Đặc điểm từ đánh giá của người có sức ảnh hưởng trên mạng xã hội tác động đến ý định mua hàng trực tuyến tại Thành phố Hồ Chí Minh
Ngày xuất bản Online:
25/04/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Trong bối cảnh người tiêu dùng chịu ảnh hưởng từ đánh giá trên mạng xã hội, đặc biệt từ Người có sức ảnh hưởng (NCSAH), nghiên cứu này, dựa trên Mô hình Chấp nhận Công nghệ (TAM) và Thuyết Hành động Hợp lý (TRA), khám phá tác động của các đặc điểm NCSAH (chuyên môn, độ tin cậy, sự yêu thích, tính tương tác, sự phù hợp) đến ý định mua hàng trực tuyến thông qua vai trò trung gian của nhận thức về tính hữu ích và thái độ. Dữ liệu từ 209 người tiêu dùng tại TP. Hồ Chí Minh được thu thập qua khảo sát trực tuyến và phân tích bằng SmartPLS. Kết quả cho thấy, cả năm đặc điểm NCSAH đều ảnh hưởng tích cực đến ý định mua hàng, với vai trò trung gian của nhận thức về tính hữu ích và thái độ được xác nhận. Nghiên cứu đóng góp vào lý thuyết TAM, TRA và đề xuất hàm ý quản trị trong việc chọn NCSAH để thúc đẩy mua sắm trực tuyến.
Abstract
In the context of consumers being influenced by social media reviews, particularly from Key Opinion Leaders (KOLs), this study, grounded in the Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA), explores how NCSAH characteristics (expertise, trustworthiness, likability, interactivity, and homophily) impact online purchase intention through the mediating roles of perceived usefulness and attitude. Data from 209 consumers in Ho Chi Minh City were collected via an online survey and analyzed using SmartPLS. Results show all five KOLs’ characteristics positively affect purchase intention, with the mediating roles of perceived usefulness and attitude confirmed. The study contributes to TAM and TRA theories and offers managerial implications for selecting KOLs to effectively enhance consumers’ online purchase intentions.
Từ khóa
Mạng xã hội; Người có sức ảnh hưởng; Nhận thức tính hữu ích; Thái độ; Ý định mua hàng trực tuyến
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M20 - General - Business Economics, M31 - Marketing - M37 - Advertising - Marketing and Advertising
Tài liệu tham khảo
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888. https://psycnet.apa.org/doi/10.1037/0033-2909.84.5.888
Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011, February 9 - 12). Everyone’s an influencer: Quantifying influence on twitter. Proceedings of the Fourth ACM International Conference on Web Search and Data Mining, 65-74. https://doi.org/10.1145/1935826.1935845
Botelho, M. F. M. (2019). The impact of influencers in the consumer’s purchase intention: The cosmetic industry [Master’s thesis, ISCTE Business School, University Institute of Lisbon]. ProQuest Dissertations & Theses.
Chen, Y., Qin, Z., Lin, Y., & Huang, W. (2024). The power of influencers: How does influencer marketing shape consumers’ purchase intentions?. Sustainability, 16(3), 1671. https://doi.org/10.3390/su16135471
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380. https://doi.org/10.1108/JFMM-08-2019-0157
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.ezproxy.lib.uconn.edu/10.1002/mar.21001
Crano, W. D. (1970). Effects of sex, response order, and expertise in conformity: A dispositional approach. Sociometry, 33(3), 239-252. https://doi.org/10.2307/2786155
Crisci, R., & Kassinove, H. (1973). Effect of perceived expertise, strength of advice, and environmental setting on parental compliance. The Journal of Social Psychology, 89(2), 245-250. https://doi.org/10.1080/00224545.1973.9922597
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. https://doi.org/10.2307/249008
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior. Addison-Wesley.
Gefen, D., & Straub, D. W. (2000). The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption. Journal of the Association for Information Systems, 1(1), 1-28. https://aisel.aisnet.org/jais/vol1/iss1/8
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://www.jstor.org/stable/30036519?origin=JSTOR-pdf
Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology and Marketing, 34(7), 720-732. https://doi.org/10.1002/mar.21018
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Boston: Cengage.
Hassanein, K., & Head, M. (2007). Manipulating social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708. https://doi.org/10.1016/j.ijhcs.2006.11.018
Hậu Lê (2022). How do the influencing factors of Key Opinion Leaders (KOLs) on social networks affect Vietnamese consumers’ purchase intention? RSU International Research Conference 2022. Yersin University of Dalat, Lam Dong, Vietnam. Truy cập tại: https://rsucon.rsu.ac.th/proceedings.
