The impacts of social media influencers on purchase intention towards cosmetic products in ho chi minh city

INTRODUCTION

Background of the study

In just a few years, social media has transformed from a simple information exchange to a crucial marketing tool, with over 3.6 billion users globally in 2020 and projected growth to 4.41 billion by 2025 In Vietnam, the rise in smartphone and internet usage has led to a significant integration of social media into daily life, evolving from a means of communication with friends and family to a powerful marketing resource As social media becomes increasingly prevalent in the Vietnamese market, effective social media strategies have emerged as essential for businesses and brands to succeed.

By 2025, Vietnam is projected to have approximately 81.93 million social media users, reflecting its population of nearly 96.3 million in 2019 In 2020, there were 73.6 million social network members, with Facebook dominating as the preferred platform for about 95% of internet users in 2021 Meanwhile, the local messaging app Zalo has emerged as the second most popular social network, surpassing global platforms like YouTube and Instagram Social media preferences vary across generations; while millennials and Gen X favor Facebook and Zalo, Gen Z shows a higher inclination towards global platforms such as Facebook, YouTube, and Instagram, with TikTok rapidly gaining traction among younger users.

As time goes by, social media are gradually becoming a source of information, a place to advertise, and a place to do business with a significant number of

Consumers and sellers now rely heavily on digital communication, prompting marketers to shift away from traditional marketing methods Recognizing that conventional strategies are becoming less effective, they are increasingly exploring online and digital marketing While both online and traditional marketing aim to drive sales—whether for products, services, or information—online marketing introduces unique features, such as the integration of new media into the marketing mix, which fosters innovative concepts.

2020) There is no doubt that the emergence of digital marketing is gradually replacing traditional marketing strategies

Influencer marketing emerged from the rise of social media, which allows individuals to share their experiences and daily lives Over recent years, it has become a favored strategy for businesses and brands to enhance their image, particularly in marketing Due to the viral nature, extensive reach, and substantial influence of social media personalities, many companies aim to partner with prominent influencers who align with their brand and possess a large following that includes their target audience to effectively promote their products and services.

This study aims to analyze the influence of social media influencers on consumers' purchasing intentions for cosmetic products in Ho Chi Minh City, addressing a gap in specific research on this topic.

Research Objectives and Reasearch Questions

This study aims to investigate how social media influencers affect consumers' purchasing intentions for cosmetic products and to evaluate the influence of various factors on these decisions Based on these findings, the research proposes several strategies to enhance innovation and quality, ultimately contributing to the development of an effective influencer marketing strategy.

 To determine the impact of social media influencers on customers' intentions to purchase cosmetics

 Determine the level impact of each factor on consumer purchase intent

 Identify the factors of inflencers has the most impact on consumers’ intention to purchase cosmetics

 Which factors of social media influencers affect to the cosmetic products buying intention of customers?

 Which factors of social media inflencers has the most impact on consumers’ intention to purchase cosmetics?

Research Subjects

A study of the impact of social media influencers on customers' purchase intentions for cosmetic items in Ho Chi Minh City.

Research Methodology

The thesis uses both qualitative approach and quantitative approach

The author employs a qualitative approach to analyze the influence of social media influencers on consumers' purchase intentions regarding cosmetic products By synthesizing findings from relevant global and Vietnamese studies, the research utilizes survey tools, including direct email questionnaires and other survey methods, to gather data effectively.

 In terms of quantitative approach: The techniques used with the support of SPSS software including descriptive statistics, Cronbach's alpha coefficient, Exploratory Factor Analysis (EFA), correlation analysis.

The Scope of Research

 In term of space: consumers at Ho Chi Minh city

 In term of time: limited from January 2018 until August 2021

Structure

The author will provide brief evidence for the topic's importance in this section

In addition, the author offers background information regarding the research, such as the research object, research scope, research questions, and research techniques

In Chapter 2, the author focuses on a theoretical overview and relevant past research, which is essential for deepening the understanding of the study topic This phase aids in establishing theoretical frameworks that underpin the research The study presents hypotheses related to social media influencers, influencer marketing, and purchase intent, along with a review of previous studies on these subjects.

Following the establishment of a theoretical framework, the author outlines a comprehensive research model and methodology This section also details the research procedure steps and provides specific questionnaires designed for conducting the survey.

Chapter 4 specifically for data processing procedures using SPSS software and other testing methods This section will also introduce the contents of descriptive statistic, test the reliability of the scale using Cronbach's Alpha coefficient, Exploratory Factor Analysis (EFA), regression analysis, test the research model's Hypothesis, and determine the difference throughout customer purchase intention

In this final chapter, the author presents recommendations aimed at enhancing consumer purchase intentions for cosmetic products, while also addressing the limitations of the research Additionally, the author outlines a future perspective and emphasizes the societal benefits derived from the study.

LITERATURE REVIEW

Concept and Definitions

Because of the rapid advancement of modern technology in recent years, sources of knowledge and resources are now connected all over the world

In today's rapidly evolving market, every business has the potential to be both a customer and a competitor, necessitating faster operations to maintain a competitive edge (Friedman, 2018) The Internet has revolutionized communication, with social media serving as key platforms for online interactions, encompassing social networking sites, blogs, and various forums (Kotler, Oliver, & Takaoka, 2018) These platforms facilitate communication and connection among diverse networks of individuals and organizations, bolstered by technological advancements (Tulen, 2020) The surge in social media usage has transformed them into essential venues for networking, socializing, and reflecting on daily life, generating vast amounts of organic data on topics such as consumer behavior and political sentiments (Townsend & Wallace, 2016) Consequently, social media now influences every facet of our lives, from news updates and entertainment to product reviews and emotional support.

Social media significantly influences customer acquisition and retention, as highlighted by Tamilmani and Kapoor (2017) The rapid growth of electronic word-of-mouth, noted by Mandal (2015), underscores the power of social media in shaping consumer perceptions Consequently, social media not only enhances advertising efforts but also plays a crucial role in product development and quality assurance.

