| dc.description.abstract | With the increasing number of smartphone users, many people perceive social
media as a basic need by continuously checking on their phone every day. As a result, the
digital marketers began to consider social media platforms to be the crucial communication
and interaction channels with customers. The breakthroughs in social media platforms
development have resulted in a higher recognition of a new concept of online marketing -
the social media influencers (SMIs). These people regularly share their daily activities,
opinions, and recommendations based on past experience or knowledge on a regular basis
(Freberg et al., 2011) Influencer marketing has emerged as a fast-growing marketing
orientation in several sectors, including fashion, beauty cosmetics, and others. And for ecommerce companies to be able to grasp this trend of influencer marketing as effectively,
this paper takes the case of Shopee to e[amine the SMIs¶ attributes that influence consumer
attitude towards social media influencers and purchase intention in Southern Vietnam,
especially in Ho Chi Minh City. The study also additionally assesses navigation experience
as a variable affects purchase intention on e-commerce site. The paper analyzes the
research model utilizing PLS-SEM assessments using data acquired in 2022 from 286
Shopee customers who recently watched SMIs. The results shows that SMIs that are
attractive and/ or have the sense of entertainment can influence the consumers to approach
to recommended products on Shopee as well as navigate within the website and increase
the level of purchase intention | en_US |
