ĐẠI HỌC QUỐC GIA THÀNH PHỐ HỒ CHÍ MINH
TRƯỜNG ĐẠI HỌC KINH TẾ - LUẬT
KHOA QUẢN TRỊ KINH DOANH
BÀI TIỂU LUẬN MÔN
PHƯƠNG PHÁP NGHIÊN CỨU KHOA HỌC
INFLUENCE OF SOCIAL MEDIA
INFLUENCERS ON GENZ'S PURCHASE INTENTION
ON FOOD AND BEVERAGE PRODUCTS IN
HO CHI MINH CITY
Lớp học phần: 221PP1402
Giảng viên hướng dẫn: Phùng Thanh Bình
Sinh viên thực hiện:
Họ và tên
Vũ Thị Oanh
Nguyễn Hoàng Mỹ Xuân
Hồ Trần Thu Hà
Nguyễn Từ Quyên
Lê Nhật Minh Hằng
TP HCM, 2022
MSSV
K214101937
K214100783
K214100764
K214101938
K214101931
TABLE OF CONTENTS
ABSTRACT………………………………………………………….3
CHAPTER I: INTRODUCTION ....................................................... 3
1.1. THE REASON FOR CHOOSING THE TOPIC ......................................... 3
1.2. OVERVIEW OF THE RESEARCH SITUATION.. LỖI! THẺ ĐÁNH DẤU
KHÔNG ĐƯỢC XÁC ĐỊNH.
1.3. RESEARCH OBJECTIVES .......................................................................... 4
1.3.1. General and Specific objectives ..................................................... 4
1.3.2. Research questions .. Lỗi! Thẻ đánh dấu không được xác
định.
1.4. SCOPE OF RESEARCH ................................................................................ 5
1.5. RESEARCH METHODOLOGY .................................................................. 5
1.6. MEANINGS OF THE RESEARCH............LỖI! THẺ ĐÁNH DẤU KHÔNG
ĐƯỢC XÁC ĐỊNH.
1.7. STRUCTURE OF THE STUDY .................................................................... 6
CHAPTER II: LITERATURE REVIEW ... LỖI! THẺ ĐÁNH DẤU
KHÔNG ĐƯỢC XÁC ĐỊNH.
2.1. INFLUENCER MARKETING LỖI! THẺ ĐÁNH DẤU KHÔNG ĐƯỢC XÁC
ĐỊNH.
2.1.1. Influencer ....... Lỗi! Thẻ đánh dấu không được xác định.
2.1.2. Influencer marketing Lỗi! Thẻ đánh dấu không được xác
định.
2.1.3. Vietnam's F&B industry .................................................................. 9
2.2. CONCEPTUAL MODEL AND HYPOTHESIS DEVELOPMENT .......... 9
CHAPTER III: METHODOLOGY ............ LỖI! THẺ ĐÁNH DẤU
KHÔNG ĐƯỢC XÁC ĐỊNH.
3.1. MEASURES .................. LỖI! THẺ ĐÁNH DẤU KHÔNG ĐƯỢC XÁC ĐỊNH.
3.2. QUANTITATIVE RESEARCH DESIGN ..LỖI! THẺ ĐÁNH DẤU KHÔNG
ĐƯỢC XÁC ĐỊNH.
CHAPTER IV: CONCLUSIONS AND IMPLICATIONS .......LỖI!
THẺ ĐÁNH DẤU KHÔNG ĐƯỢC XÁC ĐỊNH.
2
3
ABSTRACT
In today's media landscape, the young generation, especially Genz prefer using social
media channels (social networks) like Facebook, Instagram, Tiktok over traditional
communication channels, such as television stations, newspapers to exchange
information and build relationships (Hair, Clark and Shapiro, 2010). According to a
survey the research team conducted, the impact of Influencer Marketing on GenZ in Ho
Chi Minh City on the FnB industry has reached 65%. Several studies have also
demonstrated how easily social media influencers can affect people's eating decisions,
especially young people and adolescents. This paper aims to analyse the factors of
influencers that affect Gen Z consumers' decision to purchase food and beverage
products in Ho Chi Minh City. Then, apply and offer some recommendations for firms
in the F&B sector in Vietnam to increase the efficiency of brand-promotion efforts
utilizing social media influencers.
I.
