INTRODUCTION
Research motivation
In today's digital landscape, brands increasingly leverage social media to connect with local consumers According to Clement (2020), there were approximately 3.6 billion social media users globally in 2020, a figure expected to rise to nearly 4.41 billion in the near future.
In 2025, the average daily time spent on social media varies significantly by country A special study by GlobalWeb Index, conducted during the Covid-19 lockdown across 17 countries, revealed that nearly half of internet users increased their social media usage compared to pre-lockdown levels (Telecommunication of Information and Communication Newspaper, 2020) This surge in user engagement highlights the growing potential for social media trading, which is becoming a critical factor in determining the success of companies.
Celebrities play a significant role in shaping social media content, positively influencing consumers' brand attitudes and purchase intentions (Schlecht, 2003) In Vietnam, influencers, particularly micro-influencers, have emerged as preferred sources for brands to attract customers, thanks to their authenticity and close connection with audiences, despite having a smaller reach According to Advertising Vietnam (2019), the budget for branded content involving influencers surged from $3.6 billion in 2016 to $13.7 billion in 2020, with projections to exceed $25 billion by 2025, highlighting the growing potential of influencer marketing This trend is also evident in the Vietnamese market, which is increasingly embracing influencer marketing strategies.
2 increasing to 35% compared to 2016 Businesses use many influencers in many different areas, operating on multiple channels such as YouTube, Facebook, Instagram and TikTok
The Vietnamese cosmetics market is rapidly expanding and becoming increasingly competitive, particularly with the rise of online shopping As of 2020, the market was valued at $2.35 billion, with skincare products leading the way at 8.3 trillion VND in revenue Online purchases are gaining traction, evidenced by a 10.63% increase in website visits for cosmetics retailers between Q2 and Q3 of 2020 Projections indicate that the market could reach $2.3 billion by the end of 2018, supported by a growing middle class expected to reach 33 million people by 2020 According to Kantar Worldpanel's Insight Handbook (2019), skincare remains the most sought-after category, with significant increases in spending on items like makeup remover (up 1.5 times), moisturizer (up 1.2 times), and sunscreen (up 1.8 times) This data underscores the necessity for companies to enhance their communication strategies to attract customers and strengthen their competitive edge.
According to the 2020 Vietnam cosmetic market report, the majority of Vietnamese customers rely on online sources for cosmetic information, primarily through platforms like Facebook, websites, and YouTube Digital influencers have emerged as a key channel for effectively communicating with consumers in the cosmetics industry A 2018 report by Celebrity Intelligence indicates that digital influencers have surpassed traditional celebrities as the preferred choice for promoting products, significantly influencing consumer opinions and purchasing decisions These influencers play a vital role in shaping beauty trends, models, and product awareness Furthermore, leveraging digital influencers has proven to be successful for cosmetic suppliers, as the same report highlights that spending $1.3 on influencer marketing can yield substantial returns for brands.
The average profit from digital influencer marketing in Vietnam stands at $11.8, highlighting the effectiveness of using celebrities on social media for cosmetics advertising and public relations (Tomorrow Marketer, 2020) Additionally, the trend of leveraging beauty bloggers to boost brand awareness and drive product sales is gaining rapid popularity in the country.
In Vietnam, the use of digital influencers in marketing is a growing and effective method for connecting businesses with consumers; however, there is a lack of analytical studies focused on optimizing their impact This research paper aims to explore the influence of digital influencers on purchase intentions within the cosmetics industry in today's technological era.
Research on the impact of celebrities on purchase intentions has been extensive, focusing on traits such as expertise, attractiveness, and trustworthiness, as identified by Ohanian (1990) and further explored by Chaovalit (2014), Fern et al (2015), and Park & Lin (2020) However, there is a notable lack of studies on digital influencers, a rising form of celebrity in today's market In the age of technology 4.0, digital influencers have surpassed traditional celebrities in their ability to drive company revenue and enhance brand visibility (Le, 2021).
Digital influencers represent a new model of celebrity in the technology 4.0 era, yet research on their impact on purchase intention remains limited A study by Ambarwati et al (2019) examined the effect of electronic word of mouth (eWOM) on Wardah cosmetics purchase intention but did not address the characteristics of digital influencers Similarly, Handayani, Evelina, Sylvina, and Lestari (2019) focused on the content of digital influencers to engage followers, overlooking their influence on purchasing decisions In contrast, Torres, Augusto, and Matos (2019) explored the impact of digital influencers on purchase intention, highlighting the need for further investigation in this area.
The group author emphasizes the importance of the digital influencer's appeal and alignment with the brand, but neglects to address the compatibility between the celebrity and the product.