Because of the rapid advancement of modern technology in recent years, sources of knowledge and resources are now connected all over the world

The landscape of business has transformed, allowing any company to be both a customer and a competitor, necessitating swift action to maintain a competitive edge (Friedman, 2018) The Internet has revolutionized communication, with social media serving as key platforms for online interactions, encompassing social networking sites, blogs, and forums (Kotler, Oliver, & Takaoka, 2018) These technologies facilitate communication and connection among diverse networks of individuals and organizations, enhanced by technological advancements (Tulen, 2020) The surge in social media users has turned these platforms into essential spaces for networking and social engagement, generating vast amounts of data on topics like consumer behavior and political opinions (Townsend & Wallace, 2016) Consequently, social media now plays a crucial role in shaping our daily lives, influencing everything from news consumption to entertainment.

Social media plays a crucial role in connecting with family and friends, providing product and service reviews, fulfilling emotional needs, managing workplaces, and staying updated with fashion trends (Tamilmani & Kapoor, 2017) Its influence is evident in the rapid growth of electronic word-of-mouth (Mandal, 2015), which significantly impacts customer acquisition and retention, alongside advertising Furthermore, social media indirectly affects product development and quality assurance.

Founded by Kevin Systrom and Mike Krieger, Instagram is a popular social media platform that allows users to share photos and videos As of July 2017, it ranked among the most widely used social networks globally.

As of 2023, Instagram is projected to surpass 1.2 billion users globally, building on its rapid growth since reaching one billion monthly active users in June 2018 The platform's robust social integration allows users to effortlessly share their content across various social media channels, including Facebook, Twitter, and YouTube With its extensive user base, Instagram remains one of the most popular mobile social media applications worldwide, particularly among younger demographics.

Instagram's "Stories" feature allows users to share their activities and thoughts in a sequential timeline, effectively narrating their experiences Originally pioneered by Snapchat, this feature has been adopted by Instagram and Facebook, marking a significant shift in social media dynamics The rise of "Stories" represents a pivotal moment in social media history, highlighting the evolution from traditional storytelling to interactive multimedia, a topic of great interest in media studies.

21 particularly when it comes to social media and social media storytelling (Amancio, 2017) As a result, people can share information with others quickly and easily than ever before

Since its launch in 2005, YouTube has undergone significant changes, becoming a highly attractive platform for advertisers In 2006, it began offering various advertising options, allowing businesses to leverage the platform for effective marketing strategies Over time, YouTube has expanded its appeal to advertisers beyond traditional commercials, such as pre-roll ads, to include innovative product placement opportunities.

2006 in order for them to use the platform as an effective marketing tool (Schwemmer & Ziewiecki, 2018)

TikTok, a video-sharing platform owned by ByteDance, aims to inspire creativity and bring joy to its users Its rapid popularity among youth globally has fostered a vibrant culture of online celebrities and unique behaviors As the platform evolves, it is becoming more commercialized, giving rise to TikTok Influencers, advertising networks, and businesses focused on monetizing content Consequently, top TikTok Influencers can earn millions annually, highlighting the platform's significant economic impact.

Social media marketing has become an essential component of integrated marketing communications strategies for corporations, enabling organizations to effectively reach their target markets through various channels such as advertising, personal selling, public relations, and sales promotion (Mangold & Faulds, 2009) Understanding social media in the context of traditional media highlights the shift from static display technologies like television and newspapers (Saravana & Lakshmi, 2012) With a staggering 2.8 billion monthly active users, Facebook stands out as the most popular platform for advertisers, while Instagram and YouTube are also gaining traction with 1 billion and 2 billion monthly active users, respectively, creating a competitive landscape for consumer attention (Statista, 2021).

The rise of social media platforms has provided marketers with cost-effective opportunities for executing marketing campaigns that foster interactive communication, unlike traditional media Marketers focus on creating engaging content that encourages sharing and word-of-mouth promotion By leveraging user data, they can design targeted ads that resonate with specific demographics The affordability of social media marketing, combined with its vast user base and accessible data, has significantly contributed to its effectiveness Notably, Instagram is becoming increasingly popular, with 64% of marketers planning to enhance their organic posting efforts on the platform.

23 the site, decreasing their engagement on Facebook in the process (Statista, Most important social media platforms for marketers worldwide 2021,

Brands are increasingly recognizing the extensive reach and viral potential of collaborating with influencers—individuals who have established a substantial following and are seen as credible tastemakers in specific niches This strategy not only enhances product promotion but also taps into the influencers' ability to engage and inspire their audience effectively.

Influencer marketing is a compelling strategy that leverages influencers to promote brands and engage with potential customers This approach closely aligns with word-of-mouth marketing, as influencers effectively communicate brand messages to their audiences, enhancing credibility and reach.

Influencer marketing focuses on equipping identified influencers with the necessary tools to effectively promote a brand, rather than relying on unethical practices like bribery or coercion (Brown & Hayes, 2008) As social media's significance in consumer behavior has increased, brands must leverage its potential to connect with audiences, particularly Generation Z, who have distinct media consumption preferences Unlike previous generations, Generation Z favors streaming platforms like YouTube over traditional television, opts for Spotify instead of radio, and turns to Reddit rather than print publications These shifts have led to the emergence of key marketing channels, including outdoor advertising and mobile advertising on social media platforms such as Facebook, Instagram, and TikTok.

Influencer marketing has often relied on trial and error, lacking a clear strategy for effectively integrating social media influencers into the marketing mix (Haenlein, Anadol, & Farnworth, 2020; Ye, Hudders, Jans, & Veirman, 2021) While leveraging celebrities for marketing has been a traditional approach for decades, the rise of social media has significantly increased the accessibility and impact of influencer endorsements (Vrontis, Makrides, Christofi, & Thrassou, 2021) This shift has led to the emergence of a new breed of "celebrities," fundamentally changing the landscape of marketing communications.

Previous Empirical Studies

Influencer marketing has gained traction, prompting numerous studies aimed at enhancing marketing strategies Most research has examined the traits of social media influencers—such as expertise, trustworthiness, attractiveness, and reputation—that influence consumer purchase intentions However, there is a lack of studies specifically assessing the impact of social media influencers on consumer purchase intentions regarding cosmetic products in Vietnam, a promising market for influencer marketing.

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

The study "Impact of Social Media Influencer on Instagram User Purchase Intention Towards Fashion Products: The Perspectives of Students" by Abdullah, Deraman, and Zainuddin (2020) highlights that the Covid-19 pandemic has significantly affected both for-profit and non-profit institutions.

