An exploratory study of the impacts of two kinds of influencer marketing KOCs and KOLs on consumer behaviors in beauty care in Viet Nam.
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | communication internetmarketing marketing network marketing online marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/45538 |
| Kivonat: | This thesis investigates the contribution of KeyOpinion Leaders (KOLs) and Key Opinion Consumers (KOCs) in the field of socialmedia marketing, focusing on how they impact consumer behavior in theVietnamese beauty care industry. To obtain a thorough understanding of thesubject matter, the study uses both qualitative and quantitative data through amixed-methods approach. The findings indicate that KOLs and KOCs play a vitalrole in driving consumer decision-making by investigating the impact of theircharacteristics, such as homophily, trustworthiness, expertise, attractiveness,and parasocial relationship, on purchase intention. The study found a positivecorrelation between the presence of sponsorship disclosure in review postscreated by KOCs and KOLs and purchase intention. The paper emphasizes theeffectiveness of KOC marketing in driving consumer behavior in the beautyindustry and recommends honesty and affiliate programs to promote theeffectiveness of KOC marketing. The thesis concludes with practicalrecommendations for marketers and brands to leverage the power of KOLs and KOCswhile navigating the complex world of social media marketing. |
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