Impact of influencer marketing on consumers’ intention to buy cosmetic online in Ho Chi Minh City

Abstract

With the development of social networks, influencer marketing is a growing trend globally in general and the cosmetics industry in particular. However, administrators always have a problem with how to implement marketing strategies by influencers effectively. This study tried to come up with a solution to that problem by identifying and evaluating the effects of marketing by influencers, brand attitudes and intentions to buy cosmetics online. of consumers, particularly in Ho Chi Minh City. The study uses PLS-SEM as the primary analytical technique based on 316 people surveyed in HCMC. The results show that marketing by the influencer has charisma and that the expertise of the influencer has an impact on brand attitudes. Research has also shown that there is an impact from consumer brand attitudes to brand admiration, and brand admiration has an impact on consumers’ intentions to buy cosmetics online in Ho Chi Minh City.