The Impact of Influencer Marketing in Vietnamese Customers' Perceptions

Abstract

Because of the development of the digital era, influencer marketing is known as a phenomenon in business. Possessing different features, this new method is shifting the economy. Consumers today tend to review their options based on others’ feedback, especially the ones from the public figures before purchasing goods. Hence, it is essential for corporations to understand influencer marketing, in order to successfully utilize this method for increasing brand value in the customers’ perceptions. The objective of this study was to demonstrate the effect of influencer marketing in Vietnam: how and why this marketing method immensely impacts the consumers’ purchasing behaviours. By answering three main thesis questions: ‘What are the most important human needs on social media?’, ‘How does influencer marketing work?’ and ‘How does influencer marketing affect consumers purchasing decisions in Vietnam?’, the study focused on the customers’ perceptions in Vietnam. In addition, the study aimed to deliver a useful guideline for organizations in the Vietnamese market. Through this report, companies can obtain a detailed view of influencer marketing for a suitable application. The quantitative method was executed in the empirical research of the thesis. To accomplish that, a survey collecting different opinions about the impact of influencer marketing was conducted.