Đang tải... (xem toàn văn)
The rapid evolution of digital technology and social media platforms has dramatically transformed the landscape of marketing and advertising, particularly within the fashion industry. One crucial element of this transformation has been the rise of Key Opinion Leaders (KOLs), individuals who wield substantial influence over consumer opinions and behaviors (Kaplan and Haenlein, 2010). Recent years have seen an increase in marketing strategies leveraging these influencers to connect with audiences in a more personal and engaging manner (Freberg, Graham, McGaughey, and Freberg, 2011). Despite the growing popularity of KOLs, understanding of their impact on consumer purchasing decisions, particularly in specific regional contexts, remains limited. Most of the existing research focuses on global influencers and their impact (Phua, Jin, and Kim, 2017), without adequately considering the cultural nuances that might influence consumer behaviour in different regional contexts.
The impact of KOLs on customer purchasing decision in fashion consumption in Hanoi HAN19080057 WORD COUNT: 5012 Contents Introduction Literature review Review of Impact of KOLs on Purchasing Decision The Concept of Consumer Purchasing Decision The Impact of KOLs on Consumer Purchase Decisions in the Fashion Industry and Vietnamese Context Research hypotheses Method and Scope Data analysis Demographic results Reliability and descriptive analysis Pearson’s correlation Regression analysis 10 Hypothesis results 12 Discussion 12 Problem identification and solution for fashion industry 13 Critical evaluation 14 Conclusion and reflection 15 Conclusion 15 Reflection 15 Reference 16 Appendix 19 Introduction The rapid evolution of digital technology and social media platforms has dramatically transformed the landscape of marketing and advertising, particularly within the fashion industry One crucial element of this transformation has been the rise of Key Opinion Leaders (KOLs), individuals who wield substantial influence over consumer opinions and behaviors (Kaplan and Haenlein, 2010) Recent years have seen an increase in marketing strategies leveraging these influencers to connect with audiences in a more personal and engaging manner (Freberg, Graham, McGaughey, and Freberg, 2011) Despite the growing popularity of KOLs, understanding of their impact on consumer purchasing decisions, particularly in specific regional contexts, remains limited Most of the existing research focuses on global influencers and their impact (Phua, Jin, and Kim, 2017), without adequately considering the cultural nuances that might influence consumer behaviour in different regional contexts This research aims to fill this gap by investigating the impact of KOLs on consumer purchasing decisions within the fashion industry in Hanoi, Vietnam Specifically, it examines how different attributes of KOLs - Prestige, Attractiveness, Perception of Usefulness, and Argument Quality affect consumer purchasing decisions The results of this study would help fashion brands operating in Hanoi design more effective marketing strategies centered on KOLs Literature review Review of Impact of KOLs on Purchasing Decision Extensive research has been conducted on Key Opinion Leaders (KOLs), who are recognised for their notable expertise, status, and credibility, due to their significant impact on consumer purchasing decisions (Katz and Lazarsfeld, 1955) According to Rogers (2003), these individuals possess a comprehensive knowledge of consumer needs, desires, and trends, making them credible authorities in providing advice and recommendations As a result, they have a substantial influence on consumer decisions across various industries The digital revolution has brought about a significant increase in social media platforms, which in turn have greatly enhanced the influence and effectiveness of Key Opinion Leaders (KOLs) in reaching and engaging with larger audiences, and platforms like Instagram, Facebook and YouTube not only provide new channels for influencer marketing but also fundamentally transform consumer persuasion (Freberg et al., 2011,Lyu, Qi and Liu, 2022) In todays digital age characterized by social networks geographical constraints no longer limit KOLs as they can now disseminate their perspectives worldwide (Patowary, 2023) This has a significant impact on consumer purchasing behavior globally (Kozinets et al., 2010) Moreover scholarly investigations indicate that KOLs have an even greater influence on consumers compared to traditional celebrities This is largely due to their relatable persona and perceived trustworthiness As Marwick and Boyd (2011) argue, KOLs frequently share personal aspects of their lives with their followers creating a sense of closeness and establishing deeper connections This authenticity leads to higher levels of trust and engagement from consumers (Fatma and Khan, 2022) therefore amplifying the impact of KOL endorsements However, it is important to acknowledge that the majority of research in this field has focused on Western and Chinese fashion market