Keywords: Gen Z, Purchase intention, Short-form video advertising, Social media.

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Source of Funding:

This research did not receive any grant from funding agencies in the public, commercial, or not-for-profit sectors.

Competing Interests Statement:

The authors declare no competing financial, professional, or personal interests.

Consent for publication:

The authors declare that they consented to the publication of this research work.

Acknowledgement:

The authors would like to thank Assoc. Prof. Dr. Pham Van Tuan for providing financial support.