Logo PTI Logo icrmat

Proceedings of the 2022 International Conference on Research in Management & Technovation

Annals of Computer Science and Information Systems, Volume 34

Developing influencer selection criteria for brand influencer marketing with Generation Z in the Vietnamese context

, , ,

DOI: http://dx.doi.org/10.15439/2022M4759

Citation: Proceedings of the 2022 International Conference on Research in Management & Technovation, Viet Ha Hoang, Vijender Kumar Solanki, Nguyen Thi Hong Nga, Shivani Agarwal (eds). ACSIS, Vol. 34, pages 247–257 ()

Full text

Abstract. The concern of influencer marketing has dramatically increased in the last decades. Many scholars have been conducted focusing on the module of impacting influencer marketing, however, rarely focusing on the insight of the problem. With the generational transition going on, gen Z is now becoming one of the major targets for any enterprises to attract their own consumer. However, not many brands can fully utilize the effect of influencer marketing it brings as this generation is hard to predict their own behaviors. A survey of 115 respondents has been taken throughout every region of Vietnam. The result indicates that there are six factors given by Gen Z that significantly and positively affect the attitude towards influencers. Interestingness plays a vital role. The attitude towards influencers has an effect on the attitude towards the brand. In addition, this research proposes a based module for further research on influencer marketing in Vietnamese context

