bài tiểu luận môn phương pháp nghiên cứu khoa học conceptual model and hypothesis development

Overview of the research situation In our today world, traditional marketing channels become less important because ofsocial media presence in more ways than one.. The purpose of this re

ĐẠI HỌC QUỐC GIA THÀNH PHỐ HỒ CHÍ MINH TRƯỜNG ĐẠI HỌC KINH TẾ - LUẬT KHOA QUẢN TRỊ KINH DOANH

BÀI TIỂU LUẬN MÔN

PHƯƠNG PHÁP NGHIÊN CỨU KHOA HỌC

CHAPTER I: INTRODUCTION 4

1.1 THE REASON FOR CHOOSING THE TOPIC 4

1.2 OVERVIEW OF THE RESEARCH SITUATION 4

1.3 RESEARCH OBJECTIVES 5

1.3.1 General and Specific objectives 5

1.3.2 Research questions 5

1.4 SCOPE OF RESEARCH 6

1.5 RESEARCH METHODOLOGY 6

1.6 MEANINGS OF THE RESEARCH 6

1.7 STRUCTURE OF THE STUDY 7

CHAPTER II: LITERATURE REVIEW 7

2.1 INFLUENCER MARKETING 7

2.1.1 Influencer 7

2.1.2 Influencer marketing 8

2.1.3 Vietnam's F&B industry 8

2.2 CONCEPTUAL MODEL AND HYPOTHESIS DEVELOPMENT8 CHAPTER III: METHODOLOGY 10

3.1 MEASURES 11

3.2 QUANTITATIVE RESEARCH DESIGN 13

CHAPTER IV: CONCLUSIONS AND IMPLICATIONS .14

CHAPTER I: INTRODUCTION

1.1 The reason for choosing the topic

Vietnam is making economic strides and has accomplished certain goals As people's living circumstances rise, eating well and wearing beautiful clothes has progressively replaced eating well and wearing warm clothes for quite a period of years With a population of more than 97 million people, the majority of whom are young, this is a very promising market for the food and beverage (FnB) industry to quickly establish itself FnB refers to the food and beverage sector As a result, we may conclude that the FnB service industry is the business of food, beverage, and food goods, as well as the business

of the dividends that comprise the brand

In the past few years, social media influencers have had a significant and overwhelming impact on the marketing of products, services, and corporate brands, especially in the FnB industry Brands and their relationships with customers changed because of this major impact Since every business, regardless of size, specialty, or category, finds social media to be a valuable medium for reaching out to clients and potential customers with the least number of problems, the influence will not fade within the next year

1.2 Overview of the research situation

In our today world, traditional marketing channels become less important because of social media presence in more ways than one While all traditional media and advertising options are expensive and usually out of reach for small businesses, social media has emerged as a potentially low-cost and highly successful option for them FnB businesses, which are now one of market leaders, may significantly reduce their advertising and marketing expenditures by utilizing social networking platforms

According to a Vietnam Briefing, F&B accounts for the biggest share of Vietnamese spending expenditure, accounting for 35% of monthly spending and 15% of the country's GDP; this figure is likely to rise in the future years After the Covid-19 epidemic, the F&B business had been rapidly expanding, owing to a confluence of favorable trends

such as population expansion, rising household incomes, and changes in consumer behavior, especially Gen Z, through social media influencers

As shown by research examining Gen Z behavior, influencers have the capacity to impact their purchasing patterns According to research by Kantar M.Brown (2020), 44% of GenZ-ers have made a purchasing choice based on the suggestion of an influencer In another Survey Monkey study, more than half of Gen Z (58%) have bought based on a suggestion from a social media influencer or content creator

1.3 Research objectives

1.3.1 General and Specific objectives

Social media has commercial goals rather than direct sustainability goals However, since they all represent the corporation, it is in their best interests to maintain its corporate sustainability Several specialist papers investigate, to the best of our knowledge, the possibly diverse roles performed by macro and micro influencers in influencing social network users' participation with marketed items when it comes to ensuring company sustainability The purpose of this research is to satisfy current needs:

(1) Understand and explain the factors of social media influencers that affect GenZ’s

purchase intention on FnB and identify distinctive traits of social media influencers useful for their ranking

(2) Evaluate and compare those factors affecting GenZ’s purchase intention on food,

then analyze how they work according to the type of influencer: Micro and macro

(3) Investigate the potential differences between traditional advertising and social

media influencers marketing Propose solutions and make suggestions for the firms

1.3.2 Research questions

We conduct research on this topic to answer these questions:

1) What exactly is the relation between Generation Z and Influencers?

