(Tiểu luận) a quantitative research of kols effectivenesson brand image of skincare products on tiktok

Trang 1 VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATIONFINAL REPORTMARKETING RESEARCHA QUANTITATIVE RESEARCH OF KOLS EFFECTIVENESSON BRAN

VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

FINAL REPORT MARKETING RESEARCH

A QUANTITATIVE RESEARCH OF KOLS EFFECTIVENESS

ON BRAND IMAGE OF SKINCARE PRODUCTS ON TIKTOK

Lecturer: Pham Van Phat

Team: Wink Wink Class: 01 (Wednesday, Shift 4)

Ho Chi Minh City, May 03 2023 rd

Dinh Ngo Ngoc Quyen 720H0987

 IV

 Sumarizing word content

100%

Nguyen Phuc Hung Thinh 720H0182

 Acknowledge, Introduction, Powerpoint

100%

Lam Gia Linh 720H1387  II,III 100%

Mai Ly Thao Trang 720H1026  I, Design Google

Nguyen Thi Kieu Phuong 720H0153  Support running

data on SPSS

100%

Nguyen Thi My Huyen 720H1384  VI (6.1.2; 6.2) 100%

Tran Nguyen Phuong Uyen 720H1426  VI (6.1.1; 6.3) 100%

To begin with, WINK WINK team would like to express our genuine appreciation

to the professors at Ton Duc Thang University for their guidance and unwavering support

in completing our Marketing research final report Furthermore, we would like to extend our gratitude to the Faculty of Business Administration for providing the necessary infrastructure for this course, which has enabled us to expand our knowledge and skills

We would like to express our heartfelt gratitude to everyone who has contributed to this research project "A Quantitative Study on the Effectiveness of KOLs on Brand Image

of Skincare Products on TikTok Platform." We would like to thank our supervisor Mr Pham Van Phat for his support and guidance throughout this research endeavor Mr Pham Van Phat has been a source of inspiration and provided us with detailed instructions on how to conduct marketing research His expertise, valuable insights, and constructive feedback have been instrumental in shaping our research work This also has enabled us to gain a better understanding of the research process

Furthermore, we are grateful to the participants who took part in our survey and provided us with their valuable feedback Their responses and opinions have helped us gain

a better understanding of the research topic and improve the quality of our study.With little cumulative experience, this study is still unable to do accurate research

In order to improve our research, our research team is eager to hear from teachers.Finally, thank you all who have helped us through many up and downs for your invaluable contributions to this research project We could not have accomplished this without your support and dedication

LECTURER’S COMMENT

TABLE OF CONTENTS

3.1 Key objectives for the project – what should it achieve? 4

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Ncmkt N02 NHOM02 Báo cáo Giữa kỳ

-Marketing

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Ncmkt N02 NHOM02 BCGK

4.4.2 From primary source 8

TABLE OF FIGURES Figure 1 In Vietnam, during the time of social distancing, TikTok has become one of the most popular entertainment apps when the number of downloads peaked in March-April 2020 with nearly 2 million downloads per month - Source: Report by

Figure 2 According to the Insight handbook 2019 report of Kantar Worldpanel, the largest segment of the skincare products market in Vietnam is skincare 3

Figure 8 Frequency of use on TikTok platform Chart in the research 14

Figure 12 Table Model Summary and ANOVA for hypothesis H1, H2, H3 20 Figure 13 Table of Coefficients and ANOVA for hypothesis H1, H2, H3 21 Figure 14 Table Model Summary and ANOVA for hypothesis H1, H2, H3 22 Figure 15 Table of Coefficients for hypothesis H1, H2, H3 23

TABLE OF TABLE

In recent years, the emergence of Key Opinion Leaders (KOLs) on social media platforms has transformed the way brands approach marketing and advertising KOLs, with their large following and persuasive power, have become the go-to option for many brands seeking to increase their reach and promote their products Among the social media platforms, TikTok has emerged as one of the most popular platforms with over one billion active users worldwide

This study aims to explore the effectiveness of KOLs on the brand image of skincare products on TikTok The study will use a quantitative research approach to analyze the relationship between KOLs and the brand image of skincare products on TikTok The six chapters of this research project are

Chapter 1: Problem Definition

Chapter 2: Approach to the problem

Chapter 3: Business & Research Objectives

Chapter 4: Research Design & Methodology

Chapter 5: Results /Key Findings

Chapter 6: Conclusion

The Problem Definition chapter will provide a clear understanding of the research problem and its significance The Approach to the problem chapter will outline the research framework and methodology used to approach the problem The Business & Research Objectives chapter will provide a clear statement of the research objectives, including the expected outcomes The Research Design & Methodology chapter will discuss the research design and data collection methods The Results /Key Findings chapter will present the key findings of the study, and the Conclusion chapter will provide a summary of the research findings and conclusions drawn from the study

effectiveness of KOLs on the brand image of skincare products on TikTok This research may be beneficial to brands seeking to increase their reach and promote their products on social media platforms like TikTok.

