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Author

Le Hoang Thi Ngan Ha

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2 papers indexed here

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Open access Aug 2026

SHORT VIDEO AND THE COSMETICS CONSUMER BEHAVIOR OF GENERATION Z: THE ROLE OF TRUST AND BRAND LOVE

This study examines the influence of short-form video content on Generation Z consumer behavior in the cosmetics industry, with a particular focus on the mediating roles of brand trust and brand love. Short-form video content is conceptualized as a multidimensional construct reflecting key attributes commonly embedded...

Tiên Thị Thủy Phạm, Le Hoang Thi Ngan Ha, Huong Thuy Cam Nguyen et al. · 0 citations
Open access Aug 2026

FROM SOCIAL MEDIA COMMUNICATION TO BRAND LOYALTY: THE MEDIATING ROLES OF VALUE CO-CREATION AND BRAND LOVE

This study examines the impact of social media communication marketing activities on brand loyalty, with particular emphasis on the mediating roles of value co-creation and brand love. Data were collected from 445 consumers in Ho Chi Minh City and analyzed using a two-stage Partial Least Squares Structural Equation Mod...

Trang Huynh Huyen Tran, Le Hoang Thi Ngan Ha · 0 citations

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