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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1010
Title: Influencer marketing as a marketing strategy a qualitative study on influencer marketing for brands in vietnam
Authors: Le Minh Thao Duy 
Keywords: Influencer marketing;Influencers;Marketing experts
Issue Date: 2019
Abstract: 
This paper aims to interpret the conception and effectiveness of influencer marketing in Vietnam through interviews with marketing experts and social influencers. The objective is to provide a comprehensive understanding of influencer marketing and its practicality in the Vietnamese market. The study uses a combination of primary and secondary data. Secondary data is firstly collected through research documents, reports and newspapers to establish a theoretical foundation. Then, by conducting interviews with marketers and influencers, primary data is gathered to test hypotheses and analyze the effectiveness and implementation of Vietnamese influencer marketing. Lastly, the result will be summarized along with some suggestions for further research
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/1010
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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