This research aims to address the gap in understanding how the characteristics of digital influencers—such as expertise, attractiveness, trustworthiness, and likability—affect consumer perceptions, particularly in the context of cosmetics in Vietnam Additionally, it will explore the impact of product fit, offering new insights into this topic.
Research objectives
In this study, I concentrate on the following specific objectives as below:
– To research the effect of digital influencers on the customers’ purchase intention in cosmetics industry
– To propose the solution for firms to attract potential customers by using digital influencers.
Research question
– What are the characteristics of digital influencer influencing to the buying intention of customers?
– Which is the most characteristic effect to purchase intention?
Research scope
This research, conducted in Vietnam, explores the impact of digital influencers on the purchasing intentions of Vietnamese consumers regarding cosmetic products Focusing specifically on facial skincare products, which are increasingly popular and see rising annual spending, the study aims to gain a deeper understanding of customer motivations The research period spanned from October 2020 to May 2021.
Research structure
This chapter introduces the practical and theoretical motivation of research, identifies the research objectives, research questions and research scope
This chapter offers a conceptual definition and foundational theory regarding the terminology of the topic Additionally, it presents the hypothesis and elaborates on the research model, drawing from prior studies and identifying existing research gaps.
This chapter describes the process of research, the way to design sample, questionnaires and method to collect data
This chapter focuses on analyzing the reliability and validity of data collected, regression and identifying the results of tesing hypothesis, providing which hypothesis is supported or not supported
This chapter summarizes the research findings and discusses their implications Additionally, it addresses the limitations of the study, providing recommendations for future research.
LITERATURE REVIEW
Review of related definition
2.1.1 Social media and influencer marketing
Social media is the widely used term refer to the Internet-based networks from which users can communicate and selectively view themselves (Carr & Hayes, 2014) However, Boyd
Social media, as defined by Ellison (2008), comprises websites that allow users to create profiles and connect with others, while Kietzmann et al (2011) describe it as web-based programs facilitating design, distribution, communication, and grouping Manning (2014) emphasizes that social media embodies new interactive media forms In the context of the technological era 4.0, social media serves as a powerful platform to reach potential users According to Tankovska (2021), the leading social media platforms globally include Facebook with 2.7 billion active users, YouTube with 2.9 billion, and WhatsApp with 2 billion This vast user base significantly influences consumer behavior, impacting daily life in profound ways.
In 2008, Brown & Hayes defined influencer marketing as a third party that significantly impacts customer purchasing decisions without being directly accountable for them They emphasized that this marketing technique harnesses the influence of key individuals or opinion leaders to enhance brand recognition and drive consumer purchases By leveraging influencer marketing, companies can significantly boost their revenue through the influence these individuals have on buying decisions Carter (2016) noted that influencer marketing is a rapidly growing industry focused on promoting products and increasing brand awareness through content shared by influential social media users Today, influencer marketing stands out as one of the most effective strategies for promoting products and services.
According to Hall (2015), the intrinsic qualities of influencers play a vital role in attracting brands and advertisers One significant advantage is that advertisers can opt for cost-effective influencers rather than paying high fees for celebrity endorsements Social media influencers often establish themselves in specific niches, which enhances customer trust when they collaborate with brands aligned with their expertise (Hall K., 2016) This highlights that while influencer marketing effectively boosts customer engagement and brand awareness, its success largely hinges on the choice of influencers for advertising and public relations Thus, selecting the right influencer is essential for brand and product development.
Digital influencers are constantly redefined in the evolving landscape of social media According to Morris (2009), digital influence is the ability to affect perceptions and behaviors within online communities These influencers gain trust from their followers and enhance the online reputation of brands or products through their significant impact on social networking platforms By leveraging social media communication, they effectively engage and connect with their audience.
Digital influencers serve as brand communicators for companies, often receiving compensation through free products, exposure, and modest cash benefits (Duffy, 2015) These influencers aim to encourage their followers to select products without cost, effectively enhancing their influence in the process (Rocamora, 2018).
Digital influencers serve as intermediaries who leverage their extensive and relevant connections to influence organizational stakeholders through their interactions, personal appearance, and social media content.
8 as the person who convey the media message of company, bring the attractiveness of this brand and product to customers through technology platform such as Youtube, Facebook or Instagram
According to Wielki (2020), digital influencers can be categorized into seven distinct types based on their follower count, which influences their viral impact, reputation, and potential income from brand collaborations These categories range from social celebrities with over 5 million followers to nano influencers with 1,000 to 10,000 followers The classifications are as follows: mega influencers (1 million to 5 million followers), top influencers (over 500,000), macro influencers (100,000 to 500,000), middle-level influencers (20,000 to 100,000), and micro influencers (less than 20,000) Each type of influencer employs different strategies aligned with specific organizational objectives to effectively promote a brand and its products to targeted audiences.
