| dc.description.abstract | With the overall purpose of investigating the congruence among the
influencer, the consumer (follower), and the sponsored product and how it contributes
to the success of an influencer marketing campaign, this thesis was conducted to
examine the young consumers in Vietnam their connection with influencer/advertised
item and their perception and purchase intention toward the product. Particularly, the
balance theory and two variables of consumer’s perception (influencer’s credibility and
attitudes toward product) were also used in this research. The quantitative method was
applied and a questionnaire with 276 valid responses was received. The respondents
were randomly chosen and divided into two main different age groups: 18-23, and 24-
29; with two different groups of occupations: student and office worker. This survey
was done using SmartPLS to analyze the reliability and discriminant validity as well as
the structural model. As a result, this study demonstrates that influencer–consumer
congruence does not have a moderating effect on the positive impact of influencer–
product congruence and consumer–product congruence. However, it has a strong effect
on the parasocial relationship, which leads to consumers’ perception (influencer
credibility and attitudes toward the product) and purchase intention. In conclusion,
congruence is an essential factor for influencer marketing, especially in a sector that
requires expertise and specific knowledge. Therefore, some conclusions and
recommendations were made in order to help the managers as well as marketers to have
the better decision for a successful marketing campaign. | en_US |
