(Luận văn thạc sĩ) factors of micro influencer on tiktok affecting customer’s brand awareness and purchase intention

VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY -*** VU DUC THINH FACTORS OF MICRO-INFLUENCER ON TIKTOK AFFECTING CUSTOMER’S BRAND AWARENESS AND h PURCHASE INTENTION MASTER’S THESIS VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY -*** VU DUC THINH FACTORS OF MICRO-INFLUENCER ON TIKTOK AFFECTING CUSTOMER’S BRAND AWARENESS AND h PURCHASE INTENTION MAJOR: BUSINESS ADMINISTRATION CODE: 8340101.01 RESEARCH SUPERVISORS: Prof Dr MOTONARI TANABU Dr TRAN THI BICH HANH Hanoi, 2023 ACKNOWLEGEMENT I would like to offer my heartfelt appreciation to everyone who helped me finish my thesis First and foremost, I want to express my gratitude to Prof Monotari Tanabu and Dr Tran Thi Bich Hanh, who served as my thesis advisers, for their steadfast support, wisdom, and tolerance throughout the study process In constructing this thesis, their insightful comments and recommendations have been helpful Additionally, I am appreciative of their continual support, inspiration, and helpful critique, all of which have assisted me in honing my concepts and producing better-quality work I also want to thank my program, the Master of Business Administration, and everyone who helped out, especially Mrs Huyen Huong, the program assistant for the MBA, as well as the staff at YNU IPO, for their help with my research Also, my affection for Prof Matsui, Prof Morita, Prof Kurata, Assoc Prof Kodo, Prof Suzuki, Prof Inoue, Maeda-san, Sakakibara-san, and other YNU Professors as well as Lecturers h from VJU will never fade I also appreciate the emotional support, inspiration, and motivation from my family, my girlfriend, friends, and classmates have given me throughout my academic career They have been a continual source of strength for me, and without them, I would not have been able to accomplish what I have Finally, I would like to express my sincere gratitude to all the volunteers in this study This thesis has been made possible by their willingness to take part in and to share their experiences I am thankful for their time, attempts and insightful comments that have helped make this project a success Hanoi, June 2023 Author Vu Duc Thinh ABSTRACT Purpose – This study intends to examine how customers' brand awareness and purchase intentions are directly impacted by micro-influencers' content values and source credibility in the context of the TikTok social platform Methodology – This study polls 413 TikTok users in Vietnam who followed at least one micro-influencer in order to conduct its research Using SmartPLS4 software with PLS-SEM and multigroup analysis approach, the proposed relationships between all variables are examined Findings – The findings show that the informative value of micro-influencer’s content has a considerable impact on both brand awareness and customer purchase intention, whereas entertainment value has no effect New findings from the context of TikTok shows that there is significant difference regarding the effects of micro-influencer’s content values on customer’s behavior between different TikTok’s video length This study also confirms the effect of micro-influencer’s source credibility on customer, h where expertise and trustworthiness positively impact both on brand awareness and purchase intent; attractiveness positively affect only brand awareness; similarity with followers significantly effects only on purchase intention Furthermore, the study found that the impacts of micro-influencer’s source credibility on customer’s brand awareness varies dramatically across Gen Z and Millennial users on TikTok Implications – The study’s results recommended to SMEs or brands an optimal approach of choosing the suitable micro-influencers on TikTok for marketing campaign based on their source credibility that suited with