The impact of influencer marketing on generation Z’s purchasing decision for beauty products in Vietnam

Vu Thanh  Huong; Tran Huong  Linh; Phan Ke Huy; Le Ngoc Phuong; Do Hoang  Uyen

doi:10.31893/multirev.2025322

Keywords:

Abstract

By incorporating the theories of reasoned action, word of mouth, electronic word of mouth, and the brand identity model, this paper proposes a model including eight independent and two moderating factors to assess the impact of influencer marketing on Vietnamese Generation Z’s purchasing decisions regarding beauty products. The model was evaluated via structural equation modeling on the basis of data collected from a survey of 1261 participants and in-depth interviews with 10 persons in Vietnam. The results revealed that influencers’ trustworthiness is a critical factor shaping Vietnamese Generation Z’s purchasing decisions, both directly and indirectly. However, the extent of this impact varies depending on the influencer’s level of fame and the type of advertised product. While influencers’ attractiveness and the information and entertainment value of the advertisement affect them indirectly through both moderating factors, influencers’ relevance impacts purchasing decisions solely via brand image. On the basis of these findings, this paper asserts that beauty businesses operating in Vietnam should prioritize the selection of trustworthy influencers with healthy, positive, creative, and close-to-youth lifestyles. Additionally, businesses should actively engage in initiatives that strengthen the relationship between Generation Z and influencers, fostering deeper brand–cousumer connections.
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How to cite

Huong, V. T., Linh, T. H., Huy, P. K., Phuong, L. N., & Uyen, D. H. (2025). The impact of influencer marketing on generation Z’s purchasing decision for beauty products in Vietnam. Multidisciplinary Reviews, 8(10), 2025322. https://doi.org/10.31893/multirev.2025322

[1] SAT. (2021). State of Influencer Marketing in Vietnam 2020. 7SAT.

[2] Aaker, D. A. (1996). Building strong brands. The Free Press.

[3] Aggad, K., & Ahmad, F. S. (2021). Investigates the impact of social media influencers’ personality, content, and trustworthiness on consumers’ purchase intention and eWOM. International Journal of Academic Research in Business and Social Sciences, 11(12), 2368–2384. https://doi.org/10.6007/IJARBSS/v11-i12/11782

[4] AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089

[5] Anymind. (2022). State of Influence in Asia 22/23. https://anymindgroup.com/report/im-2223-report

[6] Arndt, J. (1967). Word of mouth advertising: A review of the literature. Advertising Research Foundation.

[7] AspireIQ. (2021). The 2021 State of Influencer Marketing. https://discover.aspireiq.com/state-of-the-industry-2021/

[8] Balabanis, G., & Chatzopoulou, E. (2019). Under the influence of a blogger: The role of information-seeking goals and issue involvement. Psychology & Marketing, 36(4), 350–367. https://doi.org/10.1002/mar.21182

[9] Bang, H. (2023). Gen Z will change dramatically beauty industry. VnEconomy. https://vneconomy.vn/gen-z-se-thay-doi-dang-ke-nganh-cong-nghiep-lam-dep.htm

[10] Belk, R. W., Fischer, E., & Kozinets, R. (2013). Qualitative consumer and marketing research. SAGE.

[11] Bloom, P. N., & Krips, J. (1982). An experiment in the economics of advertising. Journal of Public Policy & Marketing, 1(1), 25–42. https://doi.org/10.2307/60000034

[12] Bolt. (2023). 75% of shoppers would pay more for beauty products to get personalized online shopping experiences, says new survey. PR Newswire. https://www.prnewswire.com/news-releases/75-of-shoppers-would-pay-more-for-beauty-products-to-get-personalized-online-shopping-experiences-says-new-survey-301837863.html

[13] Bond, B. J. (2016). Following your “friend”: Social media and the strength of adolescents’ parasocial relationships with media personae. Cyberpsychology, Behavior, and Social Networking, 19(11), 656–660. https://doi.org/10.1089/cyber.2016.0355

[14] Botelho, M. F. (2020). The impact of influencers in the consumer’s purchase intention: The cosmetic industry. https://repositorio.iscte-iul.pt/bitstream/10071/19346/4/master_marcia_martins_botelho.pdf

[15] Caballero, M., & Solomon, P. (1984). Effects of model attractiveness on sales response. Journal of Advertising, 13(1), 17–33. https://doi.org/10.1080/00913367.1984.10672870

[16] CastingAsia. (2019). Influencer Marketing Vietnam Industry Report 2019. https://advertisingvietnam.com/download-bao-cao-influencer-marketing-2019-casting-asia

[17] Chaovalit, P. (2014). Factors influencing cosmetics purchase intention in Thailand: A study on the relationship of credibility and reputation within persuasive capabilities of beauty bloggers. AU-GSB e-JOURNAL, 7(1), 34–42. http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/445

[18] Chekima, B., Chekima, F. Z., & Adis, A. A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4), 1507–1515. https://doi.org/10.31014/aior.1992.03.04.298

[19] Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477–491. https://doi.org/10.1287/mnsc.1070.0810

[20] Cooper, M. J., & Solomon, P. J. (1984). Effects of model attractiveness on sales response. Journal of Advertising, 13(1), 17–33. https://doi.org/10.1080/00913367.1984.10672870

[21] Coyle, J. R., Smith, T., & Platt, G. (2012). "I'm here to help": How companies' microblog responses to consumer problems influence brand perceptions. Journal of Research in Interactive Marketing, 6(1), 27–41. https://doi.org/10.1108/17505931211241350

[22] da Costa, I. O. (2019). The impact of influencer marketing on consumer purchase intentions and brand attitude: The Instagrammer [Master’s thesis]. Universitario de Lisboa.

[23] de Bérail, P., Guillon, M., & Bungener, C. (2019). The relations between YouTube addiction, social anxiety and parasocial relationships with YouTubers: A moderated-mediation model based on a cognitive-behavioral framework. Computers in Human Behavior, 99, 190–204. https://doi.org/10.1016/j.chb.2019.05.007

[24] Deloitte. (2021). Gen Z Skincare Report: Brand CXPower™ in the Now Consumer Era. https://www2.deloitte.com/content/dam/Deloitte/cn/Documents/consumer-business/deloitte-cn-cb-brand-customer-experience-in-now-consumer-en-210927.pdf

[25] Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022

[26] Duhan, D. F., Johnson, S. D., Wilcox, J., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25(4), 283–295. https://doi.org/10.1177/0092070397254001

[27] Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.

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