Marketing suf dung ngiT&i noi tieng - Tuf ly thuyet t6i thi/c tien y? NGUYEN HAI NINH* PHAM THOY DCTdNG" Tom tat Nghiin cffu ndy tap trung vdo tim hiiu thuc te cua viec sff ditng ngUdi ndi tie'ng hogt dgng marketing cua cdc doanh nghiep, tff dd, phdn tich lai ich vd rui ro, md doanh nghiep cd the se gap phdi Thdng qua phdn tich cdc tinh hudng thuc te'dien hinh cho thdnh cdng vd thdt bgi cua hogt dgng ndy trin the gidi vd d Viet Nam, kit qud dd xdc dinh lgi ich vd rui ro chinh ia khoa: ngudi noi tie'ng, nhgn biit thuang hieu, dinh vi thuang hieu, cd tinh thuang hiiu, sccandal cua ngudi noi tii'ng Summary This study focuses on the situation of celebrity endorsement in enterprises, and then evaluates the benefits and risks that enterprises may encounter from that type of marketing Through an analysis of outstanding case studies on the success and failure of celebrity endorsement in the world and Vietnam, the authors identify five main benefits and four major risks Keywords: celebrity, brand awareness, brand positioning, brand personality, scandal of celebrities GIOI THIEU Nhffng nam qua, vide sff dung ngifdi noi lie'ng dl quang bd cho thffdng hieu hoac lam ngffdi dai dien cho thffdng hidu da trd mgt xu the chu dao hSu he't hoat dgng marketing cua cdc nhan hdng Doanh nghidp tdn diing sif noi tie'ng va dnh hifdng ngffdi ndi tie'ng de thu hut sff quan tam cua cdng chung, lac dpng de'n cam nhan eua ngffdi ciia cdng ehiing va tffng burde dieu hffdng hanh vi mua hdng cua ngffdi tieu dung Tuy khdng ihl phu dinh dffdc gia tri va ldi ich ciia vide sff dung ngifdi ndi tieng cdc boat dgng marketing, nhu'ng ra't nhieu trffdng hdp thffc tiln da chffng minh dilu ngffdc lai, ma hinh anh ciia ngifdi ndi tid'ng khdng nhffng da khdng mang lai hidu qua cho ehffdng trinh, ma cdn day chu'dng trtnh marketing vao khd khan va tha't bai Trong bd'i canh dd, viec nghien cffu phdn tich mdt sd' ldi ich vd nii ro cd the phat sinh d l cdc doanh nghiep cd cd sd de cdn nhdc, phan tich quye'l dinh lifa chgn marketing sff dung ngffdi ndi de'ng cho chie'n Iffdc marketing cua minh la dieu cln thie't SLf DUNG NGUtfl NOI TIENG TRONG CAC HOAT DONG MARKETING Vdi sff phat triln va hd trd ciia truyen thdng da phffdng tidn va iruyen thdng xa hdi, ede doanh nghidp edng ffa chudng sff dung phffdng thffc quang bd cd sff xud't hien ciia ngtfdi dai dien thifcfng hieu Biswas, Husain va O' Donnell (2009) cho rang, muc tidu quan trgng nhd't eiia cdc ehffdng Irinh quang ba sff dung ngffdi dai dien thffdng hieu la tao sff quan tdm cua edng chung tdi thffdng hieu ciia doanh nghiep minh cung nhff ldc ddng ldi cam nhan vl thffdng hidu eua cdng chung thdng qua nhdn thffc va sff ffa chudng cua cdng chung vdi ngffdi dai didn hinh anh cho thffdng hidu Trong nghidn cffu eua Friedman va Friedman (1979), vide sff xua't hidn ciia ngffdi noi tie'ng cdc hoat ddng marketing, bao gdm: ede ehffdng trinh qudng cdo, budi Id mat san pham mdi, trdn bao bi va cdc a'n pham ciia doanh nghiep, eung nhff la