| dc.description.abstract | Beauty influencers have remarkably influenced consumer purchasing behavior. Beauty vlogger manifested the new eWOM communication that provides unbiased feedback on cosmetics products. This study’s purpose is to examine the impact of vloggers via persuasive messages on information acceptance of eWOM, using the constructs of argument quality, source trustworthiness, source attractiveness, source perception, and source interactivity. Electronic Word-of-mouth's effects on purchase intention via vloggers in the luxury beauty industry are also investigated. This thesis will provide an overview of eWOM's elements and give managerial recommendations to help marketers in the beauty market utilize beauty vloggers' eWOM and enhance their brand image online. Since the luxury beauty industry is developing potentially in Vietnam, aiming at the young generation, the results of this thesis will be timely and significant. This study employed an online questionnaire with 310 respondents in Ho Chi Minh City, Vietnam, mostly females aged 18 to 35 years old who were familiar with beauty vloggers' content. To evaluate the data and create precise results, SPSS and Excel will be used. Furthermore, managerial and academic assessments are reviewed to gain a comprehensive grasp of the consequences of eWOM in the context of the luxury beauty business. | en_US |
