TAILIEUCHUNG - Consumer attitudes towards beauty bloggers and paid blog advertisements on purchase intention in Vietnam

The results indicated that the similarity between the consumer and the ad creator was an important psychological reason on why consumers were more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they were thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does significantly influence consumers’ intention to purchase products advertised by a blogger. | Consumer attitudes towards beauty bloggers and paid blog advertisements on purchase intention in Vietnam .den color inherit .ttnd ol .ttnd ul .ttnd dl padding 0 0px 0 20px .ttnd hr margin 10px 0px .ttnd a href javascript void 0 .ttnd a href color inherit dtextscript p text-align left dtextscript img vertical-align middle Management Science Letters 10 2020 1017 1026 lt br gt lt br gt lt br gt lt br gt Contents lists available at GrowingScience lt br gt lt br gt lt br gt Management Science Letters lt br gt homepage msl lt br gt lt br gt lt br gt lt br gt lt br gt Consumer attitudes towards beauty bloggers and paid blog advertisements on purchase intention lt br gt in Vietnam lt br gt Van Dat Trana and Hoang Anh Thu Nguyena lt br gt lt br gt aFaculty of Business Administration Banking University Ho Chi Minh Vietnam lt br gt CHRONICLE ABSTRACT lt br gt lt br gt Article history The purpose of this research is to discover how paid blog advertisements influence consumer attitudes toward lt br gt Received September 21 2019 bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as lt br gt Received in revised format Octo- paid sponsors to influence consumer purchase intent. Using online survey approach the study recruited 280 lt br gt ber 28 2019 participants through an online survey platform. Participants answered questions about their attitudes toward lt br gt Accepted November 3 2019 bloggers and their advertising when purchasing products. Furthermore participants also answered questions lt br gt Available online about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand- lt br gt November 7 2019 related communication received from bloggers. Moreover they reported on their attitudes towards how decep- lt br gt Keywords tive they considered bloggers and their advertising to be. Finally participants reported how paid blog advertise- lt br gt .

• Quản trị kinh doanh
• Consumer attitudes towards beauty bloggers
• Blog advertisements on purchase intention in Vietnam
• Paid to advisements blog
• The importance of ad attribute
• Significantly influence consumers’ intention