INTRODUCTION
Research motivation
In today's digital landscape, brands increasingly leverage social media to connect with local consumers According to Clement (2020), the global social media user base reached approximately 3.6 billion in 2020, with projections indicating a rise to nearly 4.41 billion users in the near future.
In 2025, the average daily time spent on social media varies significantly by country A special study by GlobalWeb Index, surveying internet users in 17 countries during the Covid-19 lockdown, revealed that nearly half of the respondents increased their social media usage compared to pre-lockdown levels (Telecommunication of Information and Communication Newspaper, 2020) This surge in user engagement highlights the growing importance of social media as a platform for businesses, making it a vital component for determining a company's success.
Celebrities play a significant role in shaping social media content, positively influencing consumers' brand attitudes and purchase intentions (Schlecht, 2003) In Vietnam, influencers, particularly micro-influencers, have emerged as preferred sources for brands to engage customers, thanks to their authentic connections and close-to-user characteristics, despite their limited reach According to Advertising Vietnam (2019), the rise of micro-influencers has transformed marketing strategies, while CafeF (2020) reported a dramatic increase in global brands' budgets for branded content, soaring from $3.6 billion in 2016 to an anticipated $25 billion by 2025 This trend indicates a promising future for influencer marketing in the Vietnamese market as well.
2 increasing to 35% compared to 2016 Businesses use many influencers in many different areas, operating on multiple channels such as YouTube, Facebook, Instagram and TikTok
The Vietnamese cosmetics market is rapidly expanding and becoming increasingly competitive, particularly with the rise of online shopping As of 2020, the market value of the Vietnamese cosmetics industry reached $2.35 billion, with skincare products leading in consumer spending at 8.3 trillion VND Online purchases are gaining traction, evidenced by a 10.63% increase in website visits for cosmetics retailers from Q2 to Q3 of 2020 Projections indicate that the market could reach $2.3 billion by the end of 2018, fueled by a growing middle class expected to reach 33 million by 2020 According to Kantar Worldpanel's Insight Handbook, skincare remains the most sought-after category, with average spending on products like makeup removers, moisturizers, and sunscreens rising significantly To maintain a competitive edge, firms must enhance their communication strategies to effectively attract customers in this promising market.
According to the 2020 Vietnam cosmetic market report, the majority of Vietnamese customers rely on online sources for cosmetics information, with Facebook, websites, and YouTube being the leading platforms Digital influencers have emerged as a key channel for effectively communicating with customers in the cosmetics industry A report by Celebrity Intelligence in 2018 indicates that digital influencers have surpassed traditional celebrities as the preferred choice for brand partnerships, significantly influencing consumer opinions and purchasing decisions These influencers play a vital role in shaping beauty trends, models, and product popularity Furthermore, leveraging digital influencers has proven successful for cosmetic suppliers, with the report highlighting that an investment of $1.3 in influencer marketing can yield substantial returns for brands in terms of reviews, public relations, and advertising.
In Vietnam, the effectiveness of digital influencers, particularly celebrities on social media, has significantly boosted the public relations efforts for cosmetics, resulting in an average profit of $11.8 (Tomorrow Marketer, 2020) The trend of leveraging beauty bloggers to enhance brand awareness and drive product sales is rapidly gaining popularity.
In Vietnam, the use of digital influencers in marketing is an effective and growing method for connecting businesses with consumers; however, there is a lack of analytical studies on optimizing their use This research paper aims to examine the impact of digital influencers on purchase intentions within the cosmetics industry in the technological era.
Research has extensively explored the impact of traditional celebrities on purchase intentions, focusing on characteristics such as expertise, attractiveness, and trustworthiness as identified by Ohanian (1990) and investigated by Chaovalit (2014), Fern et al (2015), and Park & Lin (2020) However, there is a lack of studies on digital influencers, who have become increasingly popular in today's digital landscape In the context of the 4.0 technology era, digital influencers are proving to be more influential than traditional celebrities, significantly enhancing company revenue and expanding brand visibility (Le, 2021).
Digital influencers have emerged as a new type of celebrity in the technology 4.0 era, yet research on their impact on purchase intention remains limited A 2019 study by Ambarwati and colleagues focused solely on the influence of electronic word of mouth (eWOM) on the purchase intention of Wardah cosmetics, neglecting the characteristics of digital influencers Similarly, research by Handayani, Evelina, Sylvina, and Lestari (2019) examined the content of digital influencers to engage followers, without addressing their effect on purchasing decisions In contrast, Torres, Augusto, and Matos (2019) investigated the direct impact of digital influencers on purchase intention.
Group authors prioritize the appeal of digital influencers and their alignment with the brand, overlooking the importance of the match between the celebrity and the product.
