The impact of influencers on consumer behavior of skincare products among Gen Z in Vietnam
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| Format: | Thesis |
| Kulcsszavak: | Consumer behavior Gen Z influencer influencer marketing Purchase Intention skincare |
| Online Access: | http://dolgozattar.uni-bge.hu/55589 |
| Abstract: | In the era of mass media development, advertising activities to attract the attention of customers, especially young customer groups, are highly emphasized by businesses. Many businesses have utilized influencer marketing to attract more young audiences. This research was conducted to understand the impact of social media influencers on the consumer behaviors of Vietnamese Gen Z when purchasing skincare products. A quantitative research methodology was utilized, and 203 responses were recorded through a survey questionnaire. The research found that Vietnamese Gen Z actively engages with skincare content on more visual-centric platforms such as TikTok and Instagram in which videos and pictures are widely used. Young Vietnamese rely on influencers for skincare product recommendations. Factors related to influencers' credibility, relevance, attractiveness, expertise, and past experience with products affect how much Gen Z trusts influencers. Despite this, in the Vietnamese Gen Z skincare sector, there is a strong correlation between influencers and customers' advocacy and purchase intention. Furthermore, the research also proposed a few solutions for businesses to come up with optimal strategies for using influencers to engage and resonate with the Gen Z audience better. |
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