contexts (Zou and Peng, 2019) There is a lack of comprehensive research exploring the impact of KOLs across diverse cultural settings For example countries like Vietnam have witnessed a significant increase in digital penetration and internet usage (Nguyen & Tran 2019) making it important to understand the role and influence of KOLs within these unique contexts Hence further investigation is necessary to fully comprehend how KOLs influence consumer behavior within varied cultural environments and market conditions The Concept of Consumer Purchasing Decision The consumer purchasing decision making process is a complex phenomenon that consists of various stages that significantly impact the final outcome of a purchase Blackwell, Miniard, and Engel (2001) present a framework that outlines these stages, which include -recognizing a need -gathering relevant information -Evaluating alternatives -Making the final purchase decision -And engaging in post purchase behavior Several factors can influence the sequential progression of this process such as personal preferences, psychological tendencies, social surroundings, and marketing influences Notably, individual factors like preferences, motivation, perception, learning, and attitudes can all influence consumers' purchasing decisions (Solomon, 2014, Tsetsegsaikhan and Anastasija , 2016) The perceived value of a product also plays a role in shaping a consumers inclination to make a purchase Furthermore familial relationships have the power to shape individuals' attitudes and consumption behaviors (Sheth 2019) Similarly peer groups have an impact on consumers' purchasing behavior as individuals strive to meet their social circles' expectations (Bearden & Etzel 1982) Additionally worth noting is that the 4Ps of marketing - product, price place and promotion possess significant influence on consumer decision making processes (Kotler et al 2009) Factors such as product design features pricing strategy, sales location (Indah and Albari, 2018) and promotional efforts (Niazi et al., 2012) collectively shape consumer perception and affect their purchasing choices Cognitive and affective processes are also crucial in the consumer decision making process The purchasing behavior of consumers can be influenced by psychological and emotional factors, which may vary depending on individual characteristics and the specific context of the purchase (Bettman, Luce, & Payne, 1998) These factors play a crucial role in shaping consumer decision making and guiding them towards a particular product or service It is important to note that the consumer decision making process is not static; instead it is dynamic and interactive (Bray, 2008) Consumers continuously engage with different stimuli to gather information and make informed decisions about their purchases In essence the consumer purchasing process involves a series of consecutive actions that are influenced by personal, social, and marketing factors Understanding the complexities of consumer behavior is essential for effectively addressing their needs and desires The Impact of KOLs on Consumer Purchase Decisions in the Fashion Industry and Vietnamese Context The significance of Key Opinion Leaders (KOLs) in the fashion industry is particularly remarkable, as this sector is frequently characterised by its vulnerability to external cues and opinions that shape consumer choices (Phan and Phan, 2021) In light of the dynamic nature of the fashion industry, characterised by rapid trends and evolving tastes, Key Opinion Leaders (KOLs) offer valuable guidance to consumers as they navigate the constantly shifting fashion landscape Key opinion leaders (KOLs) in the fashion industry, encompassing prominent celebrities, renowned fashion authorities, and influential figures on social media, possess considerable numbers of followers The influence they possess is, in numerous aspects, unparalleled, as their endorsements of products have the capacity to greatly influence consumer perceptions and shape intentions to make purchases (Lou and Yuan, 2019) The impact of a Key Opinion Leader's (KOL) endorsement on fashion products or brands is not merely speculative, but rather supported by empirical evidence of a significant rise in sales that frequently ensues Nevertheless, the influence of Key Opinion Leaders (KOLs) extends beyond the global arena or larger markets exclusively The phenomenon is progressively exerting its influence on developing economies and expanding markets, such as Vietnam The Vietnamese market exhibits a demographic profile that is predominantly youthful and technologically adept, displaying considerable levels of internet access and mobile device utilisation (Nguyen and Nguyen, 2020) The current demographic trend, in conjunction with the expanding middle class and rising purchasing capacity of the nation, has provided a conducive environment for Key Opinion Leaders (KOLs) to exert influence, particularly in the realm of the fashion industry The current body of literature on Vietnam's fashion industry lacks comprehensive coverage of the growth