MPACT OF KEY OPINION LEADERS ON BRAND AUTHENTICITY AND CUSTOMER PURCHASE INTENTION IN THE COSMETICS INDUSTRY

Abstract

In the context that the cosmetics market in Vietnam is on the rise, it is extremely important to understand and apply an effective marketing strategy. This starts with digging into the nature of the target market, as each market carries its own unique characteristics and advantages, along with a diversity of tastes and consumer segments. Currently, studies revolving around consumer behavior on social media have clearly shown a deep relationship between the product and brand selection process and shopping decisions. From choosing the right products to building trust and credibility, the impact of KOLs (influencers) has become increasingly important in consumers' purchasing decisions. This research focuses on building a model to investigate the impact of KOLs on consumer behavior and purchase intention, to help better understand the important role of KOLs (influencers) in the marketing process and purchasing decisions