This research aims to address the gap in understanding how the characteristics of digital influencers—such as expertise, attractiveness, trustworthiness, and likability—impact consumer behavior, particularly in the context of cosmetics in Vietnam Additionally, it will explore the influence of product fit on these relationships, offering new insights into the effectiveness of influencer marketing in this sector.
Research objectives
In this study, I concentrate on the following specific objectives as below:
– To research the effect of digital influencers on the customers’ purchase intention in cosmetics industry
– To propose the solution for firms to attract potential customers by using digital influencers.
Research question
– What are the characteristics of digital influencer influencing to the buying intention of customers?
– Which is the most characteristic effect to purchase intention?
Research scope
This research, conducted in Vietnam from October 2020 to May 2021, examines the purchasing intentions of Vietnamese consumers regarding facial skincare products, particularly those influenced by digital recommendations As the popularity and average annual spending on these cosmetic products continue to rise, the study aims to provide insights into the impact of digital influencers on consumer behavior in the skincare market.
Research structure
This chapter introduces the practical and theoretical motivation of research, identifies the research objectives, research questions and research scope
This chapter outlines the conceptual definitions and foundational theories related to the topic It also presents the research hypothesis and elaborates on the model developed for this study, addressing gaps identified in prior research.
This chapter describes the process of research, the way to design sample, questionnaires and method to collect data
This chapter focuses on analyzing the reliability and validity of data collected, regression and identifying the results of tesing hypothesis, providing which hypothesis is supported or not supported
This chapter summarizes the research findings and discusses their implications Additionally, it highlights the study's limitations and offers recommendations for future research.
LITERATURE REVIEW
Review of related definition
2.1.1 Social media and influencer marketing
Social media is the widely used term refer to the Internet-based networks from which users can communicate and selectively view themselves (Carr & Hayes, 2014) However, Boyd
Social media, as defined by Ellison (2008), comprises websites that allow users to create profiles and connect with each other, while Kietzmann et al (2011) describe it as web-based programs facilitating design, distribution, communication, and grouping Manning (2014) adds that social media encompasses new media forms that promote interactive participation In the context of the technological era 4.0, social media provides an accessible platform to reach potential users According to Tankovska (2021), the leading social media platforms globally are Facebook (2.7 billion active users), YouTube (2.9 billion active users), and WhatsApp (2 billion active users), indicating that the vast user base of social media significantly influences consumer behavior and daily life.
Influencer marketing, as defined by Brown & Hayes in 2008, involves third parties who significantly influence customer purchasing decisions without being directly accountable for them This marketing technique harnesses the power of key individuals or opinion leaders to enhance brand recognition and drive consumer purchase decisions, ultimately boosting a company's total revenue Carter (2016) describes influencer marketing as a rapidly growing industry focused on promoting products and increasing brand awareness through content shared by influential social media users Today, it stands as one of the most potent forms of marketing for products and services.
According to Hall (2015), the intrinsic qualities of influencers are essential for attracting brands and advertisers, as they allow for the selection of cost-effective influencers over expensive celebrity endorsers Social media influencers often specialize in specific niches, which enhances customer trust and support when they collaborate with brands aligned with their expertise (Hall K., 2016) Consequently, while influencer marketing is an effective strategy for boosting customer engagement and brand awareness, the choice of influencer plays a vital role in the success of advertising and public relations efforts Therefore, selecting the right influencer is crucial for brand and product development.
Digital influencers are increasingly defined by their ability to impact perceptions and behaviors within social media communities According to Morris (2009), digital influence is the capacity to effect change through these platforms As a result, digital influencers gain trust from their online followers and enhance the reputation of brands or products Their effectiveness stems from the interactive nature of social media, allowing them to engage and connect with their audience more effectively.
Digital influencers serve as brand communicators, promoting products to their followers in exchange for free items, exposure, and small cash incentives (Duffy, 2015) These influencers aim to encourage their audience to select products without cost, thereby enhancing the influence of their endorsements (Rocamora, 2018).
In 2019, it was highlighted that digital influencers serve as intermediaries, leveraging their extensive and relevant networks to engage organizational stakeholders They utilize their personal appearance, interactions, and social media content to effectively sway opinions and influence decisions.
8 as the person who convey the media message of company, bring the attractiveness of this brand and product to customers through technology platform such as Youtube, Facebook or Instagram
In his 2020 paper, researcher Wielki identified seven distinct categories of digital influencers based on their follower count, ranging from social celebrities with over 5 million followers to nano influencers with 1,000 to 10,000 followers Each type of influencer has a unique impact and viral potential, which influences their reputation, fan engagement, and income when collaborating with brands The categories include mega influencers (1 million to 5 million followers), top influencers (over 500,000 followers), macro influencers (100,000 to 500,000 followers), middle-level influencers (20,000 to 100,000 followers), and micro influencers (under 20,000 followers) Depending on their specific organizational objectives, brands can choose the appropriate type of digital influencer to effectively reach their target audience.
