See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/379154014

Impact of TikTok Influencer Characteristics on Generation Z's Purchase

Intention in Ho Chi Minh City, Vietnam

Article in Journal of System and Management Sciences · April 2024

DOI: 10.33168/JSMS.2024.0410

CITATIONS READS

0 759

1 author:

To Anh Tho
University of Finance - Marketing
19 PUBLICATIONS 153 CITATIONS

SEE PROFILE

All content following this page was uploaded by To Anh Tho on 22 March 2024.

The user has requested enhancement of the downloaded file.

 ISSN 1816-6075 (Print), 1818-0523 (Online)
Journal of System and Management Sciences
Vol. 14 (2024) No. 4, pp. 149-162
DOI:10.33168/JSMS.2024.0410

Impact of TikTok Influencer Characteristics on Generation Z's

Purchase Intention in Ho Chi Minh City, Vietnam

Anh Tho To
University of Finance – Marketing, 778 Nguyen Kiem Street, Ward 4, Phu Nhuan District,
Ho Chi Minh City, Vietnam
totho@ufm.edu.vn

Abstract. Over the past few years, TikTok marketing has experienced a significant surge in
popularity, becoming a powerful tool for promoting personal and business brands, products,
and services to consumers. Particularly, the trend of influencer marketing on this platform in
Vietnam has witnessed a remarkable explosion. This study aimed to examine the impact of
TikTok influencer characteristics on purchase intention among Generation Z users in Ho Chi
Minh City, Vietnam. An online survey was conducted with 209 TikTok users aged 18-27.
Using source credibility and attractiveness constructs, the results showed influencer
trustworthiness, expertise, likability, similarity, and familiarity positively affected purchase
intention. Trustworthiness exerted the strongest influence. The findings imply developing
targeted social media marketing campaigns leveraging credible and relatable TikTok
influencers can effectively motivate purchase behavior among Vietnamese youth.
Keywords: TikTok influencers, credibility, attractiveness, purchase intentions, Generation
Z.

149
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

1. Introduction
In recent times, TikTok has swiftly risen to prominence and gained immense popularity among young
people globally. As a user-friendly and easily accessible video application, TikTok has evolved into a
formidable social media platform, garnering immense popularity and widespread usage globally. Its
extensive reach and impact on users' perceptions and behaviors have positioned it as one of the most
favored and influential networks in the digital landscape (Francis & Hoefel, 2018). Thanks to its diverse
content, engaging interaction features, and personalized presentation, the platform rapidly attracted a
substantial user base, positioning itself as a formidable competitor to established social media such as
Facebook, Instagram, and Twitter. Currently, TikTok influencers play a crucial role in setting trends,
capturing users' attention, and stimulating interest in products through personalized videos with
impactful visuals and audio (Li, 2018). With its substantial user base and high engagement rate, TikTok
offers various marketing opportunities (Ngo et al., 2022). The collaboration between companies and
TikTok influencers holds the potential to exert a significant influence on consumer purchasing behavior,
resulting in enhanced sales, as demonstrated by prior research (Lim et al., 2017). Therefore, the purpose
of this study is: (1) to examine how TikTok influencer characteristics impact the purchase intention of
Gen Z users in Vietnam and (2) to provide implications for social media marketing strategies targeting
Vietnamese youth.
In the first quarter of 2022, a survey conducted in Vietnam among internet users revealed that
TikTok was utilized by a substantial proportion of 72 percent of Generation Z individuals (Nguyen,
2022). Moreover, a significant majority of approximately 62 percent of Generation Z members
expressed a preference for online shopping over traditional in-person shopping methods (The Influencer
Marketing Factory, 2021). Based on the survey findings, it has been observed that Gen Z is significantly
driven toward online shopping, and their primary motivation stems from social media platforms. This
is mainly because they can access a diverse range of reviews and feedback from individuals who have
already bought or used the products in question. These statistics highlight the strong appeal of internet
shopping to Gen Z consumers, a trend that is rapidly gaining momentum (Ao et al., 2020). Generation
Z, encompassing individuals born between 1995 and 2010, is widely regarded as true digital natives
due to their upbringing with unfettered access to the internet, mobile devices, and social media. Their
exposure to this tech-savvy environment has given rise to a hypercognitive generation, characterized
by their exceptional ability to learn from various sources, cross-reference information, and integrate
both offline and online experiences (Francis & Hoefel, 2018). This proficiency in navigating a digital
landscape shapes their preferences and behaviors as consumers, driving them towards the convenience
and possibilities offered by online shopping.
In previous times, enterprises relied upon the popularity and social standing of celebrities as a means
to endorse and promote their brands. However, the advent of social media platforms brought forth a
significant change, giving rise to the emergence and growing significance of social media influencers
(Chetioui et al., 2020). These influencers have garnered considerable attention and influence, proving
to be highly effective in capturing media coverage and exerting persuasive power over consumers
(Chetioui et al., 2020). Social media influencers engage in regular sharing of their day-to-day activities,
personal experiences, viewpoints, and endorsements on an extensive array of subjects, products, and
services (Harrigan et al., 2021). Subsequently, their viewers or followers are tasked with the decision
of placing trust in and acting upon the information presented, thereby greatly impacting their ultimate
purchasing decisions.
Social media influencers' communications hold a heightened perception of credibility and appeal
among consumers, leading to a greater propensity for consumers to heed the guidance provided by their
favored influencers. In comparison to conventional celebrity endorsement approaches, social media
influencers are deemed to possess superior credibility and expertise, particularly when targeting
younger demographics (Lim et al., 2017). Research conducted by Lim et al. (2017) underscores the
notion that social media influencers possess an innate ability to establish affable connections with their