I PROBLEM DEFINITION

1.1 Background to the problem

After the outbreak of the Covid-19 pandemic, Tik Tok has become one of the most favorite mobile applications among young Vietnamese With 30% of mobile users in Vietnam installed Tik Tok, the number of registered Tik Tok accounts reached 12 million

in 2019 As of 2020 TikTok has become the fourth most popular social network in Vietnam Nam after Facebook, Zalo and Instagram However, TikTok has a more concentrated user base than other social networks, which is a young Gen Z audience with the age of 16-24 years old

Figure 1 In Vietnam, during the time of social distancing, TikTok has become one of the most popular entertainment apps when the number of downloads peaked in March-April

2020 with nearly 2 million downloads per month - Source: Report by Appota.

The boom of TikTok after the pandemic with 16 million downloads in 2020 has made the short video application a new entertainment trend in Vietnam Tik Tok promises

to become the best tool for skincare product industry investors to build their image in the eyes of consumers

According to a report by Kantar Worldpanel, the growth driver of the skincare products industry in Vietnam comes from three main factors: the development of digital, product diversity, and the development trend of KOLs/influencers influencers)

significantly changed the shopping behavior of consumers in many aspects, from product selection and shopping channels to cross-border shopping throughout the buying process Because of the growth of beauty bloggers around the world, beauty trends in Vietnam are also influenced a lot by beauty trends in Korea and Europe.

Product diversity: The number of new products in this category has increased from

426 brands (2015) to 740 brands (2018) The skincare product market offers a variety of brands, products, and categories that help stimulate consumer spending needs

Influencers (KOLs): Brand ads are no longer performing at their maximum In fact, today's consumers have become wiser in their purchases, as well as more cautious with the information they receive The voices of “influencers gradually become a reliable source ”

of information Today's consumers appreciate product information from trusted experts with extensive industry knowledge and expertise

KOLs is a remarkable communication channel in the Vietnamese market, this is a worthy channel for brands that want to launch new products in the Vietnamese market:

 They are the ones who always receive the earliest beauty trends in the world

 Willing to spend money to experience the latest beauty products

 Actively evaluate and share your neutral opinion/opinion about the product based

on your own understanding and knowledge

 Apply new outreach tools: Livestream, daily stories, Vlog, etc

 Drive (and influence) the opinions and purchasing decisions of others

Overview of the skincare product market in Vietnam

The Vietnamese skincare product market currently has a turnover of about 15,000 billion VND a year (approximately 700 million USD) According to Nielsen, the spending level of Vietnamese consumers on skincare products is not much, averaging only 4 USD per person per month, while in Thailand it is 20 USD However, Vietnam is one of the

Vietnamese makeup market is reflected in the increase in the number of makeup people as well as the amount of money they pay for skincare product products.

As looks become more important, consumers spend more on beauty products and also on skin care services (spa, dermatology clinic) According to the Insight handbook

2019 report of Kantar World panel, the largest segment of the skincare products market in Vietnam is skincare The average amount of money spent on products such as makeup remover, moisturizer, and sunscreen increased steadily over the four years from 2015 to

2018 In which, makeup remover increased by 1.5 times, moisturizer by 1.2 times and sun cream protection increased 1.8 times

Figure 2 According to the Insight handbook 2019 report of Kantar World panel, the largest segment of the skincare products market in Vietnam is skincare.

pivotal in shaping consumers' opinions and purchasing decisions Additionally, 83% of people believe that KOLs are the key to beauty trends, models and products The report also found that for every $1.30 spent on KOLs in the skincare products industry, brands received an average return of $11.8 When self-promotion became difficult, brands began

to partner with KOLs, even letting them contribute to product development and participate

in the execution of campaigns

According to LINQIA's State of Influencer Marketing 2019 report, in 2018, only 39% of businesses plan to increase their budget for influencer marketing , while by 2019, nearly 65% of businesses decided to increase spending on influencer marketing activities

