The role of perceived credibility and parasocial interaction of beauty influencers in videos reviewing skincare products: A case study of Gen Z in Vietnam

Abstract

Nowadays, influencer marketing, a form of social media marketing that relies on endorsements and product mentions from influencers, people with a large social following who are thought to be experts in their field, has gained popularity. This study investigates the factors related to beauty influencers (also known as influential people in beauty segments) in review videos assessing skincare products that impact the purchase intention of Gen Z. The research model in this study is based on many relevant references. More specifically, the study focuses on investigating the impact of parasocial interaction between Gen Z and the beauty influencers as well as the effect of perceived credibility on the purchase intention. Moreover, the authors also examine how they are affected by physical attractiveness, attitude homophily, and audience participation. The results indicate that both perceived credibility and parasocial interaction with beauty influencers positively impact purchase intention skincare products of Gen Z. Physical attractiveness is positively related to perceived credibility. In addition, physical attractiveness, attitude homophily, and audience participation have a positive impact on parasocial interaction. Both qualitative and quantitative methodologies are used in the research. Several online interviews with 18 students who belong to Gen Z in Vietnam are made to conduct qualitative research. In Vietnam, quantitative research is undertaken using a survey with participants aged from 15 to 26. The sample selection method is the non-probability method. The research data will be collected and analyzed via the Cronbach’s Alpha reliability test, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling.