Understanding Gen Z Consumers' Experiences in Building Online Social Capital with Brands on Vietnamese Social Media Platforms: A Phenomenological Study

The proliferation of social commerce has fundamentally transformed how consumers interact with brands, yet limited research explores the lived experiences of digital natives in building online social capital with brands in emerging markets.This phenomenological study investigates how Gen Z consumers (aged 18-27) in Vietnam experience and construct online social capital with brands across major social media platforms including Facebook, TikTok, Instagram, and Zalo.Through semi-structured indepth interviews with 28 Gen Z consumers, we employed Braun and Clarke's thematic analysis to uncover the essence of their experiences.Our findings reveal six interconnected themes: (1) authenticity as the foundation of trust, (2) participatory co-creation and empowerment, (3) community belonging beyond transactions, (4) transparency as a trust mechanism, (5) social validation through peer networks, and (6) platform-specific engagement dynamics.These themes demonstrate that Gen Z consumers strategically cultivate both bridging and bonding social capital through distinct pathways that prioritize genuine relationships, value co-creation, and community integration over purely transactional exchanges.Our study extends Social Capital Theory to the digital native generation in emerging markets, revealing how cultural values and platform affordances shape social capital formation.The findings offer theoretical contributions by developing a Gen Z-specific framework of online social capital construction and practical implications for brands seeking authentic engagement with this influential consumer segment.