The COVID-19 pandemic has prompted the fashion industry to leverage social media as a key marketing tool This study aimed to examine the characteristics of social media influencers that affect Instagram users' purchase intentions in the fashion sector It identified five key influencer traits, revealing that likability, trustworthiness, and familiarity significantly enhance users' purchasing intentions for fashion products, with likability showing the strongest correlation The research framework is illustrated in Figure 1.

2.2.2 The research of Hanif Adinugroho Widyanto and Cahya Rahmania Agusti

In the study "Beauty Influencer in the Digital Age: How Does It Influence Purchase Intention of Generation Z" by Widyanto & Agusti (2020), the effects of beauty influencers' social media advertising on purchase intentions among Generation Z were assessed The researchers examined the roles of Celebrity Credibility, which includes expertise, trustworthiness, and attractiveness, along with Reputation and Persuasive Capabilities The study involved 154 young women from Greater Jakarta who followed beauty influencers promoting a well-known domestic cosmetics brand Findings revealed that expertise and trustworthiness did not significantly influence the purchase intention for traditional, homegrown cosmetics among female Generation Z respondents in Jabodetabek, indicating a lack of perceived credibility in beauty influencers within this demographic.

Figure 3 - The research model of Chetoui Youssef and Hind Lebdaoui (2020)

Female Generation Z respondents in the Jabodetabek area continue to follow beauty influencers despite concerns about their trustworthiness as paid endorsers The attractiveness of these influencers significantly enhances purchase intention, indicating that their appeal plays a crucial role in attracting this demographic However, the reputation of beauty influencers does not substantially influence the purchasing decisions of these respondents regarding traditional domestic cosmetics Conversely, the persuasive capabilities of beauty influencers positively impact the purchase intentions of female Generation Z consumers in the region.

Figure 5 - The research of Hanif Adinugroho Widyanto and Cahya Rahmania Agusti (2020)

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

The study "The Impact of Social Media Influencer and Brand Images on Purchase Intention" by Nurhandayani, Syarief, and Najib (2019) explores how social media influencers and brand image affect the purchasing decisions of female millennials aged 15-34 in Jakarta Utilizing a standardized questionnaire, the research examines the influence of various social media platforms, including Facebook, Twitter, YouTube, and Instagram, on brand perception and the buying intentions for beauty and skincare products The study presents several hypotheses regarding the persuasive communication of influencers and its impact on consumer behavior.

H1 : Brand images significantly and positively impact Purchase intention

H2 : Social media influencer significantly and positively impact Brand images

H3 : Social media influencer significantly and positively impact to Purchase intention

This study explores the significant influence of social media influencers on the brand image of beauty and skin care products, as proposed in Hypothesis 1 (H1) Hypothesis 2 (H2) suggests that a strong brand image positively affects customer purchasing interest in these products Additionally, Hypothesis 3 (H3) posits that social media influencers play a crucial role in generating this purchasing interest within the beauty and skin care industry.

31 and significant impact on the formation of consumer purchasing interest in beauty and skin care products

2.2.4 The research of Widyanto and Agusti (2021)

In the article "Beauty Influencer in the Digital Age: How Does It Influence Purchase Intention of Generation Z?" by Widyanto & Agusti (2020), the authors explore the effects of social media advertising by beauty influencers on the purchasing decisions of Generation Z The study focuses on key factors such as Celebrity Credibility, Reputation, and Persuasive Capabilities, assessing their impact on Purchase Intention among 154 young women in Greater Jakarta who follow beauty influencers promoting a well-known domestic cosmetics brand The results reveal that only Attractiveness and Persuasive Capabilities significantly influence Purchase Intention, while other factors were not statistically significant Collectively, these independent factors accounted for 72.4% of the variance in Purchase Intention, indicating a strong correlation, with other unexplored variables contributing to the remainder.

Hypothesis and Conceptual Model

2.3.1.1 Relationship between social media influencers’ characteristics and customer’s purchase intention towarsds cosmetic products

Research indicates that individuals are more inclined to accept a message's content when it originates from a credible source (Xiao, 2018) Studies have demonstrated that credibility serves as a crucial moderator in how source models influence consumer purchase intentions.

While the 32 source features themselves do not directly impact customers' purchasing intentions, they are influenced by other factors In the realm of influencer marketing, attributes such as expertise, trustworthiness, likability, and familiarity of the influencer play a crucial role These attributes affect customer purchase intentions through the mediating effect of credibility.

Credibility is defined by a person's knowledge, insight, and experience gained through consistent work in their field To be recognized as an expert, a communicator must possess a deep understanding of their topic, relevant skills, or a respected title (Saima & Khan, 2020) Social media influencers play a crucial role in crafting authentic messages for brands, effectively capturing consumer attention Their posts about products are often viewed by a loyal audience, making the brand messages appear more credible than traditional paid advertisements (Abdullah, Deraman, & Zainuddin, 2020).

H1: Credibility is positively correlated with customer’s purchase intention towarsds cosmetic products

Trustworthiness in an endorser is defined by their credibility, honesty, and integrity, which significantly influences how receivers perceive them (Ermeỗ, Catli, & Korkmaz, 2014) Trust comprises both cognitive and emotional components, with trustworthiness being a key aspect of source credibility Influencers who are seen as trustworthy are more effective in swaying their followers' opinions Customers are more likely to accept recommendations from social media influencers (SMIs) when they perceive them as trustworthy Consequently, credible influencers are more persuasive, as social media users view them as dependable, honest, and sincere.

33 trustworthy, they are deemed trustworthy According to (Brown & Hayes,

2008), the majority of the material reviewed supports the favorable influence of trustworthiness on effectiveness

H2: Trustworthiness is positively correlated with customer’s purchase intention towarsds cosmetic products

Likability is defined as the audience's affection for the appearance and characteristics of the information source (McGuire, 1985) A significant factor affecting consumers' attitudes towards social media influencers is their perception of these influencers Research by Miller, Brickman, and Bolen (1975) indicates that prolonged exposure to an individual's opinions increases likability When consumers identify shared traits with social media influencers, they are more likely to be motivated to purchase the same products showcased by these influencers in their social media content (Uzunoglu & Kip).

