Nghiên cứu nội dung của người ảnh hưởng trên mạng xã hội và vai trò trung gian của quan hệ ảo trong thúc đẩy hoạt động thương hiệu trực tuyến
,
,
và
Article Sidebar
Full Text: 
PDF
Abstract
In the digital era, social media influencers (SMIs) play a crucial role in shaping consumer perceptions and enhancing their engagement with brands. This study explores the impact of content characteristics factors, including information quality, design quality, and creativity on parasocial relationships while also assessing the influence of these relationships on three aspects of consumer behavior: consumption, contribution, and content creation. Research data was collected through surveys and quantitative analysis to test the proposed hypotheses. The findings indicate that all content-related factors positively affect social virtual relationships. Moreover, social virtual relationships significantly impact consumers' consumption, contribution, and content creation behaviors. These findings provide important theoretical and practical implications for marketers and content creators in developing optimal strategies to enhance consumer engagement and interaction in the digital environment.
Tóm tắt
Trong kỷ nguyên kỹ thuật số, các cá nhân có tầm ảnh hưởng trên mạng xã hội (SMIs) giữ vai trò then chốt trong việc tác động đến nhận thức của người tiêu dùng và thúc đẩy sự gắn kết của họ với thương hiệu. Nghiên cứu này được thực hiện nhằm khám phá tác động của các yếu tố nội dung bao gồm: chất lượng thông tin, chất lượng thiết kế và tính sáng tạo đến mối quan hệ ảo xã hội, đồng thời đánh giá ảnh hưởng của mối quan hệ này đối với ba khía cạnh của hành vi người tiêu dùng: tiêu thụ, đóng góp và tạo nội dung. Dữ liệu nghiên cứu được thu thập bằng phương pháp khảo sát thuộc nghiên cứu định lượng để kiểm tra các giả thuyết đã đề xuất. Kết quả cho thấy mọi yếu tố liên quan đến nội dung đều tác động tích cực đến mối quan hệ ảo xã hội. Đồng thời, mối quan hệ ảo xã hội cũng tác động đáng kể đến hành vi tiêu thụ, đóng góp và tạo nội dung của người tiêu dùng. Những phát hiện này cung cấp cơ sở lý thuyết và thực tiễn quan trọng cho các nhà tiếp thị và nhà sáng tạo nội dung trong việc xây dựng chiến lược tối ưu nhằm nâng cao sự gắn kết và tương tác của người tiêu dùng trên môi trường số.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Tài liệu tham khảo
Alhabash, S., & McAlister, A. R. (2015). Redefining virality in less broad strokes: Predicting viral behavioral intentions from motivations and uses of Facebook and Twitter. New Media & Society, 17(8), 1317-1339.
https://doi.org/10.1177/1461444814523726
Bitrián, P., Buil, I., & Catalán, S. (2021). Enhancing user engagement: The role of gamification in mobile apps. Journal of Business Research, 132, 170–185.
https://doi.org/10.1016/j.jbusres.2021.04.025
Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press.
Casaló, L. V., Flavi´an, C., & Ib´a˜ nez-S´ anchez, S. (2020). Influencers on Instagram: antecedents and consequences of opinion leadership. J. Bus. Res, 117, 510–519.
https://doi.org/10.1016/j.jbusres.2018.07.005
Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523–541.
https://doi.org/10.1108/MIP-09-2019-0452
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., De Oliveira, M. J. (2021a). Driving
COBRAs: the power of social media marketing. Market. Intell. Plann, 39(3),
361–376.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., Sharipudin, M. N. S. (2021b).
The role of consumer-consumer interaction and consumer-brand interaction in
driving consumer-brand engagement and behavioral intentions. J. Retailing
Consum. Serv., 61, 102574.
Cheung, M. L., Leung, W. K., Aw, E. C. X., & Koay, K. Y. (2022). “I follow what you post!”The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940. https://doi.org/10.1016/j.jretconser.2022.102940
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55(1), 591-621. https://doi.org/10.1146/annurev.psych.55.090902.142015
Cyr, D., Head, M., & Ivanov, A. (2009). Perceived interactivity leading to e-loyalty: Development of a model for cognitive–affective user responses. International Journal of Human-Computer Studies, 67(10), 850–869. https://doi.org/10.1016/j.ijhcs.2009.07.004
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
Decision Lab. (2024). The Connected Consumer Q2 2024: Social media usage and influencer engagement trends in Vietnam [Quarterly report]. Decision Lab.