In 2023, digital influencers in Vietnam are proving to be as impactful as traditional media, offering significant success opportunities for brands (Brandsvietnam, 2019) By effectively utilizing influencer marketing, companies can successfully engage young consumers and reap substantial benefits This research focuses on the influence of digital influencers within the cosmetic industry, particularly examining their effect on Vietnamese consumers' purchasing intentions for skin care products.
2.1.3 Definition and segment of cosmetic product
The makeup market offers a diverse range of cosmetic products featuring various textures, colors, and appearances Defined as items meant for application on the human body through methods such as rubbing, pouring, sprinkling, or spraying, these products serve purposes like cleansing, enhancing attractiveness, beautifying, and altering one's appearance.
According to Regulation (EC) No 1223/2009 of the European Parliament and Council, cosmetics serve essential purposes such as cleansing, fragrance, and enhancing personal appearance Beauty products not only protect and correct the body from harsh conditions but are also perceived by many as magical items that enhance features like the face, eyes, and lips (Cellania, 2014) Additionally, Benson (2018) suggests that cosmetic products play a vital role in boosting confidence and allowing individuals to express themselves to others.
The cosmetic industry, as outlined by Lopaciuk and Loboda (2013), is categorized into five main types: skincare, haircare, makeup, fragrance, and toiletries, each with distinct features Skincare products, such as cleansers, sunscreens, toners, makeup removers, and moisturizers, are designed to maintain healthy and attractive skin In contrast, haircare products, including shampoos and conditioners, focus on enhancing hair cleanliness and appearance Makeup items, represented by foundations, lipsticks, and mascaras, aim to improve the consumer's overall look Additionally, toiletries care for the body, exemplified by toothpaste, while fragrances are scented liquids derived from flowers for skin application Notably, Kantar Worldpanel (2019) reports that skincare constitutes the largest segment of the Vietnamese cosmetics market, prompting the author to focus on facial skincare products due to their rarity in research and growing popularity in Vietnam.
In the cosmetics industry, which is valued in the billions, products are categorized into two main segments based on price: drugstore and high-end These segments can be further divided into three categories: low-priced drugstore products (under 300,000 VND), mid-priced high-end products (ranging from 300,000 to 1,000,000 VND), and luxury high-priced items (over 1,000,000 VND) Notable brands in the low-priced drugstore category include Maybelline, L'Oréal, Nivea, and Wet n Wild.
In the world of skincare and cosmetics, various brands cater to different price ranges Affordable options include Black Rough, Innisfree, Etude House, and Missha from Korea, as well as Naturie, Shiseido, and Hada Labo from Japan Mid-range products are offered by M.A.C, Vichy, Yves Rocher, and Clinique from the US and UK, alongside The Body Shop and Laneige from Korea For those seeking high-end luxury, brands such as Chanel, Lancome, and Estee Lauder from the US and UK, as well as Ski-II, Shu Uemura from Japan, and Su:m, Ohui, and Sulwhasoo from Korea represent the pinnacle of premium skincare and cosmetics.
The distinction between drug-store and high-end cosmetics is influenced not only by price but also by unique features such as formula, pigmentation, and packaging aesthetics While low-end products offer affordability and adequate quality, they often rely on cheaper synthetic ingredients, which can diminish the overall user experience In contrast, high-end cosmetics utilize superior quality ingredients, resulting in greater customer satisfaction due to enhanced pigmentation, the use of natural raw materials, and overall performance that surpasses that of drugstore alternatives.
2.1.4 Consumer buying process and Purchase intention
The consumer buying process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior (Kotler & Keller, 2008) It begins with need recognition, where a consumer identifies a concern or desire triggered by internal or external stimuli To effectively address these needs, marketers should gather insights from various customers to understand the factors driving specific demands and create targeted campaigns The next stage is the information search, where consumers primarily rely on personal experiences and trusted sources, such as family, friends, and digital influencers, rather than solely on manufacturer-provided information, which can often be biased.
Review of relevant theoretical models
In the era of globalization, digital influencers significantly impact companies seeking to attract potential customers As technology advances, ongoing research highlights the evolving role of these influencers in shaping consumer behavior and driving brand engagement.
Numerous theories have been developed to understand and predict consumer behavior, with several effective models available for testing consumer habits One notable example is the Source Credibility Model, which emphasizes the influence of public figures on consumer decision-making.