In 2023, digital influencers are proving to have a significant impact similar to traditional media channels, offering substantial success opportunities for companies in Vietnam (Brandsvietnam, 2019) Brands that effectively adapt to influencer marketing can particularly engage young consumers and reap significant benefits This research focuses on examining the influence of digital influencers within the cosmetic industry, specifically regarding Vietnamese consumers' purchasing intentions for skincare products.
2.1.3 Definition and segment of cosmetic product
The cosmetics market offers a diverse range of products, featuring various textures, colors, and appearances Defined as items meant for application on the human body—whether rubbed, poured, sprinkled, or sprayed—cosmetic products serve purposes such as cleansing, enhancing attractiveness, beautifying, or altering one's appearance.
According to Regulation (EC) No 1223/2009, cosmetics serve essential functions such as cleansing, scenting, and enhancing personal appearance These beauty products not only protect the skin but also correct imperfections caused by environmental factors Many individuals view cosmetics as transformative tools that improve their looks, particularly for the face, eyes, and lips Additionally, as noted by Benson (2018), cosmetics can significantly boost self-confidence and serve as a means of self-expression.
According to Lopaciuk and Loboda (2013), the cosmetic industry is categorized into five main types: skincare, haircare, makeup, fragrance, and toiletries, each with distinct features Skincare products, such as cleansers, sunscreens, toners, makeup removers, and moisturizers, are designed to maintain healthy and attractive skin In contrast, haircare products like shampoos and conditioners focus on enhancing hair cleanliness and appearance Makeup products, including foundations, lipsticks, and mascaras, aim to improve the consumer's overall appearance Additionally, toiletries, such as toothpaste, provide personal care, while fragrances are liquids derived from flowers used on the skin Notably, Kantar Worldpanel (2019) identifies skincare as the largest segment of the Vietnamese cosmetics market This paper will focus on facial skincare products, as research in this area is limited and their popularity continues to grow in Vietnam.
In the cosmetics industry, which is worth billions, products are categorized by price into two main segments: drugstore and high-end These segments can be further divided into three categories: low-priced drugstore products (under 300,000 VND), mid-priced high-end products (300,000 to 1,000,000 VND), and luxury high-priced items (over 1,000,000 VND) Notable brands in the low-priced drugstore category include Maybelline, L'Oréal, Nivea, and Wet n Wild.
In the beauty market, various brands cater to different price ranges Affordable options include Black Rough, Innisfree, Etude House, and Missha from Korea, alongside Naturie, Shiseido, and Hada Labo from Japan Mid-range products are offered by brands like M.A.C, Vichy, Yves Rocher, and Clinique from the US-UK, as well as The Body Shop and Laneige from Korea For those seeking luxury, high-end brands such as Chanel, Lancome, and Estee Lauder from the US-UK, along with Ski-II, Shu Uemura from Japan, and Su:m, Ohui, and Sulwhasoo from Korea are representative of this category.
The distinction between drug-store and high-end cosmetics is defined not only by price but also by unique features, formulas, and packaging While low-end products are affordable and offer decent quality, they often rely on cheaper synthetic ingredients, which can diminish the overall application experience In contrast, high-end cosmetics utilize superior quality ingredients, resulting in greater customer satisfaction due to enhanced pigmentation and performance.
2.1.4 Consumer buying process and Purchase intention
The consumer buying process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior (Kotler & Keller, 2008) It begins with need recognition, where consumers identify a problem or desire triggered by internal or external stimuli To effectively address these needs, marketers must gather insights from various customers to understand the factors leading to specific needs and create targeted campaigns The next stage is the information search, where consumers often rely on personal experiences and trusted sources, such as family, friends, and celebrities, rather than solely on manufacturer information, which can be perceived as biased In today's market, digital influencers have emerged as significant sources of information, shaping consumer perceptions and decisions.
Review of relevant theoretical models
In the era of globalization, digital influencers significantly impact companies aiming to attract potential customers As technology evolves, researchers are continuously exploring the effects and strategies of influencer marketing.
Numerous theories have been developed to understand and predict customer behavior, with several effective models available for analyzing consumer habits One notable example is the Source Credibility Model, which examines the influence of public figures on consumer decision-making.
