Relationship Between Influencer Marketing and Purchase Intention: Focusing on Vietnamese Gen Z Consumers.

Abstract

The exploration of social media among Gen Z has promoted the development of influencer marketing in emerging markets. This study aims to determine how influencer marketing would impact Vietnamese Gen Z consumer’s purchase intention. This study employed quantitative research and used Exploratory Factor Analysis (EFA) to analyze the data. The data collection process is conducted online with a sample size of 250 Gen Z respondents. The respondents are aware of the impacts of influencer marketing on their purchase intention. The respondents are exposed to influencer marketing on social media and had experiences with online shopping. The study analyzes five factors that would influence Gen Z’s consumer purchase intention: perceived influencers’' credibility (CRE), the relevance between products and customers (RE), the entertainment value of influencers' content (ENT), perceived expertise of influencers (EXP) and peer’s review and recommendation (PEER). This study's findings concluded that 4 out of 5 factors had influenced Gen Z purchase intention: perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation. There is no statistical evidence to conclude that the relevance between products and customers (RE) impacts Vietnamese Gen Z’s consumer purchase intention. Remarkably, peer’s review and recommendation (PEER) is the most vital factor impacting Vietnamese Gen Z's consumer purchase intention. Managerial recommendations are provided to improve influencer marketing's effectiveness on purchase intention among Vietnamese Gen Z consumers.

The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia

“…These include the perceived credibility of influencers, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation3. Interestingly, the relevance between products and customers was not found to significantly impact Vietnamese Gen Z's consumer purchase intention [14].…”

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

“…The term is defined by individual consumers based on their needs, preferences, attitudes, perceptions, and various other factors. It is not defined by a single entity but rather emerges from the complex dependencies between personal, social, cultural, and economic influences on an individual's decision-making process [69,70].…”

Millennial’s Decision on the Use of Online Halal Marketplace in Indonesia

“…On the flip side, they tend to feel overwhelmed by too much information, so they must strive to strike a balance. Thus, they will decide after someone else shows their opinions (Chi et al, 2021;Fromm et al, 2011Fromm et al, , 2015Fromm & Garton, 2013; Etikonomi Volume 22(2), 2023: 293 -320 Johnson & Ramirez, 2020;Kim et al, 2019;Müller et al, 2023;Nguyen et al, 2022;O'Connor, 2016;Smith, 2011).…”

“…Most agree that having a smartphone on the go is convenient. They use it to research products or services while shopping (Chi et al, 2021;Fromm et al, 2011Fromm et al, , 2015Fromm & Garton, 2013;Johnson & Ramirez, 2020;Kim et al, 2019;Müller et al, 2023;Nguyen et al, 2022;O'Connor, 2016;Smith, 2011). The higher the peers' influence, social media reviews, and activities to research Lazada Amanah from their smartphones, the higher Millennials' decisions to shop at its online Halal marketplace.…”