150
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

audience, thereby enhancing their perceived credibility. Marketers have increasingly recognized the
potential of leveraging social media influencers as a powerful marketing tool. In fact, as reported by
Media Kix Marketing, nearly 80 percent of online marketers firmly believe that social media influencers
play a pivotal role in driving business growth (Lim et al., 2017). The success of social media influencers
in influencing consumer purchasing decisions is evident from the aforementioned examples, illustrating
their significant impact on contemporary marketing strategies.

2. Theoretical Framework
Previous research has extensively investigated the impact of social media influencers on consumers'
purchase intentions, identifying a diverse array of influencer characteristics that influence consumer
behavior. Abdullah et al. (2020) conducted a study based on the source credibility and source
attractiveness model, exploring five influencer characteristics, namely expertise, resemblance, likability,
trustworthiness, and familiarity. Their findings emphasized that likability, familiarity, and
trustworthiness emerged as the key influencer attributes significantly affecting users' purchase
intentions (Abdullah et al., 2020). In a similar vein, the research conducted by Lim et al. (2017) centered
on the evaluation of source credibility, source attractiveness, product match-up, and meaning transfer.
Their findings indicated that while the attractiveness of social media influencers did not wield a
significant impact on consumers' purchase intentions, influencer credibility and the alignment between
influencers and products emerged as pivotal factors influencing purchase intentions (Lim et al., 2017).
Likewise, Chetioui et al. (2020) provided empirical evidence demonstrating a positive correlation
between attitudes toward influencers and brand attitudes, as well as consumer purchase intentions.
Within this contextual framework, the researchers identified several influential factors shaping viewers'
attitudes toward influencers, including perceived expertise, congruence, behavioral control, perceived
subjective norms, and credibility (Chetioui et al., 2020). Moreover, Pham et al. (2021) provided
evidence supporting the positive influence of influencer attractiveness and credibility on Gen Z's
purchase patterns. However, it is noteworthy that some studies, such as those by Hermanda et al. (2019)
and Nurhandayani et al. (2019), did not observe significant effects of influencers on consumers'
purchase intentions. Notwithstanding the considerable magnitude of the platform, TikTok influencers
have received insufficient scholarly scrutiny, thereby contributing to significant gaps in the existing
body of influencer marketing literature (Jamil et al., 2023; Wright & Cherry, 2023).
According to the source credibility theory (Corina, 2006), the credibility of an information source
hinges on factors such as competence, reliability, resemblance, and attractiveness. In the context of
influencer marketing, the term "source credibility" pertains to positive influencer attributes that
influence the acceptance of their messages (Ohanian, 1990). Information originating from a credible
source possesses the capacity to shape recipients' beliefs and behaviors (Corina, 2006). Within the realm
of business markets, the trustworthiness and expertise exhibited by individuals and organizations
assume pivotal roles in facilitating successful exchanges, thereby making them critical considerations
in the process of selecting communicators for endorsement purposes in business advertising messages.
Credibility, as a paramount component of reputation, is contingent upon individuals' perceptions of an
individual's behavior and potential for the future, formulated through the amalgamation of various
opinions about that particular person (Ohanian, 1990).
Prior research has predominantly focused on two primary dimensions of source credibility: source
attractiveness and source expertise. For instance, Desarbo and Harshmann (1985) identified
attractiveness, expertise, likeability, and trustworthiness as contributing factors to source credibility.
Similarly, Ohanian (1990) proposed a comprehensive tripartite model encompassing three fundamental
elements that influence source credibility: attractiveness, expertise, and trustworthiness (Ohanian,
1990). As the selection of appropriate communicators gains increasing importance in the context of
business advertising and its potential impact on successful exchanges, a comprehensive understanding
of credibility, attractiveness, and expertise becomes imperative. The investigations conducted by

