VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1658
Title: | Influencer marketing building customer trust and brand engagement | Authors: | Nguyen Hoang Ngoc Kha | Keywords: | Influencer marketing;Influencer content;Consumer attitude | Issue Date: | 2023 | Abstract: | Brands have poured enormous amounts of money into influencer marketing because they have become more aware of the potential benefits of this strategy over the years (Dobrilova 2023). The explosion of social media is powerful; thus, businesses must properly manage this form of communication if they seek to achieve their strategic objectives. The present-day increasing number of social media influencers (SMIs) provide those who follow them access to sources of expertise and innovation, given that more people are beginning to pay attention to the emerging fashion trends being spread by SMIs on Instagram. This paper strives to investigate the significance of influencer-generated content (IGC) in the persuasiveness of a message value, and SMI credibility, which are attractiveness, trustworthiness, and expertise when affecting customer trust and engagement, including purchasing decision as well as perception towards promoted brands regarding the fashion sector. In the context of human brand theory, followers (i.e., potential customers) regard SMIs as human brands and get psychologically associated with them purely due to their authenticity, inspiration, and shared characteristics. With the aim of examining the effects of such promotional behaviours on SMI credibility and the trust of their audience, information was conducted from in-depth interviews with Instagram users regarding how SMIs' contents influence their purchasing decisions and opinions on promoted fashion items |
URI(1): | https://epub.vgu.edu.vn/handle/dlibvgu/1658 |
Appears in Collections: | Finance & Accounting (FA) |
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Influencer marketing building customer trust and brand engagement.pdf | 1.74 MB | Adobe PDF |
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