and significance of Key Opinion Leaders (KOLs) Previous research has yielded valuable insights regarding the worldwide impact of Key Opinion Leaders (KOLs) and the overarching mechanisms by which they influence consumer behaviour (Scher and Schett, 2021), and some studies have given both pros and cons of KOLs (Ping et al., 2022, Lin et al., 2020) However, the examination of this phenomenon within the particular context of the Vietnamese fashion industry remains inadequate (Nguyen & Nguyen, 2020) Moreover, it is imperative to conduct further research that delves extensively into comprehending the specific attributes of Key Opinion Leaders (KOLs) that exert the most significant influence on consumer purchasing decisions within the context of Vietnam To what extent consumers' purchasing decisions tend to be influenced by the credibility of Key Opinion Leaders (KOLs), their popularity, or the quality of the content they produce? How the particularities of Vietnamese culture and market dynamics interact with these key opinion leader (KOL) attributes? The following inquiries warrant consideration within the realm of academic discourse In summary, the existing body of literature has confirmed the impact of Key Opinion Leaders (KOLs) on consumer buying behaviour However, further investigation is warranted to explore this phenomenon in more specific contexts, such as the fashion industry and regions like Vietnam Research hypotheses Drawing from the literature review, the following hypotheses have been developed for empirical testing: H1: It is postulated that a positive relationship exists between Prestige, defined as the perceived status or esteem attached to a product or brand, and Consumer Purchase Decision H2: It is hypothesized that Attractiveness of a product or brand positively influences Consumer Purchase Decision H3: The study predicts a positive relationship between Perception of Usefulness, or how consumers perceive the utility of a product or brand, and Consumer Purchase Decision H4: It is assumed that Argument Quality, referring to the strength and validity of the persuasive messages associated with a product or brand, positively impacts Consumer Purchase Decision The hypotheses lay the fundamental framework of the research, with the objective of understanding the key determinants that impact consumer buying behaviour Method and Scope The primary mode of data collection for this study relies on surveys, which are highly regarded instruments in research due to their ability to gather data from a significant number of respondents and increase the generalizability of findings To investigate the connections specified in the research hypotheses, surveys will be distributed among designated participants who will answer questions pertaining to variables like Prestige, Attractiveness, Perception of Usefulness Argument Quality, and Consumer Purchase Decision The focus of this study centers around undergraduate students located in Hanoi, Vietnam who have previously made clothing purchases influenced by Key Opinion Leaders (KOLs) This specific demographic is relevant because they actively interact with KOLs through social media platforms and frequently follow their recommendations Their participation ensures valuable insights for this study; however its important to acknowledge that generalizing these findings to other demographic groups or geographic areas may be limited Nonetheless, this study lays a strong groundwork for understanding the influence of KOLs on consumer buying behavior in Vietnams' digital environment so that companies will have better strategies to influence customer buying incentives Data analysis In this report, JASP is used for data analysing Demographic results Gender Number Percentage Male 51 40.5% Female 75 59.5% Under 18 15 11.9% 18-25 74 58.7% 26-35 29 23.0% 36-45 4.0% Above 45 2.4% Secondary school 4.8% High school 29 23.0% Bachelor degree and above 91 72.2% Age Educational status Table 1: The participants’ characteristics The study's sample encompassed a heterogeneous group of participants, with some demographic classifications exhibiting a greater prevalence than others Among the 126 participants, the preponderance of respondents were of the female gender, comprising approximately 59.5% of the entire sample, whereas males constituted slightly over 40% (40.5%) Upon analysing the ages of the respondents, a distinct inclination towards the younger demographic was discerned The majority of the respondents, comprising 58.7% of the total sample, belonged to the age bracket of 18-25 years Subsequently, the demographic of individuals aged between 26 to 35 years constituted 23% of the total sample The proportion of participants who were below 18 years of age and those falling within the age range of 36-45 years were notably lower, accounting for 11.9% and 4% respectively Merely a minor proportion of the participants were above the age of 45, constituting a mere 2.4% of the overall sample Regarding education, the majority of the sample, accounting for 72.2%, held a bachelor's degree or higher, while 23% of the