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Student name: Tran Trung Tin Student ID number: 23006360

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Unit name: Marketing Research Unit number:

Tutorial/Lecture: MR-T124WSB-2 Class day and time:
Lecturer or Tutor name: Le Thi Hong Minh

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Title: Individual Report

Length: 2403 words Due date: 7/4/2024 Date submitted: 7/4/2024

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 Individual Report

Tran Trung Tin (23006360)

MR-T124WSB-2
Lecturer: Le Thi Hong Minh

University of Economics HCMC - ISB

School of Business (ISB)

April 7th, 2024

 THE EFFECT OF SOCIAL MEDIA INFLUENCERS ON YOUNG
CONSUMER PURCHASE INTENTION ON TIKI PLATFORM.
Key words: Social Media Influencers, Purchase Intention, Normative Influence, Informative Influence, E-
commerce consumers.
ABSTRACT
The ceaseless growth of social media influencers in recent years has revolutionized by the introduction of a
scheme called “Influencer Marketing” as a common approach for brands across countries. This emerging trend is
driven by the increase in influencers’ presence on social media platforms, which has generated new opportunities
for e-commerce companies like Tiki to connect with their desired demographic and interact with them in a better
way. As a matter of fact, the understanding about how marketers can effectively utilize this new marketing
phenomenon is relatively insufficient. In order to have a broader understanding of this ongoing phenomenon, this
research paper will aim to examine and justify the normative influence and informative from social media
influencers in determining consumers’ purchase intentions. A total of 106 respondents were collected via Google
Form from March 24th to March 30, 2024 then the model is examined by SPSS software. The outcomes showed
that all characteristics of influencers are affecting purchase intention. Implications, limitations and future research
have also been discussed.

I) INTRODUCTION

Influencer Advertising market is rapidly growing in Vietnam, with brands increasingly leveraging local
influencers due to the increasing number of Vietnamese people using social media. Multiple industries,
particularly e-commerce shopping, has been progressively seeing a staggering growth rate of social media
influencers upon their revenues as well as building up their brands, which are coincidentally transforming the
marketing landscape (Alrwashdeh et al., 2020). This is reinforced by the expected ad spending in the Influencer
Advertising market, which accounts for $87.02 million in 2024. The expected annual growth rate (2024-2028) of
this marketing scheme is 11.67%, leading to a projected market volume of $135.30 million by 2028 (Statista,
2024). Therefore, it is no strange for marketing executives to begin to realize the unfolding potential of this
relatively new marketing approach is able to bring about desired goals (Lou & Yuan, 2019).

1. PREVIOUS LITERATURE

Influencers nowadays are defined as individual who have expertise in a specific field such as cuisine, fashion,
technology, movie ratings, psychology etc. (Lou & Yuan, 2019). The rise of these people has led to the term
“Influencer marketing” as a fundamental part of marketing channel. Related studies have shown consumers are
more likely to trust the influencers’ recommendations because primarily that influencer has a strong credibility in
front of the public (Kurdi et al., 2022).
Although there are a great number of studies have been conducted on the topic of influencers, the knowledge
about how marketers can really use this new marketing phenomenon is still too complex (Campbell & Farrell,
2020) as well as the fact that the success of influencer marketing is at early stage (Chekima & Adis, 2020).
Following the recommendation from a study by Levesque & Pons (2023), a further in-depth investigation of this
phenomenon is necessary. Thus, this study will outline the theory of similarity, expertise, and similarity of social
media influencers, which underlie the consumer purchase intention. By bringing these to light, this research may
possibly contribute to the existing literature on influencer topic and provide valuable insights for marketers
looking ways to make use of their influencer marketing strategies.
The objective of this research is to investigate whether informative influence and normative influence from social
media influencers can determine consumer purchase intentions, and more particularly on Tiki e-commerce
platform.
Therefore, we will answer the following research questions:
- RQ1: Does Informative influence from Influencers on Tiki generate purchase intention?
- RQ2: Does Normative Influence from Influencers on Tiki Generate purchase intention?
- RQ3: Is there an association between gender and normative influence?
- RQ4: Is there an association between normative influence from social media influencers and gender.
- RQ5: What is the frequency of influencers appearing on Tiki?

II) THEORETICAL BACKGROUND

2.1 Informative Influence
Deutsch and Gerrard (1955) said the reference group’s influences on individual behaviors are mainly reflected in
two aspects: informative influence and normative influence.