2) What are the factors of social media influencers that influence GenZ’s purchase intention on food and beverage products?

3) How are these factors influencing GenZ’s purchase intention on food and beverage products?

1.4 Scope of research

 Research objective: The social media influencers' characteristics affect Gen Z's purchase intention in the Vietnamese FnB market

 Survey objective: GenZ

 Graphic area: Ho Chi Minh City

 Time: The research is carried out from October 10, 2021, to November 21, 2022

1.5 Research Methodology

The study combines two methods: qualitative research and quantitative research

a) Qualitative research: Gathering data and customer opinions through customer

surveys and interviews about the effects of online influencers towards their purchase intention through FnB in Ho Chi Minh City

b) Quantitative research: Collecting, processing information, and analyzing data for

the research through questionnaires that have been designed and built by taking surveys on social networks using Google Forms, For the variables of the scale, to assess the level of consumer agreement, the questionnaire is designed with the Likert scale, 5 levels with 1 being “strongly disagree” to 5 being “strongly agree” with 300 questionnaires distributed After collecting the required number of samples, the data is processed by SPSS software to test the scale through Cronbach's Alpha reliability coefficient and EFA exploratory factor analysis Then the factors extracted from the data set will be put into correlation analysis and regression analysis to evaluate the proposed model and test the hypotheses

1.6 Meanings of the research

This study aims to determine the subjective and objective factors of influencers affecting consumption behavior, specifically the purchase intention of Gen Z consumers in Ho Chi Minh City through the results of evaluation and recognition From there, we propose

solutions to promote the positive factors and at the same time overcome the negative effects, suggest ways for Genz customers to effectively purchase FnB products and finally make recommendations to businesses in the FnB industry that have orientations and changes when using Influencer Marketing to boost business efficiency

1.7 Structure of the study

This research has four chapters:

 Chapter 1: Introduction This part will present the reason for choosing the topic,

research objectives, overview of the research situation, research methodology, object, and scope of the research, meaning of the topic, and structure of the study

 Chapter 2: Literature reviews In this chapter, the research team will present the

basic theories used to study the hypothesis to draw the research model

 Chapter 3: Research Methodology This chapter will describe the research process

and methods in detail: quantitative research, qualitative research, primary data, data analysis process, and data analysis methods Thereby assessing the reliability

of the research results

 Chapter 4: Conclusions and Implications In this part, the research team will

present in detail and provide specific research results with tables of processed data Then, based on this result to interpret and draw conclusions

CHAPTER II: LITERATURE REVIEW

2.1 Influencer marketing

2.1.1 Influencer

There appears to be a lack of concurrence about defining an influencer According to Keller & Berry (2003), an influencer is described as a person who has an active mind and creates activities that impact various networks To put it differently, an influencer is not required to be famous but whoever influences their own communities In the marketer world, the influencer of social media is defined in the definition of Duncan & Hayes

(2008) that people mostly agree with: An influencer is a third party who has a considerable impact on a customer's purchase choice These influencers vary in different kinds and influence in different levels

2.1.2 Influencer marketing

"Influencer marketing" is the practice of using individuals with influence over potential consumers and orienting marketing campaigns around these individuals to promote a brand message and produce to the world market via social networking platforms and collaboration with opinion leaders (Bijen, 2020; Levin, 2019) Influencer marketing is therefore highly effective This marketing form works in tandem with the creation of messages delivered by influencers to intensify brand awareness extent toward consumer segmentations in both cognition and emotion

2.1.3 Vietnam's F&B industry

2.2 Conceptual model and hypothesis development

Expertise

Expertise level is defined as the extent to which the influencer is perceived as having knowledge or skill in a particular field (Ratchel et al., 2014) While expertise is highlighted to have a positive impact on both attitude and purchase intention (Till and Busler, 2000), Silvera and Austad (2004) emphasizes that target groups' purchase intention is higher when the influencers are more reliable since he/she has higher expertise, trustworthiness, and attractiveness When influencers post about products or promote brands on social media platforms using their own expertise, the message of the products or brands can be seen as more trustworthy to their followers rather than sponsored commercials (Kassoway, 2015) As a result, the following hypothesis is proposed:

Influencer Credibility

Influencers are considered as more credible and trustworthy than typical celebrities, and this has a substantial influence on the purchase intentions of their followers Sen & Lerman (2007) back up Deatara et al (2019) findings by claiming that highly credible communicators are more convincing than those with poor credibility Jiang's (2018) study also stated that a credible celebrity has a favorable influence on marketing effectiveness, such as enhancing customers' perceptions toward the brand and purchase intention Based

on this, it is proposed:

H2 = The influencer credibility has a positive effect on consumers’ purchase intention.

Likability

Likability is described as the information receiver's affection for the information source's physical appearance and personal traits (Kiecker & Cowles 2001; Teng et al., 2014) One

of the most significant variables affecting a consumer's attitude is their opinion of an influencer (Li et al., 2014) In current study, likability is defined to be an individual’s tendency to be driven to the communicator’s charisma or persona, or his/her level of friendliness or approachability in the eyes of beholders (Xiao et al., 2018) Therefore, the likability of an influencer is positively shown to increase credibility, consumer attitudes and buying intention (Kumar, 2011) Thus, we extend our hypothesis as follow:

H3 = Likeability of the influencer has a positive effect on consumers' purchase intention.

Information Quality

The quality of information is positively related to the reliability of authentication information (Cheung et al., 2012) The informative value of an influencer's sponsored

posts positively influences consumers' trust towards those posts, and this ultimately shapes brand perception as well as consumer purchase intention (Arli, 2017; Lou & Yuan, 2019; Taylor et al., 2011) Thus, the following hypothesis is projected:

H4 = The quality of the influencers' information has a positive effect on consumers' purchase intention.

Entertainment Value

Entertainment is crucial in forming customers' attitudes and affecting their buy intentions, according to previous research by Mustafi and Hosain (2020) Courtois et al., De Marez, and Verleye (2009) revealed that the major reasons for most consumers to load social media contents are enjoyment and escapism, which are the key indicators of entertainment fulfillment Organizations may enhance their value from consumers by successfully entertaining them and increasing their perspectives of brands through word-of-mouth and brand trust (Kang, 2005) As a result, the perceived entertainment value in

an influencer's content is also likely to shape credibility and purchase intention Consequently, hypothesis 5 is thus proposed:

H5 = The entertainment value of the influencer has a positive effect on consumers' purchase intention.

Figure 1: Proposed research model

CHAPTER III: METHODOLOGY

3.1 Measures

This article uses the quantitative research method by comparing statistics from reputable sites and referencing related documents The questionnaire is pre-programmed with questions about the variables on a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree)

A total of five measurement indicators were used to measure the cuisine of Genz in this study Each of them was developed by different authors We design a table contains the specific scale items for the constructions that were researched and created for this study

Table 1.1 Measurement Items

1 A social influencer is an expert in the field of cuisine IE1

2 Social media influencers with experience in the food industry IE2

3 Social media influencers are knowledgeable about the culinary IE3

4 Social media influencers with qualifications in gastronomy IE4

5 Social media influencers with enough skills to introduce products in the culinary

IE5

1 A social media influencer is a trustworthy person IC1

2 Social media influencers honestly introduce cuisine IC2

3 Social media influencers have a sincere attitude IC3

1 Social media influencers are friendly people IL1

2 Social media influencers have a likable personality IL2

3 Social media influencers with a warm personality IL3

4 Social media influencers are easily accessible IL4

5 I will ask influencers for advice IL5

6 I want to be friends with social media influencers IL6

7 Influencers are physically attractive IL7

8 Influencers have a lot in common with me IL8

1 Social media influencer reviews are trustworthy IQI1

2 The argument of the influencer is very convincing IQI2

3 The influencer's rating, this influencer is trustworthy IQI3

4 The influencer comments made in this review are consistent with other reviews

IQI4

1 You appreciate interesting reviews IEV1

2 You appreciate helpful reviews IEV2