The Impact of Social Media Influencers on Gen Z's Online Fast-Fashion Purchasing Decisions in Ho Chi Minh City, Vietnam
Main Article Content
บทคัดย่อ
This study examines the impact of Social Media Influencers (SMIs) on Generation Z's online fast-fashion shopping behavior. Generation Z, known as digitally native consumers, represents a crucial segment with significant influence on the online retail market. The research investigates three core characteristics of SMIs—trustworthiness, expertise, and attractiveness—and the mediating roles of brand awareness and electronic eword-of-mouth (eWOM) in shaping purchasing decisions.
Employing secondary data research, this study develops a conceptual model to explore the relationships between these variables. By synthesizing existing theoretical frameworks and empirical findings, the study identifies actionable insights to help fast-fashion businesses optimize influencer marketing strategies for better engagement with Gen Z. This research provides meaningful contributions to the academic understanding of influencer marketing and offers practical applications for industry professionals.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความนี้ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฏเลย
เนื้อหาและข้อมูลในบทความที่ตีพิมพ์ใน วารสารนวัตกรรมการจัดการและบริหารธุรกิจ มหาวิทยาลัยราชภัฏเลย ถือเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง กองบรรณาธิการวารสารไม่มีส่วนในความคิดเห็นและความรับผิดชอบใดที่เกี่ยวข้องกับบทความดังกล่าว
References
Ahsan, N., Jamil, S., and Rais, M. (2024). The influence of social media influencers
on consumer decision-making: A comprehensive SEM analysis.
International Journal of Social Science and Entrepreneurship, 4(2),
–341.
Candy, L. C. H.-C. H. (n.d.). Impact of celebrity, micro-celebrity, and virtual
influencers on Chinese Gen Z's purchase intention through social media.
SAGE Open.
Cremonezi, G. O. (2023). eWOM and consumer decision-making: A bibliometric
study. Concilium, 23(13), 152–172.
Cruz, A., Fenton, A., and Christov, A. (2024). The art of influencer marketing. In
Digital and Social Media Marketing.
Ghalib, A. S., and Ardiansyah, M. (2023). The role of Instagram influencers in
affecting purchase decisions of Generation Z. Journal of Business,
Management, and Social Studies, 2(3), 117–129.
Ghaly, M. I. (2023). The influence of user-generated content and social media travel
influencers' credibility on the visit intention of Generation Z. Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, 24(2), 367–382.
Huang, X. (2024). The impact of social media influencers on consumer
behavior and strategic business applications. Advances in Economics, Management and Political Sciences, 86(1), 250–255.
Karakaš, D., and Zovko, H. (2024). Influencers and influencer marketing –
Indispensable part of the business of modern companies. Mednarodno Inovativno Poslovanje (DOBA Business School), 16(1), 1–8.
Koay, K., Cheung, M., Soh, P.-H., and Teoh, C. (2021). Social media influencer
marketing: The moderating role of materialism. European Business Review,
, 1–20.
Martínez Domingo, J. A., María, J., Rodríguez, R., Fuentes Cabrera, A., and Aznar Díaz.
(2024). Influencers and their role in education: A systematic review. Education, Technology and Lifelong Learning, 60(2).
Proshchenko, A. (2023). Influencers as effective tools of modern internet marketing.
Journal of Social and Economic Affairs, 1(2), 84–85.
Rosanti, W., Rahmadian, M., Gani, F., and Permana, E. (2023). The effectiveness of
influencer strategies on consumer interest in purchasing P-store products.
Journal of Economics (Esa Unggul University), 14(1).
Rosário, A. T., Lopes, P. R., and Rosário, F. S. (2024). Influencer marketing in the
digital ecosystem. Digital Business Research Journal, 1(1).
Shaun. (2024, February 12). TikTok statistics, usage trends & revenue 2024.
Accessed November 4, 2024, from https://www.theb2bhouse.com/tiktok-
statistics/
Sharma, P. D., Prince, G., Sidhant, Y., Utkarsh, G., and Aaditya, K. (2024). Influencer
marketing in the digital age: Exploring the influence of social media
influencers on consumers. Indian Scientific Journal of Research in
Engineering and Management, 8(8).
Singh, R., Tiwari, D., and Tiwari, H. (2023). Influencer marketing: Concepts, practices
and strategies—An overview. EPRA International Journal of Environmental
Economics, Commerce and Educational Management, 10(8).
Wahab, H. K., Alam, F., and Lahuerta Otero, E. (2024). Social media stars: How
influencers shape consumers' behavior on Instagram. Spanish Journal of
Marketing - ESIC.