Informative influence is about the information we receive from the reference group. When we interact directly
with the group, we gain valuable insights and knowledge from their experiences and perspectives (Chen et.al,
2017). Additionally, even by observing their behaviors, it can gather information that shapes our understanding.
When consumers are unsure about something or feel uncertain about a product, they have tendency to find a
reference group for guidance. We seek their help, and by doing so, we acquire information that enhances our
understanding, reduces uncertainty, and equips us with better skills to tackle challenges. So, the informative
influence is at play when the information we receive from the reference group empowers us.

2.2 Normative Influence

Normative influence, on the other hand, is all about the rewards and punishments we may receive from the
reference group (Aral & Walker, 2014). We tend to conform to their expectations to be appreciated and avoid any
negative consequences. This influence is most evident in social interactions. As we engage with others, we realize
the importance of following group norms, and we actively try to establish a sense of identity and belonging with
our fellow group members. We naturally compare ourselves to the reference group, evaluate our behaviour, and
make adjustments to align with their standards.

2.3 Purchase Intention

Purchase intention can be described as the cognitive behavior regarding the intention to buy a particular brand
(Shah et al., 2012). Spears and Singh (2004) defines purchase intention as “an individual’s conscious plan to make
an effort to purchase a brand”. Consumers’ purchase decisions is a complex process and purchase intention is a
part of this process (Kotler & Armstrong, 2010). Ghosh (1990) states that understanding consumers purchase
intentions is of great importance, as it relates to consumer behavior, perception and attitude, and therefore be used
to predict the buying process.
The measurement of purchase intention therefore could predict consumers’ future purchase behaviours. This study
employs the definition of purchase intension in Dodds et al. (1991) and Solomon et al. (2014) as the possibility
of consumers being willing to purchase certain products. The stronger consumers’ purchase intention presents the
increasing possibility of real purchase in the future.
 Figure 1: Research Model

IV. Hypothesis development:

The hypothesis is shown as follows:

- Hypothesis 1: Informative influence of social media influencers brings about positive effect on consumers’
purchase intention on Tiki.

- Hypothesis 2: There is a difference in terms of informative influence between those who are under 16
years and those who are 16-25.

- Hypothesis 3: Normative influence from social media influencers brings about positive effect on
consumers’ purchase intention on Tiki.

- Hypothesis 4: There is an association between normative influence from social media influencers and
gender.
- Hypothesis 5: The frequencies of influencers appearing on Tiki is too little, leading to reduced effect of
informative influence

V. Methodology analysis:

5.1 Data Collection

In order to collect the survey results and users’ feedback, we designed a formal set of questionnaire consisting of
32 questions, which were distributed on the Internet and social media platforms, and the medium we used was
Google Form. The questionnaires were disseminated through acquaintances and friends, and outsiders were
invited to fill in the questionnaires. The respondents were all acknowledged of the survey’s purpose before starting
the questionnaires. A total of 10 responses were collected in the survey. Out of the responses, 4 invalid responses
were excluded because of similar options, malicious answers, missing items, etc. Finally, a total of 106 valid
questionnaires were obtained. The demographics of the survey respondents are shown in Table 1. The percentage
of males and females is 55 % and 45 %, respectively. Respondents in the age of 18-25 account for 69.8%. This
clearly shows that respondents are mostly young individuals. These people are consumers in e-commerce and pay
more attention to consumer issues, and are willing to discuss on the Internet. Regarding the education level of the
respondents, 68.8% of the respondents are university students, indicating that most respondents can fully
understand items and correctly answer questions according to our observation, ensuring the survey’s validity. Of
the respondents, 82% have used Tiki e-commerce platforms to make purchases and 18% do not have used Tiki
before. The results show that most of the respondents are familiar with the e-commerce shopping applications,
ensuring the survey’s quality. On the whole, this survey is thorough and effective.

Measure Item Frequency Percentage

Gender Male 58 55
Female 48 45
Age Under 16 23 21.6
16-25 years 74 69.8
26-35 years 9 0.08
Education High School 24 22.6
Level University/ College 73 68.8
In Paid Employment 9 8.5
Income < 5.000.000 VND 56 52.8
5.000.000-11.000.000VND 35 33.1
11,000,000 VND - 17,000,000 VND 12 11.3
>17.000.000 VND 3 2.8
Respondents Yes 87 82
who have No 19 18
used Tiki

Table 1: The demographics of the survey respondents.