It can be seen that KOLs are a worthy channel for brands that want to develop in the Vietnamese market They are the ones who always receive the earliest beauty trends in the world Willing to spend money to experience the latest beauty products At the same time, actively evaluate and share your neutral opinion/opinion about the product based on your understanding and knowledge

2.1 Statement of the problem

The objective of the study is to find out about the problem of marketing research with variables that directly affect the influence of KOL on the image of skin care brands

on the Tik Tok platform From there, improve product images based on each type of customer segment Accordingly, brands will choose KOLs suitable for each type of product corresponding to each separate customer and build a Marketing campaign that converges the familiarity, trustworthiness, and expertise of customers for KOLs and brand image to bring the best marketing effect

The image that KOLs bring to the brand has a significant influence on their brand image

In this research, we focus on analyzing the extent to which skincare product brands appearing on Tik Tok application affect the image in the eyes of users, the influence of

focus on answering the questions and issues posed throughout the research paper:

How effective is the effect of using KOLs in enhancing brand image that is worth investigating? More specifically, what random conditions will KOLs be able to build more effectively the brand image of the skincare products industry in the B2C market in Vietnam

on the Tik Tok application?

In summary, the report presents quantitative research on the effect of KOLs on skincare brand image in the Vietnam market Accordingly, our team conducted a survey with mainly young Vietnamese people about the influence of KOLs on skincare product brand image through the popular application - Tik Tok Our research examines the impact

of KOLs on how skincare product brands in Vietnam decide to invest in the Tik Tok platform This study expands on the existing literature by exploring the fundamental characteristics of KOLs about the effectiveness of KOLs for brands as well as for individuals and their customers Furthermore, from moderating the impact of skincare consciousness and social influence on consumers, we better understand the conditions under which KOLs can build a brand image in the B2C market - from business to customer business to customers, which is important for reshaping the market knowledge system through the Tik Tok platform

II APPROACH TO THE PROBLEM

2.1 Theoretical foundations

Brand image

Brand image is an exogenous perception experienced by customers about a brand (Chakraborty and Bhat 2018) Building a positive brand image is crucial as this helps an organization to stand out from its competitors The customers attitude to a product’s brand ’

is an essential factor towards intention of use compared with other similar products in the market (Norazah 2013; Danker 2014; Ilicic and Webster 2013; Barreda et al 2015; Tao, Law, and Yung 2020) Thus, the right brand image will potentially induce customer purchase behavior Research indicated that brand image positively affects brand equity (Alamro 2011; Hsu, Oh, and Assaf 2012; Battistoni, Colladon, and Mercorelli 2013; Sasmita and Mohd Suki 2015; Mahmood and Bashir 2020) Chaudhuri and Holbrook (2001) indicated that the customer’s attitude towards the brand partially determines a company’s market share Thus, brand image plays a significant part in brand equity along with the growth of a business However, there is no study on how effective the brand image

to be promoted by a KOL

Endorser effectiveness

Many studies focused on whether celebrity endorsements could change consumers’ attitudes and behaviors (Bergkvist and Zhou 2016; Cho 2010; Gefen 2000; Amos, Holmes, and Strutton 2008) The buzz effect introduced by Zamudio (2016) refers to the level of interest the public gives to an endorser The buzz reinforces the marketing performance when the endorser and the brand share a common value or belief In this regard, an endorser’s characteristics would be transferred to the brand image, which helps consumers evaluate the brand (McCracken 1989) Therefore, having a good under-standing of the characteristics of endorsers is crucial for the establishment of the brand image Concerning the characteristics of endorsers, past studies were generally focusing on the credibility model and the attractiveness model (Erdogan 1999), which refer to expert-ness, trustworthiness (Ohanian 1990), familiarity, likeability and similarity (McCracken 1989) Centeno and Wang (2017) and Antil (2012) claimed that the familiarity of the endorser has

revealed that the expertise and trustworthiness of endorsers are the main determinants of the perceived credibility of the endorser In the literature, endorsers are mainly celebrities but not KOL Hence, familiarity, expertise and trustworthiness are included in our model

to represent the characteristics of KOL Although many brand managers favor celebrities’ use in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall Practitioners describe this overshadowing as the vampire effect – a decrease

