Abstract:
The rapid growth of digital technologies has made influencer marketing an important strategy in e-commerce, particularly among young consumers. This study examines the effects of influencer credibility, attractiveness, content quality, and perceived similarity on the purchase intention of first-year students at National Economics University. A quantitative cross-sectional survey was conducted using an online questionnaire, yielding 90 valid responses. The findings show that influencer marketing positively affects students’ purchase intention. Content quality was identified as the most influential factor, followed by influencer credibility, perceived similarity, and attractiveness. Although influencer-generated content enhances product awareness and encourages purchase consideration, students also assess price, quality, trustworthiness, and personal needs before making purchasing decisions.
Keywords: influencer marketing, purchase intention, e-commerce, social media, National Economics University.
1. Introduction
1.1. Rationale
Over the last decade, digital transformation has changed the way consumers search for information, communicate with brands, and purchase products. The rapid expansion of internet services, widespread smartphone adoption, and the continuous development of social media platforms have accelerated the growth of e-commerce, making online shopping an integral part of everyday life. Consumers today no longer rely on traditional advertising channels such as television, newspapers, or billboards. Instead, they get product information through digital platforms where they can interact with brands, access customer reviews, and receive recommendations from online communities. Among the various digital marketing strategies currently employed by businesses, influencer marketing has become one of the most effective methods of reaching potential consumers. Influencers share product reviews, demonstrations, personal experiences, and recommendations across platforms such as Facebook, Instagram, TikTok, YouTube, and other social networking sites. These recommendations seem to be more trustworthy than traditional advertising.
Previous studies have demonstrated that several characteristics of influencers contribute to their persuasive power. Some theories suggests that consumers are more likely to accept recommendations from individuals they perceive as knowledgeable, trustworthy, and experienced. More recent research has also emphasized the importance of content quality, arguing that consumers are increasingly attracted to informative, engaging, and experience-based content rather than purely promotional messages. Furthermore, perceived similarity between influencers and followers has emerged as another important factor, as consumers often trust influencers who share similar lifestyles, interests, or values.
Among various consumer groups, young generation, especially generation Z has gained much attention from the researcher because of their digital consumption habits. This generation has grown up surrounded by digital technology and therefore demonstrate high levels of familiarity with social media, online communication, and e-commerce platforms. They follow influencers across multiple platforms, and frequently rely on online reviews before making purchasing decisions. As a result, generation Z represents one of the most influential consumer segments in digital markets. Regarding generation Z, first-year university students represent a particularly interesting population for research. The transition from high school to university is accompanied by significant changes in lifestyle, financial independence, and consumer behavior. First-year university students generally have greater autonomy in managing their personal expenses and making purchasing decisions. They also engage with social networks and digital communities that may influence their shopping preferences.
The present study investigates how these four dimensions of influencer marketing affect the purchase intention of first-year students at National Economics University. These four dimensions are Influencer Credibility, Influencer Attractiveness, Content Quality and Perceived Similarity. By examining students' perceptions of influencer-generated content and their purchasing behavior on e-commerce platforms, this study contributes to a deeper understanding of digital consumer behavior among young Vietnamese consumers in general.
Specifically, the objectives of this research are: (1) To examine the influence of influencer marketing on the purchase intention of first-year students at National Economics University; and (2) To identify the relative importance of influencer credibility, influencer attractiveness, content quality, and perceived similarity in shaping purchase intention.
1.2. Definition of key terms
To ensure clarity and consistency throughout this study, the following key terms are defined.
a. Influencer Marketing
Influencer marketing refers to a digital marketing strategy in which businesses collaborate with social media influencers to promote products or services to their followers. Influencers create and share content, such as product reviews, recommendations, livestreams, short-form videos, and personal experiences, to influence consumers' attitudes and purchasing decisions. In this study, influencer marketing refers to the promotional activities carried out by influencers on social media platforms that may affect first-year students' purchase intention on e-commerce platforms.
b. Purchase Intention
Purchase intention refers to a consumer's willingness or likelihood to purchase a product or service in the future. It reflects the degree to which a consumer plans or expects to buy a product after evaluating available information. In this study, purchase intention refers to the intention of first-year students at National Economics University to search for, consider, or purchase products recommended by influencers through e-commerce platforms.
c. E-commerce Platforms
E-commerce platforms are online marketplaces that enable consumers to search for, compare, and purchase products or services through the Internet. These platforms facilitate transactions between buyers and sellers while offering features such as product reviews, online payment, and delivery services. In this study, e-commerce platforms refer primarily to Shopee, TikTok Shop, Lazada, and Tiki, which are commonly used by first-year students.
