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

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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.
Author(s)
웬 티 탄 쭉
Issued Date
2021
Awarded Date
2021-02
Type
Dissertation
Keyword
product attractivenessbrand awarenesscredibilityidentificationinfluencerpurchase intention
URI
https://oak.ulsan.ac.kr/handle/2021.oak/6032
http://ulsan.dcollection.net/common/orgView/200000364774
Alternative Author(s)
Nguyen Thi Thanh Truc
Affiliation
울산대학교
Department
경영대학원 경영학전공
Advisor
Jong Hee Park
Degree
Master
Publisher
울산대학교 경영대학원 경영학전공
Language
eng
Rights
울산대학교 논문은 저작권에 의해 보호받습니다.
Appears in Collections:
Business > Business Administration
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