Master of Arts in Management MA
1
,Declaration
I hereby affirm that this dissertation represents my own work, except where it stated otherwise,
and I have used no sources and aids than those indicated in the reference list. All passage quoted
from relevant sources are adequately cited and attributed.
Signature: Date: 22August , 2023
Greenwich Student Number: 001279345
2
,ABSTRACT
This study aims to investigate what is the impact of influencers' characteristics on Generation Z
consumers' attitudes towards Vietnamese Food and Beverage brands. A survey on opinions of
Gen Z consumers who reside in Vietnam and have followed social media influencers who
promote Vietnamese Food and Beverage brands was conducted by Qualtrics tool with 384 valid
responses. The research uses the statistical software SPSS 29 with Cronbach's Alpha, Pearson
and multiple linear regression analysis. Results indicate that influencers' trustworthiness,
attractiveness, expertise, coincidence and similarity have a statistically moderate positive impact
on Gen Z consumers' attitudes toward Vietnamese F&B brands. This article will be the premise
for future studies to better understand influencers' characteristics that influence brand attitude.
Key words: Influencer marketing, social media influencers, attitude toward the brand,
generation Z, trustworthiness, attractiveness, expertise, similarity, coincidence.
3
, Table of Contents
1. Introduction.........................................................................................................................6
2. Literature review.................................................................................................................8
2.1 Generation Z (Gen Z)....................................................................................................................8
2.2 Social Media Influencers and Influencer marketing......................................................................8
2.3.1 Trustworthiness..........................................................................................................................................10
2.3.2 Attractiveness.............................................................................................................................................10
2.3.3 Expertise.....................................................................................................................................................11
2.3.5 Similarity.....................................................................................................................................................11
3. Objectives, questions and hypotheses................................................................................13
3.1 Objectives...................................................................................................................................13
3.2 Questions...................................................................................................................................13
3.3 Research Hypotheses..................................................................................................................14
4. Research Method and Design.............................................................................................15
4.1 Research philosophy...................................................................................................................15
4.2 Research approach.....................................................................................................................15
4.3 Research strategy.......................................................................................................................16
4.4 Data collection............................................................................................................................16
4.5 Sampling.....................................................................................................................................17
4.6 Operationalization......................................................................................................................18
4.7 Analysis techniques....................................................................................................................18
4.8 Validate and Reliability...............................................................................................................19
4.9 Limitations and ethical concerns................................................................................................20
5. Data analysis results..........................................................................................................22
5.1 Demographic profile of respondents..........................................................................................22
5.2 Analyzing the characteristics of social media influencers on Generation Z consumers' attitudes
towards Vietnamese Food and Beverage brands..............................................................................24
5.2.1. Reliability Statistics....................................................................................................................................24
5.2.2 Descriptive Statistics...................................................................................................................................26
5.2.3 Pearson Correlation....................................................................................................................................27
5.2.4 Regression Analysis....................................................................................................................................29
6. Discussion and Recommendation.......................................................................................33
6.1 Discussion...................................................................................................................................33
6.2. Recommendation......................................................................................................................34
7. Conclusions.......................................................................................................................36
4
1
,Declaration
I hereby affirm that this dissertation represents my own work, except where it stated otherwise,
and I have used no sources and aids than those indicated in the reference list. All passage quoted
from relevant sources are adequately cited and attributed.
Signature: Date: 22August , 2023
Greenwich Student Number: 001279345
2
,ABSTRACT
This study aims to investigate what is the impact of influencers' characteristics on Generation Z
consumers' attitudes towards Vietnamese Food and Beverage brands. A survey on opinions of
Gen Z consumers who reside in Vietnam and have followed social media influencers who
promote Vietnamese Food and Beverage brands was conducted by Qualtrics tool with 384 valid
responses. The research uses the statistical software SPSS 29 with Cronbach's Alpha, Pearson
and multiple linear regression analysis. Results indicate that influencers' trustworthiness,
attractiveness, expertise, coincidence and similarity have a statistically moderate positive impact
on Gen Z consumers' attitudes toward Vietnamese F&B brands. This article will be the premise
for future studies to better understand influencers' characteristics that influence brand attitude.
Key words: Influencer marketing, social media influencers, attitude toward the brand,
generation Z, trustworthiness, attractiveness, expertise, similarity, coincidence.
3
, Table of Contents
1. Introduction.........................................................................................................................6
2. Literature review.................................................................................................................8
2.1 Generation Z (Gen Z)....................................................................................................................8
2.2 Social Media Influencers and Influencer marketing......................................................................8
2.3.1 Trustworthiness..........................................................................................................................................10
2.3.2 Attractiveness.............................................................................................................................................10
2.3.3 Expertise.....................................................................................................................................................11
2.3.5 Similarity.....................................................................................................................................................11
3. Objectives, questions and hypotheses................................................................................13
3.1 Objectives...................................................................................................................................13
3.2 Questions...................................................................................................................................13
3.3 Research Hypotheses..................................................................................................................14
4. Research Method and Design.............................................................................................15
4.1 Research philosophy...................................................................................................................15
4.2 Research approach.....................................................................................................................15
4.3 Research strategy.......................................................................................................................16
4.4 Data collection............................................................................................................................16
4.5 Sampling.....................................................................................................................................17
4.6 Operationalization......................................................................................................................18
4.7 Analysis techniques....................................................................................................................18
4.8 Validate and Reliability...............................................................................................................19
4.9 Limitations and ethical concerns................................................................................................20
5. Data analysis results..........................................................................................................22
5.1 Demographic profile of respondents..........................................................................................22
5.2 Analyzing the characteristics of social media influencers on Generation Z consumers' attitudes
towards Vietnamese Food and Beverage brands..............................................................................24
5.2.1. Reliability Statistics....................................................................................................................................24
5.2.2 Descriptive Statistics...................................................................................................................................26
5.2.3 Pearson Correlation....................................................................................................................................27
5.2.4 Regression Analysis....................................................................................................................................29
6. Discussion and Recommendation.......................................................................................33
6.1 Discussion...................................................................................................................................33
6.2. Recommendation......................................................................................................................34
7. Conclusions.......................................................................................................................36
4