When customers identify with influencers who share similar traits, they are more inclined to buy the products these influencers showcase in their daily lives on social media.

A well-known social media influencer is often viewed as a more relatable and likable individual, significantly impacting consumer product decisions This perception arises because customers frequently regard these influencers as role models, enhancing their ability to sway product choices among consumers.

H3: Likeability is positively correlated with customer’s purchase intention towarsds cosmetic products

The extent to which one is familiar with another is determined by one's knowledge of the source gained from exposure or previous association

This indicates that familiarity provides a level of comfort to the receiver toward the sender, making the sender appear more compelling (Martensen

Consumers develop familiarity with a product or brand through direct and indirect interactions, including word of mouth and advertising (Schack, 2018) Increased visibility leads to more favorable perceptions, prompting a desire for interaction (Russell & Christopher, 1999) Social media influencers cultivate intimacy with their followers through consistent sharing of personal content, which enhances connection, particularly for long-term followers (Martensen & Schack, 2018) These influencers can sway their audience's purchasing decisions by leveraging their expertise and personal opinions, transforming products into trendy essentials As followers grow more familiar with influencers, a positive correlation emerges between this familiarity and their intent to purchase, suggesting that emulating influencers can lead to a desired lifestyle.

H4: Similarity is positively correlated with customer’s purchase intention towarsds cosmetic products

2.3.1.2 Relationship between social media influencers’ popularity and customer’s purchase intention towarsds cosmetic products

In the digital era, organizations are increasingly investing in influencer marketing, recognizing that collaborating with prominent social media influencers—who typically have larger followings—can lead to higher sales By accurately forecasting popularity trends, advertisers gain valuable insights into potential revenue, enabling them to create targeted advertisements tailored to specific videos and audiences.

Influencers and content creators are increasingly focused on understanding demographics to effectively grow their audience Gaining a substantial following is essential for these producers, as it directly impacts their ability to generate revenue through micro-payment systems (Mattern, 2017).

H5: Popularity is positively correlated with customer’s purchase intention towarsds cosmetic products

2.3.1.3 Relationship between the review and information shared by influencers and customers’ purchase intention towards cosmetic products

When consumers have strong needs, they actively seek information and reviews to make informed purchasing decisions (Jaffari & Hunjra, 2017) Personal experiences serve as a reliable information source, and social media has emerged as a vital platform for consumers to gather insights Beauty influencers have become key figures in the beauty industry, providing valuable information about products and trends Through engaging videos and photos, they effectively persuade their followers to trust their opinions on skincare, cosmetics, and beauty tools Their audience perceives their insights as authentic and unique, further solidifying the influencers' role in shaping consumer behavior.

H6: The review and information shared by influencers is positively correlated with customers’ purchase intention towards cosmetic products

Various factors influence customers' purchasing intentions for cosmetic products, as identified through a review of previous studies related to the author's research Consequently, a proposed research model has been developed to explore these considerations further.

THE RESEARCH METHODOLOGY

Research process

Identifying the research problem, object, scope, and timeframe for social media influencers influencing customer purchase intention

This article explores key concepts and theoretical perspectives while synthesizing and evaluating previous research from abroad regarding the influence of social media influencers on consumer purchase intentions.

Developing study hypothesis and a research model based on those hypotheses;

The study involves data collection based on specific factors within the research model, utilizing SPSS software for analysis, including tests and regression analysis The findings are then compared with previous studies to draw meaningful conclusions Additionally, the implications of these results are discussed to inform the development of future influencer marketing strategies.

The research process begins with identifying a research issue, followed by the development of a theory and the creation of a model Subsequently, the collected data must be processed and analyzed to draw meaningful conclusions.

Research methods

This research employs various analytical methods, including analysis, synthesis, descriptive statistics, and comparison, to explore relevant topics both in Vietnam and internationally By synthesizing theories and previous studies, we aim to establish a solid theoretical foundation for our research Additionally, we will consult experienced experts in the field to gather insights and recommendations, ensuring a comprehensive classification of the relevant factors.

To enhance the framework, questionnaire design

To test the measuring scales and the hypotheses

39 influencing the intention to purchase a cosmetic product in Ho Chi Minh City The thesis also employs a sociological investigation method to carry out the topic's official study step

Step 1: Determining the factors affecting the purchase intention of cosmetics of customers in Ho Chi Minh City

Step 2: Building the observed variables of the factors in the research model and the scale of observed variables

Step 3: To obtain opinions, the author consults with a professor and references to past studies

After conducting qualitative research, a quantitative study will be implemented, utilizing the findings from the qualitative phase to adjust the survey parameters A survey will target individuals in Ho Chi Minh City who have expressed a demand for or have previously purchased cosmetic products, with an anticipated sample size of 320 participants Data screening will follow to ensure the selection of the most relevant database for the research The data collection will be carried out through a formal survey, using a pre-designed questionnaire distributed via indirect email.

Quantitative methods are performed to analyze the collected data with the help of SPSS software As follows:

- Statistics of the research sample through demographic data such as gender, age,

The preliminary assessment of the scale's reliability and measurement variables is conducted using Cronbach's Alpha coefficient, alongside evaluating factor loading values This process includes performing Exploratory Factor Analysis (EFA) to identify underlying factors effectively.

40 affecting the intention buying cosmetics from customers in Ho Chi Minh City

- Descriptive and Frequency Statistics are used to determine Minimum, Maximum, Mean, and Standard Deviations in order to assess the degree of consent for each observed variable

Cronbach's alpha coefficient is a crucial statistical method used to evaluate the reliability of a set of items in a survey or test According to Nunnally and Bernstein (1994), for observed variables to be considered valid, the total variable correlation coefficient must be at least 0.3 Items with a Corrected Item-Total Correlation coefficient below 0.4 are typically excluded from the analysis A Cronbach's Alpha coefficient of 0.6 or higher indicates an acceptable scale, with values between 0.7 and nearly 0.8 deemed reliable (Peterson, 1994) Additionally, a score of 0.6 is acceptable if the measurement concept is new to respondents in the research context (Peterson, 1994).

