The impact if credibility of influencer on online customers' purchase intention toward beauty industry: A case of Trinh Pham

Abstract

The advanced development in new marketing tactics and online service have become an essential component of the global retail structure in recent years. Due to the ongoing digitalization of modern life, the retail scene, like many other businesses, has experienced significant alteration since the birth of the internet. Therefore, customers from practically every country today benefit from the advantages of online purchases. In recent years, applying influencer marketing have had rapid jump in trend for marketing campaigns in beauty industry, by utilizing social media influencers are those individuals who have significant influence in a certain community regarding of photos, videos, and other updates on social media. This study aims to clarify how various elements influence their credibility and even to customer’ purchase intention. An online survey form was conducted to collect data on social media platforms. As a result, 270 respondents are aged from 18 to 30, both male and females who usually subscribe and follow skincare tutorial videos on Internet are analyzed by using SPSS and PLS SEM. This study pointed out the relationship of online purchase intention and credibility with five determinants influence to trust: Knowledge, Helpfulness, Relatability, Self-confidence, and Articulation. Moreover, the purchase intention of consumers is directly affected by an influencer’s credibility