Figure 2 1 Source credibility model (Ohanian, 1990)
According to Ohanian (1990), source credibility theory suggests that individuals are more easily persuaded by credible sources, which comprise three key components: expertise, trustworthiness, and attractiveness Expertise is defined as the possession of knowledge, skills, and perceptions (Hovland et al., 1953), leading consumers to trust products endorsed by knowledgeable influencers (Amos et al., 2008) Trustworthiness encompasses the integrity and reliability of the source (Friedman et al., 1976), with consumers more likely to purchase products when they perceive the source as credible (Hovland & Weiss, 1951) Wei and Lu (2013) further describe trustworthiness as the public's confidence in the information presented by reliable individuals Additionally, attractiveness plays a significant role in enhancing the effectiveness of a company's message on social media.
(McGuire, 1969) The scholar Wei & Lu (2013) also found that attractiveness become a means to enhance the consumers by appearance, the similarity and the likeability of someone
Research by Karlins and her colleague (1970) indicates that a source's credibility significantly enhances its persuasive power, as highlighted by cognitive response theory, which focuses on the influence of a message's ideas They noted that individuals with an optimistic view of a message, even if the source lacks credibility, can be more inspiring than a credible source (Aaker & Myers, 1987) Conversely, Hannon & Coney (1982) found that individuals with a negative predisposition towards a message may perceive a highly credible source as less trustworthy, undermining the acceptance of the message The evaluation of source credibility, particularly in celebrity endorsements, is influenced by personal attitudes and behavioral intentions, making it a subjective model (Berscheid et al., 1971) Ohanian (1990) identified three key components of source credibility: attractiveness, expertise, and trustworthiness, which serve as essential criteria for selecting influencers for brands and products.
The reason choosing model Source credibility model as the theoretical framework
The various consumer behavior models highlight different aspects of purchasing decisions, particularly in the context of digital influencers' impact on cosmetic product purchases in Vietnam Customers increasingly rely on technology platforms and are inclined to select products recommended by influencers, spanning a wide price range from low-end to high-end cosmetics The trust followers place in these influencers, based on their reputation, significantly influences their purchasing choices The source credibility model is frequently employed to assess this relationship, demonstrating how reliable endorsements can sway consumer intentions.
This article explores the significant impact of celebrities on consumer buying intent, utilizing a previously tested model to assess the influence of celebrity endorsements on purchase intentions Given the focus on influencer characteristics, the source credibility model is proposed as the most suitable framework for this research.
Hypothesis development and conceptual model
The research model incorporates three key constructs from the Source Credibility Model: expertise, trustworthiness, and attractiveness Additionally, it aims to evaluate the impact of digital influencers by examining the alignment between the influencer and the product, as well as the perceived quality by customers To enhance this model, the factors of likeability and product fit will also be integrated.
Figure 2.2 Conceptual model (by authors)
Here is the construct of definition:
1 Expertise The degree of acquiring the perceptions, knowledge, skills
2 Attractiveness A means to enhance the consumers by appearance, the similarity and the likeability of someone (Wei & Lu, 2013) h
3 Trustworthiness The dignity, belief, and faith which are belonged to the celebrity
4 Likeability “Affection for the source as a result of the source’s physical appearance and behavior” (Erdogan, 1999)
5 Product fit The congruency between the reviewer and reviewed product
Expertise refers to the level of knowledge, skills, and perceptions acquired (Hovland et al., 1953) In the cosmetics industry, where health care is a significant concern, a digital influencer's expertise plays a crucial role in influencing consumer purchasing behavior In Vietnam, the prevalence of counterfeit products has led to consumer insecurity (Bao Quang Binh, 2017), prompting individuals to be more cautious when considering cosmetic recommendations from others, particularly celebrities Consequently, a celebrity's expertise becomes a key factor in gaining consumer trust when reviewing and recommending products.
Research indicates that expertise plays a crucial role in understanding the impact of influencers on purchase intentions Gupta et al (2015) established a significant link between an influencer's expertise and consumers' intent to buy In today's market, celebrity endorsements are vital for a company's growth For Indian consumers, leveraging public figures can effectively reinforce brand recognition and solidify a company's presence in the minds of customers.
However, Wiedmann & Mettenheim (2019) examined the success of influencers for online influencer events basing on luxury fashion brand Factor expertise as the key role for h
17 determining the brand satisfaction, brand image and brand trust and from that, the impact to purchase intention could clarify more by these factors
A study published in the Journal of International Consumer Marketing in 2008 by Pornpitakpan revealed that the credibility of celebrities, particularly their expertise, significantly influences the purchase intentions of Singaporean undergraduate respondents The research utilized four Asian celebrities to enhance relatability and engagement for viewers The findings highlight the important role that celebrity expertise plays in product promotion, demonstrating its effectiveness in swaying consumer behavior.