sample consisted of high school graduates The respondents who had completed secondary education constituted a relatively small proportion of the sample, accounting for just 4.8% The distribution of demographics within this particular sample serves as a robust basis for comprehending the influence of Key Opinion Leaders on various consumer segments in the fashion industry of Hanoi Reliability and descriptive analysis Factor No of items Cronbach’s Alpha Mean Standard deviation Internal consistency Prestige (P) 913 3.10 891 High Attractiveness (A) 896 3.38 896 High Perception of usefulness (PU) 911 3.29 930 High Argument quality (AQ) 930 3.31 882 High Customer purchasing decision (CPD) 874 3.23 978 High Table 2: Reliability and descriptive results The presented data table provides an analysis of the reliability and descriptive statistics of five factors that have the potential to impact customer purchasing decisions These factors include Prestige (P), Attractiveness (A), Perception of usefulness (PU), Argument quality (AQ), and Customer purchasing decision (CPD) The assessment of each factor was conducted using a variable number of items, which ranged from three to six Cronbach's Alpha was utilised to determine the reliability of each factor This measure is widely employed in social science research to evaluate the internal consistency of test scores for scales or dimensions that consist of multiple items The internal consistency of all factors was found to be high, as evidenced by Cronbach's Alpha values ranging from 874 to 930 This suggests that the measures used in the study were reliable The arithmetic means for each factor exhibited a range of values from 3.10 to 3.38 The results indicate that attractiveness was the most salient factor among the participants, as it obtained the highest mean score of 3.38 Conversely, the variable of Prestige exhibited the smallest average value (3.10), thereby suggesting a relatively diminished level of significance The standard deviations, which indicate the variability of responses, were also documented for each factor The data exhibits a range of values between 882 and 978 Notably, the variable of Customer purchasing decision displays the highest degree of dispersion (.978), while Argument quality demonstrates the lowest degree (.882) The findings indicate that there was a greater degree of variability in the responses to the items pertaining to Customer purchasing decision as compared to those related to Argument quality Pearson’s correlation CPD O r P A PU AQ 815 825** 831** 000 000 000 807** 820** 000 000 863** p-value P A PU AQ r 794** p-value 000 r 767** 815** p-value 000 000 r 771** 825** 807** p-value 000 000 000 r 856** 831** 820** 863** p-value 000 000 000 000 005 ** Correlation is significant at the 0.01 level (2-tailed) Upon examination of the findings, it is evident that all correlations exhibit statistical significance at the 0.01 level, given that their respective p-values are below 0.01, with a considerable number of them being 0.000 It is noteworthy to acknowledge that the observed correlations exhibit a positive directionality, thereby suggesting a direct and positive association among all the variables The Customer Purchasing Decision (CPD) exhibits robust positive associations with all other factors, with the most pronounced correlation observed with Argument Quality (AQ) (r=.856) This implies that an enhancement in the persuasive power of a Key Opinion Leader's (KOL) discourse is likely to result in a corresponding increase in the propensity of customers to make purchases There exists a strong correlation between Prestige (P), Attractiveness (A), and Perception of Usefulness (PU), indicating that these factors are frequently perceived in conjunction by consumers This implies that the perceived prestige of a KOL is positively associated with their perceived attractiveness and utility The results indicate a notable and favorable correlation (r=.863) between Argument Quality (AQ) and Perception of Usefulness (PU) This implies that the effectiveness of a Key Opinion Leaders (KOL) endorsement is closely tied to the strength of their argumentation In summary the findings establish a robust positive relationship between Prestige, Attractiveness, Perception of Usefulness Argument Quality And the Customer Purchasing Decision Consequently Enhancing any of these factors holds the potential to result in more advantageous purchasing choices The interdependence among variables emphasizes the mutual dependence between key opinion leader (KOL) characteristics and their influence on consumer behavior Regression analysis Dependent variable: Customer purchasing decision Model β (Standardized) (Standardized) Model β (Standardized) (Standardized) Age -.029 Gender 013 Education status 001 Prestige 211* 224** Attractiveness 116 111 Perception of usefulness -.008 -.012 Argument quality 592*** 590*** Note: * p < 0.05, ** p < 0.01, *** p < 0.001 The table presented provides an overview of a regression analysis conducted on the Customer Purchasing Decision (CPD) Two models were evaluated Model