in brand recall for an advertising stimulus that features relying on a celebrity for advertisement versus the same stimulus with an unknown but equally attractive endorser Erfgen, Zenker, and Sattler (2015) provided essential insights into avoiding the vampire effect by matching appropriate conditions, such as high endorser–brand similarity or a strong cognitive link between the endorser and the brand The results confirmed a higher corresponding relationship between the endorser and the brand, or a closer cognitive connection could reduce the vampire effect Along with this finding, some companies tend

to use KOL, which is not as famous as a celebrity, to promote their brands However, past studies on KOL concern the detection of emerging KOL (Lu, Jerath, and Singh 2013) and detect KOL in a social network (Oueslati et al 2020) Other studies on KOL would be in politics (Turcotte et al 2015) and professional products in the healthcare industry (Scher and Schett 2020; Sismondo and Cloubova 2016) KOL studies trends to identify the characteristics of KOL, such as trust-worthiness (Schwemmer and Ziewiecki 2018; Bao and Chang 2016) The impact of KOL on building brand image has not yet been investigated

2.2 Analytical Model

KOLs interact with followers to deliver information, to increase product exposure, and to strengthen brand image (Jerslev 2016; McCormick, Style, and Culture 2016; Schwemmer and Dziewiecki 2018) This study investigates the underlying factors of KOL effectiveness, which would help to build a brand image Based on the literature of endorser’s studies (Cho 2010; Turcotte et al 2015), we propose KOL effectiveness depends

on KOL’s characteristics, which include familiarity, trustworthiness, and expertise To a certain extent, trustworthiness is an important personality of KOL and familiarity is an important representation of the KOL’s social networking relationship with his/her followers (Cho 2010; Dwivedi, Johnson, and McDonald 2015) To understand the contagion conditions of when KOL be more effective in building the brand image, we propose that KOL effectiveness will influence brand image subject to the moderation effect

of skincare conscientiousness and social influence Figure 1 depicts the corresponding theoretical framework The detailed reasonings of the related hypotheses are as follows

2.3 Research questions

Table 1 Demographic questions

DEMOGRAPHIC Gender

3 Not graduated from university

4 Graduated from university

Income

1 500.000 - 1.000.000 VNĐ

Likert scale questionnaire

1 - Strongly disagree

2- Disagree

3- Slightly disagree

4- Neutral5- Slightly agree6- Agree

7- Strongly agree

Table 2: KOL familiar

KOL FAMILAR (KF) Degree

Table 3: KOL Trustworthiness

KOL TRUSTWORTHINESS (KT) Degree

1 The KOL

is reliable

Gefen (2000), Magnini, Honeycutt, and Cross (2008) and Ohanian (1990)

2 The KOL is

credible

3 The KOL is

sincere

Table 4: KOL expertise

KOL EXPERTISE (KE) Degree

Table 5: Brand Image

BRAND IMAGE (BI) Degree

Table 6: The KOL Effectiveness

KOL EFFECTIVENESS (KEF) Degree

Table 7: Social Influence

SOCIAL INFLUENCE (SI) Degree

2.4 Hypotheses development

Characteristics of KOL on endorser effectiveness

Familiarity refers to the degree of awareness that respondents have known about a KOL (Thomas and Fowler 2015) Dwivedi, Johnson, and McDonald (2015) state that familiarity with the endorser is excellent for conveying messages to the audience A familiar KOL is more approachable than the traditional celebrity In this regard, a familiar KOL could be effective for conveying messages to the audience In particular, the KOL followers would believe that the related product being promoted by the KOL is functional and worthwhile to buy Hence, we predict the following hypothesis

H1: KOL’s familiarity has a positive effect on KOL effectiveness.

Trustworthiness is defined as the extent by which customers perceive the endorsers

in terms of their integrity and sincerity (Ketchen, Adams, and Shook 2008; Kim 2016) Kim, Lee, and Prideaux (2014) found that trustworthiness of an endorser could bring along

a positive image of the advertised hotel Consumers may rely on the credibility of the endorser, whose integrity could help the promotion In terms of KOL as a trustworthy endorser, the followers will be easily convinced of the product’s related function and value The followers will also think the product is worth buying if they believe the KOL is trustworthy Hence, we have the following hypothesis

H2: KOL’s trustworthiness has a positive effect on KOL effectiveness.

