The impact of key opinion leaders (KOLS) on social networks on the attitudes towards products of customers - A case of Chau Bui applied with Vietnamese generation Z in Ho Chi Minh city

Abstract

As stated by Nash (2022), the pandemic and the restrictions come with it have contributed to increase the amount of time people spend online, from socializing to purchasing. Thanks to the evolution of new technologies, the rapid development of influencer marketing in Vietnam makes businesses rush to exploit strong social media marketing strategies as stated by AJMarketinginfo (2023). It is undeniable that most people, especially Generation Z are heavily affected by the opinions of influencers or Key Opinion Leaders on social networks in Vietnam. Although this issue is not too new, there has not been much in-depth research in the Vietnamese market. This study was conducted to understand the impact of KOLs, especially Chau Bui on social networks on the attitude towards products of Vietnamese customers in Ho Chi Minh City. The research framework was developed based on data analysis from previous research by Xu Xu (Rinka) & Stephen Pratt (2018) with some changes appropriate to the topic. In addition, quantitative research methods and online surveys were effectively applied to obtain valuable data from 288 respondents of Generation Z in Ho Chi Minh City, active on social media, followed Key Opinion Leaders accounts. The study was analyzed using SmartPLS software to explain the research structure and hypotheses, from which insights and conclusions were drawn. The results illustate a strong association between the attractiveness and prestige of KOLs, the product congruence with KOLs, and how these factors collectively influence customers belieft in KOLs and ultimately their attitude towards products among Vietnamese. Overall, the research findings have implications for practitioners and researchers in the field of marketing and consumer behavior, as well as local business in Ho Chi Minh City particular and in Vietnam in general. Because of the constraints related to both time and finances, the study specifically concentrates on Ho Chi Minh City and Generation Z. Hence, the final chapter incorporates further recommendations for future research.