The impacts of social media influencers on purchase intention towards cosmetic products in Ho Chi Minh City, 2021

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

DO THI MAI HUONG

THE IMPACT OF SOCIAL MEDIA

INFLUENCERS ON PURCHASE

INTENTION TOWARDS COSMETIC

PRODUCTS IN HO CHI MINH CITY

GRADUATION THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR: PhD. NGUYEN VAN THUY

HO CHI MINH CITY - 2021

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

DO THI MAI HUONG

THE IMPACT OF SOCIAL MEDIA

INFLUENCERS ON PURCHASE

INTENTION TOWARDS COSMETIC

PRODUCTS IN HO CHI MINH CITY

GRADUATION THESIS

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR: PhD. NGUYEN VAN THUY

HO CHI MINH CITY - 2021

TÓM TẮT

Influencer Marketing đã trở thành một chiến thuật Digital Marketing mới gần đây.

Nghiên cứu này được thực hiện để nhằm xác định tác động của nhiều đặc điểm của

một người có sức ảnh hưởng trên mạng xã hội ảnh hưởng đến ý định mua mỹ phẩm

của người tiêu dùng trên phạm vi Thành phố Hồ Chí Minh. Dữ liệu được thu thập

thông qua bảng biểu câu hỏi trực tuyến Google Khảo Sát và kích thước mẫu là 301.

Để phân tích dữ liệu, tác giả đã sử dụng phần mềm SPSS. Dựa theo dữ liệu phân tích

được thì các yếu tố của người có sức ảnh hưởng trên mạng xã hội gồm: Mức độ uy

tín, Sự đáng tin cậy, Mức độ nổi tiếng và Đánh giá của những người này đều có một

tác động đáng kể đến ý định mua mỹ phẩm của người tiêu dùng. Tuy nhiên, hai yếu

tố khác mà tác giả có đề cập tới là Sự thân thiện và Sự tương đồng hầu như không

gây tác động đến ý định mua mỹ phẩm của khách hàng. Cuối cùng, nghiên cứu nêu

ra những ứng dụng, khuyến nghị cũng như những mặt nghiên cứu chưa làm được để

hỗ trợ cho những nghiên cứu của các tác giả sau này.

Từ khóa: mạng xã hội, influencers, ý định mua hàng.

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ABSTRACT

Social media influencer marketing is a new digital marketing tactic that has arisen

recently. This research report aims to determine the impact of various social media

influencer traits on customer purchase intention towards cosmetic products in Ho Chi

Minh City. The data was collected via an online questionnaire using Google Forms,

and the sample size was 301. For data analysis, the quota sampling strategy was

utilized, and structural equation modeling using SPSS was used. According to the

research result, credibility, trustworthiness, popularity, and influencer reviews all

have a impact on the intention to purchase cosmetics. Likeability and resemblance,

on the other hand, were not significant. Lastly, the research and practical implications,

as well as possibilities for future study, were discussed.

Keywords: social media, influencers, purchase intention, cosmetic.

v

DECLARATION

I declare that this thesis was written entirely by me and that it has not previously been

presented, or in whole part, in any prior application for a degree. Unless otherwise

stated by reference or credit, the material given is completely by my own. The

research was carried out at the Banking University of Ho Chi Minh City, Vietnam,

under the supervision of Dr. Nguyen Van Thuy.

Thesis’s Author

Do Thi Mai Huong

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ACKNOWLEDGEMENT

First and foremost, I would like to express my heartfelt gratitude to my supervisor,

Dr. Nguyen Van Thuy, for providing me with important information as well as good

recommendations for my bachelor's thesis, as well as for his patience, enthusiasm,

and inspiration. Furthermore, I am grateful to not just the professors and lecturers

from Banking University of Ho Chi Minh City who supplied me with vital

information and skills throughout my time there. Last but not least, I also want to

thank the examiners for devoting their significant time to reviewing my thesis.

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TABLE OF CONTENTS

CHAPTER 1. INTRODUCTION .................................................................................. 13

1.1 Background of the study ....................................................................................... 13

1.2 Research Objectives and Reasearch Questions ..................................................... 14

1.3 Research Subjects .................................................................................................. 15

1.4 Research Methodology .......................................................................................... 15

1.5 The Scope of Research .......................................................................................... 15

1.6 Structure ................................................................................................................ 16

CHAPTER 2. LITERATURE REVIEW ....................................................................... 18

2.1 Concept and Definitions ........................................................................................ 18

2.1.1 Social Media .................................................................................................. 18

2.1.2 Social Media Marketing ................................................................................. 22

2.1.3 Purchase Intention .......................................................................................... 24

2.1.4 The theory of planned behavior (TPB) .......................................................... 26

2.2 Previous Empirical Studies ................................................................................... 27

2.2.1 The research of Chetoui Youssef and Hind Lebdaoui (2020) ....................... 27

2.2.2 The research of Hanif Adinugroho Widyanto and Cahya Rahmania Agusti

(2020) 28

2.2.3 The research of Saima & M. Altaf Khan (2020) ........................................... 30

2.2.4 The research of Widyanto and Agusti (2021) ................................................ 31

2.3 Hypothesis and Conceptual Model ....................................................................... 31

2.3.1 Hypothesis ..................................................................................................... 31

2.3.2 Conceptual Model .......................................................................................... 36

CHAPTER 3. THE RESEARCH METHODOLOGY .................................................. 37

3.1 Research process ................................................................................................... 37

3.2 Research methods .................................................................................................. 38

3.2.1 Qualitative methods ....................................................................................... 38

3.2.2 Quantitative methods ..................................................................................... 39

3.3 Sample description ................................................................................................ 41

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3.4 Survey design ........................................................................................................ 41

3.4.1 Scale used in survey ....................................................................................... 41

3.4.2 The questionaire design ................................................................................. 42

CHAPTER 4. RESEARCH RESULT ........................................................................... 46

4.1 Sample description ................................................................................................ 46

4.2 Testing the reliability of cronbach’s alpha ............................................................ 50

4.2.1 Credibility ...................................................................................................... 50

4.2.2 Trustworthiness .............................................................................................. 50

4.2.3 Likeability ...................................................................................................... 51

4.2.4 Similarity ....................................................................................................... 52

4.3 Attitude .................................................................................................................. 53

4.3.1 Popularity ....................................................................................................... 54

4.3.2 Purchase Intention .......................................................................................... 54

4.4 Exploratory Factor Analysis – EFA ...................................................................... 55

4.4.1 Independent Variables ................................................................................... 55

4.4.2 Dependent Variables ...................................................................................... 59

4.5 Pearson correlation analysis .................................................................................. 60

4.5.1 Representative variables ................................................................................ 60

4.5.2 Pearson correlation analysis ........................................................................... 61

4.6 Multivariate Regression Analysis ......................................................................... 62

4.7 ANOVA test on different groups of samples ........................................................ 63

4.7.1 Gender ............................................................................................................ 63

4.7.2 Age ................................................................................................................. 64

4.8 Discussion ............................................................................................................. 65

CHAPTER 5. CONCLUSION ...................................................................................... 67

5.1 Conclusion............................................................................................................. 67

5.2 Implications ........................................................................................................... 70

5.2.1 Academic Implications .................................................................................. 70

5.2.2 Practical Implications .................................................................................... 70

5.3 Limitations and suggestions for future research ................................................... 72