Figure 2 1 Source credibility model (Ohanian, 1990)
According to Ohanian (1990), source credibility theory suggests that people are more easily persuaded by reliable individuals, which encompasses three key components: expertise, trustworthiness, and attractiveness Expertise refers to the knowledge and skills that influence consumer perceptions of product quality (Hovland et al., 1953; Amos et al., 2008) Trustworthiness, defined as the credibility and integrity of a source (Friedman et al., 1976), significantly impacts consumers' purchase intentions for cosmetic products, as they are more likely to trust reliable sources (Hovland & Weiss, 1951) Wei and Lu (2013) further emphasize that trustworthiness involves the public's confidence in the information provided by credible individuals Additionally, attractiveness plays a crucial role in enhancing the effectiveness of a company's message on social media.
(McGuire, 1969) The scholar Wei & Lu (2013) also found that attractiveness become a means to enhance the consumers by appearance, the similarity and the likeability of someone
Research by Karlins and her colleague (1970) highlights that a source's credibility significantly enhances its persuasive power, as outlined by cognitive response theory, which focuses on the impact of message ideas on influence They found that individuals with an optimistic view of a message can be more persuasive than highly credible sources if their credibility is lacking (Aaker & Myers, 1987) Conversely, Hannon & Coney (1982) noted that a person with a negative predisposition may be perceived as less credible than a highly credible source, as negative messages can hinder acceptance The evaluation of source credibility, particularly in choosing celebrities, is influenced by individual attitudes and behavioral intentions, making it a subjective construct (Berscheid et al., 1971) Ohanian (1990) identified three key components of source credibility: attractiveness, expertise, and trustworthiness, which serve as essential criteria for selecting influencers for brands or products.
The reason choosing model Source credibility model as the theoretical framework
The models discussed illustrate consumer behavior from various perspectives, raising the question of which is best suited to examine the impact of digital influencers on customer purchasing intentions for cosmetic products in Vietnam Consumers utilizing technology platforms tend to favor products recommended by influencers, spanning a wide price range from low-end to high-end cosmetics Influencers' reputations play a crucial role, as followers are inclined to trust and choose products endorsed by credible sources The source credibility model is frequently employed to assess this dynamic.
The study explores the significant impact of celebrities on consumer buying intent, utilizing a previously tested model to assess how celebrity influence affects purchase intentions Given the focus on influencer characteristics, the source credibility model is proposed as the most suitable framework for this research.
Hypothesis development and conceptual model
The research model incorporates three key constructs from the Source Credibility Model: expertise, trustworthiness, and attractiveness Additionally, to assess the unique characteristics of digital influencers, the model integrates likeability and product fit, focusing on the harmony between the influencers and the products, as well as the perceived quality by customers.
Figure 2.2 Conceptual model (by authors)
Here is the construct of definition:
1 Expertise The degree of acquiring the perceptions, knowledge, skills
2 Attractiveness A means to enhance the consumers by appearance, the similarity and the likeability of someone (Wei & Lu, 2013) n
3 Trustworthiness The dignity, belief, and faith which are belonged to the celebrity
4 Likeability “Affection for the source as a result of the source’s physical appearance and behavior” (Erdogan, 1999)
5 Product fit The congruency between the reviewer and reviewed product
Expertise refers to the level of knowledge, skills, and perceptions one possesses (Hovland et al., 1953) In the realm of cosmetics, which significantly intersects with health care, a digital influencer's expertise plays a crucial role in shaping consumer purchasing behavior In Vietnam, the prevalence of counterfeit products has led to heightened consumer insecurity (Bao Quang Binh, 2017), making individuals more discerning when it comes to trusting recommendations from peers and celebrities Consequently, a celebrity's expertise becomes a key factor in establishing consumer trust in product reviews, ultimately influencing their buying decisions.
Previous research highlights the crucial role of expertise in influencing purchase intentions, as demonstrated by Gupta et al (2015), who found a significant relationship between expertise and consumer behavior In today's market, celebrity endorsements are vital for company growth By leveraging public figures, brands can strengthen their presence in the minds of Indian consumers, effectively enhancing their purchase intentions.
However, Wiedmann & Mettenheim (2019) examined the success of influencers for online influencer events basing on luxury fashion brand Factor expertise as the key role for n
17 determining the brand satisfaction, brand image and brand trust and from that, the impact to purchase intention could clarify more by these factors
A study published in the Journal of International Consumer Marketing in 2008 by Pornpitakpan revealed that the credibility of celebrities, particularly their expertise, significantly influences the purchase intentions of Singaporean undergraduate respondents The research utilized four Asian celebrities to enhance viewer engagement and stimulation The findings highlight the crucial role that celebrity expertise plays in promoting products and shaping consumer behavior.
Therefore, this research hypothesizes that:
Hypothesis 1: Expertise (EX) of digital influencers positively influences the purchase intention
According to Wei and Lu (2013), attractiveness significantly influences consumer behavior by enhancing appeal through physical appearance, similarity, and likability In the realm of digital marketing, physical attractiveness serves as a crucial factor for digital influencers, effectively drawing in audiences and increasing their intention to purchase cosmetic products.