Therefore, this research hypothesizes that:
Hypothesis 1: Expertise (EX) of digital influencers positively influences the purchase intention
According to Wei and Lu (2013), attractiveness is a key factor in enhancing consumer engagement through appearance, similarity, and likability In the realm of digital influence, physical attractiveness plays a crucial role in capturing audience attention, ultimately driving their intention to purchase cosmetic products.
Previous research has explored the influence of attractiveness on purchasing intentions, with Widyanto & Agusti (2020) highlighting the significant role of beauty influencers in shaping Generation Z's purchase intentions, particularly regarding cosmetics brands in Indonesia This demographic represents a new generation ripe for research, and the findings underscore the potential of this emerging consumer group in the cosmetic market of a developing country like Indonesia.
Besides, the researcher Pornpitakpan (2008) said that his research results of attractiveness factor of celebrities have significant impact on purchase intention In this technology era h
4.0 appearance of Internet entertainers also brings various benefit for them to attract new customers for the brands Thanks to the research, the testing of this factor could be clarified in significant results
Thus, the hypothesis would be:
Hypothesis 2: Attractiveness (AT) of digital influencers positively influences the purchase intention
Trustworthiness, defined as the dignity, belief, and faith associated with a celebrity (Friedman et al., 1976), plays a crucial role in consumer purchasing decisions For consumers to feel confident in a product, they must trust the digital influencer endorsing it In Vietnam, where counterfeit products are prevalent and often unreliable (Bao Quang Binh, 2017), digital influencers provide a sense of credibility that reassures consumers, helping them believe in the authenticity of the products and encouraging their purchases.
A study by Park & Lin (2020) revealed that Chinese users exhibit a favorable attitude towards live streaming shopping promoted by internet celebrities As streaming media platforms gain popularity in the digital era, the findings indicate that the trustworthiness of Wanghong, or internet celebrities, significantly influences consumers' buying intentions.
Research by Pornpitakpan (2008) highlights the significant impact of celebrity trustworthiness on purchase intentions, particularly in the context of internet public figures Additionally, a study conducted in Thailand revealed that the trustworthiness of beauty bloggers significantly influences Thai consumers' intentions to use cosmetics Chaovalit (2014) further demonstrated that the credibility of these beauty bloggers affects purchase intentions within the cosmetics industry Consequently, trustworthiness emerges as a crucial factor to examine in this research.
Therefore, the hypothesis would be:
Hypothesis 3: Trustworthiness (TR) of digital influencers positively influences the purchase intention
Research on influencer marketing reveals differing perspectives on likeability and attractiveness Some studies, such as those by Kahle and Homer (1985), equate the two, suggesting that an influencer's appeal is closely tied to their physical attractiveness Conversely, other research, including the work of O’Mahoney and Meenaghan (1998), treats likeability as an independent factor, assessing its distinct influence on the effectiveness of endorsements Erdogan (1999) defines likeability as the affection towards a source, influenced by their physical appearance and behavior, highlighting its complexity in the context of influencer effectiveness.
This research distinguishes between likeability and attractiveness in the context of digital influencers, where likeability reflects their virality and coverage, while attractiveness pertains solely to their appearance Unlike traditional influencers, whose celebrity status is challenging to quantify, digital influencers' reach is measurable through metrics such as likes, shares, and subscriptions on social media platforms (Patel, 2019) Patel (2019) further emphasizes that digital influencers provide detailed insights into fan engagement, including metrics on reach and interaction over various time frames Additionally, social media analytics allow for the categorization of influencers' audiences by age, region, search timing, and lifestyle, enabling companies to assess the popularity of digital influencers effectively and select the most suitable ones for brand promotion This approach offers valuable insights into the evolving landscape of digital influence.
In their 2017 study, Gauns, Pillai, and colleagues explored how celebrity endorsements influence customer purchase intentions, specifically focusing on Goan consumers The research revealed that likeability is a critical attribute of celebrities that significantly impacts purchasing decisions.
The study by Vien et al (2017) explored the influence of endorsement credibility on brand attitude and purchase intention among urban adults in Malaysia, revealing that while the likeability of endorsers did not affect brand attitude, it positively impacted purchasing intentions related to badminton players However, there is a gap in research regarding the relationship between the likeability of digital influencers and purchase intention This article aims to investigate this relationship to assess the impact of digital influencer likeability on purchase intention within the context of Vietnam.
