E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 3, Issue 6, 2023

Factors Affecting Youth's Buying Intention in the F&B Sector Through Influencer Marketing Form

Author(s): Do Thi Ngoc Anh, Pham Thi Tuyet Nhung


Influencer Marketing is defined as marketing communication in which influencers promote service brands on their own social media pages that continue to grow (Influencer Marketing Hub, 2019). These are people who have the ability to influence public opinion. Thus, anyone who is famous, has a large fan base on social networks, is willing to buy the products they recommend or use the service of their choice, can be called an influencer. Influencer marketing is believed to be more appealing to customers than traditional, celebrity-based, mass media advertising (Evans et al., 2017; Müller et al., 2018), as it gives consumers a sense of close relationships and alignment with their favorite influencers (Sokolova & Kefi, 2019). Brands can take advantage of these close links by asking influencers to promote their services to consumers. Especially in the field of food and beverage, this type of marketing is increasingly developing and gradually becoming an effective tool for businesses and influencers themselves as they gain the admiration and love of customers everybody.

Keywords: Factors, Purchase Intention, Young People, Form

Pages: 628-637

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