s formula (1967), the calculation of
sample size relies heavily on whether the population size is recognized or not. In the
current research undertaking, we find ourselves confronting the latter scenario since
the precise number of students who have availed themselves of the products and
services advertised on short-video platforms remains elusive. As such, we are
required to use the approach best suited for an unknown population size. We apply
the formula as follows:
𝑝 × (1 − 𝑝)
𝑛 = 𝑍2 ×
𝑒2
Where:
+ n: the sample size to be determined.
+ Z: the value of the Z distribution table based on the selected confidence
level. Usually, the confidence level used is 95%, corresponding to Z = 1.96.
+ p: the estimated success rate of sample size n. Usually, we choose p = 0.5
so that the product of p(1-p) is the largest, ensuring the safety of the estimated
sample size n.
+ e: the allowable error. Usually, the three error rates used are: ±01 (1%),
±0.05 (5%), ±0.1 (10%), of which the most popular rate is ±0.05.
0.5 × (1 − 0.5)
𝑛 = 1.962 × = 384.16
0.052
When we plug in the formula, the minimum sample size required for the study is
385 people. However, to increase the study's reliability, our research team
decided to survey a sample size of 400 people.
- Sample method: To ensure the practicability and viability of the sampling protocol
within the parameters of the allotted sample size, our research team has adopted the
convenient sampling approach. This method is a form of non-probability sampling
that offers an array of distinctive features, most notably its ease of implementation
and data collection from the selected subjects. Moreover, the aforesaid sampling
approach capitalizes on pre-existing relationships between the selected individuals,
expediently and efficiently bolstering the number of samples obtained for the study.
In light of these advantageous qualities, this methodology reduces the duration of
the survey, thereby expediting data acquisition and facilitating the overall
information-gathering process.

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3. Data analysis methods
Upon attaining the requisite input from the surveyed subjects, our team of
researchers conducted data processing and refining procedures utilizing Microsoft Excel
software. To accurately assess the opinions of participating individuals with regard to
Likert-style quantitative inquiries, we generated an overview of collected data via
descriptive statistical techniques, calculating the mean values in accordance with the
SPSS data analysis tool. SPSS - the renowned acronym for Statistical Package for the
Social Sciences - is a sophisticated computer software platform predominantly designed
for conducting statistical analyses.
Given our intention to employ exploratory factor analysis and measure the
reliability of our measurement scale using Cronbach's alpha, our research team opted to
utilize the SPSS suite of tools to assist in performing descriptive statistical analyses.
Additionally, SPSS excels at both generating fresh variables from extant fields and
facilitating data visualization through its broad array of charting options. A critical
consideration in our decision-making process was SPSS' compatibility with the
Vietnamese language, a distinct advantage over alternative analytical software solutions
presently available.
4. Research Ethics
In order to maintain the utmost levels of ethical research conduct, our research
team is strictly adhering to established protocols respecting the confidentiality of all
information obtained through the data collection process. A crucial element of our
approach is to preclude the use of collected data for any nefarious purposes or in a
manner that could jeopardize the trust of participant respondents. To accomplish these
objectives, we have arranged for the implementation of an anonymous feedback system,
which categorically avoids the need to collect and store personal email addresses. While
the survey does include certain items aimed at categorizing students according to their
courses of study, it is important to underscore that no additional personal information is
being gathered at any time throughout the investigation.
PART VI. TIMESCALE
1. Timescale
Our research team outlined a following timetable:

Month
Target month Mission
No.

Page 15
 Brainstorm the research idea, then decide the
End-April 1
research topic

Collect, read, and evaluate literature related to

research idea and topic
Mid-May 2
Finalize the research objectives and propose
research questions

Outline literature review and then research

Mid-June 3
proposal

The beginning of
5 Collect, analyze, and evaluate data
August

Mid-August 5 Write and conduct in-depth analysis

Mid-October 7 Finalize and review the draft

The beginning of
8 Submit the final
November

Our research project is scheduled to span over 8 months, starting from the third
week of April and concluding in the beginning of November. The initial phase involves
brainstorming research ideas and selecting a specific research topic, which will take
place immediately after the completion of the "Research Methods in Economics and
Business" course. Subsequently, we will delve into the relevant literature and spend the
following 4 weeks finalizing our research objectives and formulating appropriate
research questions. Simultaneously, we will commence outlining the literature review,
determining the methodology, and planning the research proposal. It is important to
note that specific tasks such as data collection, analysis, and evaluation must be
completed by the first week of August. The final stages of our project involve refining
and submitting the draft to our mentor, followed by the submission of the final product
at the beginning of November.

