| dc.description.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 | en_US |
