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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/63112
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dc.contributor.advisorDr. Cao Quoc Vieten_US
dc.contributor.authorNguyen Thuy Dyen_US
dc.date.accessioned2022-02-24T08:04:40Z-
dc.date.available2022-02-24T08:04:40Z-
dc.date.issued2021-
dc.identifier.otherBarcode: 1000011924-
dc.identifier.urihttps://opac.ueh.edu.vn/record=b1033354~S1-
dc.identifier.urihttp://digital.lib.ueh.edu.vn/handle/UEH/63112-
dc.description.abstractThe growth of the Internet and the development of social media platforms have changed communications between brands and consumers. Brands have created their own social network page or account to provide brand-owned materials such as photos, videos, or product information to target consumers. Social media users following the brand pages could not only directly interact with those materials by expressing reactions, sharing to their networks, or leaving a comment but also recreate their version of brand stories. Consumers’ voices became more and more important because they could either positively or negatively affect brand reputation (Gensler et al., 2013). As a result, brands have employed social media influencers in their marketing plans, using the influencers’ voices to “gain attention and trust of consumers” (Reinikainen et al., 2020, p. 280). Among those, vloggers became increasingly popular sources: 51% of global internet users had watched a vlog in the previous month, and 61.2% of surveyed internet users (aged 16 to 64) in Vietnam watched vlog content on the internet (We are Social & Hootsuite, 2021). This study examined the mechanism and extent of vloggers' influence on consumers from the parasocial interaction aspect and how parasocial interaction would affect consumers’ evaluation of the endorsed brand. An empirical analysis on 213 social media users of both Gen-X and Gen-Y in Vietnam indicated that parasocial interaction increased consumers’ intention to purchase by influencing their perception of brand quality and brand preference. Data also suggested that consumers tend to develop parasocial interaction with vloggers who were socially attractive and entertaining.en_US
dc.format.medium62 p.en_US
dc.language.isoEnglishen_US
dc.publisherUniversity of Economics Ho Chi Minh Cityen_US
dc.subjectParasocial interactionen_US
dc.subjectVlogsen_US
dc.subjectBrand evaluationen_US
dc.subjectBrand preferenceen_US
dc.subjectPerceived brand qualityen_US
dc.subjectPurchase intentionen_US
dc.titleThe effects of parasocial interaction with vloggers on brand perception and purchase intentionen_US
dc.typeMaster's Thesesen_US
ueh.specialityBusiness Administration (by Research) = Quản trị kinh doanh (hướng nghiên cứu)en_US
item.cerifentitytypePublications-
item.fulltextFull texts-
item.languageiso639-1English-
item.grantfulltextreserved-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.openairetypeMaster's Theses-
Appears in Collections:MASTER'S THESES
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