The Impacts Of Social Media Ìnluencers On Consumer's Purchase Intention

Abstract

In the era of digital and technology 4.0, social media influencers have played a significant role in helping a huge number of businesses increase customers' awareness and brand recognition on the Internet. However, this marketing strategy up to now has only succeeded and gained population in a few municipal cities. Meanwhile, social media influencers until now have not been a dominant and popular trend in the whole Vietnam market, especially in the remote areas. From that point, this research is conducted to identify factors of social media influencers affecting customers’ attitude to brands or products and to understand how customers' attitude towards social media influencers affects their purchasing intention. This research build a research model with four independent variables (1: The expertise of SMI; 2: The attractiveness of SMI; 3: The trustworthiness of SMI; 4: The goodwill of SMI), one moderating variable (Customers' Attitudes Towards Brands), and one dependent variable (Consumers' Purchase Intention). By using “Convenience Sampling Method”, the research has collected a total of 230 valid responses, out of 264 survey respondents. Analyzing data by the SPSS software, the “Hypothesis Testing” result has shown that all of the research hypotheses in this study are accepted, which means that all of the above independent variables, also known as the four charateristics of social media influencers has a significantly positive effect on customers' attitudes towards brands. Besides, the variable “Customers' attitudes towards brands” is also confirmed to have a significantly positive effect on consumers' purchase intention.