INTRODUCTION
1.1. The reason for choosing the topic
Vietnam is making economic strides and has accomplished certain goals. As people's
living circumstances rise, eating well and wearing beautiful clothes has progressively
replaced eating well and wearing warm clothes for quite a period of years. With a
population of more than 97 million people, the majority of whom are young, this is a
very promising market for the food and beverage (FnB) industry to quickly establish
itself. FnB refers to the food and beverage sector. As a result, we may conclude that the
FnB service industry is the business of food, beverage, and food goods, as well as the
business of the dividends that comprise the brand.
In the past few years, social media influencers have had a significant and overwhelming
impact on the marketing of products, services, and corporate brands, especially in the
FnB industry. Brands and their relationships with customers changed because of this
major impact. Since every business, regardless of size, specialty, or category, finds
social media to be a valuable medium for reaching out to clients and potential customers
with the least number of problems, the influence will not fade within the next year.
4
1.2. Overview of the research situation
In today's world, traditional marketing channels become less important because of social
media presence in more ways than one. While all traditional media and advertising
options are expensive and usually out of reach for small businesses, social media has
emerged as a potential low-cost and highly successful option for them. FnB businesses,
which are now one of market leaders, may significantly reduce their advertising and
marketing expenditures by utilizing social networking platforms.
According to a Vietnam Briefing, accounting for 35% of monthly spending and 15% of
the country's GDP for the majority share of Vietnamese spending expenditure by F&B
accounts; this figure is likely to rise in the future years. After the Covid-19 epidemic,
the F&B business had been rapidly expanding, owing to a confluence of favorable trends
such as population expansion, rising household incomes, and changes in consumer
behavior, especially Gen Z, through social media influencers.
As shown by research examining Gen Z behavior, influencers have the capacity to
impact their purchasing patterns. According to research by Kantar M.Brown (2020),
44% of GenZ-ers have made a purchasing choice based on the suggestion of an
influencer. In another Survey Monkey study, more than half of Gen Z (58%) have
bought based on a suggestion from a social media influencer or content creator.
1.3. Research objectives
1.3.1. General and Specific objectives
Instead of clear sustainability aims, social media has economic interests. However,
because they are all representatives of the firm, it is in their best interests to maintain its
corporate sustainability. Several specialist papers investigate, to the best of our
knowledge, the possibly diverse roles performed by various influencers in influencing
social network users' participation with marketed items when it comes to ensuring
company sustainability. The purpose of this research is to satisfy current needs:
5
(1) Understand and explain the factors of social media influencers that affect GenZ’s
purchase intention on FnB and identify distinguishing characteristics of influencers on
social media that may be used to their ranking.
(2) Evaluate and compare those factors affecting GenZ’s purchase intention on food.
(3) Investigate the potential of social media influencers marketing. Propose solutions
and make suggestions for the firms.
1.3.2. Research questions
We conduct research on this topic to answer these questions:
(1) What exactly is the relation between Generation Z and Influencers?
(2) What are the factors of social media influencers that influence GenZ’s purchase
intention on food and beverage products?
(3) How are these factors influencing GenZ’s purchase intention on food and beverage
products?
1.4. Scope of research
- Research objective: The social media influencers' characteristics affect Gen Z's
purchase intention in the Vietnamese FnB market.
- Survey objective: GenZ aging 10 to 25, no career limitations.
- Graphic area: Ho Chi Minh City.
- Time: The research is carried out from October 10, 2021, to November 21, 2022.
1.5. Research Methodology
The study combines two methods: qualitative research and quantitative research.
a) Qualitative research: Gathering data and customer opinions through customer
surveys and interviews about the effects of online influencers towards their purchase
intention through FnB in Ho Chi Minh City.
6
b) Quantitative research: Collecting, processing information, and analyzing data for
the research through questionnaires that have been designed and built by taking surveys
on social networks using Google Forms, For the variables of the scale, to assess the level
of consumer agreement, the questionnaire is designed with the Likert scale, 5 levels with
1 being “strongly disagree” to 5 being “strongly agree” with 300 questionnaires
distributed. After collecting the required number of samples, the data is processed by
SPSS software to test the scale through Cronbach's Alpha reliability coefficient and EFA
exploratory factor analysis. Then the factors extracted from the data set will be put into
correlation analysis and regression analysis to evaluate the proposed model and test the
hypotheses.
1.6. Meanings of the research
This study aims to determine the subjective and objective factors of influencers affecting
consumption behavior, specifically the purchase intention of Gen Z consumers in Ho
Chi Minh City through the results of evaluation and recognition. From there, we propose
solutions to promote the positive factors and at the same time overcome the negative
effects, suggest ways for Genz customers to effectively purchase FnB products and
finally make recommendations to businesses in the FnB industry that have orientations
and changes when using Influencer Marketing to boost business efficiency.
