| dc.description.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. | en_US |