Hsiao, K.L., Lin, J.C.C., Wang, X.Y., Lu, H.P., & Yu, H. (2010). Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review, 34(6), 935-953. https://doi.org/10.1108/14684521011099414
Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research. https://doi.org/10.1108/10662241311295782
Influencer Marketing Hub (2025). Influencer Marketing Benchmark Report: 2025. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Iqbal, M. K., Saeed, A., Raza, A., Mushtaq, H., & Faraz, N. A. (2018). An Empirical Study on the Effect of Perceived Usefulness and Ease of Use on Purchase Intention Through Mobile Devices in Pakistan: A Mediating Role of Online Trust. European Journal of Business and Management, 10(17). Truy cập từ: https://core.ac.uk/.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736. https://doi.org/10.1016/j.jretconser.2019.01.005
Jabr, W., & Zheng, Z. (2014). Know yourself and know your enemy. MIS Quarterly, 38(3), 635-654. https://www.jstor.org/stable/26634982.
Kim, J. H., & Min, D. (2016). Consumers’ Response to an Advertisement Using Brand Popularity in a Foreign Market. Japanese Psychological Research, 58(4), 342-354. https://doi.org/10.1111/jpr.12129
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. https://doi.org/10.1287/isre.13.2.205.83
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. https://doi.org/10.1123/jsm.2014-0195
Lim, X. J., Radzol, A. M., Cheah, J., & 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. https://www.researchgate.net/profile/Lim-Jean-2/publication/330635364_The_Impact_of_Social_Media_Influencers_on_Purchase_Intention_and_the_Mediation_Effect_of_Customer_Attitude/links/5c6a0e1492851c1c9de70d34/The-Impact-of-Social-Media-Influencers-on-Purchase-Intention-and-the-Mediation-Effect-of-Customer-Attitude.pdf
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia Economics and Finance, 35, 401-410. https://doi.org/10.1016/S2212-5671(16)00050-2
Mabkhot, H., Isa, N. M., & Mabkhot, A. (2022). The influence of the credibility of social media influencers (SMIs) on the consumers’ purchase intentions: Evidence from Saudi Arabia. Sustainability, 14(17), 11233. https://doi.org/10.3390/su141912323
Machado Carvalho, M.A. (2024). Influencing the follower behavior: the role of homophily and perceived usefulness, credibility and enjoyability of travel content. Journal of Hospitality and Tourism Insights, 7(2), 1091-1110. https://doi.org/10.1108/JHTI-09-2023-0648
McCroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323-332. https://doi.org/10.1111/j.1468-2958.1975.tb00281.x
Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R., & McCann, R. M. (2003). Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, 27 (1), 293-335. https://doi.org/10.1080/23808985.2003.11679029
Nguyen Viet Thuy & Nguyen Tien Thanh (2024). KOLs’ impacts on the Gen Z’s purchase intentions in Ho Chi Minh, Vietnam: Analysis result. Journal of Tianjin University Science and Technology, June 2024. https://doi.org/10.5281/zenodo.11546274
Niloy, A. C., Alom, M. S., & Alam, J. B. (2023). Influencer marketing: Factors influencing a customer's purchase intention. Asian Journal of Business Environment, 13 (1), 21-30. https://doi.org/10.13106/ajbe.2023.vol13.no1.21
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243-281. https://doi.org/10.1111/j.1559-1816.2004.tb02547.x
Prendergast, G., Ko, D., & Yuen, S.Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708. https://doi.org/10.2501/S0265048710201427
Purnawirawan, D., De Pelsmacker, P., & Dens, N. (2012). Balance and sequence in online reviews: How perceived usefulness affects attitudes and intentions. Journal of Interactive Marketing, 26(4), 244-255. https://doi.org/10.1016/j.intmar.2012.04.002
Saima & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the
Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research, 29(1), 128–142. https://doi.org/10.2307/3172498
Sekhon, H., Ennew, C., Kharouf, H., & Devlin, J. (2014). Trustworthiness and trust: influences and implications. Journal of Marketing Management, 30(3-4), 409-430. https://doi.org/10.1080/0267257X.2013.842609
Sparks, B.A., Perkins, H.E., & Buckley, R. (2013). Online travel reviews as per-suasive communication: The effects of content type, source, and certifica-tion logos on consumer behavior. Tourism Management, 39(12), 1-9. https://doi.org/10.1016/j.tourman.2013.03.007
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, 29(6), 767-782. https://doi.org/10.1108/JPBM-03-2019-2292