d. Influencer Credibility
Influencer credibility refers to the extent to which an influencer is perceived as trustworthy, honest, knowledgeable, and reliable when providing product information or recommendations. Consumers are generally more willing to accept recommendations from influencers whom they believe possess expertise and provide truthful opinions. In this study, influencer credibility is considered one of the key factors influencing students' purchase intention.
e. Influencer Attractiveness
Influencer attractiveness refers to the overall appeal of an influencer, including physical appearance, personality, communication style, charisma, and presentation skills. Attractive influencers are more likely to capture consumers' attention and increase audience engagement. In this study, influencer attractiveness is examined as a factor that may positively influence students' purchase intention on e-commerce platforms.
f. Content Quality
Content quality refers to the extent to which influencer-generated content is informative, accurate, useful, relevant, and engaging. High-quality content provides consumers with comprehensive product information, including product features, usage experiences, advantages, disadvantages, and recommendations, enabling them to make more informed purchasing decisions. In this study, content quality is expected to play an important role in influencing students' purchase intention.
g. Perceived Similarity
Perceived similarity refers to the degree to which consumers believe that an influencer shares similar characteristics, values, lifestyles, interests, or consumption preferences with them. When consumers perceive an influencer as relatable, they are more likely to trust the influencer's opinions and consider the recommended products relevant to their own needs. In this study, perceived similarity is examined as one of the dimensions of influencer marketing that may influence purchase intention.
2. Research methodology
2.1. Research design
This study adopted a quantitative research approach to examine the impact of influencer marketing on the purchase intention of first-year students at National Economics University. A quantitative approach was considered appropriate because it allows the researcher to collect numerical data from a relatively large number of respondents and summarize their perceptions through statistical analysis. This approach is widely used in consumer behavior and marketing research to identify patterns, trends, and relationships among research variables. A descriptive cross-sectional research design was employed. Descriptive research aims to describe respondents' characteristics, attitudes, and perceptions without manipulating any variables. Meanwhile, a cross-sectional design involves collecting data from respondents at a single point in time, making it suitable for examining students' current perceptions of influencer marketing and their purchase intention on e-commerce platforms.
The study investigates the influence of four dimensions of influencer marketing - Influencer credibility, Influencer attractiveness, Content quality, and Perceived similarity - on the dependent variable, Purchase intention. The research focuses on describing students' perceptions of these factors and examining how they may influence their intention to purchase products recommended by influencers on e-commerce platforms.
2.2. Research population and sampling
The target population of this study consisted of first-year students at National Economics University. This population was selected because first-year students belong to generation Z, a generation that is highly familiar with social media, digital communication, and online shopping. They are also frequent users of e-commerce platforms and they regularly interact with influencer-generated content, making them an appropriate population for investigating the impact of influencer marketing on purchase intention. Furthermore, first-year students are experiencing a transitional stage in which they begin to make more independent purchasing and financial decisions. Compared with high school students, they have greater autonomy in choosing products and are more actively involved in online shopping. Therefore, their purchasing behavior provides valuable insights into the effectiveness of influencer marketing among young consumers.
Due to limitations in time, accessibility, and research resources, convenience sampling was employed. Although convenience sampling may limit the generalizability of the findings, it is commonly adopted in descriptive studies because it enables researchers to collect data efficiently from the target population. A total of 95 questionnaires were collected. After screening for incomplete or invalid responses, 90 valid questionnaires were retained for analysis, representing a valid response rate of approximately 94.7%.
2.3. Research instrument
Primary data were collected using a structured online questionnaire designed with Google Forms. An online questionnaire was chosen because it is cost-effective, easy to distribute, and convenient for respondents. It also allows responses to be automatically recorded, reducing data entry errors and facilitating data analysis.
The questionnaire consisted of three sections:
Section A: Demographic information
The first section collected respondents' demographic information, including: Gender; Age; Academic majors. These questions were used to describe the characteristics of the research sample.
Section B: Social media and E-commerce usage
The second section examined respondents' social media usage and online shopping behavior. It included multiple-choice questions about: (1) Daily time spent viewing influencer-generated content; (2) Social media platforms most frequently used; (3) E-commerce platforms most frequently used; (4) Types of influencer content viewed; (5) Frequency of online shopping; (6) Product categories most frequently purchased
The information collected in this section provides background information on respondents' exposure to influencer marketing and their online shopping habits.
Section C: Measurement of research variables
The third section measured the research variables using a five-point Likert scale, ranging from 1 (Strongly Disagree) to 5 (Strongly Agree). The questionnaire was designed to measure five research variables, including four independent variables (Influencer credibility, Influencer attractiveness, Content quality, and Perceived similarity) and one dependent variable, Purchase intention. Each variable was measured using multiple statements adapted from previous studies on influencer marketing and consumer behavior to ensure that the questionnaire appropriately reflected the research objectives.
