| dc.description.abstract | The development of social media platforms – especially TikTok has facilitated
the emergence of a new role - Key Opinion Consumer. Key Opinion Consumers are
ordinary consumers who post reviews about products after genuinely experiencing them
on social media and have a certain influence on other consumers. This research aims to
determine the impact of various Key Opinion Consumers' attributes, including expertise,
trustworthiness, and likability, on source credibility and eventually purchase intention of
Generation Z consumers in Vietnam. The data was collected through an online survey
with a sample size of 361 younger consumers in Vietnam. The data were analyzed using
structural equation modeling with SmartPLS. The data show that trustworthiness and
expertise have strong direct effects on source credibility, as well as indirect effects on
customer purchase intention through the mediating role of source credibility. Consumers'
purchase intention is also significantly influenced by Key Opinion Consumer’s Expertise,
Trustworthiness, and Source Credibility. Moreover, Likability does not affect Source
Credibility and shows no direct or indirect impact on Purchase Intention. Despite some
limitations, the study does provide practical implications to help brands and enterprises
apply this new influencer marketing tool to benefit their businesses. In addition, it also
assists Key Opinion Consumers in maintaining their reputation on social media and
increases their partnership with brands | en_US |