This study proposed the following hypothesis:
Hypothesis 4: Likeability (LI) to digital influencers positively influences the purchase intention
Product fit hypothesis recommend that the review of influencers is more effective when having the link between characteristics of influencers and products they review (Kim & Na,
The alignment between an influencer's image and the properties of a product significantly enhances the persuasiveness of a review As noted by Kamins (1990), product fit refers to the congruence between the reviewer and the product being reviewed A strong relationship between reviewers and the products positively influences consumer purchase intentions, as highlighted by Speed and Thompson (2000) Therefore, ensuring a good fit between digital influencers and cosmetics is crucial for guiding consumer purchasing decisions Moreover, utilizing various digital influencers across different product segments can effectively promote products and enhance their perceived value.
DATA AND METHODOLOGY
Research process
Here is the process of this research:
Reviewing the related research and conceptual theory
Identifying the objectives of research, research methodology, research questions, research scope
Depending on the previous study to build the hypothesis and finalize conceptual model
Designing the survey questionnaire and sample of survey
Conducting pilot test and adjusting questionnaire after receiving feedback of pilot test
Analyzing data, check the supported or not supported hypothesis and conceptual model
Conclusion the findings and propose some implication and limitations h
Sample design
Hair et al (2009) suggest that the required sample size for a survey should be calculated by multiplying the number of questions by five In this study, the author utilized 23 questions across 7 variables, resulting in a minimum sample size of 115 (23 x 5) An increase in the number of responses collected will enhance the accuracy of the scale items.
This study employed non-probability sampling, as endorsed by Leary (2004), which is suitable for research aimed at hypothesis testing The surveys were conducted primarily in Hanoi and other major provinces and cities, targeting diverse consumer groups who follow digital influencers for skincare cosmetics purchases Due to the impact of Covid-19, the survey was predominantly conducted online using Google Forms, resulting in a total of 235 responses.
This study focuses on individuals who have purchased or plan to purchase facial skincare products influenced by digital reviews The respondents were randomly selected without demographic restrictions After filtering the data, responses from individuals who had never bought facial skincare products were excluded, resulting in a total of 187 valid survey responses.
Measurement scale
This research adapts the measurement framework established by Hair et al (2009) to focus on digital influencers, utilizing the source credibility model proposed by Ohanian (1990), which encompasses three key variables: Expertise (4 items), Attractiveness (5 items), and Trustworthiness (3 items) A survey will be conducted using a 5-point Likert scale ranging from strongly disagree to strongly agree Additionally, the variable "Likeability," based on the work of Tripp et al (1994), will be included with 4 items and will also utilize the 5-point Likert scale Lastly, the study will examine product fit as the final independent variable.
The study utilizes 24 variables based on Kamins (1990), measured using a 5-point Likert scale with three items Additionally, the purchase intention variable is defined by Tingchi-Liu & Brock (2011), featuring four items Detailed measurement scale items for these variables are presented in the table below.
Strongly disagree Disagree Neutral Agree Strongly agree
No Variable Coding Question Source
EX1 The digital influencers are knowledgeable about the product
The digital influencers are qualified with the certificate about cosmetics
The digital influencers are experienced in using a variety of facial care products
The digital influencers are skilled at using cosmetics properly and well Example: Makeup skills, using cosmetics for facials - skincare
I like seeking about the product through the recommendation of digital influencers with beautiful face, smooth skin Ohanian
I like seeking about products through the recommendation of attractive digital influencers h
No Variable Coding Question Source
I like seeking about products through the recommendation of elegant digital influencer
I like seeking about the product through the recommendation of digital influencer with classy style
I like seeking about the product through the recommendation of digital influencer with sexy style
I think digital influencer is a trustworthy person when recommending a product (according to your personal sensing)
I think digital influencer is a honest person when recommending a product
I think digital influencer is a dependable person when recommending a product
I like exploring about the product through the introduction of likable digital influencer
I like exploring about the product through the introduction of pleasant digital influencer
I like exploring about the product through the introduction of popular digital influencer
I like exploring about the product through the introduction of agreeable digital influencer
Digital influencers' image is suitable for the product they recommend
No Variable Coding Question Source
The link between digital influencers' career field and the product they recommend
19 PF3 Digital influencers support to increase the value of the product
PI1 Products recommended by digital influencers caught my attention
Products recommended by digital influencers effect my buying intention
I buy this product because my favorite digital influencers recommending the product
I bought this product because I trust the recommendation of the product review of digital influencers.
Data analysis methodology
The descriptive analysis categorizes demographic information, including gender, age, occupation, monthly income, type of product, product segment, and usage frequency This data will be illustrated through both text and charts for clarity.
The data collected would be analyzed by SPSS software
Cronbach's alpha is a widely recognized metric for assessing reliability in research (Hair et al., 2009) In this study, the author employs Cronbach's alpha to evaluate the reliability of measurement items for each variable The alpha value indicates the strength of the relationship between individual items and the overall score, ranging from 0 to 1 According to George & Mallery (2003), this value serves as a crucial indicator of measurement consistency.