targeted audience by generation The research suggests a better insight of how companies and marketers can use different video length formats to enhance marketing effectiveness via TikTok This study also provides some useful advice to micro-influencers regarding the competition in the influencer marketing landscape and the demands of their clients Keywords: Micro-influencer, source credibility, content values, brand awareness, purchase intention, TikTok TABLE OF CONTENTS h CHAPTER 1: INTRODUCTION 1.1 Problem statement 1.2 Research background 1.2.1 Practical necessity 1.2.2 Theoretical necessity 1.3 Research objectives 1.4 Research scope 1.5 Structure of the research CHAPTER 2: LITERATURE REVIEW 2.1 Literature review 2.1.1 TikTok 2.1.2 Micro-Influencer 11 2.1.3 Influencer’s Content Values 12 2.1.4 Influencer’s Source Credibility 13 2.1.5 Customer’s Brand Awareness 14 2.1.6 Customer’s Purchase Intention 15 2.2 Research questions 16 2.3 Theoretical background 16 2.4 Hypotheses development 18 2.4.1 Micro-influencer’s content value and customers’ brand awareness and purchase intention 18 2.4.2 Micro-influencer’s source credibility and customers’ brand awareness and purchase intention 20 2.4.3 Brand awareness and purchase intention 23 2.4.4 The moderating effects of TikTok’s video length 24 2.4.5 The moderating effects of TikTok’s user’s generation 25 2.5 Research model 26 CHAPTER 3: RESEARCH METHODOLOGY 28 3.1 Research procedure 28 3.2 Data collection 29 3.2.1 Population 29 3.2.2 Measurement scale 30 3.3 Data analysis approach 33 CHAPTER 4: DATA ANALYSIS 35 4.1 Demographic analysis 35 4.2 Assessment of the measurement model 37 4.2.1 Descriptive statistic 38 4.2.2 Measurement model reliability 38 4.2.3 The constructs’ discriminant validity 40 4.3 Assessment of the structural model 40 h 4.3.1 Multicollinearity detection .40 4.3.2 PLS-SEM and hypotheses testing 41 4.4 Assessment of the measurement invariance for MGA 42 4.5 MGA for moderating effects 47 4.5.1 Moderating effects of TikTok’s video length 47 4.5.2 Moderating effects of TikTok’s user’s generation 49 CHAPTER 5: DISCUSSION AND CONCLUSION .50 5.1 Discussion 50 5.2 Implications of the research .55 5.2.1 Theoretical implication 55 5.2.2 Practical implications .56 5.3 Limitations and suggestions for future research 59 REFERENCES: 62 APPENDIX 73 Appendix Survey questionnaire (English version) 73 Appendix Survey questionnaire (Vietnamese version) .77 Appendix PLS measurement model assessment for pooled sample 81 Appendix Each group of TikTok’s video length measurement model .82 Appendix Each group of TikTok’s user’s generation measurement model 83 Appendix Discriminant validity for each group of TikTok’s video length .84 Appendix Discriminant validity for each group of TikTok’s user’s generation .85 Appendix PLS-SEM test result for pooled sample 86 LIST OF FIGURES Figure 2-1 Proposed research model .27 Figure 3-1 Research process 28 h LIST OF TABLES Table 3-1 Five-point Likert scale 31 Table 3-2 Development of measurement items 31 Table 4-1 Respondents’ demographics 35 Table 4-2 Descriptive statistic 38 Table 4-3 Measurement model assessment for pooled sample 39 Table 4-4 Discriminant validity - Fornell-Larcker criterion 40 Table 4-5 Multicollinearity matrix for pooled sample 41 Table 4-6 Test results for structural model for pooled sample 41 Table 4-7 Measurement invariance assessment for groups of TikTok’s video length.45 Table 4-8 Measurement invariance assessment for groups of TikTok’s user’s generation 46 Table 4-9 Moderating effects of TikTok’s video length 47 Table 4-10 Moderating effects of TikTok’s user’s generation 49 h LIST OF ABBREVITATIONS Association of National Advertisers AT: Attractiveness BA: Brand Awareness CB-SEM: Covariance-based Structural Equation Modeling EV: Entertainment Value EX: Expertise Gen: Generation IV: Informative Value KOLs: Key Opinion Leaders