phdt ngdn tren cac phffdng lien thdng tin dai chung se mang lai nhilu ldi ieh va gia tri eho doanh nghidp Ngay nay, vdi sff 'TS., " T h S , Trtfdng Dai hpc Ngoai thu'dng I Email: nguyen.haininh@ftu.edu Ngdy nhgn bdt: 24/02/2019; Ngdy phdn bien: 14/03/2019; Ngay duyet ddng: 19/03/2019 79 tham gia cua mang xa hdi va cdc kdnh truyen th6ng Iffdng lac, hinh anh va tdc ddng ciia ngu'di ndi tid'ng tdi cdng chung cdng tang keo theo sif khud'eh tdn thffdng hidu cho doanh nghiep LOI ICH VA RUI RO CUA CUA HOAT D N G MARKETING SLT DUNG NGJCJI NOI TIENG Ldi ich Sff dung ngifdi ndi tie'ng boat ddng marketing la phffdng thffe dffdc hau hd't eac cdng ty markedng \iu lidn dl xua't cdc budi mat cho ede nhan hang, bdi cac Idi ich sau: ((•) Thu hut sff chu y cda cong chung: Day la miic lieu dau tien va cung la dieu kien tidn quyd't cua cdc ehffdng trinh marketing sff dung ngffdi ndi de'ng Mdt vi du diln hinh cho ldi ich la tff Subway - hang bdn dd an nhanh nli tid'ng cua My Nhffng nam thap nidn 2000, hau hd't ngtfdi My deu bid't dd'n Subway va nhan thffc ve Subway ddn gian la mgt cffa hang ban dd an nhanh Iffdng w nhff MacDonald va KFC Tuy nhien Subway da tnen khai mdt ehifdng trinh marketing cd sff xua'l hidn ciia ngdi thi thao - Michael Phelps - ngffdi dat giai huy ehUdng vang Olympic bdi ldi d l quang ba eho chie'n dieh "eat healthy - lose weight" Chien dich giiip Subway thu hut dffdc sff quan ldm cua cdng chiing, mgi ngifdi bat ddu ban tan vl tac dung cua thu'c phim organic va cdc san pham cua Subway Cdn tai Viet Nam, nam 2018, vdi sff cdng cua dot tuyen bdng dd Viet Nam, hinh anh cua Quang Hdi, Bili Tie'n Dung va ea hua'n luyen vien tnfdng Park Hang-seo lap tffe dffdc cdc doanh nghidp thue quang bd eho cde thUdng hidu Hinh anh ciia hg xud't hien cac doan quang cao tren iruyen hinh, clip tren Youlube, tren Billboard va ca cde budi phong van Cdu thoai ngan ggi giffa ca sy Bao Anh va thu mdn dgi tuyen U23 Bui Tie'n Dung "Bao Anh di nhanh len", "Cha cd gi d l mac he't a?" da gdp phan khdng nhd cho vide quang bd thffdng hieu cho trang thffdng mai dien iff Shopee.vn Cd the cdng chiing a'n tffdng vdi cau thoai clip hoac xem clip vi hdm md thu mdn Bui Tie'n Dung hoac vi bat ky mdt ly nao khde, nhffng ngUdi thang cuge chinh la Shopee, hinh anh va ihUdng hidu eila ho dffdc cdng chung ghi nhd mdt thdi gian rd't ngan (ii) Tdng mffc dd nhgn diin thuang hieu: Dien hinh la vide nff diln vidn Kate Winslet, ndi tie'ng cung bd phim kinh diln Titanic, xud't hidn clip qudng cao cua hang ddng hd cao ed'p Longines Mac dii chi vdn ven cd 35 giay ngan ngiii, nhffng Mnh anh cua hang ddng hd vd'n dT tap trung nhieu vao nam gidi d dd tuoi trung nien da trd ndn mim mai, lieh vd gan gui hdn rd't nhilu Hay trffdng hdp nhff hang thdi trang Calvin Klein da lam mdi hinh anh thudng hidu quin Idt danh eho nam ciia minh vdi vide sff diing ngdi ca nhac Justin Bieber thay the' cho hinh anh ciia nhffng anh chang ngifdi mdu but bam va ed bap Sif thay ddi thu hut 80 dtfdc sff chti y va