| dc.description.abstract | Social media influencers are becoming increasingly popular in brand
marketing because of their true and genuine interactions, which establish a sense of
connection and familiarity with their audience. This study looks at the impact of
food influencer authenticity on customer repurchase decisions, with a focus on
Omachi goods and influencer Khoai Lang Thang. By using and utilizing the
attribution theory and self - determination theory, this study forms a framework that
illustrates the impact of Influencer Authenticity as a mediator between Brand
Authenticity and Brand Attitude.
Data from over 250 users were collected using SPSS and SmartPLS to
determine how the perceived authenticity of Khoai Lang Thang affects consumer
perceptions and biases against Lau Tu Soi of Omachi. The study attempts to better
understand the relationship between influencer authenticity and customer loyalty by
investigating how individual ideas, feelings, and perceptions influence purchase and
repurchasing behavior. The findings will help marketers understand how to leverage
influencer authenticity to increase brand loyalty and customer engagement. The
finding results show that four criteria, including consistency, duration,
distinctiveness, and scarcity, strongly enhance influencer authenticity. Furthermore,
the study demonstrates that this reaction is caused by a sequential mediation process
involving a variety of brand-related characteristics, including brand authenticity,
influencer authenticity and brand attitude. As a result, influencer authenticity is critical in collaborating with the brand, influencing customers' repurchase
intentions. | en_US |
