The impact of influencer marketing on generation Z’s purchasing decision for beauty products in Vietnam

By incorporating the theories of reasoned action, word of mouth, electronic word of mouth, and the brand identity model, this paper proposes a model including eight independent and two moderating factors to assess the impact of influencer marketing on Vietnamese Generation Z’s purchasing decisions regarding beauty products. The model was evaluated via structural equation modeling on the basis of data collected from a survey of 1261 participants and in-depth interviews with 10 persons in Vietnam. The results revealed that influencers’ trustworthiness is a critical factor shaping Vietnamese Generation Z’s purchasing decisions, both directly and indirectly. However, the extent of this impact varies depending on the influencer’s level of fame and the type of advertised product. While influencers’ attractiveness and the information and entertainment value of the advertisement affect them indirectly through both moderating factors, influencers’ relevance impacts purchasing decisions solely via brand image. On the basis of these findings, this paper asserts that beauty businesses operating in Vietnam should prioritize the selection of trustworthy influencers with healthy, positive, creative, and close-to-youth lifestyles. Additionally, businesses should actively engage in initiatives that strengthen the relationship between Generation Z and influencers, fostering deeper brand–cousumer connections.