Tác giả: Cao Minh Trí* - Trần Kim Ngân
Số trang: 237-242
DOI url: 10.62831/202504028
Tóm tắt:TÀI LIỆU THAM KHẢO:Người có ảnh hưởng (người ảnh hưởng) đóng vai trò quan trọng trong các hoạt động marketing. Bài nghiên cứu này khám phá tác động của người ảnh hưởng đối với ý định mua hàng, thông qua các yếu tố sự phù hợp, độ tin cậy và chuyên môn. Kết quả nghiên cứu cho thấy sự phù hợp giữa người ảnh hưởng và sản phẩm có tác động tích cực đến giá trị thương hiệu và ý định mua hàng của khách hàng thông qua ảnh hưởng của nó đến độ tin cậy và chuyên môn được cảm nhận.
Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing – ESIC, 24(1), 37–54. Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. Coutinho, F., Dias, A., & Pereira, F. (2023). Credibility of social media influencers: Impact on purchase intention. Human Technology, 19(2), 220–237. Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: An advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of Advertising, 30(4), 41–57. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 3–42. Fink, J., Cunningham, G., & Kensicki, L. J. (2004). Utilizing athletes as endorsers to sell women’s sport: Attractiveness versus expertise. Journal of Sport Management, 18(4), 350–367. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54.Kaabachi, S., Kefi, M. K., Kpossa, M. R., & Charfi, A. A. (2021). Celebrity endorsement vs. influencer endorsement for financial brands: What does Gen Z think? Management & Sciences Sociales, 31(2), 55–81. Kamins, M. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser–product congruence and endorser credibility. Journal of Sport Management, 29(5), 523–538. Lim, X. J., Radzol, A. R. M., Cheah, J.-H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462–482. Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. Schouten, A. P., Janssen, L., & Verspaget, M. (2019). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product–endorser fit. International Journal of Advertising, 39(2), 258–281. Song, J. H., & Zinkhan, G. M. (2008). Determinants of perceived website interactivity. Journal of Marketing, 72(2), 99–113. Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48, 159–205. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent, and brand beliefs. Journal of Advertising, 29(3), 1–13.
Từ khóa:ý định mua hàng, hành vi người tiêu dùng, người có ảnh hưởng, marketing.