thi hie'u vua mgt nhom khach hang rd't ldn - la cdc chang ttai mdi Idn, cd mgt chut mdn^i nui mgt chui phdng khoang va mdl chui ndi loan ^ (iii) Ggi nhd lgi thucfng hieu: Nhidu thUdng hieu rdi vao dnh trang da noi tie'ng qud khff, nhifng thu'dng hidu khong cdn dffdc tfa chudng nffa Trong tru'dng hdp viec sff dung ngtfdi ndi de'ng de quang bd la hoan loan phii hdp Nd mdt mat thu hut sff chu ^ ciia edng chdng, mat khde the hidn thtfdng hidu vdn cdn dffdc ffa ehudng Trffdng hdp nhd Sdn Tung - MTP, chang ca si nli tie'ng eiia lang nhac Viet, thffdng hieu giay dep ndi ndi tid'ng mdl thdi la Bitis da cd "eii" hdi sinh lieh sff, nhan hidu giiy Bitis Hunter xua't hien mdt each vo linh ddy cd' y album an khdch sd cua ea sy - MV "Lac trdi" Cung vdi sff ndi tie'ng ciia clip va hdm md cua gidi tre danh cho ca sy Sdn Tung, nhan hieu giay Bitis Hunter cung dffdc gidi tre san lung thay eho nhffng thffdng hidu qudc te (iv) Thay ddi gid tri cdm nhdn cua khdch hdng vdi thuang hiiu: Cam nhdn cua ngffdi lieu diing vl thffdng hieu dffdc xdc djnh lit nhdn to quan trgng bdc nhd't tdc ddng din dff dinh va xu hffdng tidu diing cua ho Vi vdy, cac doanh nghiep ludn tim each lao nhan thffc rich ctfe va gid tri cdm nhan tit cua khdch hdng dd'i vdi san pham Trong nhiJng nam eud'i efla the' ky XX, Nike da sff dung ngdi bdng rd huyen thoai Michael Jordan dl tao bffdc nhay vol boat ddng kinh doanh san pham giay va quan hdng rd Vdi ehffdng trinh nay, Kellner (2001) eho rang, Nike da thay ddi cam nhdn ciia ngifdi^ lieu dung ve san phd'm cua hang va md mdl ITnh vuc kinh doanh mdi cho doanh nghiep (v) Thiic day du diidi mua hdng cOa ngudi dUng: Muc tieu cudi ciing cung Id muc ttdu td'i thtfdng cua bat ky hoat dgng markedng nao la chuyin hod nhdn thffc cua khdch hang hanh vi mua Day eung la^ldi ich chinh cua hoat ddng marketing stf dung ngudi ndi tie'ng ^ Khi ngtfdi lieu dung xem mot chtfdng trmh quang cdo tren truyin hinh vl m6t san pham nao dd c6 stf xua't hien ngtfdi noi tieng, Barnes (20U)_cho rang, lem thffc cua ho se xuSi hien suy nghT san pham ngtfdi ndi tie'ng dung dffdc, chac la mmh dung cuiiu f-'f the, hg se dtfa quye't dmh mu;? hdn^e mdl each de dang hdn ° Tai My, ngdi cua serie phim trayen hinh danh cho cac ba ngi trd ndi tie'ng "Sex and the City" da xud't hien ttong clip qudng cdo cho thffdng hieu my pham Ganier Fruclis vd da cd rat nhilu ngffdi tim mua sdn phim vdi nilm tin la minh se ed dffdc mai tdc dng a nhff ngoi truyen hinh Cdn tai Viet Nam, nam 2017-2018 cung danh da'u sff nhay vgt than ky cua thffdng hieu didn thoai dd'n iff Trung Qud'c - Oppo hg sff dung hinh anh ciia ca sy Sdn Tung - MTP, Tde Tien - nhffng ngffdi dang ra't ndi tid'ng ttong Enh vffc dm nhac danh cho gidi tre, cd gu thdi trang va tham my dde ddo Chi mgt thdi gian kha ngdn, Oppo da vtfdt len tren Sony va LG de trd thdnh thffdng hidu didn thoai cd mffe phd bie'n thff tai Viet Nam Ruiro Viec sff dung ngffdi nditid'nglao cd hdi tiep can cdng chung nhanh va rgng, nhffng ngffdc lai