References

  1. Statista, "Statista," 21 March 2021. [Online]. Available: https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/. [Accessed 7 June 2022].
  2. M. De Veirman, V. Cauberghe, L. Hudders, "Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude," Journal of Retailing and Consumer Services, vol. 36, no. 5, pp. 798-828, 2017. http://dx.doi.org/0.1080/02650487.2017.1348035.
  3. Z. Karagür, J. Becker, K. Klein and A. Edeling, "How, why, and when disclosure type matters for influencer marketing," International Journal of Research in Marketing, vol. 39, no. 2, pp. 313-335, 2022. http://dx.doi.org/10.1016/j.ijresmar.2021.09.006.
  4. C. Stubb, A.-G. Nyström, J. Colliander, "Influencer marketing: The impact of dis-closing sponsorship compensation justification on sponsored content effectiveness," Journal of Communication Management, vol. 23, no. 2, pp. 109-122, 2019. http://dx.doi.org/10.1108/jcom-11-2018-0119.
  5. A. Audrezet, G. de Kerviler and J. Guidry Moulard, "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, vol. 117, pp. 557-569, 2020. http://dx.doi.org/10.1016/j.jbusres.2018.07.008.
  6. Laura L. Lemon, Mariea G. Hoy, "#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns," Journal of Current Issues & Research in Advertising, vol. 40, no. 3, pp. 258-274, 2018. http://dx.doi.org/10.1080/10641734.2018.1521113.
  7. Yi Bu, Joy Parkinson, Park Thaichon, "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, vol. 66, 2022. http://dx.doi.org/10.1016/j.jretconser.2021.102904.
  8. J. Lee and B. Watkins, "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, vol. 69, no. 12, pp. 5753-5760, 2016. http://dx.doi.org/10.1016/j.jbusres.2016.04.171.
  9. C. Kastenholz, "Gen Z And The Rise Of Social Commerce," Forbes, 17 May 2021. [Online]. Available: https://www.forbes.com/sites/forbesagencycouncil/2021/05/17/gen-z-and-the-rise-of-social-commerce/?sh=135cd60d251d. [Accessed 7 June 2022].
  10. PwC, “Thế hệ Z đã sẵn sàng cho kỷ nguyên số?,” 16 May 2022. [Online]. Available: https://www.pwc.com/vn/vn/publications/2021/pwc-vietnam-digital-readiness-genz-vn.pdf. [Accessed 29 October 2022].
  11. Samantha Kay, Rory Mulcahy, Joy Parkinson, "When less is more: the impact of macro and micro social media influencers’ disclosure," Journal of Marketing Management, vol. 36, no. 3-4, pp. 248-278, 2020. http://dx.doi.org/10.1080/0267257x.2020.1718740.
  12. Nielsen, “How to engage with Generation Z in Vietnam,” October 2018. [Online]. Available: https://www.nielsen.com/insights/2018/how-to-engage-with-generation-z-in-vietnam/. [Accessed 29 October 2022].
  13. C. Campbell and J. Farrell, "More than meets the eye: The functional components underlying influencer marketing," Business Horizons, vol. 63, no. 4, pp. 469-479, 2020. http://dx.doi.org/10.1016/j.bushor.2020.03.003.
  14. A. Audrezet, G. de Kerviler and J. Guidry Moulard, "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, vol. 117, pp. 557-569, 2020. http://dx.doi.org/10.1016/j.jbusres.2018.07.008.
  15. C. Lou and S. Yuan, "Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media," Journal of Interactive Advertising, vol. 19, no. 1, pp. 58-73, 2019. http://dx.doi.org/10.1080/15252019.2018.1533501.
  16. C. Ki, L. Cuevas, S. Chong and H. Lim, "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, vol. 55, p. 102133, 2020. http://dx.doi.org/10.1016/j.jretconser.2020.102133.
  17. C. Ki and Y. Kim, "The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic," Psychology & Marketing, vol. 36, no. 10, pp. 905-922, 2019. http://dx.doi.org/10.1002/mar.21244.
  18. K. Giffin, "The contribution of studies of source credibility to a theory of interpersonal trust in the communication process," Psychological Bulletin, vol. 68, no. 2, pp. 104-120, 1967. http://dx.doi.org/10.1037/h0024833.
  19. D. Albarracin and S. Shavitt, "Attitudes and Attitude Change," Annual Review of Psychology, vol. 69, no. 1, pp. 299-327, 2018. http://dx.doi.org/10.1146/annurev-psych-122216-011911.
  20. R. B Cialdini, Influence: Science and Practice. Boston, Pearson Education.
  21. M. Reinhard, M. Messner and S. Sporer, "Explicit Persuasive Intent and Its Impact on Success at Persuasion—The Determining Roles of Attractiveness and Likeableness", Journal of Consumer Psychology, vol. 16, no. 3, pp. 249-259, 2006. http://dx.doi.org/10.1207/s15327663jcp1603_7.
  22. M. Reinhard and M. Messner, "The effects of source likeability and need for cognition on advertising effectiveness under explicit persuasion," Journal of Consumer Behaviour, vol. 8, no. 4, pp. 179-191, 2009. Available: 10.1002/cb.282.
  23. S. Kapitan and D. Silvera, "From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness", Marketing Letters, vol. 27, no. 3, pp. 553-567, 2015. Available: 10.1007/s11002-015-9363-0.