151
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

Desarbo and Harshmann (1985) and Ohanian (1990) provide valuable insights into the multifaceted
nature of source credibility within the domain of business marketing. By illuminating the diverse
dimensions that contribute to the perception of credibility, these studies offer valuable guidance to
practitioners seeking to optimize their communicator selection strategies for endorsement purposes in
business advertising messages.
In addition to reliability and knowledge, the attractiveness of a communication source can heighten
the impact of the conveyed content. As delineated by Ohanian (1990), attractiveness is characterized
by attributes such as being "classy", "pretty", "elegant", "sexy", and "attractive." Nevertheless, it is
essential to comprehend attractiveness in terms of "similarity", "familiarity", and "likeability" (Canning
& West, 2006) rather than merely focusing on physical appearance-related traits.
Numerous studies have delved into the relationship between social media influencers and
consumers' purchase intentions, utilizing frameworks such as the planned behavior theory, source
attractiveness, and trustworthiness models, along with various variables. However, it is noteworthy that
the majority of these investigations have been conducted in countries other than Vietnam, encompassing
regions such as Malaysia, Indonesia, Germany, and so on. As a result, there exists a notable research
gap concerning the influence of TikTok influencers on Generation Z's purchase intentions specifically
in Vietnam and other countries. While considerable attention has been devoted to examining the impact
of social media influencers in general on consumers' intentions, a discernible dearth of research exists
pertaining to the extent of TikTok influencers' effect on consumer purchase intentions and the
underlying factors contributing to this phenomenon.
In the context of evaluating the persuasiveness of social media influencers on a platform, the source
credibility model and the source attractiveness model are intricately intertwined. This study underscores
the significance of considering influencers as pivotal components of an effective online communication
strategy. Such an approach assumes a crucial role in cultivating message credibility among the target
audience, hinging on the distinct characteristics exhibited by the influencer as the information source
(Corina, 2006).

3. Hypothesis Development
3.1. Expertise
Expertise encompasses the perceived capacity of an individual or entity to furnish accurate and
dependable information, denoting a considerable level of knowledge or proficiency within a specific
domain. In the realm of social media influencers, expertise pertains to the extent to which they are
perceived to possess the requisite knowledge, training, or competencies to efficaciously endorse
products or brands (Alba & Hutchinson, 2007). Social media influencers leverage their expertise to
carry out promotional activities related to various products, successfully delivering compelling
messages that capture the attention of customers. Silvera and Austad (2004) suggest that customers are
more likely to make purchases when influencers exhibit greater credibility through their knowledge,
attractiveness, and dependability. In the context of TikTok, when influencers leverage their expertise to
craft content that resonates with their followers, the messages concerning businesses and products tend
to be regarded as more trustworthy and credible compared to conventional advertising commercials
(Kassoway & Anthony, 2014). Furthermore, through the dissemination of accurate information and the
facilitation of expertise-based communication with customers on TikTok, social media influencers have
the capacity to cultivate more profound connections and stronger relationships with their audience
(Chun et al., 2018). Through such interactions, influencers can establish themselves as reliable sources
of information and build trust among their followers. In summary, expertise is a crucial factor that
empowers social media influencers to effectively endorse products and brands, as their knowledgeable
and reliable approach resonates with customers, increasing the likelihood of purchase decisions.
Utilizing their expertise on TikTok, influencers can create authentic and credible messages, ultimately

152
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

strengthening their connection with their audience and impacting consumer behavior positively.
H1: TikTok influencers’ expertise positively impacts GenZ ‘s purchase intention

3.2. Trustworthiness
An essential dimension of source credibility that significantly influences the capacity of influencers to
sway their followers is trustworthiness. Trustworthiness pertains to the extent to which a source is
perceived as genuinely reflecting their own feelings or opinions (Abdullah et al., 2020). It encompasses
the endorser's plausibility, sincerity, and authenticity. The credibility of a source is also influenced by
how objectively receivers perceive it. When customers believe in social media influencers and trust
their recommendations, they are more likely to be influenced and inclined to purchase the products they
endorse. This was evidenced by Rebelo's (2017) study, which revealed that a reliable influencer held
more persuasive power. In summary, trustworthiness plays a crucial role in source credibility, enabling
influencers to wield greater influence over their followers. When influencers are perceived as
trustworthy, genuine, and authentic, their recommendations carry more weight, leading to increased
purchase intent among their audience.

