Beauty bloggers' influence on Vietnamese young consumers
Tran, Duyen (2016)
Tran, Duyen
Saimaan ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060311777
https://urn.fi/URN:NBN:fi:amk-2016060311777
Tiivistelmä
The objective of this thesis was to examine the effect of beauty bloggers towards Vietnamese consumers.
The theoretical framework was built up by collecting data from academic books, online articles and newspapers as well as precedent research. The consumer decision process model of P. Kotler was emphasized and related factors were presented respectively. Information for empirical data was gathered by both qualitative and quantitative research, mostly through the web-based survey and topic discussion.
The results of the study show that bloggers have a general positive impact on Vietnamese consumers. However, due to certain factors, the valuable trust of customers is threatened to lose. Therefore, the bloggers themselves are needed to work on this issue. Some suggestions of the author were raised and bloggers’ adjustments should be made to develop a stronger and more effective reputation.
The theoretical framework was built up by collecting data from academic books, online articles and newspapers as well as precedent research. The consumer decision process model of P. Kotler was emphasized and related factors were presented respectively. Information for empirical data was gathered by both qualitative and quantitative research, mostly through the web-based survey and topic discussion.
The results of the study show that bloggers have a general positive impact on Vietnamese consumers. However, due to certain factors, the valuable trust of customers is threatened to lose. Therefore, the bloggers themselves are needed to work on this issue. Some suggestions of the author were raised and bloggers’ adjustments should be made to develop a stronger and more effective reputation.