1.7. Structure of the study
This research has four chapters:
-
Chapter 1: Introduction. This part will present the reason for choosing the topic,
research objectives, overview of the research situation, research methodology,
object, and scope of the research, meaning of the topic, and structure of the study.
-
Chapter 2: Literature reviews. In this chapter, the research team will present the
basic theories used to study the hypothesis to draw the research model.
-
Chapter 3: Research Methodology. This chapter will describe the research process
and methods in detail: quantitative research, qualitative research, primary data, data
analysis process, and data analysis methods. Thereby assessing the reliability of the
research results.
7
-
Chapter 4: Conclusions and Implications. In this part, the research team will present
in detail and provide specific research results with tables of processed data. Then,
based on this result to interpret and draw conclusions.
II.
LITERATURE REVIEW
2.1. Influencer marketing
2.1.1 Influencer
There appears to be a lack of concurrence about defining an influencer. According to
Keller & Berry (2003), an influencer is described as a person who has an active mind
and creates activities that impact various networks. To put it differently, an influencer
is not required to be famous but whoever influences their own communities. In the
marketer world, the influencer of social media is defined in the definition of Duncan &
Hayes (2008) that people mostly agree with: An influencer is a third party who has a
considerable impact on a customer's purchase choice. These influencers vary in different
kinds and influence in different levels.
2.1.2. Influencer marketing
"Influencer marketing" is the practice of leveraging individuals with influence towards
potential consumers, orienting marketing campaigns around these people to promote a
business message and products to the global market via social networking platforms and
partnerships with opinion leaders (Bijen, 2017; Levin, 2019). Thus, influencer
marketing is remarkably effective. This marketing form works in tandem with the
creation of messages delivered by influencers to intensify brand awareness extent
toward consumer segmentations in both cognition and emotion.
Although celebrities have always been used in marketing efforts to capitalize on their
celebrity in order to promote enterprises (Cheah, Ting, Cham, & Memon, 2019),
influencers on social media are a distinct and more modern use of this strategy.
Influencers and celebs are conceptually separate because influencers "natively" create
their major activity on social media, whereas celebrities are known for their non-social
media undertakings (Dhanesh & Duthler, 2019). (like sports, music, etc). 2021 (Tafesse
and Wood) (Schouten et al., 2019).
8
The reputation of influencers is thus solely based on the content they give and their
social media involvement, which is often done in collaboration with their fans (Hu et
al., 2020, Schouten et al., 2019). As a type of virtual friend, they typically target a more
narrow audience with whom they have like interests. Because they appear to be more in
touch with their potential audiences, influencers frequently appear more trustworthy or
reputable than traditional superstars (Lou & Yuan, 2019; Sokolova & Kefi, 2019). The
fact that social media influencers become thought leaders or authority among their
followers in their specialized domains reveals their importance and potential
consequences (Rahman, Saleem, Akhtar, Ali, & Khan, 2014). As a result, when making
purchasing decisions, followers commonly seek out or depend on their advise (Casaló
et al., 2020; Schaefer, 2012).
According to some past research (Choi and Rifon, 2012; Casaló et al., 2020), the
resemblance between an influencer's appearance and followers' interests is a potential
motivator. De Veirman, Cauberghe, and Hudders (2017), Erz, Marder, and Osadchaya
(2018), as well as other influencer studies have shown impacts related to their followers,
hashtags usage, or activity metrics (Arora, Bansal, Kandpal, Aswani, & Dwivedi, 2019).
Another area of research investigates the consequences of certain communication
characteristics, such as how influencers expose the commercial origin of advice
(Boerman, 2020, De Veirman and Hudders, 2020, Jin and Muqaddam, 2019, Sokolova
and Kefi, 2019). Control the product-influencer fit and indicate that a great match leads
to buyers having more positive feelings about the product and lowers their perceptions
that the promo is advertisement (Kim and Kim, 2020).
Instead of recommendations from the brand or company itself, customers are more
likely to believe those from third sources. This is especially true if you consider it in a
personal context: it's difficult to trust someone you don't know at a coffee shop to start
a conversation and then talk about themselves. entice you to join their social network.
But if you and the person who shared those things were friends, you would be more
likely to trust it. Influencers, who connect companies with their target audience, are
buddies with similar interests.