MICOM: Measurement Invariance of the Composite Model MGA Multi-group analysis PI: Purchase Intention ROI: Return on Investment PLS: Partial Least Square PLS-MGA: Partial Least Square Multi-Group Analysis PLS-SEM: Partial Least Square Structural Equation Modeling SF: Similarity with Followers SMEs: Small and Medium Enterprises SMIs: Social Media Influencers SMIV: Social Media Influencer Value SNS: Social Network Site TR: Trustworthiness UG: TikTok’s user’s generation VL: TikTok's video length h ANA: CHAPTER 1: INTRODUCTION 1.1 Problem statement Businesses always strive to connect with their potential clients by employing various and varied communication channels and marketing strategies In the past, with the development of traditional marketing communications, the sources of information might either be companies called marketers communicating messages about their goods or services to consumers or well-known people called celebrities who have the power to sway the public's perceptions (Stokburger‐Sauer & Hoyer, 2009) Today's social network sites or social media platforms have grown in importance because of the digital age's rapid expansion and its profound influence on our lives, particularly marketers Thanks to the growth of the Internet and social media, customers now have more access to sources of information and channels that can assist them evaluate their alternatives and make purchasing decisions Thus, new marketing techniques and approaches have emerged in response to the fast-changing decision-making behavior of clients Influencer marketing is one of the most effective marketing strategies that companies h have lately employed, and it has shown to be very helpful for companies in attracting customers and increasing sales Facebook, Instagram, Twitter, and TikTok have all had tremendous growth due to the Internet's quick development in the 4.0 age and the introduction of modern network-connected devices like smartphones With a focus on vertical reading, TikTok stands out among them as the greatest short interactive video social network TikTok is a similar video creation and communication tool on the basis of video editing and streaming functions (Yu, 2019) Due to the ongoing exchange of communication, experiences, and opinions, social media platforms like TikTok have evolved into a marketing technique for companies and a tool to help people make decisions They have also facilitated the emergence of influencers, or those who publicly discuss their thoughts and experiences with certain goods and services in an effort to sway consumers' purchasing decisions (Roelens et al., 2016) In the industry of online social networking, marketers commonly divide social media influencers into five groups according to the number of followers, including celebrity-influencers, mega-influencers, macroinfluencers, and micro-influencers (ANA, 2018) The focus of this study will be on gratifications and parasocial relationship perspective Journal of Interactive Advertising, 21(3), 297-305 Yoo, B., Donthu, N., & Lee, S (2000) An examination of selected marketing mix elements and brand equity Journal of the academy of marketing science, 28(2), 195-211 Yu, J X (2019) Research on TikTok APP Based on User-Centric Theory Applied Science and Innovative Research, 3(1), 28 Yuan, S., & Lou, C (2020) How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest Journal of Interactive Advertising, 20(2), 133-147 Zha, X., Li, J., & Yan, Y (2015) Advertising value and credibility transfer: attitude towards web advertising and online information acquisition Behaviour & Information Technology, 34(5), 520-532 Zhang, Y., Moe, W W., & Schweidel, D A (2017) Modeling the role of message content and influencers in social media rebroadcasting International Journal of Research in Marketing, 34(1), 100-119 h 72 APPENDIX Appendix Survey questionnaire (English version) h