Previous research has explored the influence of attractiveness on purchasing intentions, with Widyanto & Agusti (2020) highlighting the significant role of beauty influencers in shaping Generation Z's buying decisions In Indonesia, the attractiveness factor notably impacts the cosmetics purchasing intentions of this demographic As a new generation, Generation Z presents ample opportunities for further research, particularly regarding their engagement with cosmetic products in developing countries like Indonesia.
Besides, the researcher Pornpitakpan (2008) said that his research results of attractiveness factor of celebrities have significant impact on purchase intention In this technology era n
4.0 appearance of Internet entertainers also brings various benefit for them to attract new customers for the brands Thanks to the research, the testing of this factor could be clarified in significant results
Thus, the hypothesis would be:
Hypothesis 2: Attractiveness (AT) of digital influencers positively influences the purchase intention
Trustworthiness, defined as the dignity, belief, and faith associated with a celebrity (Friedman et al., 1976), plays a crucial role in consumers' purchasing decisions It is the key characteristic that influences whether consumers choose to buy a product In Vietnam, where counterfeit products are prevalent and often unreliable (Bao Quang Binh, 2017), digital influencers enhance trustworthiness, providing consumers with a sense of security and confidence in the authenticity of the products they promote.
Here is the rewritten paragraph:A study by Park & Lin (2020) shed light on the attitudes of Chinese users towards live streaming shopping, particularly when internet celebrities are involved The rise of digital media has led to a surge in popularity of live streaming platforms, transforming the way people shop online Notably, the research found that the trustworthiness of Chinese internet celebrities, known as Wanghong, has a positive impact on consumers' buying intentions, influencing their purchasing decisions in the live streaming shopping experience.
Research by Pornpitakpan (2008) highlights the significant impact of celebrity trustworthiness on purchase intentions, particularly in relation to Internet public figures Additionally, a study on cosmetics in Thailand revealed that the trustworthiness of beauty bloggers influences Thai consumers' intentions to use cosmetics Chaovalit (2014) further established the credibility of beauty bloggers in shaping purchase intentions within the cosmetics industry Thus, the role of trustworthiness in this context is a crucial factor to examine in this research.
Therefore, the hypothesis would be:
Hypothesis 3: Trustworthiness (TR) of digital influencers positively influences the purchase intention
Research has shown varying perspectives on the relationship between influencer likeability and attractiveness While some studies equate the two (Kahle & Homer, 1985), others treat likeability as an independent factor that influences effectiveness, separate from physical appeal (O’Mahoney & Meenaghan, 1998) According to Erdogan (1999), likeability is defined as the affection for a source stemming from their physical appearance and behavior.
This research distinguishes likeability from attractiveness, with likeability reflecting the virality of digital influencers, while attractiveness pertains solely to their appearance Unlike traditional influencers, whose celebrity coverage is challenging to quantify, digital influencers' reach is easily measured through metrics such as likes, shares, and subscriptions on social media platforms (Patel, 2019) Patel (2019) emphasizes that digital influencers provide detailed analytics on fan engagement, including metrics categorized by age, region, and lifestyle This data enables companies to assess the popularity of digital influencers, facilitating the selection of suitable influencers for brand promotion Overall, this variable is crucial for understanding the unique characteristics of digital influencers in today's marketing landscape.
A study by Gauns, Pillai, et al (2017) investigated the influence of celebrity endorsements on customer purchase intentions, specifically focusing on Goan consumers The research identified likeability as a key attribute of celebrities that significantly impacts purchasing decisions.
This article explores the purchasing intentions of Goan consumers in India, referencing a study by Vien et al (2017) that examined the influence of endorsement credibility on brand attitude and purchase intention among urban adults in Malaysia The findings revealed that while the likability of endorsers did not significantly affect brand attitude, it positively influenced purchasing intentions for badminton players However, there is a gap in research regarding the impact of digital influencers' likability on purchase intentions Therefore, this study aims to investigate this relationship within the context of Vietnam, highlighting the significance of digital influencers in shaping consumer behavior.
This study proposed the following hypothesis:
Hypothesis 4: Likeability (LI) to digital influencers positively influences the purchase intention
Product fit hypothesis recommend that the review of influencers is more effective when having the link between characteristics of influencers and products they review (Kim & Na,
The alignment between an influencer's image and the product's attributes enhances the credibility of reviews, making them more persuasive Product fit, defined as the congruence between the reviewer and the product, significantly influences consumer purchasing intentions When influencers are well-matched with the products they promote, it positively affects potential buyers' decisions, particularly in the cosmetics sector Utilizing various digital influencers tailored to specific product segments can effectively boost product promotion and perceived value.
