Anmerkungen:
In: The International Conference on Business Based on Digital Platform (BDP-2), 2022
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 23, 2022 erstellt
Beschreibung:
In recent years, a particular type of social media marketing, known as influencer marketing, has gained strong traction. The trend of influencer marketing in Vietnam has exploded and brought benefits to businesses. This paper aims to examine how influencer marketing affects consumers’ purchase intention through influencer popularity, trustworthiness, expertise, and perceived risk. The empirical study was conducted by applying PLS-SEM to a sample of 255 respondents via email and social networking sites like Facebook and Instagram. The results demonstrate that the aforementioned factors have a favorable effect on purchase intention, except for perceived risk. Identifying the correct type of influencers who would who are attractive, have good expertise, and create trust from customers is essential for successful influencer marketing. Therefore, this study helps marketers make more successful selections of influencers for their social media marketing campaigns