included demographic variables (Age, Gender, and Education Status) along with other predictors (Prestige, Attractiveness, Perception of Usefulness And Argument Quality) Model analyzed only the latter group of predictors Excluding demographic variables According to Model 1s findings, Age, Gender, and Education Status had minimal impact on CPD (β (Standardized) coefficients: -0.029, 0.013 and 0.001 respectively) Prestige had a statistically significant positive effect on CPD with a β (Standardized) coefficient of 0.211 at the 0.05 level Although Attractiveness had a positive impact on CPD with a β (Standardized) value of 0.116 it was not statistically significant Similarly Perception of Usefulness showed a slight negative relationship with CPD ( β (Standardized) = -0.008) but it was not statistically significant The variable that demonstrated the most noteworthy predictive power was Argument Quality which strongly influenced CPD (β (Standardized) = 0.592) in a highly significant way Model exhibited similar trends to Model but with slightly stronger effects of Prestige on CPD (β (Standardized) = 0.224) at a higher level of statistical significance (p < 0.01) The results also revealed that Attractiveness positively affected CPD (β (Standardized) = 0.111) Although this effect was not statistically significant Additionally Perception of Usefulness had an insignificantly negative impact on CPD ( β (Standardized) = -0 As per the results from the regression analysis conducted There is compelling evidence suggesting that Argument Quality and Prestige have a consistent and noteworthy favorable effect on Customer Purchasing Decisions across both models analyzed here Therefore we can reasonably conclude that these two factors play an unquestionably vital role in influencing customers' purchasing decisions Nevertheless the variables of Attractiveness and Perception of Usefulness failed to display any significant impact on CPD within either model Furthermore Model did not highlight any significant influence from demographic factors like Age, Gender, and Education Status on CPD Hypothesis results H1: It is postulated that a positive relationship exists between Prestige, defined as the perceived status or esteem attached to a product or brand, and Consumer Purchase Decision (Supported) H2: It is hypothesized that Attractiveness of a product or brand positively influences Consumer Purchase Decision (No support) H3: The study predicts a positive relationship between Perception of Usefulness, or how consumers perceive the utility of a product or brand, and Consumer Purchase Decision (No support) 10 H4: It is assumed that Argument Quality, referring to the strength and validity of the persuasive messages associated with a product or brand, positively impacts Consumer Purchase Decision (Supported) Discussion The research findings offer valuable insights into how Key Opinion Leader (KOL) attributes affect consumer purchasing behavior in the fashion industry in Hanoi The main objective of this study was to explore the impact of four key attributes of KOLs - namely, Prestige, Attractiveness, Perception of Usefulness, and Argument Quality - on consumer buying behavior The initial hypothesis posited a direct correlation between the level of prestige attributed to a Key Opinion Leader (KOL) and the purchasing decisions made by consumers The findings of the study provide support for the hypothesis, which is consistent with prior research conducted by Phua, Jin, and Kim (2017), indicating that the influence of a Key Opinion Leader (KOL) on consumer behaviour is significantly affected by their level of prestige The influence of a Key Opinion Leader (KOL) on consumer purchasing decisions may be strengthened by their perceived prestige and credibility The results emphasise the significance of Key Opinion Leader (KOL) selection for marketers, as the reputation of a KOL can significantly influence consumers' intention to make a purchase The second hypothesis postulated a direct correlation between the level of attractiveness and the purchasing decisions made by consumers Nevertheless, the results did not provide evidence in favour of this hypothesis This finding is in opposition to previous scholarly investigations, such as the research undertaken by Freberg et al (2011), which revealed that the effectiveness of online influencers was considerably impacted by their physical appeal A plausible rationale for this inconsistency may be attributed to the cultural distinctions between the setting of this investigation (Hanoi) and the settings of antecedent studies In addition, it is possible that the particular type of fashion consumption prioritises other characteristics of Key Opinion Leaders (KOLs) above physical appeal An additional factor contributing to this phenomenon could be the alteration in consumer conduct, whereby attributes such as genuineness and relatability may supersede physical allure within the domain of influencer marketing The third hypothesis posited a direct correlation between the Perception of Usefulness and consumer purchasing decisions