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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/1345
Title: Risk factors of social influencer marketing in Vietnam
Authors: Nguyen Vo Hoang Anh 
Keywords: Risk factors;Social influencer
Issue Date: 2022
Abstract: 
As Social Media grows, Brands are in need of more and more consumer relationshipbuilding campaigns. Social Influencer Marketing is one of the most popular approaches, but it cannot completely eliminate the hazards that could result in a Brand facing a crisis of communication. The goal of this essay is to examine how Risk Factors that result from the usage of Influencer Marketing Campaigns affect Brand Awareness and Purchase Decisions
of customers. The study would be discussed through literature reviews and aids in the conceptualization of the model, then the model will be tested from different Hypotheses in the Vietnamese market by to observe the level and direction of the relationships between factors, also the research will build extended mediators on the impact of Media Crisis to measure the changes in Customer Behavior. Data will be collected through an online survey with 204 respondents who regularly use social networks and follow Influencers in the Vietnamese market, examining their behavior change towards Brand attitude and the purchase process during a Media Crisis using a quantitative method and analyze the data through R-programing and Excel. The findings indicate that the media issue raises social media engagement, which in turn indirectly raises Brand Awareness. On the other hand, a crisis damages a customer's perception of the Brand and lessens their propensity to make purchases
URI(1): https://epub.vgu.edu.vn/handle/dlibvgu/1345
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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