Literature Review the Effect Body Image on Vietnamese Youths' Buying Behaviors in TikTok

This paper explores the influence of body image on Vietnamese Youths’ buying behavior in Tiktok. With the growing popularity of social media, particularly TikTok, body image concerns have become more pronounced, particularly among younger audiences. This study investigates how TikTok’s beauty trends, influencer culture, and social comparison impact consumer behaviors, including purchasing decisions related to beauty, fashion, and fitness. The research highlights key insights from global studies, as well as the specific context of Vietnam, where social media and its commercial aspects are rapidly evolving. Despite the growing body of literature on social media’s influence on body image, there remains a significant gap in quantitative research within the Vietnamese context, particularly on TikTok.