ngffdi ndi tid'ng gap phai nhffng scandal hoac thdng tin lieu effc, thi hinh anh cua nhan hang va gdc nhin cua cong chung ve nhan hang ciing bi thay ddi Nhffng rui ro dffdc nhdn bid't cua phtfdng thffc marketing cd the k l dd'n, nhff: (i) Scandal vd thdng tin tieu ci/c cua ngudi noi tii'ng: Khi quye't dinh sff dung ngtfdi ndi tie'ng cdc hoat ddng marketing, doanh nghidp ddng thdi cung phai xae dinh thffdng hieu cita doanh nghiep se gan chat vdi thffdng hieu cua ngtfdi ndi de'ng Khi ngffdi ndi tid'ng gap cdc scandal, khiing hoang truyen thdng hoac thdng tin ddu eifc, thtfdng hidu cua doanh nghiep cd the eung chiu nhffng tde dgng tieu effc tff phia thi trtfdng Quan diem dtfdc ra't nhilu nghien cffu khang dinh, nhff: Erdogan (1999); White, Goddard va Wilbur (2009) Bdn canh dd, Amos, Holmes va Strutton (2008) nhd'n manh lac ddng lidu effc cua scandal tdi nhdn thffc cua ngtfdi tieu dung vdi san pham, nha't Id vdi cdc chtfdng tnnh quang cdo cd sff xud't hien hinh anh ciia ngtfdi ndi dd'ng dd Till va Shimp (1998) gdi y cac doanh nghidp phai cha'm dfft md'i quan hd vdi ngtfdi ndi dd'ng scandal hoac thdng dn deu effc bat dau xua't hidn nham ngan chdn tdc dgng xa'u eua thdng tin dd tdi thai ciia ngffdi tidu dung Dien hinh thtfc te'la trffdng hdp cua Nike vdi Tiger Wood, cdc nhan hang thdi trang vdi ngdi Pham Bang Bang d Trung Qud'c Trong dd, Nike da md't khoang 105 nghin khdch hang va khoan ldi nhudn 7,5 trieu LJSD (Chung, Derdenger, va Srinivasan, 2C)I3) (ii) Khdch hdng chl chu y de'n ngUdi noi tie'ng md khdng chu y den sdn phdm: Nhieu doanh nghidp tm rang, cff cd sff xud't hidn cua ngffdi ndi tid'ng tai sff kien cua doanh nghiep minh la edng chung se chu y va keo theo la sff ndi tid'ng cua thffdng hieu The' nhffng, tren thffc td', cd nhilu trffdng hdp cdng ehung chi tdp trung vao ngffdi ndi tie'ng va cac vd'n de xung quanh hg, nhff: ddi ttf, trang phuc , ma khdng h i chu y de'n thdng diep marketing hoac san pham hg dang ed'gang quang bd Tham chi, cd khdng it ngffdi ndi tie'ng tan dung cae hoat ddng marketing etia doanh nghidp nhff cd hgi quang ba thffdng hieu cho ban thdn va ciing cd nhilu doanh nghidp mud'n tdn dung sff thu hut cua ngffdi noi tie'ng, nen ede hoat ddng nhd'n manh qua nhilu vao ngtfdi ndi tie'ng thay vi thffdng hieu Nghien effu cua Khatri (2006) eho kd't qua, 80% nhffng ngffdi tham gia khao sat ghi nhd sff xua't hien, hinh ddng va hanh dgng cua ngffdi ndi de'ng nhffng khdng gdi nhd gi ve thtfdng hidu Vi vdy, Till vd Shimp (1998) khuyen cdc doanh nghiep can phai ddng thdi nhd'n manh ca hai yd'u id' ngtfdi ndi tid'ng va thdng diep, hinh anh ve san pham cdc boat dgng cua mmh (iii) NgUdi ndi tieng dgi dien cho qud nhieu thuang hieu: Theo Tripp va cgng sff (1994), ngffdi tieu diing se phdn vdn khdng bid't ngffdi ndi tid'ng dd dai didn cho thffdng hidu ndo hay ho xua't hidn cdc doan quang cao ddn gian chi vi tien Hdn the' nffa, ngffdi noi dd'ng ddng thdi quang bd eho nhffng thtfdng hieu khdng cd sff tffdng dong v l dd'i tffdng khach