Greetings, I am Vu Duc Thinh, a student at Vietnam Japan University-Vietnam National University in Hanoi who is enrolled in the Master of Business Administration program I am doing a research project on the influence of micro-influencer, who has 10,000 to 100,000 followers, on brand awareness and purchase intention of customers on TikTok The survey questionnaire has a total of 40 questions Please take a moment to assist me in completing the questionnaire All information you provide through the questionnaire is very valuable and will be completely confidential!!! I appreciate you taking the time to assist me in completing this study Best regards! Vu Duc Thinh Email: 21117023@st.vju.ac.vn Section 1: Screening questions Are you using TikTok? Yes No Are you following any micro-influencer on TikTok that has 10,000 to 100,000 followers? Yes No Section 2: Question about TikTok How long have you been using TikTok? Less than month – month(s) – months – 12 months More than year What is the approximate time you spend on TikTok per day? Less than 1hour – hour(s) – hours – hours More than hours The videos recommended to me on TikTok are usually: Up to 15 seconds 15 – 60 seconds 73 h – minutes Section 3: Main questions Please give the best rating about micro-influencer’s Video (with 10k - 100k followers) that you have followed: Scale: 1: Strongly disagree 2: Disagree 3: Neutral 4: Agree 5: Strongly agree I find video of micro-influencer I followed on 1     TikTok is a good source of information about a certain brand/product Video of the micro-influencer I followed on 1     TikTok supply relevant information on a certain brand / product Video of the micro-influencer I followed on 1     TikTok provides up to date information on a certain brand / product Video of the micro-influencer I followed on 1     TikTok tell me about a certain brand / product when I need the information 10 I find video of the micro-influencer I followed on 1     TikTok are entertaining 11 I find video of the micro-influencer I followed on 1     TikTok are enjoyable 12 I find video of the micro-influencer I followed on 1     TikTok are pleasing 13 I find video of the micro-influencer I followed on 1     TikTok are exciting Please give the best rating when commenting on the micro-influencer (with 10k 100k followers) that you have followed on TikTok: Scale: 1: Strongly disagree 2: Disagree 3: Neutral 4: Agree 5: Strongly agree 14 I feel the micro-influencer I followed on TikTok 1     knows a lot about a certain brand/product 15 I feel the micro-influencer I followed on TikTok 1     is competent to make assertions about a certain brand/product 16 I consider the micro-influencer I followed on 1     TikTok an expert on a certain brand/product 17 I consider the micro-influencer I followed on 1     TikTok suitably experienced to make assertions about a certain brand/product 74 h 18 I follow a micro-influencer on TikTok because I 1     consider he/she very attractive 19 I follow a micro-influencer on TikTok because I 1     consider he/she very stylish 20 I follow a micro-influencer on TikTok because I 1     think he/she is good looking 21 I follow a micro-influencer on TikTok because I 1     think he/she is sexy 22 I feel the micro-influencer I followed on TikTok 1     was honest when recommending a certain brand/product 23 I consider the micro-influencer I followed on 1     TikTok trustworthy when recommending a certain brand/product 24 I feel the micro-influencer I followed on TikTok 1     was truthful when recommending a certain brand/product 25 I consider the micro-influencer I followed on 1     TikTok earnest when recommending a certain brand/product 26 I follow a micro-influencer on TikTok because 1     he/she and I have a lot in common 27 I follow a micro-influencer on TikTok because 1     he/she and I are a lot alike 28 I can easily identify with the micro-influencer I 1     