The Impact Of Social Media Influencer On Consumers' Purchase Intention - A Case In Vietnam
Abstract
Social media innovation has aided the growth of social media influencers in
developing economies. The target of this paper is to evaluate how social media influencers
may affect consumers' consumers' desire to make a purchase through five factors
(attractiveness, trustworthiness, expertise, similarity and familiarity) in Vietnam. Data is
gathered using a quantitative method through online questionnaires. Users of social media
that connect to influencers on multiple social media platforms made up the study's
demographic. The participants are aware of how influencer marketing may affect their
intention to make a purchase. The analysis of the survey's data, which was gathered from
255 Vietnamese respondents, shows that the five social media influencer’s dimensions
have a positively effect on followers' attitudes about the brands they follow and their
willingness to make the purchases. The results of the thesis give business and marketing
professionals with implications for understanding the function of social media influencers
in influencing customer purchase intention as well as an answer to the question of how they
do so.