DATA AND METHODOLOGY
Research process
Here is the process of this research:
Reviewing the related research and conceptual theory
Identifying the objectives of research, research methodology, research questions, research scope
Depending on the previous study to build the hypothesis and finalize conceptual model
Designing the survey questionnaire and sample of survey
Conducting pilot test and adjusting questionnaire after receiving feedback of pilot test
Analyzing data, check the supported or not supported hypothesis and conceptual model
Conclusion the findings and propose some implication and limitations n
Sample design
According to Hair et al (2009), the ideal sample size is determined by multiplying the number of questions by five In this study, with 23 questions assessing 7 variables, the minimum sample size required is 115 Collecting more responses enhances the accuracy of the scale items.
This study utilized non-probability sampling, as supported by Leary (2004), which is appropriate for research aimed at hypothesis testing The survey was conducted primarily in Hanoi and other major provinces, targeting diverse consumer groups who follow digital influencers for skincare purchases Due to the impact of Covid-19, the survey was predominantly administered online via Google Forms, resulting in a total of 235 responses.
The survey targets individuals who have either purchased or plan to buy facial skincare products based on reviews from digital influencers Respondents were randomly selected without demographic restrictions, and after filtering, only those who have previously purchased facial skincare products were included As a result, the final count of valid responses for this survey is 187 samples.
Measurement scale
This research adapts previous studies on digital influencers, following the measurement framework established by Hair et al (2009) Utilizing the source credibility model by Ohanian (1990), the study evaluates three key variables: Expertise (4 items), Attractiveness (5 items), and Trustworthiness (3 items), all measured using a 5-point Likert scale Additionally, the variable "Likeability," based on Tripp et al (1994), includes 4 items and also employs the 5-point Likert scale Lastly, the research will consider product fit as an independent variable.
The study will adopt a 5-point Likert scale to measure the 24 variables, as outlined by Kamins (1990), which will consist of 3 items Additionally, the purchase intention variable, based on the work of Tingchi-Liu & Brock (2011), will include 4 items Detailed measurement scale items for these variables are provided in the table below.
Strongly disagree Disagree Neutral Agree Strongly agree
No Variable Coding Question Source
EX1 The digital influencers are knowledgeable about the product
The digital influencers are qualified with the certificate about cosmetics
The digital influencers are experienced in using a variety of facial care products
The digital influencers are skilled at using cosmetics properly and well Example: Makeup skills, using cosmetics for facials - skincare
I like seeking about the product through the recommendation of digital influencers with beautiful face, smooth skin Ohanian
I like seeking about products through the recommendation of attractive digital influencers n
No Variable Coding Question Source
I like seeking about products through the recommendation of elegant digital influencer
I like seeking about the product through the recommendation of digital influencer with classy style
I like seeking about the product through the recommendation of digital influencer with sexy style
I think digital influencer is a trustworthy person when recommending a product (according to your personal sensing)
I think digital influencer is a honest person when recommending a product
I think digital influencer is a dependable person when recommending a product
I like exploring about the product through the introduction of likable digital influencer
I like exploring about the product through the introduction of pleasant digital influencer
I like exploring about the product through the introduction of popular digital influencer
I like exploring about the product through the introduction of agreeable digital influencer
Digital influencers' image is suitable for the product they recommend
No Variable Coding Question Source
The link between digital influencers' career field and the product they recommend
19 PF3 Digital influencers support to increase the value of the product
PI1 Products recommended by digital influencers caught my attention
Products recommended by digital influencers effect my buying intention
I buy this product because my favorite digital influencers recommending the product
I bought this product because I trust the recommendation of the product review of digital influencers.
Data analysis methodology
The descriptive analysis categorizes demographic information, including gender, age, occupation, monthly income, product type, product segment, and usage frequency This data will be illustrated through both text and charts for clarity and better understanding.
The data collected would be analyzed by SPSS software
Cronbach's alpha is a commonly utilized metric for assessing reliability in research (Hair et al., 2009) In this study, the author applies Cronbach's alpha to evaluate the reliability of measurement items for each variable The alpha value indicates the strength of the relationship between individual items and the overall score, ranging from 0 to 1 According to researchers George and Mallery (2003), this value is crucial for determining the consistency of the measurement tools used.
A reliability coefficient under 0.5 is deemed low, while a coefficient over 0.9 indicates strong reliability Nunnally & Bernstein (1994) emphasize the significance of the correlation between individual items within each construct and the total score They also note that item-total correlations should ideally be above 0.3; items with correlations below this threshold should be considered for removal.