5.2 Measurement
The items for the research model refer to the scales used in previous research. The sample is modified to meet the
model’s needs. For example, informative influence and normative influence were measured using items adapted
from the study Ding, lin & Zhang (2020). Informative influence consists of three items, and normative influence
consists of four items. Purchase intention was developed by modifying and amalgamating some items from these
studies. The trial purchase intention consists of three items; the upgrade purchase intention consists of three items.
The items, a five-point Likert scale ranging from “strongly disagree (1)” to “strongly agree (5)” was employed.
Appendix A shows the final measurement items.

5.3. Results

5.3.1 Hypothesis 1 test:

- Hypothesis 1: Informative influence of social media influencers brings about positive effect on consumers’
purchase intention on Tiki.
 For this test, I will use one-sample T-test to figure out whether the level of purchase intention exceed
expectation.
Purchase intention: interval scale, and make consumers happy, they should answer from 4 and above, so 4
should a benchmark, use one-sample t-test to analyze.
H0: Informative influence of social media influencers does not bring about positive effect on consumers’
purchase intention on Tiki.
H1: Informative influence of social media influencers brings about positive effect on consumers’ purchase
intention on Tiki.

➔ The picture above shows the result of the test. P value is only 0.001 < 0.05. Therefore, I have sufficient
evidence to reject H0.
Implication: I can conclude that the informative influence from influencers have greatly helped the purchase
levels of Tiki. Therefore, the company should take into account influencer marketing from now and provide
customers with more influencers to promote different product categories to increase their experience
satisfaction.
5.3.2 Hypothesis 2 test:
Hypothesis 2: There is a difference in terms of informative influence between those who are under 16 years
and those who are 16-25.
To answer this question, need to use independent sample t-test, because:
Type of question: Test of difference, purchase intention scale is Likert scale
Two age group: Age 16-25 and Under 16 years.

H0: There is no difference in terms of informative influence between those who are under 16 years and those
who are 16-25.

H1: There is a difference in terms of informative influence between those who are under 16 years and those
who are 16-25.
➔ The picture above shows the result of the test. P value is only 0.245 > 0.05. Therefore, I do not have
sufficient evidence to reject H0 = Do not reject H0.
Implication: The research implication of this test is that there is no significant difference in terms of
informative influence on purchase intention between individuals under 16 years old and those between 16 and
25 years old in relation to Tiki. This suggests that both age groups are equally influenced by social media
influencers when it comes to making purchase decisions on Tiki.
5.3.3 Hypothesis 3 test:
Hypothesis 3: Normative influence from social media influencers brings about positive effect on consumers’
purchase intention on Tiki.
For this test, I will use one-sample T-test to figure out whether the level of purchase intention exceed
expectation.
Purchase intention: interval scale, and make consumers happy, they should answer from 4 and above, so 4
should a benchmark, use one-sample t-test to analyze.
H0: Normative influence of social media influencers does not bring about positive effect on consumers’
purchase intention on Tiki.
H1: Normative influence of social media influencers brings about positive effect on consumers’ purchase
intention on Tiki.
 ➔ The picture above shows the result of the test. P value is only 0.001 < 0.05. Therefore, I have sufficient
evidence to reject H0 and approve H1.
Implication: I can conclude that the informative influence from influencers have greatly helped the purchase
levels of Tiki by normative influence. The effectiveness of normative influence suggests that consumers trust and
value the opinions of social media influencers. The findings also show insights into optimizing marketing
strategies on Tiki. By using the power of normative influence, marketers can strategically collaborate with
influencers who have a strong and positive impact on consumers' purchase intentions, thereby maximizing the
effectiveness of their marketing efforts.

5.3.4 Hypothesis test 4:

Hypothesis 4: There is an association between normative influence from social media influencers and gender

- For this test, I will use Chi-square test to see whether there is an association between normative influence
from social media influencers and gender.
- Type of test: Association
- Two group: Normative Influence and Gender

- H0: There is not an association between normative influence from social media influencers and gender.

- H1: There is an association between normative influence from social media influencers and gender.

➔ The picture above shows the result of the test. P value is only 0.12 > 0.05. Therefore, I do not sufficient
evidence to reject H0. → Do not reject H0
Implication: Based on the Chi-square test results, which do not provide sufficient evidence to reject the null
hypothesis (H0), we can conclude that there is no significant association between normative influence from social
media influencers and gender. This implies that marketing strategies targeting normative influence can be gender-
neutral, focusing on the overall consumer base of Tiki rather than specific gender segments. Although gender may
not be a major factor in determining the impact of normative influence, it may be valuable to explore other
demographic or psychographic variables that could potentially affect the relationship. Factors such as age, cultural
background, or personal values could be investigated to gain a more comprehensive understanding of the
influence of social media influencers.