Perceived expertise depends on whether an individual’s perception is skilful, knowledgeable and competent in a particular domain (Lord and Putrevu 2009) Consumers

do not always have specific knowledge of products, and they tend to ask for recommendations from an expert (Herstein 2008) The expert endorsement could be seen

as an objective judgment of product quality provided to consumers for their assessment (Biswas, Biswas, and Das 2006) The higher the perceived expertise of an endorser, the stronger the purchase intention of the consumers This is also applied to KOL as an

propose the following hypothesis.

H3: KOL’s expertise has a positive effect on KOL effectiveness.

KOL Effectiveness on brand image

An effective KOL would project the right image of a brand by convincing the followers that the product is of good quality with excellent features Moreover, the popularity, attractiveness and trustworthiness of the KOL can help the organization build its brand image In the long term, an effective KOL can promote the brand image to the followers Hence, we hypothesize the following:

H4: KOL effectiveness has a positive effect on brand image.

Consciousness as a high-level cognitive awareness directly affects people’s habits and behaviors (Amico, Di Vita, and Monaco 2016; Kautish and Sharma 2018) Cho (2010) suggested that people with more health consciousness would take a healthy lifestyle more seriously and pay more attention to health-related products and services in a study of healthcare products According to Divine and Lepisto (2005), people with health consciousness would take more responsibility for their wellbeing and pay more attention

to health-related products These people would be vegan or organic fans For this study, we are interested in how consciousness would moderate KOL’s effectiveness in building a brand image Somehow, we suppose that consciousness will have any direct impact on brand image It is because the brand image will be dependent on the promotional efforts and related product quality A conscious consumer will be more sensitive to the promotional efforts and related product quality and pay more attention to the brand image.However, the brand image will not be affected by the consciousness of a consumer

In our context, we focus on skincare products, which are getting more popular in China For instance, girls and ladies in China have an incredible ability to distinguish the brands from hundreds of similar product attributes They know the origin of brands, whether the product is organic, or contains chemicals This sense comes from their consciousness about

of the KOL Hence, the impact of an effective KOL on the brand image will further be magnified In this regard, we predict the following hypothesis:

H5a: The skincare consciousness of a consumer positively moderates the relationship between KOL effectiveness and brand image

Social influence refers to conformity or going along with the general trend (Burnkrant and Cousineau 1975) and the extent to which individuals are concerned about how society will evaluate them (Aqueveque 2006) Usually, people seek friends opinions ’ before making purchases (Unsworth, Sears, and Pexman 2005) Norazah (2013) pointed out that young people are concerned about their peers feelings They are also influenced ’ more by a familiar KOL, who is regarded as their peer An effective KOL’s corresponding impact will be more substantial when the followers are of a high level of social influence

We suppose that social influence will not have a direct impact on brand image It is because a person who seeks opinions from others would be more affected by his/her social network However, a person with a high level of social influence will not lead to the right brand image Hence, we suggest social influence will only play a moderation role in the relationship between KOL effectiveness and brand image Thereby, we hypothesize the following statement

H5b: Social influence positively moderates the relationship between effectiveness and brand image.

2.5 Specification of the Information Needed

The researcher must first identify the relevant information prior to collecting customer data before beginning research on the issue Relevant information needed for the research paper

on the subject includes:

 Habits and trends of using cosmetics of young people today

 Knows about the recent of using KOL for promotion and building brand image

 Knows about the theoretical linkage between KOL effectiveness and brand image

 Devoted to evaluating KOL’s contribution to the brand building.

 Propensities for utilizing informal organizations of youngsters

 How often young people use social media for shopping

III BUSINESS & RESEARCH OBJECTIVES

3.1 Key objectives for the project – what should it achieve?

The main objective of this research paper are:

● Consider the relationships, the impact of factors on the effectiveness of KOL and skincare product brand image

● Determining the factors moderation the relationship between KOL effectiveness on the image of skincare cosmetic brands

● Identify KOLs in the skincare industry impact on the brands in the Tiktok platform

● Assess the effectiveness of KOLs in influencing consumer buying behavior for TikTok-based skincare products

● Investigate the relationship between the perceived credibility of KOLs and the impact on the brands of TikTok-based skincare products

● Examine the extent to which KOLs can positively or negatively affect the reputation

of TikTok-based skin care product brands

● Provide recommendations for skincare brands on how to leverage KOLs to increase brand awareness, boost sales, and enhance brand reputation on TikTok

3.2 Secondary objectives or information you may seek

● Compare the effectiveness of KOLs on TikTok-based skincare products with other social media platforms like Instagram, YouTube, or Facebook

● Examine the current market trends for TikTok-based skincare products and the role

of KOLs in shaping those trends

● Evaluate the consumer perception of KOLs and their influence on skincare product brands on TikTok and the effect on brand loyalty and repeat purchase

consumer trust and transparency.