Exploratory Factor Analysis (EFA) is a statistical technique that simplifies a large set of variables into a smaller, more manageable group while preserving the essential meaning of the original variables (Hair et al., 2009) To effectively conduct EFA, specific requirements must be adhered to.
• Factor loading is accepted when > 0.5
• Kaiser – Meyer – Olkin (KMO) of Sampling Adequacy > 0.5 In case the KMO value is under 0.5, that means no distinction and validity between these variables
The independent sample T-test, also known as Student's unpaired t-test, is an inferential statistical method used to compare observations from two unmatched study groups (Hill, 2006) In contrast, Student's paired t-test is applied when two groups of the same size are matched in aspects other than the experimental intervention This research focuses on comparing the two unmatched groups of gender—male and female—making the independent sample T-test the suitable choice for analysis.
Mishra et al (2019) indicated that this test utilizes a continuous normally distributed variable, referred to as the test variable, alongside a categorical variable that comprises two categories, known as the grouping variable The analysis includes the calculation of the mean, standard deviation, and the number of observations for each group.
The significance degree will be calculated using the 28 group, with Levene’s test determining the initial significance level A P-value greater than 0.05 indicates that the results are insignificant, suggesting equal variances between the two groups Conversely, a P-value less than 0.05 signifies unequal variances.
3.4.2.4 One-way Analysis of variance (ANOVA test)
The Independent sample T-test is used to compare observations from two research groups, whereas Analysis of Variance (ANOVA) is employed to analyze observations from three or more groups (Mishra et al., 2019) According to Larson (2008), the ANOVA test is defined as a statistical method for comparing means across multiple groups.
“ a kind of statisticsal technique for analyzing variation in a response variable (continuous random variable) measured under conditions defined by discrete factors (classification variables, often with nominal levels)”
One-way ANOVA is utilized when analyzing a single independent variable, while two-way ANOVA involves two independent variables (Mishra et al., 2019) This statistical test assesses one continuous dependent variable alongside a categorical independent variable that includes at least three groups, aiming to determine the significance of the P-value Similar to the T-test, a P-value greater than 0.05 indicates no significant difference and equal variance, whereas a P-value less than 0.05 signifies a significant difference and unequal variance.
Simple linear regression is a statistical method used to predict the value of a response variable based on an explanatory variable (Hill, 2006) It effectively measures the relationship between independent and dependent variables, allowing for insights into their correlation The regression function illustrates this relationship clearly.
In that case, the abbreviations of each part will be shown:
𝛽 1 : Coefficient between dependent variable and independent variable
In this model, it is essential for the author to evaluate the P-value to determine the support for a hypothesis A P-value greater than 0.05 indicates that the hypothesis is not supported, while a P-value less than 0.05 suggests support for the hypothesis Following the P-value assessment, the researcher should analyze R-squared (R2) and Adjusted R-squared (Adjusted R2) According to Hill (2006), R-squared measures the extent to which the variance of the independent variable accounts for the variance of the dependent variable; thus, a higher R2 signifies a stronger explanatory power of the independent variable A model is considered a good fit if R2 exceeds 50% Adjusted R2 also reflects the model's fit, but it adjusts for the number of independent variables; an increase in Adjusted R2 upon adding a new independent variable indicates its relevance in explaining the dependent variable.
In regression statistics, the Variance Inflation Factor (VIF) is essential for detecting multicollinearity A VIF value below 2 indicates that there is no multicollinearity present, meaning the variable can remain in the model Conversely, a VIF value of 2 or higher suggests that the variable may need to be removed due to multicollinearity concerns.
ANALYSIS RESULTS
Descriptive statistics
This section presents the analysis and findings from the survey data collected through both online (via Google Forms) and offline methods A total of 235 individuals expressed interest in participating, but only 187 responses met the criteria, indicating that the respondents regularly use facial skincare products and have purchased or intend to purchase cosmetics based on recommendations from digital influencers The demographic details of the participants involved in the survey are outlined below.
Gender: Among 187 respondents, there are 89.3% of respondents related to 167 persons were women while 10.7% of ones related to 20 persons were man
From 16 to 22 years old From 23 to 30 years old From 31 to 40 years old Over 40 years old n
Age: In a group 187 respondents, the largest percentage of age accounts for 48.1% (90 responses), from 23 to 30 years old Meanwhile, the second rank belongs to group age from
16 to 22 years old, took 47.1% (88 responses) Two lowest group of age is from 31 to 40 years old and over 40 years old, accounted for 4.3% and 0.5%, respectively, at 8 and 1 responses respectively
The survey on marital status revealed three categories: dating, married, and single The majority of respondents, comprising 59.9% or 112 individuals, identified as dating In contrast, 31% of participants were single, totaling 58 responses, while 9.1% were married, with 17 respondents.
