Developing influencer selection criteria for brand influencer marketing with generation Z in the Vietnamese context

Tran, Le Chau; Le, Tien Dat; Tran, Quang Nghia; Le, Ha Chi

doi:10.15439/2022M4759

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Tytuł artykułu

Developing influencer selection criteria for brand influencer marketing with generation Z in the Vietnamese context

Autorzy

Tran Le Chau , Le Tien Dat , Tran Quang Nghia , Le Ha Chi

Wybrane pełne teksty z tego czasopisma

http://annals-csis.org

Identyfikatory

DOI

10.15439/2022M4759

Warianty tytułu

Konferencja

Proceedings of the 2022 International Conference on Research in Management & Technovation

Języki publikacji

Abstrakty

The concern of influencer marketing has dramatically increased in the last decades. Many scholars have been conducted focusing on the module of impacting influencer marketing, however, rarely focusing on the insight of the problem. With the generational transition going on, gen Z is now becoming one of the major targets for any enterprises to attract their own consumer. However, not many brands can fully utilize the effect of influencer marketing it brings as this generation is hard to predict their own behaviors. A survey of 115 respondents has been taken throughout every region of Vietnam. The result indicates that there are six factors given by Gen Z that significantly and positively affect the attitude towards influencers. Interestingness plays a vital role. The attitude towards influencers has an effect on the attitude towards the brand. In addition, this research proposes a based module for further research on influencer marketing in Vietnamese context.

Słowa kluczowe

influencer marketing influencer consumers perception social media brand

Wydawca

Polskie Towarzystwo Informatyczne

Czasopismo

Annals of Computer Science and Information Systems

Rocznik

2022

Tom

Vol. 34

Strony

247--257, rys., tab.

Opis fizyczny

Bibliogr. 69 poz.

Twórcy

autor

Tran Le Chau

Swinburne Vietnam, Hanoi

autor

Le Tien Dat

Swinburne Vietnam, Hanoi

autor

Tran Quang Nghia

Swinburne Vietnam, Hanoi

autor

Le Ha Chi

Swinburne Vietnam, Hanoi

Bibliografia

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

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Bibliografia

Identyfikator YADDA

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