DeVellis, R. F. (2012). Scale development: Theory and applications (3rd ed.). SAGE Publications.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
https://doi.org/10.1016/j.intmar.2012.01.003
Digital Marketing Institute. (2018). What is a social media influencer? Retrieved from https://digitalmarketinginstitute.com/blog/what-is-a-social-media-influencer
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-12-2017-0982
DoubleVerify. (2024). Report on consumer actions and social networks in Vietnam (in Vietnamese).
https://vneconomy.vn/gan-60-nguoi-tieu-dung-viet-tin-tuong-mang-xa-hoi-de-quyet-dinh-mua-hang.htm
Faisal, C. M. N., Fernandez-Lanvin, D., De Andrés, J., & Gonzalez-Rodriguez, M. (2020). Design quality in building behavioral intention through affective and cognitive involvement for e-learning on smartphones. Internet Research, 30(6), 1631–1663.
https://doi.org/10.1108/INTR-12-2019-0519
Fielding, N. G., Lee, R. M., & Blank, G. (2012). The SAGE handbook of online research methods (2nd ed.). SAGE Publications.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
https://doi.org/10.1016/j.pubrev.2010.11.001
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS‑SEM). SAGE Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
https://doi.org/10.1002/cb.376
Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28(2), 565–580. https://doi.org/10.1007/s00180-012-0317-1
Hollis, N., & Bhatia, S. (2019). Creativity in advertising: When it works and when it doesn't. Journal of Advertising Research, 59(1), 3-7.
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and future research agenda on the advertising content of social media influencers. International Journal of Advertising, 40(3), 327-375.
https://doi.org/10.1080/02650487.2020.1836925
Hu, L., Min, Q., Han, S., & Liu, Z. (2020). Understanding followers’ stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, 54, 102169. https://doi.org/10.1016/j.ijinfomgt.2020.102169
Jin, S. A. A., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579.
https://doi.org/10.1108/MIP-09-2018-0375
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters, 27(3), 553–567. https://doi.org/10.1007/s11002-015-9363-0
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
https://doi.org/10.1016/j.bushor.2009.09.003
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence: the Part Played by People in the Flow of Mass Communication. Free Press, Glencoe, IL.
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers' disclosure. Journal of Marketing Management, 36(3-4), 248-278.
https://doi.org/10.1080/0267257X.2020.1718740
Khan, M. L., & Siddiqui, S. H. (2021). Impact of social media influencers on consumers' well-being and purchase intention: A TikTok perspective. Journal of Public Affairs, 21(4), e2508.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
https://doi.org/10.1016/j.jretconser.2020.102133
Kline, R. B. (1998). Principles and practice of structural equation modeling (1st ed.). Guilford Press.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
https://doi.org/10.1016/j.intmar.2013.12.003
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
https://doi.org/10.1080/15252019.2018.1533501
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: the roles of emotional appeal, informativeness, and creativity. Int. J. Inf. Manag. 36(3), 360–373.
https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Le, M. (2024). The Influencer Marketing market could reach 199.6 billion USD by 2032. Business Forum. (in Vietnamese)
https://diendandoanhnghiep.vn/thi-truong-influencer-marketing-co-the-dat-199-6-ty-usd-vao-nam-2032-10129190.html
Luong, T.‑B., & Ho, C.‑H. (2023). The influence of food vloggers on social media users: A study from Vietnam. Heliyon, 9(1), e18259.
https://doi.org/10.1016/j.heliyon.2023.e18259
Malhotra, N. K. (2019). Marketing research: An applied orientation (8th ed.). Pearson.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046
Nguyen, T. T., Pham, L. H., & Le, T. H. (2022). The impact of social media influencer marketing on consumer behavior in Vietnam. Journal of Asian Business and Economic Studies, 29(2), 189-206.
https://doi.org/10.1108/JABES-08-2021-0089
Nguyen, T. (2024). Research on factors influencing consumer online shopping behavior. Economics and Forecasting (in Vietnamese).