IV RESEARCH DESIGN & METHODOLOGY

4.1 Type of research design

4.1.1 Research methods

For this research topic, our group decided to choose a quantitative research method through collecting data from online questionnaires via Google Forms and synthesizing online results using Google Sheets and SPSS for analysis relationships in the model related

to “Effect of KOLS on brand image of skin care products on Tiktok platform”

4.1.2 Samples sizes

The initial number of samples that the team plans to conduct online polls and surveys will be 200 samples These contents will be posted on student forum, personal pages of group members to introduce students to participate in group discussions as well

as through the relationship of group members on Zalo, Messenger or Instagram in HCMC

to reach the right respondents within three days

4.1.3 Implementation

Regarding quantitative research, the team will collect data using an online form through Google Forms to reach the survey audience conveniently, quickly, and with high efficiency The team conducted a sampling using a Google form with questions designed

on demographics, behavior, and variables in the previous Key Paper model Most of the questions will be closed questions

4.2 Target respondents

4.2.1 Demographic information

● Gender: Both male and female

● Age group: 18 - 25 years old

● SEC (Socio-economic class): low - middle

● Geographical location: Ho Chi Minh City

● Occupation: College student

4.2.2 Behavior

 Tends to care and take care of his skin

 Regularly use the social networking platform Tiktok

 Interested in KOLs with expertise in the field of beauty such as Vo Ha Linh

 Interested in famous skin care cosmetic brands in the market

 Purpose of using Tik Tok platform: Learn about skin care products being promoted

by KOLs, thereby making purchasing decisions for these products on Tiktok platform

The target audience of the study are male and female students between the ages of 18 and

25 who are living, studying and working in Ho Chi Minh City who use Tiktok social network to learn and buy care products skin care advertised by KOL

4.4 Data collection

4.4.1 Secondary data source

Benefits of secondary data:

● Defining the problem more holistically

● Identify and develop appropriate approaches to problem solving

● Design and develop a number of related studies

● Answer the research questions and test the validity of the hypothesis

● Support for deeper interpretation of key data

The team researched and consulted other secondary data sources to make the research more objective and valuable

Main key paper: “A study of KOL effectiveness on brand image of skincare products”This research paper makes our report more realistic and accurate

Google Scholar: https://scholar.google.com.vn/

This is a platform dedicated to providing large-scale academic documents worldwide with simple operation The website will help you quickly locate and find the right topic of your choice through keywords and topics when entered in the page and has many academic articles that are mostly recognized in the world

4.4.2 From primary source

To be able to gather information related to this report, we implemented focus group discussions to consolidate the data for this report We follow a data set that is a questionnaire compiled from the key paper with many questions arranged in order We use the Google form collection method We will send Google Form links through platforms like student forum, Messenger, and Zalo to our target respondents for about three days to collect the data we want to study It served to uncover our respondents' insight

it will only be used to make this report as objective and factual as possible The questions will allow participants to consult fair analysis of their personal views The data will then

be served for the research purpose of the research subject

4.5 Sampling technique, Fieldwork & DP

4.5.1 Sampling technique

Probabilistic sampling method

The study uses probability sampling techniques, targeting students who are living, studying and working in Ho Chi Minh City The team constructed a questionnaire using Google Form to investigate other consequences of the study on “Effect of KOLS on brand image of skin care products on the Tiktok platform The questions were measured on a 7-” point Likert scale from 1 to 7, corresponding to strongly disagree (1) to strongly agree (7)

4.5.2 Fieldwork

● Interviewing method: Google Forms

● Target respondents: University students aged 18-25 living in Ho Chi Minh City Ho Chi Minh City

1 Male / 2 Female / 3 Others

1 18 -25 years old/2 26-30 years old/3 30-35 years old/4 Over 25 years old

1 Middle school/ 2 High school/ 3 Not graduated from university/ 4 Graduated from university