H2: TikTok influencers’ trustworthiness positively impacts GenZ ‘s purchase intention.

3.3. Likability
Likability is a construct that pertains to the extent of affection or positive regard that the information
recipient possesses towards the appearance and personality of the information source. It is a highly
influential factor in shaping a customer's perception of TikTok influencers. When consumers feel a
positive impression of an influencer, they are more likely to be influenced by them. This influence is
observed to extend to consumers' purchasing behavior, as they are motivated to make purchases of
products or items that are endorsed by influencers and are part of their real-life experiences. Particularly
noteworthy is the phenomenon wherein consumers are further inclined to engage in such buying
behavior when they perceive shared characteristics or traits between themselves and the influencers,
thereby fostering a sense of relatability and affinity (Cheung et al., 2014).
H3: TikTok influencers’ likability positively impacts GenZ ‘s purchase intention.

3.4. Similarity
The term "similarity" pertains to the degree of resemblance between a source of information and its
intended audience. Within the context of social media influencers, similarity is characterized by the
extent to which influencers and TikTok users share common attributes, encompassing backgrounds,
passions, viewpoints, social status, and lifestyles (Abdullah et al., 2020). By having such similarities,
influencers can effectively persuade their fans to purchase products based on their own judgments,
leveraging their expertise as individuals who share a similar status with their followers. Furthermore,
TikTok influencers possess the ability to create trends, inspiring people to imitate them and fostering a
belief that adopting the same products as the influencers will lead to similar lifestyles (Abdullah et al.,
2020).

H4: TikTok influencers’ similarity positively impacts GenZ ‘s purchase intention.

3.5. Familiarity
The connection between the information source and the receiver is commonly referred to as familiarity,
and it plays a significant role in influencing brand choice and customer purchase intentions (Abdullah
et al., 2020). People tend to have a more favorable view of and seek to connect with individuals they
see more frequently (Brockner & Swap, 1976). As a result, the more familiar an influencer's name or
appearance becomes to their audience, the more likable they are perceived to be. This preference for
familiarity is consistent with Bornstein's (1989) findings, where adults generally favor the familiar over
the unfamiliar due to the reduced perceived risk associated with the former. Consequently, greater

153
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

purchasing intent is often linked to lower perceived risk.

H5: TikTok influencers’ familiarity positively impacts GenZ ‘s purchase intention.

The proposed research model is inherited from Abdullah et al. (2020) on the five factors of
influencers: trustworthiness, expertise, likability, similarity, and familiarity. This model helps to
examine the empirical influence of these 5 factors on Vietnamese GenZ TikTok users’ purchase
intention.

Expertise

Trustworthiness

TikTok users’
Likability
purchase intention

Similarity

Familiarity

Fig 1. The proposed research model

4. Methodology
The measurement items used in this research were primarily sourced from Magano et al. (2022), Chun
et al. (2018), and Halim and Karami (2020), as presented in Table 2. The participants were requested
to indicate their level of agreement with each item using a Likert scale, which ranged from 1 (strongly
disagree) to 5 (strongly agree). The survey questions were initially presented in English and
subsequently translated into Vietnamese to cater to the participants' language, after which they were
translated back into English to ensure the accuracy and fidelity of the translations.
Prior to conducting the official survey, a group of 50 TikTok users was interviewed to address
language and question ambiguity, resulting in minor adjustments to the survey. In a non-probability
manner, the official survey was distributed on various social platforms and sent directly to TikTok users
via email or Messenger. A total of 235 responses were initially obtained from TikTok users aged 18 to
27 in Ho Chi Minh City. Subsequent to the removal of 26 incomplete or inconsistent responses, the
final dataset comprised 209 surveys eligible for analysis.
The data analysis process was carried out employing the statistical software SPSS version 26. To
assess the reliability of the constructs, Cronbach's alpha and Exploratory Factor Analysis (EFA) were
utilized. Additionally, Pearson correlation analysis was employed to examine the inherent relationship
between the independent and dependent variables. Furthermore, regression analysis was conducted to
illustrate the extent to which TikTok influencers’ characteristics influence users' purchase intentions.