Talib, A. (2022). The impact of social media influencers on purchase intention towards beauty products in Malaysia. [Master’s thesis, Universiti Utara Malaysia]. Malaysia. https://etd.uum.edu.my/10491/
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the web. Journal of the American Society for Information Science and Technology, 53(2), 134-144. https://doi.org/10.1002/asi.10016
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213. https://doi.org/10.1080/16522354.2018.1501146
Yeo, S. K., Cacciatore, M. A., Su, L. Y.-F., McKasy, M., & O’Neill, L. (2021). Following science on social media: The effects of humor and source likability. Public Understanding of Science, 30 (5), 552-569. https://doi.org/10.1177/0963662520986942
Yoon, S. (2018). A Sociocultural Approach to Korea Wave Marketing Performance: Cross-National Adoption of Arguments on Foreign Cultural Products in a Social Media Context. Journal of Marketing Theory and Practice, 26(1-2), 196-209. https://doi.org/10.1080/10696679.2017.1389237
Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011, February 9 - 12). Everyone’s an influencer: Quantifying influence on twitter. Proceedings of the Fourth ACM International Conference on Web Search and Data Mining, 65-74. https://doi.org/10.1145/1935826.1935845
Botelho, M. F. M. (2019). The impact of influencers in the consumer’s purchase intention: The cosmetic industry [Master’s thesis, ISCTE Business School, University Institute of Lisbon]. ProQuest Dissertations & Theses.
Chen, Y., Qin, Z., Lin, Y., & Huang, W. (2024). The power of influencers: How does influencer marketing shape consumers’ purchase intentions?. Sustainability, 16(3), 1671. https://doi.org/10.3390/su16135471
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380. https://doi.org/10.1108/JFMM-08-2019-0157
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.ezproxy.lib.uconn.edu/10.1002/mar.21001
Crano, W. D. (1970). Effects of sex, response order, and expertise in conformity: A dispositional approach. Sociometry, 33(3), 239-252. https://doi.org/10.2307/2786155
Crisci, R., & Kassinove, H. (1973). Effect of perceived expertise, strength of advice, and environmental setting on parental compliance. The Journal of Social Psychology, 89(2), 245-250. https://doi.org/10.1080/00224545.1973.9922597
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. https://doi.org/10.2307/249008
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior. Addison-Wesley.
Gefen, D., & Straub, D. W. (2000). The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption. Journal of the Association for Information Systems, 1(1), 1-28. https://aisel.aisnet.org/jais/vol1/iss1/8
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://www.jstor.org/stable/30036519?origin=JSTOR-pdf
Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology and Marketing, 34(7), 720-732. https://doi.org/10.1002/mar.21018
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Boston: Cengage.
Hassanein, K., & Head, M. (2007). Manipulating social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708. https://doi.org/10.1016/j.ijhcs.2006.11.018
Hậu Lê (2022). How do the influencing factors of Key Opinion Leaders (KOLs) on social networks affect Vietnamese consumers’ purchase intention? RSU International Research Conference 2022. Yersin University of Dalat, Lam Dong, Vietnam. Truy cập tại: https://rsucon.rsu.ac.th/proceedings.
Hsiao, K.L., Lin, J.C.C., Wang, X.Y., Lu, H.P., & Yu, H. (2010). Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review, 34(6), 935-953. https://doi.org/10.1108/14684521011099414
Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research. https://doi.org/10.1108/10662241311295782
Influencer Marketing Hub (2025). Influencer Marketing Benchmark Report: 2025. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
Iqbal, M. K., Saeed, A., Raza, A., Mushtaq, H., & Faraz, N. A. (2018). An Empirical Study on the Effect of Perceived Usefulness and Ease of Use on Purchase Intention Through Mobile Devices in Pakistan: A Mediating Role of Online Trust. European Journal of Business and Management, 10(17). Truy cập từ: https://core.ac.uk/.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736. https://doi.org/10.1016/j.jretconser.2019.01.005
Jabr, W., & Zheng, Z. (2014). Know yourself and know your enemy. MIS Quarterly, 38(3), 635-654. https://www.jstor.org/stable/26634982.