Exploratory Factor Analysis (EFA) is primarily utilized to evaluate convergent and discriminant validity, aiding in the identification of essential variable sets This method is instrumental in uncovering correlations among study variables To determine the scale's critical values, it is important to assess the convergence value and the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy A KMO value between 0.5 and 1 indicates that the criteria for factor analysis are satisfied, while a KMO value below 0.5 suggests that factor analysis may not be appropriate.

41 o The Bartlett's Test was statistically significant (Sig 0.05) This was a statistical measure used to test the hypothesis that variables, whether correlated or not, were correlated in total

In exploratory factor analysis (EFA), a factor loading above 0.5 indicates practical significance, while a loading over 0.4 is considered significant The minimum acceptable factor loading is set at 0.3, ensuring that the identified factors have meaningful implications in the analysis.

- Total variance extracted > 50%: reflected the proportion of observed variable change When the variance was 100%, it represented the percentages by which the factor described its meaning and losses.

Sample description

The study focuses on customers in Ho Chi Minh City who have expressed interest in or have purchased cosmetic products An online survey was conducted to gather data, initially targeting approximately 320 participants However, after filtering out non-standard responses, the final sample size was reduced to about 301 valid entries.

Survey design

The five-point Likert scale is a widely utilized tool for survey analysis, allowing respondents to express their level of agreement with a statement through options ranging from "Strongly disagree" to "Strongly agree." This scale effectively measures concepts due to its non-restrictive nature, encouraging responses and minimizing the tendency to evade direct answers, ultimately leading to more accurate measurements of the underlying notions.

Based on the proposed research model and some previous survey samples, the questionaire is divided into 3 main parts

Part 1: Demoraphic Data - The questionnaire survey evaluated the demography (personal information) of respondents in order to discover information about their age, gender, SPSS Software will be used to do the descriptive statistics

Part 2: Social Media Usage and Social Media and Purchase Intention

The questionnaire, designed to be completed in approximately 10 minutes, utilizes Google Forms for its user-friendly interface, allowing for quick responses that can be easily emailed It is distributed through social media platforms like Facebook, Zalo, and various forums, enabling efficient data collection Responses are saved in text files, which are subsequently imported into an Excel database for detailed analysis The initial draft of the questionnaire was tested with around 20 participants, leading to revisions before distributing 50 additional samples Ultimately, a total of 301 completed surveys were collected for further evaluation.

There are 28 observed belonging to 7 groups of factors Preliminary scales are illustated in the following tables

My favourite SMI is an expert in cosmetics field C1

My favourite SMI have experiences about cosmetic C2

My favourite SMI is knowledgeable about cosmetic C3

My favourite SMI is participate in many activities in cosmetic field C4

My favourite SMI is trustworthy T1

My favorite SMI always test products before recommending T2

My favorite SMI always gives objective reviews T3

My trust level increased after using the cosmetics recommended by favorite SMI T4

My favourite SMI is friendly L1

My favorite SMI always answers people's questions about cosmetics enthusiaticly L2

My favourite SMI is approachable L3

My favorite SMI always takes feedback with a positive attitude L4

My favourite SMI have the same thoughts like me S1

My favourite SMI have the same age, hobby, job,… like me S2

My favorite SMI and I have the same lifestyle S3

It is easy to communicate with my favorite SMI S4

My favourite SMI have interaction with me S5

The review and information shared by my favourite SMI is convincing R1

The review and information shared by my favourite SMI is good R2

Reviews and information shared by my favorite SMI are widely shared on social media R3

Reviews and information shared by my favorite SMI receive positive feedback from many consumers R4

The popularity of SMIs are depending on how many followers/likes/subscribers they have P1

The credibility of SMIs can be evaluated by the content they shared on social media P2

When a large number of people follow, subscribe, or like a SMI, I feel more secure in it P3

When a large number of people like or comment on a piece of social media content, it changes my view on the information P4

I would like to know and understand more about a cosmetic product endorsed by one of my favorite SMIs PI1

I will buy cosmetic products that my SMI loves

I intend to buy a cosmetic product recommended by my favorite

I'll purchase a cosmetic product promoted by one of my favorite

RESEARCH RESULT

Sample description

The article analyzes sample characteristics based on gender and age range, highlighting key insights into social media usage It discusses the frequency of social media engagement, the platforms utilized for cosmetic searches, and the average number of influencers followed by users This data provides a comprehensive overview of how different demographics interact with social media in relation to beauty and cosmetics.

Frequency Percent Valid Percent Cumulative Percent

The analysis of the data using SPSS software shows a significant gender disparity in social media usage among respondents With a random selection method, the gender distribution appears valid, indicating that any gender can engage with social media Notably, women constitute 85.4% of the respondents, suggesting they are more active users compared to men This trend may be influenced by women's higher consumption of cosmetics, which aligns with the focus of the study.

(Source: Data author analyzed through SPSS software) The distribution of age groups is as predicted, with the exception of age groups

Generation Z, comprising approximately 63.8% of online users aged 18-24, spends a significant amount of time on social media, having engaged with these platforms for most of their lives Following them are Millennials, aged 25-34, who make up 34.2% of the total distribution Despite facing outdated stereotypes, Millennials actively use social media to connect with friends and engage with their surroundings, a trend that shows no signs of diminishing.

(Source: Data author analyzed through SPSS software)

As expected, all survey respondents used social media

Table 4-4 - Frequency of Using Social Media

Cumulative Percent Valid 1 - 3 times a week 2 7 7 7

Social media has become an essential element of modern life, significantly influencing daily activities and interactions Recent analysis reveals that a substantial 80.4% of individuals engage with social media regularly throughout the day, highlighting its pervasive impact on society This widespread usage underscores the vital role that social media plays across various platforms, shaping how we connect and communicate with one another.

Table 4-5 - The number of influencers that each person follows on social media

A significant portion of survey participants report following at least one social media influencer, with the average individual tracking around ten influencers or fewer.

20 influencers is in second place

Table 4-6 - Frequency of participants using social media to look for cosmetics information

The data reveals that a significant number of participants, specifically 53%, consistently rely on social media to gather information about cosmetics This trend highlights the growing inclination of individuals to seek out product details on social platforms, reflecting the pervasive influence of social media in the cosmetics industry.