https://kinhtevadubao.vn/nghien-cuu-cac-yeu-to-anh-huong-den-hanh-vi-mua-sam-truc-tuyen-cua-nguoi-tieu-dung-28682.html
Nguyen, T. N., & Nguyen, T. H. M. (2024). The impact of social media content quality on brand awareness and purchase intention for OCOP products among consumers in Ho Chi Minh City. Prosiding Seminar Nasional Forum Manajemen Indonesia, 2(1), 222–237
Pham, T. H., & Gammoh, B. S. (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321-337
https://doi.org/10.1504/IJIMA.2015.072885
Pittman, M., & Abell, A. (2021). More trust in fewer followers: diverging effects of popularity metrics and green orientation social media influencers. J. Interact. Market, 56, 70–82. https://doi.org/10.1016/j.intmar.2021.05.002
Q&Me. (2025). Việc sử dụng công cụ số của người Việt Nam [Báo cáo nghiên cứu thị trường]. Q&Me. https://qandme.net/vi/baibaocao/viec-su-dung-cong-cu-so-cua-nguoi‑viet‑nam.html
Shan, Y., Chen, K. J., & Lin, J. S. (2023). The rise of TikTok in influencer marketing: Exploring its impact on brand engagement and consumer trust. Journal of Interactive Marketing, 64, 45-60. https://doi.org/10.1016/j.intmar.2023.01.002
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
https://doi.org/10.1080/13527266.2013.871323
Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7-25.
https://doi.org/10.1108/10662240910927795
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
https://doi.org/10.1016/j.jretconser.2019.101742
Sternberg, R. J. (1999). Handbook of creativity. Cambridge University Press.
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with Instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 102303.
https://doi.org/10.1016/j.jretconser.2020.102303
Torres, P., Augusto, M., & Wallace, E. (2019). Improving consumers’ commitment to brands through social media influencers: A multi-group analysis of influencer credibility. Journal of Retailing and Consumer Services, 50, 322-328.
Tsai, W. S., & Men, L. R. (2017). Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites. New Media & Society, 19(11), 1848-1867.
https://doi.org/10.1177/1461444816643922
Tukachinsky, R., Mastro, D., & Yarchi, M. (2019). The effect of para-social relationships and perceived similarity to the media character on persuasion. Journal of Social and Personal Relationships, 36(5), 1333-1352. https://doi.org/10.1177/0265407518760306
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage Publications.
Uzunoglu, E., & Kip, S. M. (2014). Brand communication through digital influencers: leveraging blogger engagement. Int. J. Inf. Manag. 34(5), 592–602.
https://doi.org/10.1016/j.ijinfomgt.2014.04.007
Vázquez, D., Wu, X., Nguyen, B., Kent, A., Gutierrez, A., & Chen, T. (2020). Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context. International Journal of Information Management, 53, 102135.
https://doi.org/10.1016/j.ijinfomgt.2020.102135
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12695
Zhou, S., Barnes, L., McCormick, H., Cano, M.B., 2021a. Social media influencers’ narrative strategies to create eWOM: a theoretical contribution. Int. J. Inf. Manag. 59, 102293. https://doi.org/10.1016/j.ijinfomgt.2020.102293
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021b). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialized content, and sponsorship disclosure. Journal of Business Research, 134, 122–142.
https://doi.org/10.1016/j.jbusres.2021.05.014
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335-345.
https://doi.org/10.1016/j.bushor.2015.01.006
Edelman Trust Barometer. (2022). 2022 Edelman trust barometer.
https://www.edelman.com/trust/2022-trust-barometer
Vnetwork. (2023). Vietnam Internet 2023: Latest data and development trends (in Vietnamese). https://www.vnetwork.vn/en-US/news/internet-viet-nam-2023-so-lieu-moi-nhat-va-xu-huong-phat-trien
Statista. (2023). Usage of social media for brand research in Vietnam by platform type. https://www.statista.com/statistics/1299989/vietnam-usage-of-social-media-for-brand-research-by-platform-type/
We Are Social, & Hootsuite. (2022, August 18). Digital 2022: Vietnam – Internet, social media & mobile usage trends [Country report]. We Are Social & Hootsuite.
We Are Social. (2023). Digital Vietnam 2023 report.
https://wearesocial.com/vietnam-2023
We Are Social. (2024). Digital 2024: Vietnam. DataReportal. https://datareportal.com/reports/digital-2024-vietnam
VTV. (2025). Many young Vietnamese spend more than 3 hours a day on social media (in Vietnamese).
https://vtv.vn/cong-nghe/nhieu-nguoi-tre-viet-luot-mang-xa-hoi-hon-3-gio-moi-ngay-20250107165655668.htm
Rentracks. (2024). Vietnam Digital Marketing Report 2024 (in Vietnamese). https://rentracks.com.vn/bao-cao-digital-marketing-viet-nam-2024