| dc.description.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. | en_US |