  24. S. Jin and J. Phua, "Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities, Journal of Advertising, vol. 43, no. 2, pp. 181-195, 2014. http://dx.doi.org/10.1080/00913367.2013.827606.
  25. C. Lee and L. Ma, "News sharing in social media: The effect of gratifications and prior experience," Computers in Human Behavior, vol. 28, no. 2, pp. 331-339, 2012. http://dx.doi.org/10.1016/j.chb.2011.10.002.
  26. S. Rieh, "Judgment of information quality and cognitive authority in the Web," Journal of the American Society for Information Science and Technology, vol. 53, no. 2, pp. 145-161, 2002. http://dx.doi.org/10.1002/asi.10017.
  27. L. Kahle and P. Homer, "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, vol. 11, no. 4, p. 954, 1985. http://dx.doi.org/10.1086/209029.
  28. M. Baker and G. Churchill, "The Impact of Physically Attractive Models on Advertising Evaluations," Journal of Marketing Research, vol. 14, no. 4, p. 538, 1977. http://dx.doi.org/10.2307/3151194.
  29. C. Amos, G. Holmes and D. Strutton, "Exploring the relationship between celebrity endorser effects and advertising effectiveness," International Journal of Advertising, vol. 27, no. 2, pp. 209-234, 2008. http://dx.doi.org/10.1080/02650487.2008.11073052.
  30. M. Yu and P. Park, "The Effect of Comparative Advertising by Product Involvement and Endorser", Advertising Research, vol. 104, p. 5, 2015. Available: 10.16914/ar.2015.104.5.
  31. B. Till and M. Busler, "The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs", Journal of Advertising, vol. 29, no. 3, pp. 1-13, 2000. Available: 10.1080/00913367.2000.10673613.
  32. W. Joseph, "The Credibility of Physically Attractive Communicators: A Review", Journal of Advertising, vol. 11, no. 3, pp. 15-24, 1982. Available: 10.1080/00913367.1982.10672807.
  33. W. Sun, W. Gao and R. Geng, "The Impact of the Interactivity of Internet Celebrity Anchors on Consumers’ Purchase Intention", Frontiers in Psychology, vol. 12, 2021.http://dx.doi.org/10.3389/fpsyg.2021.757059.
  34. L. Bergkvist and K. Zhou, "Celebrity endorsements: a literature review and research agenda", International Journal of Advertising, vol. 35, no. 4, pp. 642-663, 2016. Available: 10.1080/02650487.2015.1137537.
  35. S. Choi and N. Rifon, "It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness," Psychology & Marketing, vol. 29, no. 9, pp. 639-650, 2012. http://dx.doi.org/10.1002/mar.20550.
  36. J. Escalas and J. Bettman, "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, vol. 32, no. 3, pp. 378-389, 2005. http://dx.doi.org/10.1086/497549.
  37. S. O’Donohoe and A. Kelly, "Advertising and Promotion: An Integrated Marketing Communications Approach," International Journal of Advertising, vol. 29, no. 3, pp. 501-504, 2010. http://dx.doi.org/10.2501/s0265048710201282.
  38. R. Hill, M. Fishbein and I. Ajzen, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research," Contemporary Sociology, vol. 6, no. 2, p. 244, 1977. http://dx.doi.org/10.2307/2065853.
  39. Phelps and M. Hoy, "The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing," Psychology and Marketing, vol. 13, no. 1, pp. 77-105, 1996. http://dx.doi.org/10.1002/(sici)1520-6793(199601)13:1<77::aid-mar5>3.0.co;2-m.
  40. S. Brown and D. Stayman, "Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis," Journal of Consumer Research, vol. 19, no. 1, p. 34, 1992. http://dx.doi.org/10.1086/209284.
  41. S. Khamis, L. Ang and R. Welling, "Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers," Celebrity Studies, vol. 8, no. 2, pp. 191-208, 2016. http://dx.doi.org/10.1080/19392397.2016.1218292.
  42. Scott, D.M, "The new rules of marketing and PR: how to use social media, online video, mobile applications, blogs, news releases and viral marketing to reach buyers directly," Choice Reviews Online, vol. 51, no. 08, pp. 51-4544-51-4544, 2014. http://dx.doi.org/10.5860/choice.51-4544.
  43. C. Campbell and L. Marks, "Good native advertising isn’t a secret," Business Horizons, vol. 58, no. 6, pp. 599-606, 2015. http://dx.doi.org/10.1016/j.bushor.2015.06.003.
  44. N. Evans, J. Phua, J. Lim and H. Jun, "Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent," Journal of Interactive Advertising, vol. 17, no. 2, pp. 138-149, 2017. http://dx.doi.org/10.1080/15252019.2017.1366885.
  45. Giles, D.C & Edwards, L, "Twenty-First century celebrity: fame in digital culture", Information, Communication &amp; Society, vol. 23, no. 1, pp. 157-160, 2019. http://dx.doi.org/10.1080/1369118x.2019.1682633.
  46. K. Lee and D. Koo, "Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus," Computers in Human Behavior, vol. 28, no. 5, pp. 1974-1984, 2012. http://dx.doi.org/10.1016/j.chb.2012.05.018.
