| dc.description.abstract | The research is conducted with an aim of proposing and testing the structural
model which implies the impact of Influencer Marketing extensions on their Personal
Brand Image. The prominent study strives to evaluate the interrelation between relevant
variables with regards to the extensions of Influencer Marketing to gain insights into the
effect of Influencer Marketing extension strategy on their personal brand image. The
empirical research was implemented by applying the exploratory methodology.
The study was conducted with the application of quantitative perspective, and the
data was collected by an online survey across the internet platform. The selected sampling
technique was known as the convenience sampling method, with the size of up to 410
candidates. Results imply that the personal brand image is negatively affected by the
Influencer Marketing extension strategy in low-fit categories within the Vietnamese market
whereas a positive correlation has been witnessed in the high-fit expansion. Nevertheless,
the research was only implemented in Ho Chi Minh city. Therefore, researchers are
motivated to examine the model in other areas. Findings indicate that an Influencer with a
positive personal brand image will possibly suffer less risks when extending their image
into other brands in contrasting and variated categories. The influencer’s favorable network
will involve followers who are already conscious of a well-perceived image of the
endorsement. The research provides insights to modeling the effect of Influencer
Marketing extension strategies on their personal brand image. | en_US |
