Digital Influencer Marketing in Vietnamese Market

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School of Business | Bachelor's thesis
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Degree programme
(Mikkeli) Bachelor’s Program in International Business
51 + 8
Objectives The most substantial objective of this study was to test whether there exists a positive correlation between the perception of the consumers for an influencer and their attitudes towards promoted brands as well as purchase intention in Vietnamese market. However, this study also strives to gain practical suggestions from the consumer perspective, which are hopefully valuable to the companies engaging in the digital influencer marketing. Summary Throughout this paper, the effort was to study the role of influencers in promotional activities of companies following with the booming phenomenon of the intrusive influencer marketing in Vietnam discussed along with, however, promising statistics of this trend in the chosen country. In the hope to provide an insightfully combined source of the digital influencer marketing, especially in the Vietnamese market, both secondary source which are published articles, books, reports, or websites and primary source as the online survey were utilized. Conclusions According to the literature review, digital influencer marketing acts as a potent promotional tool in the midst of Internet era where information or messages are effortlessly transferred provided that there is network connection. The insights from the consumer perspectives are results of the primary research. Characteristics of an influencer seem to have somewhat strong and positive relationship with the consumer attitudes towards brands being promoted as well as purchase intention. Furthermore, those results have shed a light to further research in the same areas to see what those relationships are. Above all, the precious opinions from the online respondents, to some extent, helps companies be more aware of their cooperated influencers, who are working directly to their customers, and enhance the efficiency of them by building a firmer trust.
Thesis advisor
Mirońska , Dominika
marketing, digital influencer, purchase intention, promoted brands, social media, perceptions, Vietnames market
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