Influencers provide their followers resources for knowledge and creativity. The best
results for influencer marketing efforts are achieved when there is a high degree of
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congruence between the customer and the product. This leads to greater positive
sentiments of the item as well as improved purchase and referral intentions.
2.1.3. Vietnam's F&B industry:
The food service sector in Vietnam is expected to grow at an 8.50 percent CAGR
between 2022 and 2027. A significant proportion of monthly earnings is spent on eating
out, indicating that the sector is thriving. The country now has 550,000 F&B outlets,
including 430,000 conventional meals and 82,000 chain restaurants. From 2022 to 2027,
Vietnam's food service sector is predicted to grow at an 8.50 percent CAGR. A third of
monthly income goes on eating out, showing that the industry is rapidly expanding.
There are presently 550,000 food and beverage establishments in the country, including
82,000 fast-food restaurants and 430,000 typical restaurants
Social influence comprises endorsements and promotion from celebrities, key opinion
leaders (KOLs), and influencers as well as suggestions from their social network. They
can become devoted clients or occasional guests depending on whether they receive
satisfactory services and rates that correspond to their impressions and the caliber of the
meal. The social networking sites that consumers use for social media influencers may
be seen in the survey analysis's findings on the traits of consumers' practices of doing
so in Vietnam. The most popular social media platforms for following influencers are
Facebook (93.5%), Instagram (87.1%), and YouTube (75.3%). The majority of
consumers (94.6%) seek advice from influencers in the culinary industry who are
qualified, skilled, and informed, such chefs, blogs,... The majority of customers said
they want to speak with influencers because they offer a lot of relevant information
(63.5%), expertise and skills (56.8%), and there are lots of appealing product
photographs (50%). All of the survey participants had considered and purchased the
influential food items listed in the article. 48.4% of participants sporadically view
influencer postings, and 37.6% frequently do so. When consumers see social media
influencers post about food and drink goods, they choose videos with 73.6% of the vote,
followed by images with 66.7%.
2.2. Conceptual model and hypothesis development
Expertise
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Expertise level is defined as the extent to which the influencer is perceived as having
knowledge or skill in a particular field (Ratchel et al., 2014). While expertise is
highlighted to have a positive impact on both attitude and purchase intention (Till and
Busler, 2000). Silvera and Austad (2004) highlighted that target groups' purchase
intention is at a higher level when the influencers are more reliable since his/her higher
expertise, trustworthiness and attractiveness. When influencers post about particular
products or promote brands on social media platforms using their own expertise, the
message of the products or brands can be seen as more trustworthy to their followers
rather than sponsored commercials (Kassoway, 2015). As a result, the following
hypothesis is proposed:
H1: The expertise of the influencer has a positive effect on consumers’ purchase
intention.
Influencer Credibility
Influencers are considered as more credible and trustworthy than typical celebrities, and
this has a substantial influence on the purchase intentions of their followers. Sen &
Lerman (2007) back up Deatara et al. (2019) findings by claiming that highly credible
communicators are more convincing than those with poor credibility. Jiang's (2018)
study also stated that a credible celebrity has a favorable influence on marketing
effectiveness, such as enhancing customers' perceptions toward the brand and purchase
intention. Based on this, it is proposed:
H2: The influencer credibility has a positive effect on consumers’ purchase intention.
Likability
Likability is described as the affection of an information receiver for the information
source's appearance and character attributes (Kiecker & Cowles 2001; Teng et al.,
2014). One of the most significant variables affecting a consumer's attitude is their
opinion of an influencer (Li et al., 2014). In current study, likability is defined to be an
individual’s tendency to be driven to the communicator’s charm or persona, or his/her
level of sociability or approachability (Xiao et al., 2018). Therefore, likability of an
influencer is positively shown to increase credibility, consumer attitudes and buying
intention (Kumar, 2011). Thus, we extend our hypothesis as follow:
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H3 = Likeability of the influencer has a positive effect on consumers' purchase
intention.
Information Quality
The quality of information is positively correlated with the reliability of authentication
information (Cheung et al., 2012). The informative value of sponsored posts created by
influencers positively influences consumers' trust towards those posts, and this
ultimately shapes brand perception as well as consumer purchase intention (Arli, 2017;
Taylor et al., 2011). Thus, the following hypothesis is projected:
H4 = The quality of the influencers' information has a positive effect on consumers'
purchase intention.
