Abstract
This study proposes solutions to enhance the effectiveness of Key Opinion Leaders (KOLs) on TikTok in promoting fashion consumption among university students in Hanoi. Building on the extended Technology Acceptance Model (TAM), this study develops a theoretical framework with four constructs: KOL credibility, content creativity, interactivity, and perceived ease of use. Data were collected from 791 students via an online survey and analyzed using SPSS 20. Regression result reveals that all four factors exert positive and statistically significant impact on purchase intention, with KOL credibility identified as the strongest predictor. Based on these findings, the study suggests key strategies, including selecting KOLs aligned with brand image, enhancing authenticity and transparency in content, investing in creative and accessible video production, and fostering two-way interaction between KOLs and audiences. The results provide practical implications for fashion retail enterprises by offering evidence-based insights to design effective digital marketing strategies, targeting students – a potential consumer group that has a great influence on current trends.
Keywords: KOLs, TikTok, purchase intention, student fashion, Gen Z.
JEL classification: D11, D12, E2, E21.
DOI: 10.63767/TCKT.36.2026.20.30
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