154
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

Table 1. The demographics of the respondents

Frequency Percentages
Measure Value
(N=209) (%)
Male 86 41.1
Gender
Female 123 58.9
Student 140 67.0
Occupation
Employee 69 33.0
Less than 5 million VND 102 48.8
5 to less than 10 million VND 57 27.3
Income
10 to less than15 million VND 31 14.8
15 million VND and above 19 9.1

Table 2. Items for Questionnaire

Variable Code Measurement Items References

T1 “I believe that the TikTok influencers that I follow are trustworthy.”
T2 “I believe that the products or service information given by the
Trustworthiness

TikTok influencers I follow is trustworthy.”

Magano et al.
T3 “I believe that the TikTok influencers I follow use the same products
they advertise.” (2022)
T4 “I believe that the recommendations of the TikTok influencers I
follow are more trustworthy than company-sponsored advertising.”
E1 “The TikTok influencers I follow have experience in using
products or services which are advertised.”
E2 “The TikTok influencers I follow have knowledge about products or
Expertise

serviceswhich are advertised.” Magano et al.

(2022);
E3 “The TikTok influencers I follow have the ability to demonstrate Chun et al. (2018)
products orservices which are advertised.”
E4 “The TikTok influencers I follow are experts in the field of using
products orservices which are advertised.”
L1 “The TikTok influencers I follow are likable.” Magano et al.
Likability

L2 “The TikTok influencers I follow are friendly.” (2022);

L3 “The TikTok influencers I follow have a physical appearance and Chun et al.
pleasing personality.” (2018); Halim &
Karami (2020)
S1 “I am similar to the TikTok influencers I follow in overall lifestyle.”
Similarity

Magano et al.
S2 “I am similar to the TikTok influencers I follow in personality.” (2022);
S3 “I am similar to the TikTok influencers I follow in interest.” Chun et al. (2018)

F1 I am familiar with the TikTok influencers I follow.

Familiarity

F2 “I have knowledge about the TikTok influencers I follow.” Magano et al.

(2022);
F3 “I easily recognize the TikTok influencers I follow.”
Chun et al. (2018)
F4 “I know well about the TikTok influencers I follow.”
PI1 “I am willing to buy products or services advertised by the TikTok
influencers I follow.”
Purchase Intention

PI2 “I intend to recommend products or services advertised by the TikTok

influencers I follow to other people.”
PI3 “I am likely to purchase products or services advertised by the TikTok Chun et al. (2018)
influencers I follow in the future.”
PI4 “I am interested in making a purchase of products or services
advertised by the TikTok influencers I follow.”

155
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

5. Results
5.1. Reliability test
To gauge the reliability of the measures, Cronbach's Alpha, which is expected to exceed 0.70, and the
corrected item-total correlation, with a minimum threshold of 0.3, were utilized as criteria (George &
Mallery, 2016). As depicted in Table 3, all factors demonstrated Cronbach's Alpha values surpassing
0.7, and all the corrected item-total correlations were greater than 0.3, affirming the reliability of the
measures for subsequent analysis.

5.2. Exploratory factor analysis

When performing principal axis factoring analysis with Promax rotation to get the EFA results, 22
collected variables were condensed into six components. Bartlett's test has Sig. = 0.000 < 0.05 and the
KMO coefficient is 0.885 > 0.7, showing that the observed variables are correlated with the
representative factors. The total variance of 56.688% (>50%) is satisfactory and reveals that six groups
of factors explain the 56.688% variability of data. Acceptable factor loading factors are bigger than 0.5.
As a result, the six factors' measurement items are approved and used for linear regression.