Kim, J. H., & Min, D. (2016). Consumers’ Response to an Advertisement Using Brand Popularity in a Foreign Market. Japanese Psychological Research, 58(4), 342-354. https://doi.org/10.1111/jpr.12129
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. https://doi.org/10.1287/isre.13.2.205.83
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. https://doi.org/10.1123/jsm.2014-0195
Lim, X. J., Radzol, A. M., Cheah, J., & 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. https://www.researchgate.net/profile/Lim-Jean-2/publication/330635364_The_Impact_of_Social_Media_Influencers_on_Purchase_Intention_and_the_Mediation_Effect_of_Customer_Attitude/links/5c6a0e1492851c1c9de70d34/The-Impact-of-Social-Media-Influencers-on-Purchase-Intention-and-the-Mediation-Effect-of-Customer-Attitude.pdf
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia Economics and Finance, 35, 401-410. https://doi.org/10.1016/S2212-5671(16)00050-2
Mabkhot, H., Isa, N. M., & Mabkhot, A. (2022). The influence of the credibility of social media influencers (SMIs) on the consumers’ purchase intentions: Evidence from Saudi Arabia. Sustainability, 14(17), 11233. https://doi.org/10.3390/su141912323
Machado Carvalho, M.A. (2024). Influencing the follower behavior: the role of homophily and perceived usefulness, credibility and enjoyability of travel content. Journal of Hospitality and Tourism Insights, 7(2), 1091-1110. https://doi.org/10.1108/JHTI-09-2023-0648
McCroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323-332. https://doi.org/10.1111/j.1468-2958.1975.tb00281.x
Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R., & McCann, R. M. (2003). Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, 27 (1), 293-335. https://doi.org/10.1080/23808985.2003.11679029
Nguyen Viet Thuy & Nguyen Tien Thanh (2024). KOLs’ impacts on the Gen Z’s purchase intentions in Ho Chi Minh, Vietnam: Analysis result. Journal of Tianjin University Science and Technology, June 2024. https://doi.org/10.5281/zenodo.11546274
Niloy, A. C., Alom, M. S., & Alam, J. B. (2023). Influencer marketing: Factors influencing a customer's purchase intention. Asian Journal of Business Environment, 13 (1), 21-30. https://doi.org/10.13106/ajbe.2023.vol13.no1.21
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243-281. https://doi.org/10.1111/j.1559-1816.2004.tb02547.x
Prendergast, G., Ko, D., & Yuen, S.Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708. https://doi.org/10.2501/S0265048710201427
Purnawirawan, D., De Pelsmacker, P., & Dens, N. (2012). Balance and sequence in online reviews: How perceived usefulness affects attitudes and intentions. Journal of Interactive Marketing, 26(4), 244-255. https://doi.org/10.1016/j.intmar.2012.04.002
Saima & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the
Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research, 29(1), 128–142. https://doi.org/10.2307/3172498
Sekhon, H., Ennew, C., Kharouf, H., & Devlin, J. (2014). Trustworthiness and trust: influences and implications. Journal of Marketing Management, 30(3-4), 409-430. https://doi.org/10.1080/0267257X.2013.842609
Sparks, B.A., Perkins, H.E., & Buckley, R. (2013). Online travel reviews as per-suasive communication: The effects of content type, source, and certifica-tion logos on consumer behavior. Tourism Management, 39(12), 1-9. https://doi.org/10.1016/j.tourman.2013.03.007
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, 29(6), 767-782. https://doi.org/10.1108/JPBM-03-2019-2292
Talib, A. (2022). The impact of social media influencers on purchase intention towards beauty products in Malaysia. [Master’s thesis, Universiti Utara Malaysia]. Malaysia. https://etd.uum.edu.my/10491/
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the web. Journal of the American Society for Information Science and Technology, 53(2), 134-144. https://doi.org/10.1002/asi.10016
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of media business studies, 15(3), 188-213. https://doi.org/10.1080/16522354.2018.1501146
Yeo, S. K., Cacciatore, M. A., Su, L. Y.-F., McKasy, M., & O’Neill, L. (2021). Following science on social media: The effects of humor and source likability. Public Understanding of Science, 30 (5), 552-569. https://doi.org/10.1177/0963662520986942
Yoon, S. (2018). A Sociocultural Approach to Korea Wave Marketing Performance: Cross-National Adoption of Arguments on Foreign Cultural Products in a Social Media Context. Journal of Marketing Theory and Practice, 26(1-2), 196-209. https://doi.org/10.1080/10696679.2017.1389237
Trích dẫn bài báo
Nguyễn, T. T. T., & Nguyễn, T. T. V. (2026). Đặc điểm từ đánh giá của người có sức ảnh hưởng trên mạng xã hội tác động đến ý định mua hàng trực tuyến tại Thành phố Hồ Chí Minh. Tạp chí Nghiên cứu Tài chính - Marketing, 17(02), 45-62. https://doi.org/10.52932/jfmr.v17i02.921