Entertainment Value
Entertainment is crucial in forming customers' attitudes and affecting their buy
intentions, according to previous research by Mustafi and Hosain (2020). Courtois et
al., De Marez, and Verleye (2009) revealed that the major reasons for most consumers
to load social media contents are enjoyment and escapism, which are the key indicators
of entertainment fulfillment. Organizations may enhance their value from consumers by
successfully entertaining them and increasing their perspectives of brands through
word-of-mouth and brand trust (Kang, 2005). As a result, an influencer's content having
such perceived entertainment value is also likely to shape credibility and purchase
intention. Consequently, hypothesis 5 is thus proposed:
H5 = The influencer’s entertainment value has a positive effect on consumers'
purchase intention.
Figure 1: Proposed research model
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III. METHODOLOGY
3.1. Measures
This article uses the quantitative research method by comparing statistics from reputable
sites and referencing related documents. The questionnaire is pre-programmed with
questions about the variables on a five-point Likert scale ranging from 1 (strongly
disagree) to 5 (strongly agree).
A total of five measurement indicators were used to measure the cuisine of Genz in this
study. Each of them were developed by different authors. Appendix contains the specific
scale items for the constructions that were researched and created for this study.
Table 1. Measurement Items
NO
INDICATORS
Influencer expertise
1
A social influencer is an expert in the field of cuisine.
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CODE
IE
IE1
2
Social media influencers with experience in the food industry.
IE2
3
Social media influencers are knowledgeable about the culinary.
IE3
4
Social media influencers with qualifications in gastronomy.
IE4
5
Social media influencers with enough skills to introduce products in the culinary.
IE5
Influencer credibility
IC
1
A social media influencer is a trustworthy person.
IC1
2
Social media influencers honestly introduce cuisine.
IC2
3
Social media influencers have a sincere attitude.
IC3
Influencer likability
IL
1
Social media influencers are friendly people.
IL1
2
Social media influencers have a likable personality.
IL2
3
Social media influencers with a warm personality.
IL3
4
Social media influencers are easily accessible.
IL4
5
I will ask influencers for advice.
IL5
6
I want to be friends with social media influencers.
IL6
7
Influencers are physically attractive.
IL7
8
Influencers have a lot in common with me.
IL8
Influencers' quality information
IQI
1
Social media influencer reviews are trustworthy.
IQI1
2
The argument of the influencer is very convincing.
IQI2
3
The influencer's rating, this influencer is trustworthy.
IQI3
4
The influencer comments made in this review are consistent with other reviews.
IQI4
Influencer’s entertainment value
IEV
1
You appreciate interesting reviews.
IEV1
2
You appreciate helpful reviews.
IEV2
3
You appreciate long strokes that bring a sense of comfort.
IEV3
4
You appreciate funny reviews.
IEV4
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Purchase intention
PI
1
I became aware of a new food brand/product through a social media influencer I
follow.
PI1
2
After watching the influencer, I felt more assured about purchasing a stylish
product and I now utilize it as advised.
PI2
3
I will continue to choose fashion products used by the influencers I follow.
PI3
3.2. Quantitative research design
Table 2. Proposed Questionnaire
PART 1: FILTER QUESTIONS
1  Yes
2  No
2. Are you between the ages of 10 and 25?
1  Yes
1. Are you living in HCM city?
2  No
PART 2: SURVEY ISSUES
Below are the criteria on the factors of packaging that affect your decision to choose
canned products.
Please answer the following questions in the form of an assessment of your level of
agreement with the statements with the corresponding boxes:
1-Completely disagree; 2- Disagree; 3-Normal; 4- Agree; 5- Totally agree.
STATEMENT
ASSESSMENT
Strongly
disagree
Disagree Normal Agree
Strongly
agree
1. Influencer expertise
A social influencer is an expert in the field
of cuisine.
1
2
3
4
5
Social media influencers with experience in
the food industry.
1
2
3
4
5
Social media influencers are knowledgeable
about the culinary.
1
2
3
4
5
Social media influencers with qualifications
in gastronomy.
1
2
3
4
5
15
Social media influencers with enough skills
to introduce products in the culinary.
2.
1
2
3
4
5
Influencer credibility
A social media influencer is a trustworthy
person.
1
2
3
4
5
Social media influencers honestly introduce
cuisine.
1
2
3
4
5
Social media influencers have a sincere
attitude.
1
2
3
4
5
3.
Influencer likability
Social media influencers are friendly
people.
1
2
3
4
5
Social media influencers have a likable
personality.
1
2
3
4
5
Social media influencers with a warm
personality.
1
2
3
4
5
Social media influencers are easily
accessible.