Table 4-7 - Frequencies of social media that consumers use to look up for cosmetic products

Facebook is the leading social network for discovering cosmetic products, representing 29% of all searches, while YouTube follows closely with 27.5% This trend highlights the significant role these platforms play in influencing consumer choices in the beauty industry.

50 been a location for customers to discover reviews of cosmetic items The ability to use video makes it much easier to reach out to people.

Testing the reliability of cronbach’s alpha

Table 4-8 - Reliability Statistics of Credibility

Item-Total Statistics Scale Mean if Item Deleted

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

The analysis conducted using SPSS software reveals that the Cronbach's Alpha for Credibility is 0.748, indicating an acceptable level of reliability All variables in the Credibility scale have correlation coefficients exceeding 0.4, confirming their validity Consequently, these findings support the use of the Credibility scale in Exploratory Factor Analysis (EFA).

Table 4-9 - Reliability Statistics of Trustworthiness

The analysis conducted using SPSS software reveals that the Cronbach's Alpha for Trustworthiness is 0.893, indicating excellent reliability All variables in the Trustworthiness scale exceed the acceptable threshold of 0.4, confirming their validity Consequently, these variables are suitable for evaluation in Exploratory Factor Analysis (EFA).

Table 4-10 - Reliability Statistics of Likeability

The analysis conducted using SPSS software reveals that the Cronbach's Alpha for the Likeability scale is 0.724, indicating an acceptable level of reliability All variables within the scale have correlation coefficients exceeding 0.4, confirming their suitability for inclusion Consequently, these findings support the use of the Likeability scale in Exploratory Factor Analysis (EFA).

Table 4-11 - Reliability Statistics of Similarity

The analysis conducted using SPSS software reveals that the Cronbach's Alpha for the Similarity scale is 0.866, indicating excellent reliability All variables in the scale have correlation coefficients exceeding 0.4, confirming their acceptance for evaluation in Exploratory Factor Analysis (EFA).

Attitude

Table 4-12 - Reliability Statistics of Influencer’s review

The analysis conducted using SPSS software reveals that the Cronbach's Alpha for the influencer's review is 0.728, indicating an acceptable level of reliability Additionally, all variables in the Attitude scale exceed the minimum threshold of 0.4, confirming their validity Consequently, these findings support the use of the data for Exploratory Factor Analysis (EFA).

Table 4-13 - Reliability Statistics of Popularity

The analysis conducted using SPSS software reveals that the Cronbach's Alpha for the Popularity scale is 0.768, indicating an acceptable level of reliability All variables within the scale exceed the minimum threshold of 0.4, confirming their validity Consequently, the observed variables demonstrate strong correlation coefficients, making the Popularity scale suitable for evaluation in Exploratory Factor Analysis (EFA).

Table 4-14 - Reliability Statistics of Purchase Intention

The analysis conducted using SPSS software revealed a Cronbach's Alpha of 0.875 for Purchase Intention, indicating excellent reliability All variables in the Purchase Intention scale exceeded the acceptable threshold of 0.4, confirming their validity Consequently, these findings support the use of the scale in Exploratory Factor Analysis (EFA).

Exploratory Factor Analysis – EFA

The practical significance of Exploratory Factor Analysis (EFA) is determined by factor loading, with a threshold set at values greater than 0.5 Consequently, when analyzing the factors and excluding values below this threshold, the resulting data table is generated.

Table 4-15 - Rotated Component Matrix of independent variables

Six factors were extracted with the principal component analysis extract technique using the Varimax rotation method with Kaiser Normalization, and they were labeled:

Six factors were extracted from the EFA, with no cross-loading items discovered and eliminated

Step 1: Checking the correlation of Factor 3

Checking the correlation of Factor 3 = R1, R2, R3, R4, C1

Removing item C1 “My favotite SMI is an expert in cosmetic field”

Item C1 was removed from Factor 3 due to its lack of relevance to the remaining items (R1, R2, R3, R4) In the context of economics, the element "Favorite SMI is a cosmetics expert" does not influence a customer's intention to purchase a cosmetic product; instead, it serves to enhance the credibility of the SMI, who evaluates and recommends the product Consequently, this element lacks the persuasive power necessary for inclusion in this group.

Table 4-16 - Table 4 13 - Reliability Statistics of Purchase Intention

Reliability Statistics Cronbach's Alpha N of Items

After analyzing the data using SPSS software, it was determined that removing item C1 resulted in a satisfactory Cronbach’s alpha of 0.728 for the remaining four items Consequently, the author concluded that Factor 3 comprises four items: A1, A2, A3, and A4.

Table 4-17 - KMO and Bartlett’s test of dependent variable

The exploratory factor analysis (EFA) results indicate that the KMO coefficient meets the research criteria, recording a value of 0.822, which is greater than 0.5, alongside a significance value of 0.000, which is less than 0.05 Therefore, it can be concluded that the factor is valid.

Kaiser-Meyer-Olkin Measure of Sampling

Table 4-18 - Total Variance of dependent variable

After conducting a factor analysis using SPSS software, the study identified six components that collectively account for 63.994% of the variance in the survey data, indicating a strong explanatory power of the identified factors.

Table 4-19 - KMO and Bartlett’s test of dependent variable

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .795

Bartlett's Test of Sphericity Approx Chi-Square 636.231 df 6

Table 4-20 - Total Variance of dependent variable

The analysis conducted using SPSS software revealed that the application of the "varimax" factor rotation method in the Exploratory Factor Analysis (EFA) model resulted in a single factor with an eigenvalue greater than 1, accounting for 100% of the variance This confirms the initial hypothesis of the research model, which posited the presence of one dependent variable.

Pearson correlation analysis

The final Rotated Component Matrix results allow the author to identify key representative factors Below is a summary of these factors derived from the Exploratory Factor Analysis (EFA) procedure, accompanied by their respective coding symbols.

Factor Observed variables Name of variable Prepresentative variables

7 PI1, PI2, PI3, PI4 Purchase Intention F_PI

Table 4-21 - Correlations Coefficient Pearson Correlations

Similarity Trustworthiness Popularity Attitude Likeability Credibility

** Correlation is significant at the 0.01 level (2-tailed)

* Correlation is significant at the 0.05 level (2-tailed)

In this research, a Pearson correlation value of less than 0.05 indicates statistical significance, revealing a linear relationship between Purchase Intention and factors such as Credibility, Trustworthiness, Popularity, Likeability, and Influencer reviews, all with p-values below 0.05 While the correlations are predominantly positive, with a notable Pearson correlation coefficient of 0.496, indicating that Purchase Intention increases alongside Trustworthiness, Popularity, Likeability, and Influencer reviews, the relationship with Similarity is negative Consequently, the author decided to exclude the Similarity variable from the model.