Table 3. Cronbach‘s Alpha and Factor loadings

Constructs No of Items Cronbach‘s alpha Factor loadings

Trustworthiness (T) 4 0.782 0.540 - 0.794

Expertise (E) 4 0.816 0.715 – 0.736
Likability (L) 3 0.792 0.631 - 0.800
Similarity (S) 3 0.797 0.665 - 0.830
Familiarity (F) 4 0.849 0.737 - 0.812
Purchase Intention (PI) 4 0.839 0.630 – 0.749
Extraction Method: Principal Axis Factoring Analysis.
Rotation Method: Promax with Kaiser Standardization

5.3. Pearson Correlation Testing

Pearson correlation analysis was utilized to assess the relationship between two factors and to identify
any potential multicollinearity issues arising from strong correlations among the independent variables.
As presented in Table 4, all Pearson correlation significance values between the independent (T, E, L,
S, F) and dependent factor (PI) are less than 0.05, with positive coefficients. The findings indicate a
statistically significant and positive relationship between the independent factors and the dependent
factor. Furthermore, the absolute value of the Pearson correlation coefficient being less than 0.8
suggests a minimal likelihood of collinearity issues.

Table 4. Pearson’s correlation

T E L S F PI
T 1
E .327** 1
L .404 **
.413 **
1
S .267 **
.359 **
.384 **
1
F .412 **
.340 **
.408 **
.331 **
1
PI .472** .486** .507** .499** .500** 1
**. Correlation is significant at the 0.01 level (2-tailed).

156
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

5.4. Multiple regression

The study utilized regression analysis to assess the significance of the factors. As presented in Table 5,
the adjusted R-squared was computed as 0.496, and the F-test in ANOVA yielded a significance level
of 0.000. These outcomes suggest that the regression model was well-suited to the data, and the five
independent factors collectively explained 49.6% of the variation in the dependent variable. To evaluate
the first-order series autocorrelation, Durbin-Watson values were examined. The Durbin-Watson value
obtained was 1.736, which falls within the range of 1.5 to 2.5. This value suggests the absence of
autocorrelation (Qiao, 2011).

Table 5. Multiple regression results

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .704 .496 .484 .63585 1.736

ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 80.777 5 16.155 39.958 .000b
Residual 82.074 203 .404
Total 162.850 208

Coefficients
Unstandardized Standardized
Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) -.078 .249 -.314 .754
T .210 .064 .189 3.272 .001 .746 1.340
E .209 .061 .196 3.398 .001 .749 1.336
L .168 .059 .173 2.863 .005 .679 1.472
S .243 .056 .244 4.333 .000 .780 1.282
F .196 .056 .204 3.490 .001 .725 1.379
Dependent Variable: PI

Table 6. Summary of the hypothesis testing results.

Hypotheses Expected sign Result
H1: TikTok influencers’ expertise  purchase intention + Supported
H2: TikTok influencers’ trustworthiness  purchase intention + Supported
H3: TikTok influencers’ likability  purchase intention + Supported
H4: TikTok influencers’ similarity  purchase intention + Supported
H5: TikTok influencers’ familiarity  purchase intention + Supported

Prior to hypothesis testing, the presence of collinearity between constructs was assessed through
the examination of the variance inflation factor (VIF) values, as advocated by Hair et al. (2017). Notably,
all VIF values were found to be less than 5, indicating the absence of significant collinearity issues
among the constructs. Hence, collinearity among the components was not a significant problem in this
investigation, as given in Table 5. Furthermore, it is important to note that the significance values (sig
values) of the independent factors were found to be less than 0.05, indicating that all the independent
factors exert a statistically significant influence on the dependent factor. As a result, hypotheses H1 to
H5 from the theoretical model are accepted.
Firstly, a positive relationship was observed between trustworthiness and purchase intention (β =

157
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

0.189, sig = 0.001), signifying that the trustworthiness of TikTok influencers holds considerable sway
over their followers' purchase intentions. This finding corroborates earlier research by Abdullah et al.
(2020) and Gayathri & Anwar (2021), both emphasizing trustworthiness as a primary influencing factor
on purchase intentions.
Secondly, expertise and purchase intention exhibited a positive relationship (β = 0.196, sig = 0.001),
indicating that TikTok influencers' expertise significantly influences their followers' purchase intentions.
Users are more inclined to trust influencers who possess knowledge and experience concerning the
promoted products or services. This result aligns with findings from studies by Chun et al. (2018) and
Adnan et al. (2018), further substantiating the notion that an influencer's expertise can strongly impact
an individual's buying intention (Filieri et al., 2018).
Thirdly, the impact of likability on purchase intention was found to be positively significant (β =
0.173, sig = 0.005). TikTok users are more likely to make purchases based on their favorable impression
of the TikTok influencers they follow. This outcome aligns entirely with prior studies conducted by
Abdullah et al. (2020) and Magano et al. (2022), underscoring the significance of likability as a crucial
factor in shaping consumers' purchase intentions.
Additionally, a positive relationship was observed between similarity and purchase intention (β =
0.244, sig = 0.000), indicating that the similarity between TikTok influencers and viewers strongly
influences buying intent. This finding is consistent with earlier research by Chun et al. (2018) and Li et
al. (2014), accentuating the impact of interacting with individuals who share similar interests on a
person's purchase intention.
Lastly, familiarity and purchasing intention demonstrated a positive relationship (β = 0.204, sig =
0.001), signifying that TikTok influencers' familiarity with TikTok users significantly affects their
purchase intention. This result aligns with earlier investigations by Dursun et al. (2011), Chun et al.
(2018), and Adnan et al. (2018), all illustrating how the presence of an easily identifiable TikTok
influencer can sway viewers' purchasing intentions toward the promoted products.

