| Article Details : |
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| | | Article Name : | | | Impact of social media Influencer marketing on
consumer at Ho Chi Minh City | | Author Name : | | | LÊ GIANG NAM
HOÀNG THÁI DÂN | | Publisher : | | | Bridge Center | | Article URL : |  | | | Abstract : | | | The marketing field is changing simultaneously with the
digital world and social media influencer marketing would be a good
alternative to other old types of marketing. The authors sketched the
literature of social media Influencer marketing and conducted a survey
in Ho Chi Minh City. The authors find that consumers tend to trust in
influencers strongly and the consumer’s purchasing intention is
significantly impacted by four factors including the trust of influencer,
the quality of content, the relevance between influencer and product,
the involvement of consumer. The result shows that the trust of
influencer is a key component of influencer marketing. | | Keywords : | | | nfluencer marketing, purchasing intention, social
media.
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