The Impact of Social Media Influencers on Gen Z's Online Fast-Fashion Purchasing Decisions in Ho Chi Minh City, Vietnam
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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.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความนี้ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฏเลย
เนื้อหาและข้อมูลในบทความที่ตีพิมพ์ใน วารสารนวัตกรรมการจัดการและบริหารธุรกิจ มหาวิทยาลัยราชภัฏเลย ถือเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง กองบรรณาธิการวารสารไม่มีส่วนในความคิดเห็นและความรับผิดชอบใดที่เกี่ยวข้องกับบทความดังกล่าว
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