Influencer-Mediated Range Anxiety Mitigation: Examining Social Media Marketing Pathways to Electric Vehicle Adoption in Vietnam's Digital Economy

This study investigates the mechanisms through which social media influencer marketing mitigates range anxiety to facilitate electric vehicle adoption within Vietnam's rapidly evolving digital economy. Drawing upon the Technology Acceptance Model, Theory of Planned Behaviour, and Social Influence Theory, this research develops a comprehensive theoretical framework that examines the mediating role of range anxiety reduction in the relationship between influencer marketing effectiveness and electric vehicle adoption intentions. Employing a quantitative approach with structural equation modelling (SEM) using partial least squares and fuzzy-set qualitative comparative analysis (fsQCA), this study analysed data from 487 Vietnamese consumers through a structured questionnaire survey. The measurement model demonstrated robust psychometric properties with composite reliability values exceeding 0.8 and average variance extracted values above 0.5. Structural model results revealed that influencer credibility (β = 0.312, p < 0.001) and message persuasiveness (β = 0.287, p < 0.001) significantly predict range anxiety mitigation, which subsequently influences electric vehicle adoption intentions (β = 0.445, p < 0.001). The fsQCA analysis identified three configurational pathways leading to high adoption intentions, with influencer expertise and trustworthiness emerging as necessary conditions. This research contributes to the emerging literature on digital marketing in sustainable transportation by demonstrating how targeted influencer campaigns can address psychological barriers to green technology adoption. The findings provide strategic insights for policymakers and marketers seeking to accelerate electric vehicle diffusion in emerging economies through sophisticated social media strategies that directly address consumer concerns about technological limitations.