| dc.description.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. | en_US |