Multivariate Regression Analysis

ANOVA test on different groups of samples

The test of homogeneity of variances assesses differences among sample groups regarding a specific dependent variable, such as Purchase Intention Key statistical methods, including the Levene Statistic and ANOVA, are employed to analyze variance A significance level (Sig) greater than 0.05 suggests that equal variances are assumed, while a Sig of 0.05 or less indicates that equal variances are not assumed Consequently, the variance among the groups may either be equal or differ significantly.

Table 4-23 - ANOVA test between Gender and Purchase Intention

Test for Equality of Variances t-test for Equality of Means

95% Confidence Interval of the Difference Lower Upper Purchase

The analysis conducted using SPSS software reveals that the Levene statistic is 7.587 and the ANOVA test significance is 0.935, both exceeding the 0.05 threshold This indicates that there are no significant differences in the effects of various gender groups on purchase intention, even though different gender groups may exhibit unique influences on this intention.

Table 4-24 - ANOVA test between Age and Purchase Intention

Test for Equality of Variances t-test for Equality of Means

95% Confidence Interval of the Difference Lower Upper Purchase

The analysis conducted using SPSS software reveals that the Levene statistic is 1.205 and the ANOVA test significance is 0.110, both exceeding the 0.05 threshold This indicates that there are no significant differences in the influence of various age groups on purchase intention, even though distinct age groups may exhibit unique effects on this intention.

Discussion

The normalized regression coefficient reveals that all six variables have an effect on cosmetic goods purchase intention

H1: Credibility is positively correlated with customer’s purchase intention towarsds cosmetic products

According to hypothesis H1, the findings indicate a significant relationship between influencer credibility (C) and purchase intention (PI), with a correlation of 0.166 and a p-value of 0.002 This suggests that a credible influencer positively influences clients' intent to make a purchase.

H2: Trustworthiness is positively correlated with customer’s purchase intention towarsds cosmetic products

According to hypothesis H2, there is a significant positive relationship between influencer trustworthiness (C) and purchase intention (PI), with a correlation coefficient of 0.173 and a p-value of 0.002 This indicates that a trustworthy influencer can effectively enhance a client's intention to make a purchase.

H3: Likeability is positively correlated with customer’s purchase intention towarsds cosmetic products

With hypothesis H3 is not accepted because the level of statistical significance p = 0.872 > 0.05

H4: Similarity is positively correlated with customer’s purchase intention towarsds cosmetic products

With hypothesis H4 is not accepted because the level of statistical significance p = 0.496 > 0.05

H5: The review and information shared by influencers is positively correlated with customers’ purchase intention towards cosmetic products

Hypothesis H5 indicates a significant relationship between influencer credibility (R) and purchase intention (PI), with a correlation of 0.175 and a p-value of 0.001 This suggests that a credible influencer positively impacts a client's intent to make a purchase.

H6: Popularity is positively correlated with customer’s purchase intention towarsds cosmetic products

Hypothesis H6 indicates a significant positive relationship between influencer popularity (P) and purchase intention (PI), with a correlation coefficient of 0.419 and a p-value of 0.000 This suggests that as an influencer's popularity increases, so does the likelihood of customers intending to purchase cosmetic products.

CONCLUSION

Conclusion

The rise of influencer marketing has led to consumers encountering promotional content from social media influencers, who can range from global celebrities to relatable peers This study aims to investigate the impact of social media influencers on consumers' purchase intentions for cosmetic products, focusing on which influencer characteristics most significantly affect these intentions A literature review was conducted to explore relevant keywords and concepts, providing the researcher with a comprehensive understanding of the topic and the relationships between the key variables involved.

About the factor of Credibility and Trustworthiness, the author's research is similar to the studies of (Abdullah, Deraman, & Zainuddin, 2020), (Widyanto

According to Agusti (2020), two key factors that affect purchase intention are identified, with Popularity being a significant influence, consistent with findings from Widyanto & Agusti (2020) However, the current study diverges from previous research by not highlighting the effects of Likeability and Similarity Instead, it emphasizes the role of Influencer Reviews in shaping consumers' intentions to purchase cosmetics.

The study identifies six key factors influencing consumers' intention to purchase cosmetics: Credibility, Trustworthiness, Likeability, Similarity, Influencer’s Review, and Popularity To address the second research question regarding which influencer factor most significantly affects buying intentions, the findings reveal that Popularity stands out as the most impactful factor, a conclusion that aligns with expectations.

The popularity of social media influencers is increasingly measured by their likes, followers, and subscribers, with over 81% of respondents agreeing on this metric As these numbers rise, they significantly impact an influencer's perceived value and credibility in the digital landscape.

The concepts of "likes" and "following" extend beyond mere clicks; they embody care, sharing, and a spectrum of thoughts that resonate with users A high number of likes and followers signifies an influencer's public recognition and value, often leading marketers to partner with them for advertising campaigns However, it's crucial to note that popularity does not always equate to professionalism With the rise of interactive purchasing, acquiring followers has become easier, allowing marketers to consider influencers with strong engagement rather than just high follower counts Therefore, evaluating influencers should involve additional metrics beyond mere popularity to ensure effective marketing strategies.

Influencer reviews significantly impact cosmetic purchase intentions, often more than brand popularity itself Customers tend to trust and prioritize the opinions of influencers over traditional business marketing, highlighting the importance of influencer credibility in the cosmetics industry.

Influencers authentically showcase how they incorporate products into their daily lives on their social media platforms, using their unique voice This genuine approach fosters trust among consumers, leading them to view influencer content as more relatable and credible than traditional advertisements.

While trustworthiness can influence consumers' purchase intentions for cosmetics, its impact is limited, as many respondents recognize that influencers are often paid endorsers who may provide biased compliments Nevertheless, consumers continue to follow these influencers, seeking those who offer critical feedback, which is perceived as a marker of authenticity They appreciate honest evaluations of cosmetic products, understanding that not every item will meet expectations When influencers candidly express their preferences or share experiences of products that didn't work well for them, they build a trustworthy reputation that resonates with their audience.