A reliability score under 0.5 is deemed low, while a score above 0.9 indicates strong reliability Nunnally & Bernstein (1994) emphasize the significance of the correlation between individual items and the total construct They also note that item-total correlations should ideally exceed 0.3; items with correlations below this threshold should be discarded.
Exploratory Factor Analysis (EFA) is a statistical technique that condenses a large set of variables into a smaller, more manageable group while retaining the essential characteristics of the original variables (Hair et al., 2009) To effectively conduct EFA, certain prerequisites must be met to ensure accurate and meaningful results.
• Factor loading is accepted when > 0.5
• Kaiser – Meyer – Olkin (KMO) of Sampling Adequacy > 0.5 In case the KMO value is under 0.5, that means no distinction and validity between these variables
The independent sample T-test, also known as Student’s unpaired t-test, is an inferential statistical method used to compare observations from two unpaired study groups (Hill, 2006) In contrast, Student’s paired t-test applies when two equally sized groups are matched in ways other than the experimental intervention This research focuses on the gender groups "male" and "female," which are not matched, making the independent sample T-test the appropriate choice for analysis.
Mishra et al (2019) emphasized that this test involves a continuous normally distributed variable (test variable) alongside a categorical variable with two categories (grouping variable) Key statistical measures such as the mean, standard deviation, and number of observations are calculated for each group.
In this analysis, the significance degree will be calculated using a 28 group method, with the first significance level determined by Levene’s test A P-value greater than 0.05 indicates that the variances between the groups are equal and considered insignificant Conversely, a P-value less than 0.05 suggests that there are unequal variances between the two groups.
3.4.2.4 One-way Analysis of variance (ANOVA test)
The Independent sample T-test is used to compare observations from two groups, while Analysis of Variance (ANOVA) is employed for comparing observations from three or more groups (Mishra et al., 2019) According to Larson (2008), the ANOVA test is defined as a statistical method for this purpose.
“ a kind of statisticsal technique for analyzing variation in a response variable (continuous random variable) measured under conditions defined by discrete factors (classification variables, often with nominal levels)”
One-way ANOVA involves a single independent variable, while two-way ANOVA incorporates two independent variables (Mishra et al., 2019) This statistical test evaluates one continuous dependent variable against categorical independent variables, requiring at least three groups for analysis The primary goal is to determine the significance of the P-value Similar to the T-test, a P-value greater than 0.05 indicates no significant difference and equal variance, whereas a P-value less than 0.05 suggests a significant difference with unequal variance.
Simple linear regression is a statistical method used to predict the value of a response variable based on an explanatory variable (Hill, 2006) This technique measures the relationship between independent and dependent variables, providing insights into their correlation The regression function illustrates this relationship effectively.
In that case, the abbreviations of each part will be shown:
𝛽 1 : Coefficient between dependent variable and independent variable
In this model, researchers must evaluate the P-value to determine hypothesis support; a P-value greater than 0.05 indicates no support for the hypothesis, while a P-value less than 0.05 confirms support Following this, the researcher should assess R-squared (R2) and Adjusted R-squared (Adjusted R2) According to Hill (2006), R-squared reflects the extent to which the variance in the independent variable accounts for the variance in the dependent variable, with higher R2 values indicating a stronger explanatory power A model is considered a good fit if R2 exceeds 50% Adjusted R2 also indicates model fit but adjusts for the number of independent variables; an increase in Adjusted R2 upon adding a new variable suggests its relevance in explaining the dependent variable, while a decrease indicates otherwise.
In regression statistics, the Variance Inflation Factor (VIF) is essential for assessing multicollinearity A VIF value below 2 indicates no multicollinearity, suggesting that the variable can remain in the model Conversely, a VIF value of 2 or higher signals the potential need to remove the variable due to multicollinearity concerns.
ANALYSIS RESULTS
Descriptive statistics
This section presents the analysis and findings from the survey data collected through both online (via Google Forms) and offline methods A total of 235 participants expressed interest in the survey, but only 187 responses met the criteria, indicating they regularly use facial skincare products and have purchased or intend to purchase cosmetics based on digital influencer recommendations The demographics and details of the qualified participants are outlined below.
Gender: Among 187 respondents, there are 89.3% of respondents related to 167 persons were women while 10.7% of ones related to 20 persons were man
From 16 to 22 years old From 23 to 30 years old From 31 to 40 years old Over 40 years old h
Age: In a group 187 respondents, the largest percentage of age accounts for 48.1% (90 responses), from 23 to 30 years old Meanwhile, the second rank belongs to group age from
16 to 22 years old, took 47.1% (88 responses) Two lowest group of age is from 31 to 40 years old and over 40 years old, accounted for 4.3% and 0.5%, respectively, at 8 and 1 responses respectively
The survey on marital status revealed three categories: dating, married, and single The majority of respondents, 112 individuals or 59.9%, identified as dating, while 58 respondents (31%) were single, and 17 respondents (9.1%) were married.
