這項研究探討了影響力行銷如何影響越南消費者的購買決策。採用定量方法，收集了 399 份問卷。自變數包括影響者吸引力、可信度、專業知識、電子口碑 (eWOM) 和消費者體驗。因變數是購買意願。使用 SPSS 進行統計分析評估了這些變數對購買決策和品牌信任的影響。主要調查結果表明，影響者行銷總體上具有顯著的正面影響。消費者體驗的影響力最強，其次是影響者可信度、內容品質和消費者態度。影響者內容的用處也強烈預測了消費者的接受度和購買意願。研究結果為尋求在越南背景下利用影響者行銷的品牌提供了實際意義，提供價值的真實合作關係是關鍵，與利基微型和奈米影響者合作可以有效地瞄準特定細分市場，確保內容品質和解決消費者需求也可以提高可信度和接受度。這表明，當有效地針對越南數位消費者進行客製化時，提供可信賴推薦的影響者行銷可以強烈影響購買決策。

This research explored how influencer marketing impacts consumers' purchase decisions in Vietnam. Using quantitative methodology, 399 survey questionnaires were collected. Independent variables included influencer attractiveness, trustworthiness, expertise, electronic word-of-mouth (eWOM), and consumer experience. The dependent variable was purchase intention. Statistical analysis using SPSS evaluated the impact of these variables on purchase decisions and brand trust.The major findings indicate that influencer marketing has a significant positive effect overall. Consumer experience showed the strongest influence, followed by influencer credibility, content quality, and consumer attitude. Usefulness of influencer content also strongly predicted consumer acceptance and purchase intention.The results provide practical implications for brands seeking to leverage influencer marketing in the Vietnamese context. Authentic partnerships that deliver value are key. Partnering with niche micro and nano-influencers can effectively target specific segments. Ensuring content quality and solving consumer needs also drives credibility and acceptance.This suggests that influencer marketing which provides credible recommendations can strongly impact purchase decisions when effectively tailored to Vietnamese digital consumers.

ABSTRACT i
摘要 ii
Acknowledgement iii
Table of Contents iv
List of Tables vi
List of Figures viii
1. INTRODUCTION 1
1.1. Research Background 4
1.2. Research questions 5
1.3. Research Objectives 5
1.4. Research procedure, population, and scope 6
1.5. Research structure 6
2. LITERATURE REVIEW 7
2.1 The concept of Social Media Influencer Marketing 8
2.1.1 The concept of Social Media Influencer 8
2.1.2 Classification of Influencers 9
2.2 Social Media Influencer in Vietnam 12
2.3 Hypothesis development 13
2.3.1 Electronic Word-of-mouth (eWOM) 14
2.3.2 Attractiveness 16
2.3.3 Trustworthiness 16
2.3.4 Credibility 17
2.3.5 Expertise 17
2.3.6 Brand Trust 18
2.3.7 Purchase Decision 19
3. RESEARCH METHODOLOGY 21
3.1 Research design and data collection 21
3.2 Pilot study 23
4. RESEARCH ANALYSIS RESULT 28
4.1 Demographic statistics 28
4.2 Demographic information 29
4.2.1 Gender 29
4.2.2 Age 29
4.2.3 How much time do you spend accessing social networks every day? 30
4.2.4 Sample structure according to the most used Social Network 30
4.3 Check the reliability of the scales using Cronbach's Alpha 31
4.3.1 Cronbach's Alpha of the scale "eWOM ": 31
4.3.2 Cronbach's Alpha of the scale "Attractivenesss ": 32
4.3.3 Cronbach's Alpha of the scale " Trustworthiness": 32
4.3.4 Cronbach's Alpha of the " Credibility " scale: 33
4.3.5 Cronbach's Alpha of the scale " Expertise ": 33
4.3.6 Cronbach's Alpha of the scale " Brand Trust ": 34
4.3.7 Cronbach's Alpha of the scale " Purchase decision ": 34
4.4 EFA exploratory factor analysis 35
4.5 ANOVA Test 42
4.5.1 Theoretical Basis 42
4.5.2 Testing Purchase Decisions Across Gender Groups 42
4.5.3 Testing Purchase Decisions Across Age Groups 43
4.5.4 Testing Purchasing Decisions Among Social Media Usage Time Groups 44
4.5.5 Testing Purchase Decisions Among Most Liked Social Network Groups 45
5. CONCLUSION 47
5.1 Major Findings 47
5.2 Managerial Implications 47
5.3 Limitations and Future Research 48
REFERENCES 49
APPENDIX A 55
APPENDIX B 58

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