Influencers who possess a deep understanding of the beauty industry significantly enhance customer purchase intentions By staying attuned to global makeup trends beyond their sponsors, these influencers build credibility, showcasing their content as informed and authentic rather than merely promotional When cosmetic companies choose influencers with proven industry experience, it provides users with a more holistic perspective on products, enriching their understanding beyond just the brand or personal makeup application.

People invest considerable time in social media, and recent findings indicate that consumers are enthusiastic about using these platforms for product and brand promotion, dispelling any doubts about their effectiveness.

Seventy percent of consumers use social media to research cosmetic products, making it an excellent platform for discovering new items and brands Therefore, marketers should prioritize promoting their cosmetic products on social media However, it's essential to know where to invest and how to effectively communicate on these platforms for maximum impact.

A recent study reveals that social media influencers play a crucial role in beauty marketing, as consumers exposed to their product reviews are more inclined to buy cosmetics However, celebrity endorsements significantly enhance purchase intentions, often leading to higher costs for collaboration Despite this, social media influencers continue to grow and thrive in the influencer marketing landscape, highlighting their evolving importance in the beauty sector.

Implications

Influencer marketing has garnered significant attention in research, particularly regarding the effects of social media influencers on message dissemination and brand attitudes However, limited studies have explored the characteristics of these influencers that affect consumers' purchase intentions This research provides new insights into this topic, offering valuable information that could pave the way for further investigations.

Cosmetic manufacturers and marketers frequently rely heavily on influencer recommendations to boost their product and service sales However, they may overestimate the information and accessibility available to today's consumers, which can lead to a diminished impact on their purchasing decisions.

This thesis aims to shed light on the true influence of social media influencers in marketing, prompting marketing managers to prioritize those who embody key characteristics that enhance customer purchasing intent By collaborating with the right influencers, brands can expect increased sales and improved product longevity Additionally, the findings could serve as a guide for influencers themselves, encouraging them to align their strategies with values such as reputation, trustworthiness, and authenticity, which will be crucial for maintaining their success as their popularity grows.

- Marketers should consider getting a beauty influencer who is physically appealing and an expert in the beauty area to serve as a spokes person, increasing the purchase intention of cosmetic items

Marketers should focus on influencers with high engagement levels among their social media followers, as these followers often aspire to emulate the influencers, increasing the likelihood of purchasing promoted products Consequently, selecting less well-known influencers with strong interaction rates can be more effective than choosing widely recognized figures.

Marketers should choose creative and unique influencers for their campaigns, as this enhances audience engagement and comprehension of valuable content By delivering meaningful value to consumers, brands can strengthen their image, ultimately increasing the likelihood of purchase intentions.

Limitations and suggestions for future research

While the study presents interesting theoretical and practical insights, it faces several limitations The research was constrained by a brief ten-week timeframe, which restricted the number of survey participants and the overall scope A longer duration could have facilitated interviews with influencers, enriching the analysis with their perspectives for a more comprehensive comparison.

The findings of this qualitative study have limited generalizability due to the specific criteria used for selecting participants Unlike quantitative research, which typically involves a numerically representative sample, qualitative conclusions may not apply broadly to the wider population To address this limitation, future research employing mixed methods could enhance the richness and scope of the data, ultimately strengthening the empirical findings.

A potential limitation of online surveys is the risk of bias in participants' responses and interpretations Unlike in-person questioning, where individuals may express their views more candidly, online formats can influence how respondents engage with the topics, potentially leading to skewed results.

Future research could benefit from a longitudinal study spanning several years, examining the impact of technological advancements, social networking platforms, and communication on consumer behavior Additionally, investigating the varying levels of social media engagement among customers may reveal how these differences influence buying intentions.

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3 Do you use social media?

4 How often do you use social media?

Less than 1 to 3 times a week

5 How often do you use social media platforms to seek recommendations when purchasing cosmetic products?

6 What social media do you use e to seek recommendations on cosmetic products?

7 How many social media influencers do you follow

Equal to or less than 10

8 Have you ever discovered a new cosmetic product/brand through social media?

SECTION 3: SOCIAL MEDIA INFLUENCERS AND PURCHASE INTENTION

Strongly agree Agree Neutral Disagree Strongly disagree

My favourite SMI is an expert in cosmetics field

My favourite SMI have experiences about cosmetic

My favourite SMI is knowledgeable about cosmetic

My favourite SMI is participate in many activities in cosmetic field

My favourite SMI is trustworthy

My favorite SMI always test products before recommending

My favorite SMI always gives objective reviews

My trust level increased after using the cosmetics recommended by favorite SMI

My favourite SMI is friendly

My favorite SMI always answers people's questions about cosmetics enthusiaticly

My favourite SMI is approachable

My favorite SMI always takes feedback with a positive attitude

My favourite SMI have the same thoughts like me

My favourite SMI have the same age, hobby, job,… like me

My favorite SMI and I have the same lifestyle

It is easy to communicate with my favorite SMI

My favourite SMI have interaction with me

Strongly agree Agree Neutral Disagree Strongly disagree The review and information shared by my favourite social media is convincing

The review and information shared by my favourite

Reviews and information shared by my favorite SMI are widely shared on social media

Reviews and information shared by my favorite SMI receive positive

Strongl y disagree The popularity of SMIs are depending on how many followers/likes/subscriber s they have

The credibility of SMIs can be evaluated by the content they shared on social media

When a large number of people follow, subscribe, or like a SMI's content, I feel more secure in it

When a large number of people like or comment on a piece of social media content, it changes my view on the information

Tiêu đề	The Impact Of Social Media Influencers On Purchase Intention Towards Cosmetic Products In Ho Chi Minh City
Tác giả	Do Thi Mai Huong
Người hướng dẫn	PhD. Nguyen Van Thuy
Trường học	Banking University of Ho Chi Minh City
Chuyên ngành	Business Administration
Thể loại	Graduation Thesis
Năm xuất bản	2021
Thành phố	Ho Chi Minh City

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Số trang	84
Dung lượng	1,54 MB