According to the survey results, students make up the largest occupation group, accounting for 60.4% of respondents, with 113 students participating The second largest occupation group consists of officers, comprising 27.8% of the total, with 52 individuals represented Meanwhile, freelancers, sales, customer service, and receptionists make up the remaining groups, with 12 freelancers (6.4%) and 5 sales/customer service/receptionists participating in the survey.
Business owner/Self-employed Freelancer Officer Sales/Customer service/Receptionist
32 people (2.7%), and the last is the group of Teacher and Business owner / Self-employed, respectively 3 people (1.6%) and 2 people (1.1%)
The data on living areas predominantly reflects responses from the Northern region of Vietnam, comprising 92% of the total 172 participants In contrast, only 4.3% of respondents, or 8 participants, are from the Southern region, while 3.7%, or 7 participants, hail from the Central region.
The income distribution among the surveyed individuals is categorized into four groups A total of 102 participants were analyzed, revealing that 54.5% earn less than 5 million VND The second largest group, comprising 24.1% of respondents, earns between 5 and 10 million VND The third group, with an income range of 11 to 20 million VND, accounts for 16.6% of the participants Finally, the smallest group, representing 4.8%, earns over 20 million VND.
11-20 million VND 5-10 million VND Over 20 million VND Under 5 million VND n
Product segment: The product segment is divided into 3 main groups: Drug-store product
The article categorizes products into three price ranges: low-end products priced below 300,000 VND, mid-end products priced between 300,000 VND and 1,000,000 VND, and high-end products costing over 1,000,000 VND Among these categories, drug-store products emerged as the most popular, receiving 97 responses, which represents 51.9% of the total Mid-end products followed with 76 responses, accounting for 40.6%, while high-end products garnered the least interest.
14 high-end users, accounting for 7.5%
Drug-store product (Price below 300,000 VND/product)
High-end product (Price above 1,000,000 VND/product)
Mid-end product (Price from 300,000 VND - 1,000,000 VND/product) n
Product type: Regarding the product type, the author lists 10 product types, namely
The survey results highlight the most popular skincare products among respondents, with the top five being cleanser, makeup remover, sunscreen, moisturizer, and peeling Cleanser emerged as the most utilized product, with 185 participants (98.93%) reporting its use, followed by makeup remover at 164 responses (87.7%), sunscreen at 154 (82.35%), moisturizer at 147 (78.61%), and peeling at 144 (77.01%) Other products saw lower usage, including toner with 137 users (73.26%), facial masks at 134 (71.66%), and facial oils or serums at 113 (60.43%) Spot correctors were used by only 70 participants (37.43%), while anti-aging cream was the least favored, indicating a clear preference for foundational skincare items.
Scale measurement of constructs
This study employs the Cronbach’s Alpha test to assess the reliability of both dependent and independent variables, aiming to identify and eliminate unreliable measurement items.
If the Cronbach alpha value ≥ 0.3, the items will reach the standard (Nunnally & Bernstein,
1994) The results of Cronbach alpha will be presented as below:
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
The above results illustrate that by the Corrected Item-total correlation >0.3, the results of Corrected Item-total correlation is satisfied, Cronbach alpha of each group items mostly
>0.8, this means that the measurement scale is very good
To enhance the reliability of the measurement scales, two items were removed based on Cronbach's Alpha analysis The removal of item EX2, which resulted in a Cronbach's Alpha of 0.803 (above the Expertise group's threshold of 0.755), and item LI1, which yielded a Cronbach's Alpha of 0.865 (exceeding the Likeability group's benchmark of 0.825), was deemed necessary Consequently, the Expertise scale now comprises 3 items, the Attractiveness scale has 5 items, the Trustworthiness scale contains 3 items, the Likeability scale includes 3 items, the Product Fit scale has 3 items, and the Purchase Intention scale consists of 4 items.
Table 4 2 Exploratory factor analysis results of independent variables
Kaiser-Meyer-Olkin Measure of
The study examined 17 independent variables for reliability and validity, utilizing Exploratory Factor Analysis (EFA) The Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy was found to be 0.859, exceeding the threshold of 0.5, and the significance value was 0.000, indicating that the data is suitable for factor analysis and that the variables are interrelated The Total Variance Explained was 73.6%, demonstrating that five factors account for this percentage of data variation Additionally, the varimax rotation of the rotated component matrix confirmed that the 17 observation items grouped into five distinct variables.
Table 4.4 Exploratory factor analysis results of dependent variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.777 0.5