In contrast to the anticipated outcome, the empirical evidence did not provide support for the aforementioned hypothesis The present result is in contrast with the conventional theories of consumer behaviour, which propose that perceived usefulness plays a crucial role in shaping consumer behaviour and decision-making (Davis, Bagozzi, and Warshaw, 1989) Within the domain of fashion consumption, the assessment of utility may not solely rely on functionality, but rather encompass a fusion of visual appeal, individuality, and cultural patterns Therefore, it is possible that the perceived usefulness of a product endorsed by a Key Opinion Leader (KOL) may not hold substantial weight in the decision-making process of consumers within the fashion industry The data provided robust evidence in favour of the fourth hypothesis, which posits a direct correlation between Argument Quality and the purchasing decisions of consumers The aforementioned statement is consistent with prior research that identifies argument quality as a crucial element for successful persuasion in digital contexts (Petty, Cacioppo, and Schumann, 1983) The statement underscores the importance of Key Opinion Leaders (KOLs) to furnish cogent, trustworthy, and valuable information to efficaciously sway consumer buying behaviour In summary, the study found that the Prestige and Argument Quality of Key Opinion Leaders (KOLs) had a notable impact on consumer purchasing behaviour within the fashion industry in Hanoi However, the factors of Attractiveness and Perception of Usefulness were not found to have a statistically significant effect on consumer decision-making The present study enhances comprehension of influencer marketing and underscores the significance of context-specific insights to guarantee efficacious utilisation of Key Opinion Leaders (KOLs) in marketing tactics 11 Problem identification and solution for fashion industry The identification of the problem is a crucial step in the research process The fashion industry has been increasingly influenced by the rise of digital technologies, especially social media platforms where Key Opinion Leaders (KOLs) command a strong presence (Kaplan and Haenlein, 2010) The extent to which Key Opinion Leaders (KOLs) can influence consumer buying behaviour remains inadequately comprehended and underutilised within the fashion sector Prior research has predominantly concentrated on worldwide influencers, which may not comprehensively encompass the distinct cultural subtleties that impact consumer conduct in particular regional settings (Phua, Jin, and Kim, 2017) The study revealed that certain Key Opinion Leader (KOL) characteristics, namely Attractiveness and Perception of Usefulness, not exert a statistically significant impact on the purchasing behaviour of consumers within the fashion sector of Hanoi It is recommended that fashion brands operating in Hanoi concentrate on establishing partnerships with Key Opinion Leaders (KOLs) who have above-average or high levels of Prestige and Argument Quality, as these characteristics have been determined to exert a considerable impact on the purchasing choices of consumers Brands are advised to allocate resources towards implementing regular training and development initiatives for Key Opinion Leaders (KOLs) in order to “buy” their persuasive abilities Possible strategies could be organizing workshops that concentrate on improving communication skills for storytelling purposes as suggested by Chaiken, Liberman, and Eagly (1989), or guide them to use multiple short videos for repeated user interaction (Qiyang and Jung, 2019) Furthermore it is vital for fashion brands to consider the specific cultural and societal patterns present in Hanoi when selecting KOLs who can establish strong connections with prevailing trends Thorough understanding of local consumers' demographics and psychographics should guide this selection process Additionally, companies seeking to fully utilize KOL marketing should employ systematic methods grounded in empirical research to assess its impact on consumer purchasing behavior Hoffman & Fodor (2010) propose utilizing advanced analytics along with regular consumer surveys as potential strategies for obtaining a comprehensive understanding of the factors affecting consumer decision making To effectively address influencer marketing in Hanoi's fashion industry an approach that is data driven, context specific, and strategic is essential to account for cultural attributes and consumer tendencies within the market Critical evaluation Undoubtedly, the research paper titled "The Impact of Key Opinion Leaders on Consumer Purchasing Decisions in Fashion Consumption in Hanoi" has provided significant contributions to the current literature on influencer marketing, specifically within the fashion industry of Hanoi The study has addressed a research gap in the existing literature, which primarily concentrates on the influence of global influencers and their effects, by emphasising on localised and context-specific influencers (Phua, Jin, and Kim, 2017) The paper