1
2
3
4
5
I will ask influencers for advice.
1
2
3
4
5
I want to be friends with social media
influencers.
1
2
3
4
5
Influencers are physically attractive.
1
2
3
4
5
Influencers have a lot in common with me.
1
2
3
4
5
4.
Influencers' quality information
Social media influencer reviews are
trustworthy.
1
2
3
4
5
The argument of the influencer is very
convincing.
1
2
3
4
5
The influencer's rating, this influencer is
trustworthy.
1
2
3
4
5
The influencer comments made in this
review are consistent with other reviews.
1
2
3
4
5
5.
Influencer’s entertainment value
You appreciate interesting reviews.
1
2
3
4
5
You appreciate helpful reviews.
1
2
3
4
5
16
You appreciate long strokes that bring a
sense of comfort.
1
2
3
4
5
You appreciate funny reviews.
1
2
3
4
5
6.
Purchase intention
I became aware of a new food
brand/product through a social media
influencer I follow.
1
2
3
4
5
After watching the influencer, I felt more
assured about purchasing a stylish product
and I now utilize it as advised.
1
2
3
4
5
I will continue to choose fashion products
used by the influencers I follow.
1
2
3
4
5
IV. CONCLUSION AND IMPLICATIONS
Recently, social media are firmly anchored in how consumers change their behaviors to
stay current with the latest trends. Thus, this paper contributes to the model that
investigates the influence on influencer marketing on social media on purchase intention
of consumers toward food and beverages products in HCM City with five components,
namely Expertise, Influencer credibility, Likability, Information quality, Entertainment
value. Based on research regarding how influencer marketing affects customer
purchasing behavior, the authors stress the significant importance of all three factors of
influencer's expertise, influencer's likability, influencer's entertainment value all have a
positive impact on the intention to purchase food and beverage products at different
levels of impact. In which, the influencer's likeability has the strongest impact on the
purchase intention, while the expertise factor affects the purchase intention. Finally, the
factors in the model have explained the variation of intention to purchase food and
beverage products. This study was conducted for FnB businesses when using
influencers to promote their products, so it is important for businesses to understand
these influencing factors. In addition, this study also helps influencers on social
networks to capture customer behavior so that they can learn from experience and create
greater influence.
According to research results, businesses, communications, and marketers should
recognize the influences and consequences of influencers on customer purchasing
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decisions in order to develop marketing strategies that suit consumer behavior and
effectively use influencer marketing. Businesses identify influencers within the FnB
industry and focus on individuals with common audiences. Via their Personal Brand
(life idea, fashion style, statement), demographic data (gender, age, marital status, field
of activity), and content of postings on personal sites, companies can assess how
relevant an influencer is to their brand. Besides, businesses in the food and beverage
field can select influencers with knowledge and skills in the culinary sector, such as
chefs, culinary experts, food stylists, and food reviewers to strengthen the
persuasiveness of their marketing campaigns. Businesses should give influencers
precise information and understanding about the product while dealing with them so
that they can understand it and convey it to readers.
When selecting an influential face to represent their brand, businesses should consider
this influencer reputation, especially regarding controversies, and negative information.
Moreover, if this influencer is advertising many brands at once, he may promote brands
with contrasting images, which will cause negative reactions in consumers. Customers
will become irritated and believe that the influencer only writes about products because
they are paid, which will damage their faith in the influencer. Businesses also need to
know whether the influencer can maintain the quality of their posts. Customers will
readily trust these influencers if the quality of their content is consistent, created with
care, and enthusiastically shared. Simple posts, influencer personal shares, and
sponsored pieces ought to be distributed fairly. Consumers would conclude that an
influencer has only one goal to generate money if all of their articles are advertisements
for brands rather than just offering information that will benefit the industry. Taking
advantage of these applications, developing influencer marketing will help reduce more
commercial costs than traditional marketing activities, hence maximize company’s
profits.
The study limitations include we excluded conference papers and theses due to quality
concerns that could not be assured and only chose peer-reviewed journal articles and
books. As a consequence, it is not possible to generalize the relationships discovered in
the research to all types of opinion leaders or social media platforms. The second is that
the sample size is not large and the objects of observation are concentrated in Ho Chi
18
Minh City. Therefore, subsequent studies can be extended to the sample size and
research space to improve the generalizability of the research model. Therefore, one of
the next research directions that the team wants to improve is to be able to go into the
field to accurately record and find out if there is a difference in the questionnaires
answered directly by the respondents. consumers per region compared to an online
survey.
19
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