Investigating The Impact Of Social Media Influencers On Fashion Purchase Intention Among Vietnamese Genz

Abstract

The dawn of social media has revolutionized the marketing sphere, ushering in the era of influencer marketing as a potent strategy. This research delves into the role of social media influencers in molding the fashion purchase intentions of Vietnamese Generation Z consumers. Anchored in the two-step flow theory and social influence theory, a conceptual model was crafted to scrutinize how influencer attractiveness, emotional connection, functional value, and follower count shape perceived influence. Subsequently, perceived influence was postulated to propel positive word-of-mouth (WOM) and purchase intention. A quantitative study was executed with a sample of 300 Vietnamese Gen Z consumers aged 18-25 surveyed online. The statistical analysis encompassed reliability testing, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) utilizing SPSS and AMOS software. The outcomes unveiled that attractiveness, emotional connection, functional value, and follower count positively bolstered the perceived influence of fashion influencers. Amplified perceived influence significantly escalated positive WOM and purchase intention. These findings proffer critical theoretical contributions by demonstrating how influencers instigate identification and internalization processes to wield persuasive power over followers. From a practical standpoint, the research equips fashion brands with insights to optimize partnerships, strategically select influencers, and devise resonant messaging to magnify marketing efficacy targeting Vietnamese Gen Z. In essence, this thesis furnishes a comprehensive framework for harnessing the immense, yet untapped potential of influencer marketing within Vietnam’s dynamic digital fashion landscape