The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City
The advances of the Internet and social media offer customers nowadays more opportunities to inform their decisions with product information - not only that promoted by the company but also content shared by micro-influencers. This study aims to investigate the impact of online micro-influencers on...
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HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
2021
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oai:doaj.org-article:2f0fa47648544919ba58f3d2320df51e2021-11-15T08:44:54ZThe impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City2734-93142734-958610.46223/HCMCOUJS.econ.en.11.2.1309.2021https://doaj.org/article/2f0fa47648544919ba58f3d2320df51e2021-03-01T00:00:00Zhttps://journalofscience.ou.edu.vn/index.php/econ-en/article/view/1309https://doaj.org/toc/2734-9314https://doaj.org/toc/2734-9586The advances of the Internet and social media offer customers nowadays more opportunities to inform their decisions with product information - not only that promoted by the company but also content shared by micro-influencers. This study aims to investigate the impact of online micro-influencers on the customer’s behavioural intentions. A survey was conducted using convenience sampling with customers in Ho Chi Minh City who have bought or intended to buy smartphones upon viewing online product reviews. Data, upon having been collected and screened, included 371 usable responses and were analysed using PLS-SEM. Results show that the customer’s perceptions of opinion leadership of micro-influencers and their parasocial interactions with micro-influencers positively influence the customer’s behavioural intentions (intention to follow the advice and intention to recommend) through message quality. Managerial implications are also discussed in the paper.Kieu Anh TaiLe Minh DuyNguyen The KhaiHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEarticlebehavioural intentionsmicro-influencersonline opinion leadersparasocial interactionssmartphoneEconomic theory. DemographyHB1-3840ENHo Chi Minh City Open University Journal of Science - Economics and Business Administration, Vol 11, Iss 2, Pp 114-126 (2021) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
EN |
| topic |
behavioural intentions micro-influencers online opinion leaders parasocial interactions smartphone Economic theory. Demography HB1-3840 |
| spellingShingle |
behavioural intentions micro-influencers online opinion leaders parasocial interactions smartphone Economic theory. Demography HB1-3840 Kieu Anh Tai Le Minh Duy Nguyen The Khai The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City |
| description |
The advances of the Internet and social media offer customers nowadays more opportunities to inform their decisions with product information - not only that promoted by the company but also content shared by micro-influencers. This study aims to investigate the impact of online micro-influencers on the customer’s behavioural intentions. A survey was conducted using convenience sampling with customers in Ho Chi Minh City who have bought or intended to buy smartphones upon viewing online product reviews. Data, upon having been collected and screened, included 371 usable responses and were analysed using PLS-SEM. Results show that the customer’s perceptions of opinion leadership of micro-influencers and their parasocial interactions with micro-influencers positively influence the customer’s behavioural intentions (intention to follow the advice and intention to recommend) through message quality. Managerial implications are also discussed in the paper. |
| format |
article |
| author |
Kieu Anh Tai Le Minh Duy Nguyen The Khai |
| author_facet |
Kieu Anh Tai Le Minh Duy Nguyen The Khai |
| author_sort |
Kieu Anh Tai |
| title |
The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City |
| title_short |
The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City |
| title_full |
The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City |
| title_fullStr |
The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City |
| title_full_unstemmed |
The impact of online micro-influencers on behavioural intentions: The case of mobile phone customers in Ho Chi Minh City |
| title_sort |
impact of online micro-influencers on behavioural intentions: the case of mobile phone customers in ho chi minh city |
| publisher |
HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE |
| publishDate |
2021 |
| url |
https://doaj.org/article/2f0fa47648544919ba58f3d2320df51e |
| work_keys_str_mv |
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