followed on TikTok Please give the best assessment of your brand recognition through the microinfluencer’s videos (with 10k - 100k followers) that you have followed on TikTok: Scale: 1: Strongly disagree 2: Disagree 3: Neutral 4: Agree 5: Strongly agree 29 I am aware of a certain brand that appears on the 1     TikTok videos of the micro-influencer I followed 30 I know how a certain brand looks like when 1     watching the TikTok videos of the micro-influencer I followed 31 Some characteristics of a certain brand come to 1     my mind quickly when watching the TikTok videos of the micro-influencer I followed 32 I can quickly recall the symbol or logo of a certain 1     brand when watching the TikTok videos of the microinfluencer I followed 75 h Please give the best assessment of your decision to purchase product through the micro-influencer’s videos (with 10k - 100k followers) that you have followed on TikTok: Scale: 1: Strongly disagree 2: Disagree 3: Neutral 4: Agree 5: Strongly agree 33 When the micro-influencer I followed 1     recommends a product on TikTok, I am interested in buying that product 34 When the micro-influencer I followed 1     recommends a product on TikTok, I have the intention to buy that product 35 When the micro-influencer I followed 1     recommends a product on TikTok, I will buy that product 36 When the micro-influencer I followed 1     recommends a product on TikTok, it is likely that I will buy that product in the future Section 4: Demographic profile What is your gender? Male Female What is your age range? 11 – 18 19 – 26 27 – 42 43 – 58 Over 58 What is your current education level? Secondary school graduated High school graduated Bachelor’s degree Master’s degree or higher What is your current occupation? Student Officer Business owner / Self-employed Freelancer Unemployment Retirement Others 76 Appendix Survey questionnaire (Vietnamese version) h Xin chào, Tôi Vũ Đức Thịnh, học viên cao học chương trình Thạc sĩ Quản trị Kinh doanh trường Đại học Việt Nhật - Đại học Quốc gia Hà Nội Tôi thực đề tài nghiên cứu ảnh hưởng của micro-influencer hay TikToker (có 10k - 100k lượt theo dõi) tới việc nhận diện thương hiệu ý định mua hàng khách hàng TikTok Bảng hỏi khảo sát có tổng 40 câu hỏi, dự kiến cần khoảng phút để trả lời Rất mong bạn bớt chút thời gian giúp tham gia trả lời bảng hỏi Mọi thông tin bạn cung cấp thơng qua bảng hỏi có giá trị bảo mật hoàn toàn!!! Xin chân thành cảm ơn bạn dành thời gian giúp đỡ tơi hồn thành đề tài nghiên cứu Trân trọng! Vũ Đức Thịnh Email: 21117023@st.vju.ac.vn Phần 1: Câu hỏi gạn lọc Bạn có dùng TikTok khơng? Có Khơng Bạn có theo dõi TikToker có khoảng 10,000-100,000 lượt theo dõi TikTok khơng? Có Khơng Phần 2: Câu hỏi thói quen dùng TikTok Bạn dùng TikTok khoảng rồi? Dưới tháng – tháng – tháng – 12 tháng Trên năm Trung bình ngày bạn dành khoảng bao nhiều thời gian cho TikTok? Dưới – – – Trên Các video thường xuyên TikTok đề xuất cho tơi xem có độ dài khoảng: Tối đa 15 giây 15 – 60 giây – phút 77 Phần 3: Phần câu hỏi Vui lịng đánh giá tốt Video TikToker có 10k-100k followers mà bạn theo dõi: Thang điểm: 1: Rất không đồng ý 2: Không đồng ý 3: Trung lập 4: Đồng ý 5: Rất đồng ý h Tôi thấy video TikToker mà theo dõi nguồn thông tin tốt Video TikToker mà theo dõi cung cấp thông tin liên quan thương hiệu/sản phẩm định Video TikToker mà theo dõi cung cấp thông tin cập nhật thương hiệu/sản phẩm định Video TikToker mà theo dõi cho biết thương hiệu/sản phẩm tơi cần thơng tin 10 Tơi thấy video TikToker mà tơi theo dõi giải trí 11 Tôi thấy video TikToker mà theo dõi thú vị 12 Tôi thấy video TikToker mà theo dõi mang lại niềm vui 13 Tôi thấy video TikToker mà theo dõi hứng thú 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 Vui lòng đánh giá tốt TikToker có 10k-100k followers mà bạn theo dõi: Thang điểm: 1: Rất không đồng ý 2: Không đồng ý 3: Trung lập 4: Đồng ý 5: Rất đồng