THE IMPACT OF INFLUENCER ON THE ONLINE BUYING BEHAVIOR OF GENERATION - Z IN VIET TRI CITY, PHU THO PROVINCE

Abstract

Influencer marketing has become an increasingly popular method of attracting customers because of its convenient features in helping consumers make the most appropriate choices with a wide and diverse source of information about industries and products on the market. Besides, businesses will benefit from reaching a huge fan base and getting a huge file of potential customers when combined with Influencers. Viet Tri City concentrated a large portion of Gen Z: students, and workers from 21 high schools, colleges, universities, and industrial parks living and working. This is the main audience using the social network, regularly approaching Influencers and having high demand for online shopping. The article clarifies the impact of Influencers on the buying behavior of Gen Z in Viet Tri City, thereby proposing some management implications to improve the effectiveness of using Influencer Marketing.