| dc.description.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. | en_US |