6. Conclusion
TikTok is experiencing rapid growth and success, and its influencers hold considerable power in
motivating consumers and shaping their perceptions of products and services. Within the marketing
industry in Vietnam, social media influencers are at the forefront, playing a pivotal role in marketing
strategies. This study contributes to the limited academic research on TikTok influencer marketing
effects, demonstrating the significant role of credibility and relatability in driving purchase intentions
in Vietnam. The findings suggest marketers should carefully vet and select influencers exhibiting
expertise, trustworthiness, and similarity to the target demographic. Increasing exposure and interaction
between TikTok influencers and their followers can enhance the sense of familiarity among viewers.
Additionally, marketers should consider the factor of similarity when choosing preferred TikTok
influencers, opting for those whose image closely aligns with the brand image and suits the marketed
products. Influencers are perceived as valuable sources of information capable of reducing ambiguities
about a product or service, thereby supporting viewers' purchase intentions and increasing the likelihood
of actual purchases. The trustworthiness and product knowledge displayed by influencers further
enhance their ability to convince customers to make purchases. Authenticity should be prioritized over
attractiveness alone.
In the context of future research, it is advisable to broaden the scope to encompass other prominent
social media platforms, such as Instagram, Twitter, Snapchat, and Facebook. Each social media site
operates in distinctive ways, potentially resulting in varying purchase intentions among its users. Solely
relying on TikTok for a marketing campaign could potentially exclude potential customers who do not
actively engage with the TikTok platform. Thus, adopting a comprehensive approach that spans
multiple social media platforms can ensure a more extensive outreach and engagement with diverse

158
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

consumer segments. Such an inclusive strategy can facilitate a deeper understanding of the nuanced
effects of social media influencer marketing on consumer behavior across various platforms, thereby
enhancing the generalizability and applicability of research findings.
Nevertheless, the scope of this study is limited to the examination and analysis of Gen Z users
exclusively within the geographic confines of Ho Chi Minh City. It may be of greater scholarly interest
to embark on a cross-national investigation in subsequent research endeavors. Furthermore,
forthcoming studies could explore the comparative impacts of social media usage across diverse
platforms or delve into the examination of moderating variables, thereby contributing additional layers
of insight to the existing body of knowledge.

Acknowledgment
The author thanks Ms. Dinh Tuong Yen Nhu for sharing and assisting this research.

References
Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M., ... &
Hasan, H. (2020). Impact of Social Media Influencer on Instagram User Purchase Intention towards the
Fashion Products: The Perspectives of UMK Pengkalan Chepa Campus Students. European Journal of
Molecular & Clinical Medicine.

Adnan, A., Jan, F. A., Ali, A., & Shah, S. A. (2018). Relationship between celebrity endorsements &
consumer purchase intention. Contemporary Issues in Business & Economics (ICCIBE), 179.

Alba, J. W., & Hutchinson, J. (2007). Consumer psychology. Handbook of applied cognition, 683–711.

Ao, H. T. (2020). The reaction of Vietnam's Generation Z to online TV advertising. The Journalof Asian
Finance, Economics and Business, 7(5), 177-184.

Bornstein, R. F. (1989). Exposure and affect: Overview and meta-analysis of research, 1968–1987.
Psychological Bulletin, 106(2), 265.

Brockner, J., & Swap, W. C. (1976). Effects of repeated exposure and attitudinal similarity on self-
disclosure and interpersonal attraction. Journal of Personality and Social Psychology, 33(5), 531.

Canning, L. E., & West, D. (2006). Celebrity endorsement in business markets. In 22nd IMP Conference.

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers'
purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3),
361-380.

