Supply chain management in Vietnamese fashion vlogger attributes vs product consumption: A double conceptual framework

Abstract

The purpose of the research was to determine the mediating effect of supply chain management interaction in relations between vloggers attribute and product consumption from Vietnamese perspective. The study utilised SEM technique for determining a mediation effect. The researcher-executed survey where the findings have been based on 491 fashion vloggers viewers who were accessed through Instagram. The findings of the study reveals that para-social interaction partially mediates the relationship between attractiveness and product consumption and expertise and product consumption. However, no mediation effect has been computed in the relation between trustworthiness and product consumption. The study is limited to fashion vloggers of Vietnam. However, the study significantly lacks generalisability factor. Meanwhile, it is observed that significant relationship exists between the sustainable fashion supply chain and eco fashion consumption decisions.