hang se anh hffdng dd'n gid tri thffdng hieu ciia cdc nhan hang Vi du nhff trffdng hdp cua ngdi tennis Roger Federer, ddng thdi qudng bd cho hai thffdng hieu ed dinh vi hodn todn khde la Gillette va Rolex (Rosea, 2010) Trong dd, Gillelle la mOt nhan hang lieu dung nhanh binh dan cdn Rolex la mgt thffdng hieu cao ed'p Hinh anh cua Federer gan vdi cam nhan ve mdt thffdng hidu binh dan da lam giam gia tri vd cam nhdn thtfdng hieu cua Rolex O Viet Nam cung ed nhieu vi du eho tinh trang va trffdng hdp ndi bat va hdi hffde nha't cd le la trffdng hdp didn vidn Quang Thang Cd the cung nhd mat, nhd ten didn vien hai lat nang nay, nhtfng ehang may nhd dtfdc anh dang quang bd cho san pham gi? Bdi, diln vidn quang eao eho qud nhieu san pham Vide sff dung ngffdi noi tie'ng ttong trtfdng hdp khdng nhffng da khdng phdt huy tde dung, ma cdn tao "diem mu" eho cdng chiing (iv) Nhieu ngffdi nd'i tie'ng dgi diin cho mdt thuang hiiu: Mdi ngffdi ndi tid'ng Iai cd mdt phong cdch va phffdng thffe xdy dtfng hinh anh ca nhdn ciia minh khde nhau, vi vay chac chan earn nhdn ciia cdng ehung ve nhffng ngffdi ndi dd'ng khde la khae Tuy nhien, nhilu doanh nghiep lai khdng nh|n thffc dffdc dieu thue nhieu ngffdi noi dd'ng ddng thdi xud't hien cdc ehffdng trinh quang ba eua minh, bd qua vide ho cd hinh anh thffdng hieu ca nhdn khac 81 Nghien cffu ciia Patel (2009) dtfa fmh huo'ng ve tha't bai eua Pepsi hg thue Britney Spears, Jeff Gordon, Michael Jackson vd Nicki Minajdai didn thtfdng hidu va xua^t hidn cac chtfdng trinh quang bd ctia hg Thd' nhtfng, hg quen md't Id rd't nhilu ngffdi hdm mg Britney Spears mua Pepsi de ling hd ngdi cua minh, nhffng hg lai rat cam ghdt Jeff Gordon nhffng vd'n de xung quanh chuyen hen hd eiia hai ngdi Do dd, viec sff dting cac ngdi cd sff ttfdng ddng ve hinh anh va khdng ed xung dot ve ddi ttf Id yeu cau td'i quan trgng ltfa chgn ngtfdi ndi tid'ng - Tim kid'm va lffa ch.'ii ngfffi noi dd'ng cd ddi ttf "sach" vd nhdn higu tich etfc ttong mat cua cdng cliung Trdn thtfc td' khdng hoan hao, ttiy nhtdn^it nhSt id hinh anh cd nhdn eua ngffdi noi ddng dd ttong nhan tiiffc eiia nhdm khach hang muc tidu phai la td't - Tim kid'm nhffng ngffdi ndi ddng co hinh tiiffc bl ngodi va dinh vi thu'dng hieu ca nhan ttfdng ddng vdi san pham ma hg quang bd Trdnh td'i da tinh ttang^lhue cdc ed ngtfdi mdu quang edo cho_san pham ndng nghidp hoac thud mdl didn vidn hai binh dan quang bd cho san pham cao cap - Khong ndn sff dung qua nhilu ngUdi ndi tie'ng mgt ehien dich marketing de trdnh xung dot ttong nhdn thffe ciia khach hang vl thffdng hidu va dinh vi cua san phim Ngoai ra, nd'u vdn lUa chgn nhieu ngffdi ndi de'ng, thi can cd &\I tffdng ddng vl phong each va dinh vi - Khdng Iffa chgn ngffdi ndi tieng da quang bd eho eac san pham eua dd'i thii eanh tranh hoac san pham tffdng ttf va b6 sung dilu khoan khdng cho phep ngffdi ndi tie'ng xua't hidn eae ehffdng ttinh quang ba khde cua dd'i thii canh ttanh.G KET L U A N V A MOT SO DE XUAT QUAN TRj Xua't phdt