Cheung, C. M., Xiao, B. S., & Liu, I. L. (2014). Do actions speak louder than voices? The signaling
role of social information cues in influencing consumer purchase decisions. Decision support systems,
65, 50-58.

Chun, C. S., Lim, W. M., Tan, R. W., & Teh, E. W. (2018). Impact of social media influencer on
Instagram user purchase intention: the fashion industry (Doctoral dissertation, UTAR).

Corina, S. (2006). Marketing communication in online social programs: Ohanian model of source
credibility. Journal of Empirical Generalisations in Marketing, 1(1), 778-784.

Desarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current Issues and
Research in Advertising, 8 (1), 17–52.

159
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

Dursun, I., Kabadayı, E. T., Alan, A. K., & Sezen, B. (2011). Store brand purchase intention: Effects of
risk, quality, familiarity and store brand shelf space. Procedia-Social and Behavioral Sciences, 24,
1190-1200.

Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness
and determinants of purchase intention in online consumer reviews of services. Information &
Management, 55(8), 956-970.

Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey
& Company, 12, 1-10.

Gayathri, A., & Anwar, H. (2021). Consumers’ Perception of the Credibility of Social Media
Influencers and Its Impact on Purchase Intention. Adalya, 8, 1-8.

George, D., & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference.
London: Routledge. https://doi.org/10.4324/9781315545899.

Halim, E., & Karami, R. H. (2020, August). Information systems, social media influencers and
subjective norms impact to purchase intentions in e-commerce. In 2020 International Conference on
Information Management and Technology (ICIMTech) (pp. 899-904). IEEE.

Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying
influencers on social media. International Journal of Information Management, 56, 102246.

Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencer on brand
image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89.

Jamil, R. A., Qayyum, U., ul Hassan, S. R., & Khan, T. I. (2023). Impact of social media influencers
on consumers' well-being and purchase intention: a TikTok perspective. European Journal of
Management and Business Economics.

Kassoway, A., & Anthony, E. (2014). Social Influence, Marketing’s new frontier.

Li, Y. M., Lee, Y. L., & Lien, N. J. (2012). Online social advertising via influential endorsers.
International Journal of Electronic Commerce, 16(3), 119-154.

Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers
on purchase intention and the mediation effect of customer attitude. Asian journal of business research,
7(2), 19-36.

Magano, J., Au-Yong-Oliveira, M., Walter, C. E., & Leite, Â. (2022). Attitudes toward fashion
influencers as a mediator of purchase intention. Information, 13(6), 297..

Ngo, T. T. A., Le, T. M. T., Nguyen, T. H., Le, T. G., Ngo, G. T., & Nguyen, T. D. (2022). The impact
of sns advertisements on online purchase intention of generation z: An empirical study of tiktok in
vietnam. The Journal of Asian Finance, Economics and Business (JAFEB), 9(5), 497-506.

Nguyen, M. N. (2022). Share of TikTok users among Generation Z in Vietnam from 1st quarter 2020
to 1st quarter 2022: https://www.statista.com/statistics/1248263/vietnam-share-of-tiktok-users-among-
gen-z/.

Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand
images to purchase intention. Jurnal Aplikasi Manajemen, 17(4), 650-661.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived
expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.

160
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

Pham, M., Dang, T. Y., Hoang, T. H. Y., Tran, T. T. N., & Ngo, T. H. Q. (2021). The effects of online
social influencers on purchasing behavior of generation z: An empirical study in Vietnam. The Journal
of Asian Finance, Economics and Business, 8(11), 179-190.

Qiao, Y. (2011). Instertate Fiscal Disparities in America (2th). New York and London:Routledge.

Rebelo, M. F. (2017). How influencers’ credibility on Instagram is perceived by consumers andits

impact on purchase intention (Doctoral dissertation).

Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement
advertisements. European Journal of marketing, 38(11/12), 1509-1526.

The Influencer Marketing Factory. (2021). Status of Social Commerce Report 2021.

Wright, L., & Cherry, M. (2023). How does influencer marketing on TikTok impact brand trust among
generation Z?. Journal of Digital & Social Media Marketing, 10(4), 326-339.

Yao, M. (2021). Examination of underlying factors in success of TikTok. In 2021 International

Conference On Enterprise Management And Economic Development (Icemed 2021) (pp. 296-301).
Atlantis Press.

161
 Anh Tho To, Journal of System and Management Sciences, Vol. 14 (2024) No. 4, pp. 149-162

Appendix

162

View publication stats