5.3.5 Hypothesis test 5:

Hypothesis 5: The frequencies of influencers appearing on Tiki is too little, leading to reduced effect of
informative influence

- For this test, I will use Frequency test to see whether the informative influence from social media
influencers and gender.
- Type of test: Frequency
H0: The frequencies of influencers appearing on Tiki is not small enough to reduce effect of informative
influence
H1: The frequencies of influencers appearing on Tiki is small enough to reduce effect of informative
influence
Implication: From the result, we can see that the frequency of Influencers who promote products appearing on
Tiki is very low, as the majority of respondents they only saw them few times. Therefore, I can conclude that
since the frequency is relatively low which can not make informative influence effective as expected

VI. Implications for this study

I have observed that the influence of influencers has a positive impact on consumer purchase tendency. This
means that Tiki will benefit from this. As a result, managers should encourage users to engage in
communication, share valuable information with each other, and recognize and reward potential users.
Furthermore, the example set by influencers also plays a role in shaping users' trial purchase decisions. Tiki
marketing strategies should aim to attract experienced and influential users who can serve as role models and
guide others' consumption.

Additionally, I have found that both the informative influence and normative influence of influencers have a
positive impact on purchase intention of Tiki’s product. Therefore, it is important to leverage influencers to
reduce perceived risks associated with new products, improve trust among consumers, and encourage users to
make more purchases. Community managers should create opportunity for influencers to acquire
comprehensive product knowledge and product experience.

VII. Limitations and further research

I will end up this report with the limitations of this thesis and possible future research. The first limit of this
study is the range of respondent (mostly from Western Sydney University), which might effect the reliability of
the results since the results cannot be accurately generalized for the whole population. We guess that the results
would be different for some individuals and depending on the context. Further research could be done on
investigating the whole population and if possible on both genders and for the purpose of further investigation.
Also, additional personal characteristics should be studied. Other young people’s attributes could be studied
such as, for the influencer, the number of followers and the type of social media or post used. The effect of the
personal characteristics of the young generation such as self-esteem or self-awareness could also be
investigated.

In conclusion, this paper allowed me and readers to have a better understanding of the impact of social media
influencers on the purchase intention of Vietnamese young generation. Yet, there are some limitations that
should be aware.
A. Questionnaire

Construct Item
Informative Influence IF1: When I want to consult a product, I normally go to Tiki to ask influencers
about that product
IF2: I frequently gather information about a product from Tiki influencers before
I buy.
IF3: How many time you buy products based on influencers’ recommendations
Normative Influence NI1: I often like product with other Influencers by buying the same product the
promote
NI2: I achieve a sense of status by purchasing the product influencers promote
NI3: I like to search products that are on trend promoted by influencers
References
Aral, S., & Walker, D. (2014). Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked
Experiment. Management Science, 60(6), 1352–1370. doi:10.1287/mnsc.2014.1936

Chen, X., Van Der Lans, R., & Phan, T. Q. (2017). Uncovering the Importance of Relationship Characteristics
in Social Networks: Implications for Seeding Strategies. Journal of Marketing Research, 54(2), 187-201.
https://doi.org/10.1509/jmr.12.0511

Chekima, B. (12 2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and

Cox, J. C., Kerschbamer, R., & Neururer, D. (2016). What is trustworthiness and what drives it? Games and
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Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual
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Ding S, Lin J, Zhang Z. Influences of Reference Group on Users’ Purchase Intentions in Network Communities:
From the Perspective of Trial Purchase and Upgrade Purchase. Sustainability. 2020; 12(24):10619.
https://doi.org/10.3390/su122410619

Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Prentice Hall.

Statista. (n.d.). Influencer Advertising - Vietnam | Statista market forecast.

https://www.statista.com/outlook/amo/advertising/influencer-advertising/vietnam

Trustworthiness. Journal of Economics and Business. doi:10.31014/aior.1992.03.04.298

Zahid, A.W.; Dastane, O. Factors affecting purchase intention of South East Asian (SEA) young adults towards
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APPENDIX
A. SCALE OF PREVIOUS STUDY USED IN THIS REPORT

*For all items, a five-point Likert scale ranging from “strongly disagree (1)” to “strongly agree (5)” was
employed.
Source: Ding S, Lin J, Zhang Z. Influences of Reference Group on Users’ Purchase Intentions in Network
Communities: From the Perspective of Trial Purchase and Upgrade Purchase. Sustainability. 2020;
12(24):10619. https://doi.org/10.3390/su122410619

B. Questionnaire