2.4. Data collection procedure
The data collection process was conducted over a period of approximately two weeks. Before distributing the official questionnaire, a pilot version was reviewed by several university students to ensure that the wording was clear, understandable, and appropriate for the target respondents. Minor revisions were made based on their feedback to improve the clarity of several questionnaire items. The final questionnaire was then distributed electronically through Google Forms. Participation was entirely voluntary, and respondents were informed that their answers would remain anonymous and would be used only for academic purposes. No personally identifiable information, such as names or student identification numbers, was collected. After the survey period ended, all responses were downloaded into Microsoft Excel for preliminary screening. Incomplete questionnaires and responses displaying obvious response bias, such as selecting the same option for every question without variation, were excluded from the final dataset.
3. Analysis and discussion
3.1. The effect of influencer marketing on first-year students' purchase intention
The findings of this study indicate that influencer marketing has a positive influence on the purchase intention of first-year students at National Economics University. Most respondents reported that they frequently encounter influencer-generated content while using social media platforms such as TikTok, Facebook, Instagram, and YouTube. As these platforms are closely integrated with e-commerce services, students are regularly exposed to product reviews, livestream shopping sessions, short promotional videos, and personal recommendations created by influencers. The results suggest that influencer marketing plays an important role in increasing product awareness and encouraging students to explore products before making purchasing decisions. Many respondents stated that after watching an influencer review or recommend a product, they were more likely to search for additional information on e-commerce platforms such as Shopee and TikTok Shop. This indicates that influencer marketing is effective in attracting consumers' attention and stimulating their interest in products.
However, the findings also reveal that influencer marketing does not directly determine actual purchasing behavior. Most students emphasized that they carefully evaluate several factors before completing a purchase. Product quality, price, customer reviews, promotional discounts, and personal needs remain essential considerations during the decision-making process. Therefore, influencer marketing primarily influences the early stages of the consumer decision-making process by increasing awareness and purchase intention rather than guaranteeing immediate purchases.
These findings suggest that first-year students are active and informed consumers. Although they are highly engaged with social media and frequently consume influencer-generated content, they do not only rely on influencers when making purchasing decisions. Instead, they combine influencer recommendations with other information sources to reduce purchasing risks and make more rational decisions.
Overall, the findings demonstrate that influencer marketing serves as an effective communication tool that encourages product discovery and enhances purchase intention among university students. Nevertheless, its effectiveness depends on the quality and credibility of the information provided rather than the influencer's popularity alone.
3.2. Factors influencing students' purchase intention
The study examined four dimensions of influencer marketing, namely influencer credibility, influencer attractiveness, content quality, and perceived similarity. The findings indicate that all four dimensions positively influence students' purchase intention to different degrees. Among these dimensions, content quality emerged as the most influential factor. Respondents expressed a stronger intention to purchase products when influencers provided informative, detailed, and experience-based reviews. Students preferred content that explained product features, demonstrated product usage, and presented both advantages and disadvantages honestly. Such content reduced uncertainty and helped consumers evaluate products more effectively before making purchasing decisions.
The second most influential factor was influencer credibility. Respondents indicated that they were more willing to trust recommendations from influencers who appeared knowledgeable, honest, and transparent. Influencers who disclosed sponsored partnerships and shared genuine personal experiences were generally perceived as more reliable than those producing purely promotional content. These findings suggest that credibility strengthens consumers' confidence in influencer recommendations and increases their willingness to consider purchasing the promoted products.
Perceived similarity also showed a positive influence on purchase intention. Many respondents stated that they preferred following influencers who shared similar lifestyles, interests, financial situations, or consumption habits. When students felt that an influencer was similar to themselves, they believed that the recommended products would better suit their own needs and preferences. This sense of relatability enhanced trust and increased the persuasiveness of influencer-generated content.
Although influencer attractiveness positively affected purchase intention, it appeared to be the least influential among the four dimensions. Attractive appearance, communication style, and personality successfully captured students' attention and encouraged them to watch influencer content. However, respondents generally agreed that physical attractiveness alone was insufficient to convince them to purchase products. Instead, attractive influencers became more persuasive only when they also demonstrated credibility and provided high-quality content.
In summary, these findings suggest that students place greater importance on authenticity and useful information than on popularity or appearance. They expect influencer marketing to provide practical value rather than merely entertaining content.
