The Impacts Of Influencer Credibility On Purchase Intention On Tiktok In Vietnam

Abstract

In contemporary times, the utilization of social media influencers for strategic communication has witnessed a surge in significance. Social media influencers, identified as third-party entities, play a pivotal role through activities such as content creation, distribution, interaction, and personal engagement on social media platforms. These influencers have cultivated substantial and meaningful connections with specific qualities, exerting a notable influence on organizational stakeholders. Credible influencers are perceived as trustworthy sources of information, thereby exerting a significant influence on consumer behavior. This underscores the importance of understanding how influencer credibility impacts purchase intention among TikTok users in Vietnam. This research specifically investigates the impact of influencer credibility on purchase intention within the context of TikTok in Vietnam. The factors under scrutiny encompass trust, influencer loyalty, parasocial relationships, post commercialized orientation and purchase intention. A survey using questionnaire on Google form was performed on 358 TikTok users. Data analysis was conducted using SmartPLS 3 technique. The findings indicate that influencer credibility creates a good parasocial relationship between influencers and followers and positive parasocial interactions positively affect purchase intention. While post commercialized orientation plays a role as moderator in relationship between influencer credibility and parasocial interaction. When post commercialized orientation positively impacts on influencer credibility, which leads to the establishment of a good parasocial relationship between influencer on TikTok and consumers. Meanwhile, the findings also imply that the association between parasocial interaction and purchase intention is not moderated by post commercialized orientation. This study provides implications for planning influencer marketing on TikTok in Vietnam.