exhibits a notable degree of methodological robustness The utilisation of Pearson's correlation and regression analysis facilitated the determination of the precise influence of various KOL attributes on consumer buying behaviour Moreover, the application of Cronbach's Alpha for assessing the internal consistency of the measurements augmented the dependability of the study Notwithstanding its merits, the study does possess possible constraints that necessitate recognition The paper in question fails to account for additional variables that could potentially affect consumer purchasing decisions, including personal factors such as income and lifestyle, social factors such as peer influence and family, and psychological factors such as motivation, perception, and attitudes (Solomon, 2014) Subsequent investigations may endeavour to 12 integrate these components to furnish a comprehensive comprehension of the determinants that impact consumer buying behaviour within the fashion sector of Hanoi With regards to the demographics of the sample, a significant proportion of the participants fall within the age range of 18-25 and possess a Bachelor's degree or higher The aforementioned observation is consistent with the demographic characteristics of the predominant fashion product consumers in Hanoi, as reported by Nguyen and Nguyen (2020) However, it is recommended that forthcoming studies endeavour to attain a more balanced demographic representation to attain a more holistic comprehension of the effects on diverse consumer segments In summary, the study has yielded significant findings regarding the characteristics of Key Opinion Leaders (KOLs) that impact the buying behaviour of consumers within the fashion sector in Hanoi Subsequent research endeavours may aim to investigate the impacts of additional noteworthy factors, encompassing both personal and societal dimensions, while endeavouring to attain a more diverse participant pool Conclusion and reflection Conclusion The present study examined the influence of Key Opinion Leaders (KOLs) on consumer buying behaviour within the fashion sector of Hanoi The study provided significant perspectives on the impact of certain characteristics of Key Opinion Leaders (KOLs) such as Prestige, Attractiveness, Perception of Usefulness, and Argument Quality on consumer behaviour The study has demonstrated a noteworthy finding that certain characteristics conventionally linked with Key Opinion Leaders (KOLs) not have an equal influence on the decision-making process of consumers in the fashion industry of Hanoi The study revealed that the Prestige and Argument Quality of Key Opinion Leaders (KOLs) were significant factors in shaping consumer buying behaviour, whereas the impact of Attractiveness and Perception of Usefulness was comparatively lower The aforementioned discoveries present a challenge to the established beliefs in the realm of influencer marketing and underscore the importance of employing context-specific tactics to effectively utilise Key Opinion Leaders (KOLs) Reflection Upon reflection of the study, its findings hold significant importance in informing forthcoming marketing tactics within the fashion sector of Hanoi The study highlights the importance of marketers giving precedence to Prestige and Argument Quality factors while choosing Key Opinion Leaders (KOLs) for their promotional activities Additionally, the statement underscores the significance of carrying out analogous studies that are specific to a particular region, given that consumer conduct may vary considerably depending on cultural and geographical factors Nevertheless, the process of conducting research was not devoid of obstacles The demographic profile of respondents was characterised by an imbalance, with a notable overrepresentation of younger individuals who possessed higher levels of education Whilst the identified demographic aligns with the predominant consumer base of fashion products in Hanoi, it is worth noting that a more heterogeneous demographic distribution could have enhanced the study's comprehensiveness in terms of market analysis Furthermore, the study solely analysed a restricted range of key opinion leader characteristics Subsequent research endeavours may expand the scope of attributes under investigation and further explore the influence of personal, social, and psychological determinants on consumer buying behaviour Upon reflection, the research has yielded significant insights; however, it also presents opportunities for additional investigation and analysis The dynamic nature of the fashion industry, coupled with the constantly evolving digital marketing landscapes and consumer 13 behaviour, underscores the need for continuous research in this domain This research is crucial in enabling brands to effectively leverage the potential of Key Opinion Leaders (KOLs) and enhance consumer engagement Reference Bearden, W O., & Etzel, M J (1982) Reference group influence on product and brand purchase decisions Journal of Consumer Research, 9(2), 183-194 Bettman, J R., Luce, M F., & Payne, J W (1998) Constructive consumer choice processes Journal of Consumer Research, 25(3), 187-217 Blackwell, R D., Miniard, P W., & Engel, J F (2001) Consumer behavior Harcourt Bray, J (2008) Consumer Behaviour Theory: Approaches and Models Retrieved from https://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_-_Approaches_ %26_Models.pdf Chaiken, S., Liberman, A., & Eagly, A H (1989) Heuristic and systematic information processing within and beyond the persuasion context Unintended thought, 212-252 Davis, F D., Bagozzi, R P., & Warshaw, P R (1989) User acceptance of computer technology: a comparison of two theoretical models Management Science, 35(8), 982-1003 Fatma, M., & Khan, I (2022) An investigation of consumer evaluation of authenticity of their company’s CSR engagement Total Quality Management & Business Excellence, 33(1–2), 55–72 Available at: https://doi.org/10.1080/14783363.2020.1791068 Freberg, K., Graham, K., McGaughey, K., & Freberg, L A (2011) Who are the social media influencers? A study of public perceptions of personality Public Relations Review, 37(1), 90-92 Hoffman, D L., & Fodor, M (2010) Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49 Indah, S., & Albari (2018) The Influence of Product Price on Consumers' Purchasing Decisions Review of Integrative Business and Economics Research, 7(2) Kaplan, A M., & Haenlein, M (2010) Users of the world, unite! The challenges and opportunities of social media Business Horizons, 53(1), 59-68 Katz, E., & Lazarsfeld, P F (1955) Personal influence: The part played by people in the flow of mass communications Transaction Publishers Kotler, P., Keller, K L., & Burton, S (2009) Marketing Management Pearson Education Kozinets, R V., De Valck, K., Wojnicki, A C., & Wilner, S J (2010) Networked narratives: Understanding word-of-mouth marketing in online communities Journal of Marketing, 74(2), 71-89 Lou, C., & Yuan, S (2019) Influencer marketing: how message value and credibility affect consumer trust of branded content on social media Journal of Interactive Advertising, 19(1), 58-73 14 Lyu, W., Qi, Y., & Liu, J (2022) Proliferation in live streaming commerce, and key opinion leader selection Electronic Commerce Research [Preprint] Available at: https://doi.org/10.1007/s10660-022-09605-0 Marwick, A E., & Boyd, D (2011) To see and be seen: Celebrity practice on Twitter Convergence, 17(2), 139-158 Nguyen, T., & Nguyen, H (2020) A Study on Influencer Marketing in Vietnam: The Case of Fashion Industry Journal of Asian Finance, Economics and Business, 7(9), 589-599 Nguyen, T T H., & Tran, T Q (2019) Internet, digital media and the young’s spending behaviour: The case of Vietnam Children and Youth Services Review, 104, 104408 Niazi, G S K., et al (2012) Effective advertising and its influence on consumer buying behavior Rochester, NY Available at: https://papers.ssrn.com/abstract=2130358 Patowary, N (2023) Post-Pandemic Customer Experience Trends in Bangladesh’s Retail Ecommerce Industry Retrieved from https://www.theseus.fi/bitstream/handle/10024/802131/Patowary_Nurjahan_KAMK_Master_ Thesis.pdf?cv=1&isAllowed=y&sequence=2 Petty, R E., Cacioppo, J T., & Schumann, D (1983) Central and peripheral routes to advertising effectiveness: The moderating role of involvement Journal of Consumer Research, 10(2), 135146 Phan, M., & Phan, T (2021) The Impact of Social Media Influencer's Credibility on Consumer Buying Decision: In the Context of Vietnam's Cosmetic Industry Journal of Asian Finance, Economics and Business, 8(1), 465-475 Phua, J., Jin, S V., & Kim, J J (2017) Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat Computers in Human Behavior, 72, 115-122 Ping, Y., et al (2022) Antecedents and consequences of the key opinion leader status: an econometric and machine learning approach Electronic Commerce Research [Preprint] Available at: https://doi.org/10.1007/s10660-022-09650-9 Qiyang, Z., & Jung, H (2019) Learning and sharing creative skills with short videos: a case study of user behavior in TikTok and Bilibili International Association of Societies of Design Research Conference 2019 [Preprint] Available at: https://iasdr2019.org/uploads/files/Proceedings/lef-1209-Zho-Q.pdf Rogers, E M (2003) Diffusion of Innovations, 5th Edition Free Press Scher, J U., & Schett, G (2021) Key opinion leaders — a critical perspective Nature Reviews Rheumatology, 17(2), 119–124 Available at: https://doi.org/10.1038/s41584-020-00539-1 Sheth, J N (2019) Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283 Solomon, M R (2014) Consumer behavior: Buying, having, and being Engelwood Cliffs, NJ: Prentice Hall 15 Tsetsegsaikhan, J., & Anastasija, K (2016) Attitudes towards Instagram micro-celebrities and their influence on consumers' purchasing decisions Jönköping University Zou, Y., & Peng, F (2019) Key opinion leaders' influences in the Chinese fashion market In N Kalbaska et al (Eds.), Fashion Communication in the Digital Age (pp 118-132) Cham: Springer International Publishing Available at: https://doi.org/10.1007/978-3-030-15436-3_11 Appendix Here is the survey of the research paper 16 17 18 19 20