The survey results reveal that students constitute the largest occupation group, representing 60.4% with 113 participants Officers follow as the second largest group, comprising 27.8% with 52 individuals Additionally, freelancers make up 6.4% of the respondents with 12 participants, while the sales, customer service, and receptionist categories account for 5 individuals.
Business owner/Self-employed Freelancer Officer Sales/Customer service/Receptionist
32 people (2.7%), and the last is the group of Teacher and Business owner / Self-employed, respectively 3 people (1.6%) and 2 people (1.1%)
Due to COVID-19 and limited online access, the majority of responses regarding living areas were from Northern Vietnam, representing 92% (172 responses) In contrast, only 4.3% (8 participants) were from Southern Vietnam, while 3.7% (7 participants) were from Central Vietnam.
The income distribution among the surveyed individuals is categorized into four distinct groups A total of 102 respondents were analyzed, revealing that 54.5% earn below 5 million VND The second largest group, comprising 24.1% of respondents, earns between 5 and 10 million VND The third group, with an income range of 11 to 20 million VND, accounts for 16.6%, while the smallest group, earning over 20 million VND, represents only 4.8% of the total.
11-20 million VND 5-10 million VND Over 20 million VND Under 5 million VND h
Product segment: The product segment is divided into 3 main groups: Drug-store product
Products are categorized into three price ranges: budget-friendly items priced below 300,000 VND, mid-range products costing between 300,000 VND and 1,000,000 VND, and high-end products priced above 1,000,000 VND Among these, drug-store products are the most favored, receiving 97 responses, which represents 51.9% of the total Mid-range products follow, with 76 participants indicating a preference, accounting for 40.6% of the responses.
14 high-end users, accounting for 7.5%
Drug-store product (Price below 300,000 VND/product)
High-end product (Price above 1,000,000 VND/product)
Mid-end product (Price from 300,000 VND - 1,000,000 VND/product) h
Product type: Regarding the product type, the author lists 10 product types, namely
In a recent survey on skincare product usage, respondents identified their top five most utilized items: cleanser, makeup remover, sunscreen, moisturizer, and peeling The cleanser emerged as the most popular choice, with 185 participants (98.93%) reporting its use Following closely were makeup remover, used by 164 participants (87.7%), sunscreen at 154 participants (82.35%), moisturizer with 147 users (78.61%), and peeling, which was chosen by 144 respondents (77.01%) Other products saw lower usage, including toner with 137 users (73.26%), facial masks at 134 participants (71.66%), and facial oils or serums used by 113 respondents (60.43%) Spot correctors had the lowest usage at 70 participants (37.43%), while anti-aging creams were the least favored among the options.
Scale measurement of constructs
This study aims to assess the reliability of the scale and eliminate unreliable measurement items by employing the Cronbach’s Alpha test This method evaluates the reliability of both dependent and independent variables.
If the Cronbach alpha value ≥ 0.3, the items will reach the standard (Nunnally & Bernstein,
1994) The results of Cronbach alpha will be presented as below:
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
The above results illustrate that by the Corrected Item-total correlation >0.3, the results of Corrected Item-total correlation is satisfied, Cronbach alpha of each group items mostly
>0.8, this means that the measurement scale is very good
To enhance the reliability of the scales, items EX2 and LI1 will be removed, as their deletion increases Cronbach's Alpha values to 0.803 and 0.865, respectively, surpassing the required thresholds of 0.755 and 0.825 for the Expertise and Likeability groups Consequently, the Expertise scale will consist of 3 items, the Attractiveness scale will have 5 items, the Trustworthiness scale will include 3 items, the Likeability scale will feature 3 items, the Product Fit scale will comprise 3 items, and the Purchase Intention scale will consist of 4 items.
Table 4 2 Exploratory factor analysis results of independent variables
Kaiser-Meyer-Olkin Measure of
The study utilized 17 independent variables, which were validated through a reliability test and examined using Exploratory Factor Analysis (EFA) The Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy was found to be 0.859, indicating that the data is suitable for factor analysis, with a significant value of 0.000 This suggests that the variables are interrelated Additionally, the Total Variance Explained was 73.6%, demonstrating that five factors account for this percentage of data variation The varimax rotation of the rotated component matrix confirmed that the 17 observation items effectively grouped into five distinct variables.
Table 4.4 Exploratory factor analysis results of dependent variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.777 0.5