Developing influencer selection criteria for brand influencer marketing with generation Z in the Vietnamese context

The concern of influencer marketing has dramatically increased in the last decades. Many scholars have been conducted focusing on the module of impacting influencer marketing, however, rarely focusing on the insight of the problem. With the generational transition going on, gen Z is now becoming one of the major targets for any enterprises to attract their own consumer. However, not many brands can fully utilize the effect of influencer marketing it brings as this generation is hard to predict their own behaviors. A survey of 115 respondents has been taken throughout every region of Vietnam. The result indicates that there are six factors given by Gen Z that significantly and positively affect the attitude towards influencers. Interestingness plays a vital role. The attitude towards influencers has an effect on the attitude towards the brand. In addition, this research proposes a based module for further research on influencer marketing in Vietnamese context.

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Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).