  47. S. Wang, G. Kao and W. Ngamsiriudom, "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, vol. 60, pp. 10-17, 2017. http://dx.doi.org/10.1016/j.jairtraman.2016.12.007.
  48. Z. Serman and J. Sims, “How social media influencers affect consumers purchase habit?,” AIS Electronic Library (AISeL). [Online]. http://dx.doi.org/https://aisel.aisnet.org/ukais2020/10/.
  49. M. Thomson, "Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities," Journal of Marketing, vol. 70, no. 3, pp. 104-119, 2006. http://dx.doi.org/10.1509/jmkg.70.3.104.
  50. H. Lin, P. Bruning and H. Swarna, "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, vol. 61, no. 3, pp. 431-442, 2018. Available: 10.1016/j.bushor.2018.01.010.
  51. E. Croes and J. Bartels, "Young adults’ motivations for following social influencers and their relationship to identification and buying behavior," Computers in Human Behavior, vol. 124, p. 106910, 2021. http://dx.doi.org/10.1016/j.chb.2021.106910.
  52. R. Winer, "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, vol. 23, no. 2, pp. 108-117, 2009. http://dx.doi.org/10.1016/j.intmar.2009.02.004.
  53. A. Smock, N. Ellison, C. Lampe and D. Wohn, "Facebook as a toolkit: A uses and gratification approach to unbundling feature use," Computers in Human Behavior, vol. 27, no. 6, pp. 2322-2329, 2011. http://dx.doi.org/10.1016/j.chb.2011.07.011.
  54. Katz, E, Blumler, J.G, Gurevitch, M 1974, 'The uses and gratifications approach to mass communication', Sage Pubs, Beverly Hills, California.
  55. J. Chae, "Explaining Females’ Envy Toward Social Media Influencers," Media Psychology, vol. 21, no. 2, pp. 246-262, 2017. http://dx.doi.org/10.1080/15213269.2017.1328312..
  56. C. Chen and Y. Lin, "What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement," Telematics and Informatics, vol. 35, no. 1, pp. 293-303, 2018. http://dx.doi.org/10.1016/j.tele.2017.12.003.
  57. B. Taillon, S. Mueller, C. Kowalczyk and D. Jones, "Understanding the relationships between social media influencers and their followers: the moderating role of closeness," Journal of Product &amp; Brand Management, vol. 29, no. 6, pp. 767-782, 2020. http://dx.doi.org/10.1108/jpbm-03-2019-2292. of closeness
  58. S. Petroshius and K. Crocker, "An empirical analysis of spokesperson characteristics on advertisement and product evaluations," Journal of the Academy of Marketing Science, vol. 17, no. 3, pp. 217-225, 1989. http://dx.doi.org/ 10.1007/bf02729813.
  59. Bremner 2011. The Influence of Follower Behaviour on Leaders’ Trust in Followers. Faculty of Graduate and Postdoctoral Studies.
  60. Liljander, J. Gummerus and M. Söderlund, "Young consumers’ responses to suspected covert and overt blog marketing," Internet Research, vol. 25, no. 4, pp. 610-632, 2015. http://dx.doi.org/ 10.1108/intr-02-2014-0041.eee
  61. E. Djafarova and T. Bowes, "’Instagram made Me buy it’: Generation Z impulse purchases in fashion industry," Journal of Retailing and Consumer Services, vol. 59, p. 102345, 2021. http://dx.doi.org/10.1016/j.jretconser.2020.102345.
  62. A. Schouten, L. Janssen and M. Verspaget, "Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit," International Journal of Advertising, vol. 39, no. 2, pp. 258-281, 2019. http://dx.doi.org/10.1080/02650487.2019.1634898.
  63. C. Hoffner and M. Buchanan, "Young Adults' Wishful Identification With Television Characters: The Role of Perceived Similarity and Character Attributes," Media Psychology, vol. 7, no. 4, pp. 325-351, 2005. http://dx.doi.org/10.1207/s1532785xmep0704_2.
  64. Gräve, J.F. 2017. “Exploring the perception of influencers vs. traditional celebrities: Are social media stars a new type of endorser?,” In Proceedings of the 8th International Conference on Social Media & Society, p. 36.
  65. Sheth, S, Kim, J, “Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions,” GSTF Journal on Business Review, vol. 5, pp. 62–70. http://dx.doi.org/10.5176/2010-4804_5.1.409
  66. M. Setia, “Methodology Series Module 2: Case-control Studies,” Indian Journal of Dermatology, vol. 61, no. 2, pp. 14, 2016. http://dx.doi.org/146. 10.4103/0019-5154.177773.
  67. I. Ahmed, S. Ishtiaq, “Reliability and validity Importance in Medical Research,” Journal of the Pakistan Medical Association. vol. 71, no. 10, 2021. http://dx.doi.org/10.47391/JPMA.06-861.
  68. Prakash Yadav, G. and Rai, J., “The generation Z and their social media usage: A review and a research outline,” Global Journal of Enterprise Information System, vol. 9, no. 2, p. 110, 2017 http://dx.doi.org/10.18311/gjeis/2017/15748.
  69. AliciaMayle, “Generation Z: Patients and professionals,” The American Academy of Audiology, 29-Jun-2022. [Online]. Available: https://www.audiology.org/generation-z-patients-and-professionals/. [Accessed: 06-Mar-2023].