tff nhffng tdng ke't, ddnh gid va phdn tich d trdn, nghidn cffu de xua'l mdt so' ndi dung nham tdi da hod hieu qua, ddng thdi han che'nhffng riii ro cd thi phdt sinh sff dung ngffdi ndi tid'ng hoat ddng marketing, eu the Id: - Duy tri quan he giffa ngffdi ndi tie'ng va thffdng hieu de tao nhdn thffe ddng nha'l va an itfdng eho ngffdi ddu diing Chi ndn thay ddi ngffdi dai didn thffdng hieu doanh nghiep mud'n cd mdt dinh vi mdi, mgl htfdng kinh doanh mdi, ddi mdt ddng san phim mdi hoac ddn gian la mud'n Idm mdi hinh anh thffdng hieu cho minh _ TAIUUEUJHAIVIKHAO_ _ _ _ _ Amos, C , Holmes, G., & Strutton, D (2008) Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size International Journal of Advertising, 27(2), 209-234 Barnes, A (2011) Celebrity: Celebrity and food Lifted Brow, The, 12(6) Biswas, S., Hussain, M., & O'Donnell, K (2009) Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study, Journal of Global Marketing, 22(2), 121-137 Chung, K Y., Derdenger, T P., & Srinivasan, K (2013) Economic Value of celebrity endorsements: Tiger Woods' impact on sales of Nike golf balls, Marketing Science, 32(2), 271-293 Erdogan, B Z (1999) Celebrity endorsement: A literature review Jourrial of Marketing Management, 15(4), 291-314 Friedman, H and Friedman, L (1979) Endorser Effectiveness by Product Type, Journal of Advertising Research, 19(5) Kellner, D (2001) The sports spectacle, Michael Jordan, and Nike: unholy alliance? In Michael Jordan, Inc.: Corporate Sport, Media Culnire, and Late Modem America, SUNY Press, Aug 2001 Khalri, Puja (2006) Celebrity Endorsement: A Sttalegic Promotion Perspective, Indian Media Studies Journal, 1(1) Patel, P C (2009) Impact of Celebrity Endorsement on Brand Acceptance, ICFAI Journal of Consumer Behavior, 4(1) 10 Tripp, C , Jensen, T.D and Carison, L (1994) The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions Journal of consumer research, 20(4) 535 547 11 Rosea, V (2010) Celebrity endorsement in advertising Management & Marketing-Craiova 2, 365-372 12 Till, B D., & Shimp, T A (1998) Endorsers in advertising: The ease of negative celebrity information Journal of advertising, 27, 67-82 13 White, D W., Goddard, L., & Wilbur, N (2009) The effects of negative information transference in the celebrity endorsement relationship International Journal Of z^^,,^ / A Distribution Management, 37(4), 322-335 82 '^"'"f-Difk ... hidu cho doanh nghiep LOI ICH VA RUI RO CUA CUA HOAT D N G MARKETING SLT DUNG NGJCJI NOI TIENG Ldi ich Sff dung ngifdi ndi tie'ng boat ddng marketing la phffdng thffe dffdc hau hd't eac cdng ty markedng... bid't cua phtfdng thffc marketing cd the k l dd'n, nhff: (i) Scandal vd thdng tin tieu ci/c cua ngudi noi tii'ng: Khi quye't dinh sff dung ngtfdi ndi tie'ng cdc hoat ddng marketing, doanh nghidp... phuc , ma khdng h i chu y de'n thdng diep marketing hoac san pham hg dang ed'gang quang bd Tham chi, cd khdng it ngffdi ndi tie'ng tan dung cae hoat ddng marketing etia doanh nghidp nhff cd hgi