April May June July August September October November

Page 16
Brainstorm
x x
ideas

Decide
x
research topic

Read
x x x
literature

Finalize
research
objectives
x x
Propose
research
questions

Outline
literature x x x
review

Outline
research x x
proposal

Collect and
process the x x
data

Conduct in-
depth analysis
x x x
and complete
the draft

Revise the
x
draft

Submit x

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Gantt chart for research project
2. Resources
Our research focuses on FTU students in Hanoi, and therefore, we require adequate
resources to ensure the efficient and precise execution of the study. The necessary
resources are as follows:
- Human resources: Our team project involves 5 members, each assigned to different
tasks during distinct phases of the research. Additionally, we will seek assistance
from external human resources such as lecturers and colleagues from our
universities. They can contribute to the theoretical background, data collection (e.g.,
survey distribution), and other relevant aspects.
- Data access: The primary data for our study, collected through interviews and
surveys, is obtained at no cost. However, we anticipate utilizing approximately 1
million VND for secondary data sources. These sources will primarily provide
qualitative data to construct the theoretical framework.
- Travel and accommodation: Since we will conduct online surveys and interviews
using the Google Form platform, there will be no expenses related to travel or
accommodation. However, some minor commuting costs may be incurred by team
members traveling to the interview location, as they possess their own vehicles.
- Other costs: Given the importance of data analysis in our research, we have
allocated a budget for the STATA base subscription to ensure the best outcomes.
The current cost of a base subscription for STATA is 500 thousand VND.
PART VII. CONTRIBUTIONS
1. Scientific Implications
The purpose of conducting a study is to gain a thorough understanding of the real-
life situations and decision-making process of Foreign Trade University (FTU) students
when it comes to shopping for cosmetics and clothes on short-video platforms, with a
particular focus on the impacts of Key Opinion Leaders (KOLs) and Key Opinion
Consumers (KOCs).
This research aims to identify the underlying factors that influence the
consumption behaviors of FTU students, thus helping to determine the key reasons
behind their shopping decisions.
Additionally, the study also aims to assess the sustainability of traditional
marketing methods in the face of continuous technological advancements. This
evaluation is essential in order to develop effective marketing strategies that align with
the current preferences and trends.

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2. Practical Implications
The aim of this study is to offer businesses a comprehensive understanding of how
reviewers on digital platforms influence the shopping preferences of FTU students,
specifically in the context of cosmetics and clothes. As a result, it is crucial for
businesses to conduct a thorough assessment of the actual circumstances in order to
optimize their marketing strategies and appeal to a wider customer base.
Moreover, this research serves to enlighten Marketing students about the
effectiveness of implementing appropriate marketing strategies on short-video
platforms such as TikTok or YouTube Shorts during the fourth industrial era. By doing
so, it empowers students to effectively apply these strategies in real-world scenarios or
during their academic pursuits.
PART VIII. LIMITATIONS AND FURTHER RESEARCH DIRECTIONS
1. Limitations
In addition to its contributions, this study has several limitations. The main
objective of the research is to shed light on the preferences of FTU students regarding
cosmetics and clothes purchases influenced by reviewers on short-video platforms like
TikTok and YouTube. However, there are certain issues that need to be acknowledged.
Firstly, the use of convenience sampling, which includes individuals readily accessible
to the researchers, may limit the representation of a broader population in large-scale
investigations. Secondly, due to time constraints and limited references, this research
may lack practical implications in terms of real-world applications.
2. Further Research Directions
Based on the mentioned limitations, it is suggested that future research should focus
on examining the impact of online shopping, particularly in the context of cosmetics
and clothes, on digital social platforms. The objective would be to understand how this
influences the satisfaction and loyalty of FTU students.
PART IX. REFERENCES
Anh, D. M., 2021. Impacts of digital influencers on the Vietnamese consumers’ purchase
intention of cosmetic products, Ha Noi: Viet Nam National University, Viet Nam Japan
University, Business Administration.
Cristy Natalia Lontoh, F. A. S. J. N. I. C. S., 2020. Engagement Behavior Generation Z on
TikTok Case Study: Cosmetic Brands, Budapest: Budapest International Research and Critics
Institute-Journal.
Dirir, S. A., 2022. Investigating the impact of TikTok on the generation Z buying behavior and
their insight of selecting brands, s.l.: Journal of the Market Research Society.

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Floyd, K. et al., 2014. How Online Product Reviews Affect Retail Sales: A Meta-analysis.
90(2), pp. 217-232.
Henning-Thurau, T. & Walsh, G., 2003. Electronic Word-of-Mouth: Motives for and
Consequences of Reading Customers Articulations on the Internet. International Journal of
Electronic Commerce, 8(2), pp. 51-74.
Kotler, P. &. A. G., 2017. Principle of marketing, Seventh European Edition, s.l.: Pearson
Education..
M.Schindler, B. B. &. R., 2001. Journal of Interactive Marketing, s.l.: s.n.
Nguyen Huynh Anh Thu, N. V. M. T. H. N. T. D. L. A. T. L. C. A. T., 2022. Tác động của mạng
xã hội tiktok đến quyết định mua sản phẩm thời trang của giới trẻ ở Tp. HCM, Ho Chi Minh
City : Ho Chi Minh Open University, Faculty of Special Education.
T.T.Đức, N. L. T. T. P., 2022. Các nhân tố ảnh hưởng đến hành vi mua sắm trực tuyến của thể
hệ Gen Z trên địa bàn Hà Nội khi sử dụng mạng xã hội Tiktok., Hà Nội: Economy and Forcast
Veview.

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