Consumer Purchase Intentions Motivated By Computer Generated Imagery (Cgi) Influencers In Viet Nam, Case In Facebook

Abstract

The thesis examines the effect of virtual influencers vs actual influencers in influencer marketing, with an emphasis on aspects such as beauty, social interactions, and trustworthiness on customer buy intentions. Data from 340 participants were acquired via online questionnaires, and statistical analysis was used to compare virtual and human influences. The study's goal is to give helpful information for firms looking to establish successful marketing strategies that engage customers via social media influencers, especially in the Vietnamese market. Understanding the relationship between trust transfer, influencer type, and customer behaviour is critical for navigating the digital marketing environment and positioning companies for success. The findings offer valuable insights for marketers seeking to navigate the complexities of consumer decision-making in the digital realm, particularly in the Vietnamese market. By understanding how virtual influencers influence consumer behavior, businesses can craft impactful marketing strategies to connect with their audience on platforms like Facebook, positioning themselves for success in the dynamic digital landscape.