The Effect of Influencer Identification and Credibility on Consumer Purchase Intention: a Case of Social Networking Site in Vietnam

Abstract

Influencers have become more familiar with people, according to the explosive growth of social media. Influencer marketing is a niche in social media. Companies have increasingly favored social media influencers such as facebookers, bloggers, and Instagrammer in marketing efforts. Generally, the survey conducts the growth of social media, influences, and followers' marketing strategies. This study has considered the effect of identification and credibility of influencers on product attractiveness and brand awareness, resulting in consumer purchase intention. The data was collected from 328 participants who indicated they were interested in Korean cosmetic products, used SNS in Viet Nam. Overall, influencers' strategies and genders significantly impact, creating a social media marketing strategy that brings attractiveness to product group consumers. Theoretical and practical implications are presented.