MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY DO THI MAI HUONG THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION TOWARDS COSMETIC PRODUCTS[.]
MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY DO THI MAI HUONG THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION TOWARDS COSMETIC PRODUCTS IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: PhD NGUYEN VAN THUY HO CHI MINH CITY - 2021 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY DO THI MAI HUONG THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION TOWARDS COSMETIC PRODUCTS IN HO CHI MINH CITY TÓM TẮT Influencer Marketing trở thành chiến thuật Digital Marketing gần Nghiên cứu thực để nhằm xác định tác động nhiều đặc điểm người có sức ảnh hưởng mạng xã hội ảnh hưởng đến ý định mua mỹ phẩm người tiêu dùng phạm vi Thành phố Hồ Chí Minh Dữ liệu thu thập thơng qua bảng biểu câu hỏi trực tuyến Google Khảo Sát kích thước mẫu 301 Để phân tích liệu, tác giả sử dụng phần mềm SPSS Dựa theo liệu phân tích yếu tố người có sức ảnh hưởng mạng xã hội gồm: Mức độ uy tín, Sự đáng tin cậy, Mức độ tiếng Đánh giá người có tác động đáng kể đến ý định mua mỹ phẩm người tiêu dùng Tuy nhiên, hai yếu tố khác mà tác giả có đề cập tới Sự thân thiện Sự tương đồng không gây tác động đến ý định mua mỹ phẩm khách hàng Cuối cùng, nghiên cứu nêu ứng dụng, khuyến nghị mặt nghiên cứu chưa làm để hỗ trợ cho nghiên cứu tác giả sau Từ khóa: mạng xã hội, influencers, ý định mua hàng ABSTRACT Social media influencer marketing is a new digital marketing tactic that has arisen recently This research report aims to determine the impact of various social media influencer traits on customer purchase intention towards cosmetic products in Ho Chi Minh City The data was collected via an online questionnaire using Google Forms, and the sample size was 301 For data analysis, the quota sampling strategy was utilized, and structural equation modeling using SPSS was used According to the research result, credibility, trustworthiness, popularity, and influencer reviews all have a impact on the intention to purchase cosmetics Likeability and resemblance, on the other hand, were not significant Lastly, the research and practical implications, as well as possibilities for future study, were discussed Keywords: social media, influencers, purchase intention, cosmetic iv DECLARATION I declare that this thesis was written entirely by me and that it has not previously been presented, or in whole part, in any prior application for a degree Unless otherwise stated by reference or credit, the material given is completely by my own The research was carried out at the Banking University of Ho Chi Minh City, Vietnam, under the supervision of Dr Nguyen Van Thuy Thesis’s Author Do Thi Mai Huong ACKNOWLEDGEMENT First and foremost, I would like to express my heartfelt gratitude to my supervisor, Dr Nguyen Van Thuy, for providing me with important information as well as good recommendations for my bachelor's thesis, as well as for his patience, enthusiasm, and inspiration Furthermore, I am grateful to not just the professors and lecturers from Banking University of Ho Chi Minh City who supplied me with vital information and skills throughout my time there Last but not least, I also want to thank the examiners for devoting their significant time to reviewing my thesis TABLE OF CONTENTS CHAPTER INTRODUCTION 13 1.1 Background of the study 13 1.2 Research Objectives and Reasearch Questions 14 1.3 Research Subjects 15 1.4 Research Methodology 15 1.5 The Scope of Research 15 1.6 Structure 16 CHAPTER 2.1 LITERATURE REVIEW 18 Concept and Definitions 18 2.1.1 Social Media 18 2.1.2 Social Media Marketing 22 2.1.3 Purchase Intention 24 2.1.4 The theory of planned behavior (TPB) 26 2.2 Previous Empirical Studies 27 2.2.1 The research of Chetoui Youssef and Hind Lebdaoui (2020) .27 2.2.2 The research of Hanif Adinugroho Widyanto and Cahya Rahmania Agusti (2020) 28 2.2.3 The research of Saima & M Altaf Khan (2020) 30 2.2.4 The research of Widyanto and Agusti (2021) .31 2.3 Hypothesis and Conceptual Model 31 2.3.1 Hypothesis .31 2.3.2 Conceptual Model 36 CHAPTER THE RESEARCH METHODOLOGY 37 3.1 Research process 37 3.2 Research methods 38 3.2.1 Qualitative methods 38 3.2.2 Quantitative methods 39 3.3 Sample description 41 3.4 Survey design 41 3.4.1 Scale used in survey 41 3.4.2 The questionaire design 42 CHAPTER RESEARCH RESULT 46 4.1 Sample description 46 4.2 Testing the reliability of cronbach’s alpha 50 4.2.1 Credibility 50 4.2.2 Trustworthiness .50 4.2.3 Likeability .51 4.2.4 Similarity .52 4.3 Attitude 53 4.3.1 Popularity 54 4.3.2 Purchase Intention 54 4.4 Exploratory Factor Analysis – EFA 55 4.4.1 Independent Variables 55 4.4.2 Dependent Variables 59 4.5 Pearson correlation analysis 60 4.5.1 Representative variables 60 4.5.2 Pearson correlation analysis 61 4.6 Multivariate Regression Analysis 62 4.7 ANOVA test on different groups of samples 63 4.7.1 Gender 63 4.7.2 Age 64 4.8 Discussion 65 CHAPTER CONCLUSION 67 5.1 Conclusion 67 5.2 Implications 70 5.2.1 Academic Implications 70 5.2.2 Practical Implications 70 5.3 Limitations and suggestions for future research 72 BIBLIOGRAPHY 73 APPENDIX 78 LIST OF FIGURES Figure - Theory of planned behaviour 26 Figure - The research model of Chetoui Youssef and Hind Lebdaoui (2020) 28 Figure - The research of Hanif Adinugroho Widyanto and Cahya Rahmania Agusti (2020) 29 Figure - Proposed Research Model .36 Figure - The research process 38 LIST OF TABLES Table 3-1 - Credibility scale .43 Table 3-2 Trustworthy scale .43 Table 3-3 Likeability scale .43 Table 3-4 Similarity scale 44 Table 3-5 Influencer’s review scale 44 Table 3-6 Popularity scale .45 Table 3-7 Purchase intention scale 45 Table 4-1 - Gender Distribution 46 Table 4-2 - Age Range Distribution 46 Table 4-3 - Social Media Usage .47 Table 4-4 - Frequency of Using Social Media 47 Table 4-5 - The number of influencers that each person follows on social media 48 Table 4-6 - Frequency of participants using social media to look for cosmetics information 49 Table 4-7 - Frequencies of social media that consumers use to look up for cosmetic products .49 Table 4-8 - Reliability Statistics of Credibility 50 Table 4-9 - Reliability Statistics of Trustworthiness 51 Table 4-10 - Reliability Statistics of Likeability 51 Table 4-11 - Reliability Statistics of Similarity 52 ...MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY DO THI MAI HUONG THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION TOWARDS COSMETIC PRODUCTS. .. determine the impact of various social media influencer traits on customer purchase intention towards cosmetic products in Ho Chi Minh City The data was collected via an online questionnaire using... determine the impact of social media influencers on customers'' intentions to purchase cosmetics Determine the level impact of each factor on consumer purchase intent Identify the factors of inflencers