The Role of Social Media Influencers in the Consumer Decision-making Process

Abstract

This thesis explored the role of social media influencers (SMIs) during the consumer decision-making process in the context of the Vietnamese beauty and cosmetic market. In order to achieve this goal, the thesis examined the opinions of consumers about SMIs, the benefits that consumers get from SMIs during their decision-making process, and then discussed the possible practical recommendations for beauty and cosmetic brands in Vietnam regarding the use of SMIs.

The thesis’s theoretical framework is based on the classic five-stage decision-making process by John Dewey, and the literature on opinion leadership and influencer marketing. Some background information on Vietnamese beauty and cosmetic market and Vietnamese SMIs was also provided as context for the empirical research. The thesis followed an inductive qualitative approach that gathered primary data from a series of interviews with Vietnamese beauty and cosmetic consumers. Secondary data came from books, journals, articles, and electronic newspapers.

The results of the thesis suggest that SMIs are influential throughout the three first stages of the consumer decision-making process. SMIs gain their influence through creating helpful contents and staying relevant to consumers. However, as SMIs grow in size and attract more sponsorship offers, the authenticity of their product recommendations becomes questionable. These findings reflect the current literature on social media influencers and contribute some insights from the Vietnamese beauty and cosmetic context. Through these findings, a number of practical recommendations for brands were suggested. Finally, future researchers interested in this topic may try to quantify and measure the effects of several important attributes of SMIs identified in this thesis.