3.3. Discussion
The findings of this study are generally consistent with previous research on influencer marketing and consumer behavior. First, the positive influence of influencer credibility on purchase intention supports the argument that consumers are more likely to accept recommendations from sources they perceive as trustworthy and knowledgeable. When consumers believe that influencers genuinely use and understand the products they recommend, they develop greater confidence in the information provided. Second, the finding that content quality has the strongest influence on purchase intention is consistent with recent studies emphasizing the importance of informative and authentic digital content. Today's consumers, particularly generation Z, are increasingly capable of distinguishing between genuine product reviews and overly commercial advertising. Rather than responding to exaggerated promotional messages, they prefer detailed demonstrations, honest evaluations, and practical usage experiences. This explains why content quality was considered the most influential dimension in this study. The positive relationship between perceived similarity and purchase intention also supports previous research suggesting that consumers are more likely to trust influencers who share similar lifestyles, values, or interests. Similarity enables followers to identify with influencers and perceive their recommendations as more relevant to their own purchasing decisions. Consequently, influencers who maintain authentic and relatable online identities may establish stronger relationships with their audiences than those who focus solely on celebrity status. In contrast, influencer attractiveness was found to have a relatively weaker influence than the other three dimensions. Although attractive influencers can easily capture attention and increase audience engagement, students generally indicated that appearance alone does not determine whether they will purchase a product. This finding reflects the increasing maturity of generation Z consumers, who evaluate multiple sources of information before making purchasing decisions. Attractive presentation may encourage consumers to view content initially, but credibility and informative content remain more important in shaping final purchase intention.
4. Conclusion
This study examined the impact of influencer marketing on the purchase intention of first-year students at National Economics University. Specifically, it explored how four dimensions of influencer marketing (Influencer Credibility, Influencer Attractiveness, Content Quality, and Perceived Similarity) influence students' purchase intention on e-commerce platforms. The findings indicate that influencer marketing has a positive influence on students' purchase intention. Most respondents reported that influencer-generated content increases their awareness of products, encourages them to search for additional information, and enhances their willingness to consider purchasing recommended products. However, influencer marketing alone does not determine purchasing decisions, as students also take into account factors such as product quality, price, customer reviews, and their personal needs before making a purchase. Among the four dimensions examined, Content quality was found to have the strongest perceived influence on purchase intention. Respondents valued content that was informative, accurate, detailed, and based on genuine product experiences. Influencer credibility also played a significant role, as students were more likely to trust recommendations from influencers, they considered honest, knowledgeable, and reliable. In addition, Perceived similarity positively influenced purchase intention because students tended to relate more closely to influencers who shared similar lifestyles, interests, or values. Although Influencer attractiveness helped capture students' attention, it was perceived as less influential than the other three dimensions in shaping purchase intention.
In conclusion, influencer marketing is an effective digital marketing strategy for influencing the purchase intention of first-year students at National Economics University. However, its effectiveness depends largely on the credibility of the influencer, the quality of the content, the perceived similarity between influencers and consumers, and the overall value of the promoted products. Therefore, businesses and marketers should prioritize authentic, informative, and trustworthy content when designing influencer marketing campaigns to better engage young consumers on e-commerce platforms.
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TÁC ĐỘNG CỦA TIẾP THỊ QUA NGƯỜI CÓ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA HÀNG TRÊN NỀN TẢNG THƯƠNG MẠI ĐIỆN TỬ CỦA SINH VIÊN NĂM THỨ NHẤT TẠI ĐẠI HỌC KINH TẾ QUỐC DÂN
Th.S Nguyễn Đỗ Hương Giang
Đại học Kinh tế Quốc dân
Tóm tắt:
Sự phát triển nhanh chóng của công nghệ số đã đưa tiếp thị thông qua người có ảnh hưởng trở thành một chiến lược quan trọng trong thương mại điện tử, đặc biệt đối với người tiêu dùng trẻ. Nghiên cứu này xem xét tác động của uy tín, sức hấp dẫn, chất lượng nội dung và sự tương đồng được cảm nhận của người có ảnh hưởng đến ý định mua hàng của sinh viên năm thứ nhất tại Đại học Kinh tế Quốc dân. Nghiên cứu sử dụng phương pháp định lượng với khảo sát cắt ngang trực tuyến và thu được 90 phiếu trả lời hợp lệ. Kết quả cho thấy tiếp thị thông qua người có ảnh hưởng tác động tích cực đến ý định mua hàng của sinh viên. Trong đó, chất lượng nội dung là yếu tố có ảnh hưởng lớn nhất, tiếp theo là uy tín, sự tương đồng được cảm nhận và sức hấp dẫn của người có ảnh hưởng. Mặc dù nội dung do người có ảnh hưởng tạo ra giúp nâng cao nhận thức và thúc đẩy cân nhắc sản phẩm, sinh viên vẫn đánh giá giá cả, chất lượng, độ tin cậy và nhu cầu cá nhân trước khi quyết định mua hàng.
Từ khóa: tiếp thị qua người ảnh hưởng, ý định mua hàng, thương mại điện tử, mạng xã hội, Đại học Kinh tế Quốc dân.
[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, Số 21 năm 2026]