ý 14 Tôi thấy TikToker mà theo dõi biết nhiều thương hiệu/sản phẩm đinh 15 Tôi thấy TikToker mà theo dõi có đủ khả để đưa khẳng định thương hiệu/sản phẩm định 16 Tôi coi TikToker mà theo dõi chuyên gia thương hiệu/sản phẩm định 17 Tôi cho TikToker mà theo dõi đủ trải nghiệm để đưa khẳng định thương hiệu/sản phẩm định 18 Tơi theo dõi TikToker thấy họ hấp dẫn 19 Tơi theo dõi TikToker thấy họ sành điệu 20 Tơi theo dõi TikToker thấy họ ưa nhìn 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  1  1  3 3 3 4 4 4 5 5 5 78 21 Tôi theo dõi TikToker thấy họ gợi cảm 22 Tơi nghĩ TikToker mà theo dõi thành thật giới thiệu thương hiệu/sản phẩm định 23 Tôi nghĩ TikToker mà theo dõi đáng tin cậy giới thiệu thương hiệu/sản phẩm định 24 Tôi coi TikToker mà theo dõi người không nói dối giới thiệu thương hiệu/sản phẩm định 25 Tôi nghĩ TikToker mà theo dõi nghiêm túc giới thiệu thương hiệu/sản phẩm định 26 Tơi theo dõi TikToker thấy họ tơi có nhiều điểm chung 27 Tơi theo dõi TikToker thấy họ tơi giống 28 Tơi dễ dàng có đồng cảm với TikToker mà theo dõi 1  1  3 3 4 4 5 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 1  3 4 5 Bạn vui lòng cho ý kiến đánh giá việc nhận diện thương hiệu bạn thơng qua TikToker (có 10k - 100k followers) mà bạn theo dõi: Thang điểm: 1: Rất không đồng ý 2: Không đồng ý 3: Trung lập 4: Đồng ý 5: Rất đồng ý h 29 Tôi nhận biết thương hiệu xuất 1     video TikToker mà theo dõi 30 Tôi biết thương hiệu trông 1     xem video TikToker mà theo dõi 31 Một số đặc điểm đặc trưng thương hiệu 1     xuất đầu đâu tiên xem video TikToker mà theo dõi 32 Tơi nhanh chóng nhớ logo 1     thương hiệu xem video TikToker mà tơi theo dõi Bạn vui lịng cho ý kiến đánh giá ý định mua hàng bạn thơng qua TikToker (có 10k- 100k followers) mà bạn theo dõi: Thang điểm: 1: Rất không đồng ý 2: Không đồng ý 3: Trung lập 4: Đồng ý 5: Rất đồng ý 33 Khi TikToker mà theo dõi giới thiệu sản phẩm TikTok, quan tâm đến việc mua sản phẩm 1  3 4 5 79 1  3 4 5 1  3 4 5 1  3 4 5 h 34 Khi TikToker mà theo dõi giới thiệu sản phẩm TikTok, tơi có ý định mua sản phẩm 35 Khi TikToker mà theo dõi giới thiệu sản phẩm TikTok, tơi chắn mua sản phẩm 36 Khi TikToker mà theo dõi giới thiệu sản phẩm TikTok, có khả tơi mua sản phẩm tương lai Phần 4: Thơng tin nhân học Vui lịng chọn giới tính? Nam Nữ Vui lòng cho biết độ tuổi bạn? 11 – 18 tuổi 19 – 26 tuổi 27 – 42 tuổi 43 – 58 tuổi Trên 58 tuổi Vui lòng cho biết trình độ học vấn bạn? Trung học Cơ sở Trung học Phổ thông Đại học / Cao đẳng Sau đại học (Thạc sĩ / Tiến sĩ) Vui lòng cho biết nghề nghiệp bạn? Học sinh / Sinh Viên Nhân viên văn phòng Chủ doanh nghiệp / Tự kinh doanh Freelancer / lao động tự Thất nghiệp Đã nghỉ hưu Khác 80 Appendix PLS measurement model assessment for pooled sample h 81 Appendix Each group of TikTok’s video length measurement model h 82 Appendix Each group of TikTok’s user’s generation measurement model h 83 Appendix Discriminant validity for each group of TikTok’s video length Fornell-Larcker criterion for "Up to 15 seconds" BA EV IV PI BA 0.768 0.119 0.354 0.132 EV IV PI 0.858 0.099 -0.241 0.734 0.589 0.832 EV IV PI 0.832 0.388 0.323 0.782 0.412 0.802 EV IV PI 0.936 0.725 0.501 0.939 0.663 0.772 Fornell-Larcker criterion for "15 - 60 seconds" BA EV IV PI BA 0.780 0.320 0.458 0.482 Fornell-Larcker criterion for "1 - minute(s)" h BA EV IV PI BA 0.801 0.552 0.772 0.763 84 Appendix Discriminant validity for each group of TikTok’s user’s generation Fornell-Larcker criterion for "Gen Z" AT BA EX PI SF TR AT 0.751 0.503 0.495 0.505 0.554 0.550 BA EX PI SF TR 0.788 0.526 0.473 0.470 0.566 0.811 0.562 0.604 0.610 0.810 0.578 0.530 0.846 0.555 0.838 Fornell-Larcker criterion for "Millennials" BA EX PI SF TR 0.799 0.497 0.449 0.332 0.295 0.771 0.397 0.366 0.664 0.794 0.352 0.507 0.868 0.581 0.830 h AT BA EX PI SF TR AT 0.641 -0.100 0.176 0.325 0.399 0.301 85 Appendix PLS-SEM test result for pooled sample h 86