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dc.contributor.advisorNiininen , Outi
dc.contributor.authorPham, Phuong Anh
dc.date.accessioned2023-06-27T09:09:03Z
dc.date.available2023-06-27T09:09:03Z
dc.date.issued2023
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/88086
dc.description.abstractRecently, influencer marketing is not only welcomed by brands, but the topic also attracts scholars’ attention. With the rise of e-commerce, social media and influencer marketing in Viet Nam, many brands can easily reach out to micro-influencer for collaborations to promote products and drive sales on e-commerce and social media platforms. Therefore, the micro-influencers’ authenticity management should be deepened to help both micro-influencers and brands decide suitable strategies in their partnerships. This study aims to understand the authenticity of micro-influencers producing paid content for social media in Viet Nam. The focus is on three views: 1) Understanding key features of content marketing in Viet Nam and how they have supported and propelled the development of micro-influencer in Viet Nam; 2) Expanding the current definitions and knowledge of micro-influencers and investigating the authenticity of Vietnamese micro-influencers and its beneficial effects; 3) The management of collaborations with micro-influencers in Viet Nam to increase authenticity. The study used qualitative research and abductive reasoning to collect data. By using purposive sampling, 12 semi-structured interviews were conducted. The research employed thematic analysis to analyze the gathered data. The findings of this study showed that changes in content marketing and social media enable changes in micro-influencer marketing. The study results indicated that authenticity is a complex concept with various elements and as micro-influencers’ authenticity have various benefits, to increase their authenticity, micro-influencers should 1) Be true and consistent; 2) Ensure a good brand fit; 3) Be transparent about the collaborations. Moreover, the results implied that brands should carefully check the brand fit to select micro-influencers, give them the creative freedom, transparently disclose the partnerships, and build long-term partnerships instead of on-off ones to make the collaborations more authentic. The findings also suggested possible trends in micro-influencer marketing in Viet Nam. Overall, this study has broadened the current understanding of the subject and offered various managerial implications and directions for further research.en
dc.format.extent89
dc.language.isoen
dc.rightsIn Copyright
dc.subject.othere-commerce
dc.subject.othermicro-influencers
dc.titleThe Authenticity of Micro-influencers Producing Paid Content for Social Media in Viet Nam
dc.identifier.urnURN:NBN:fi:jyu-202306274149
dc.type.ontasotMaster’s thesisen
dc.type.ontasotPro gradu -tutkielmafi
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.rights.copyright© The Author(s)
dc.rights.accesslevelopenAccess
dc.contributor.oppiainekoodi20423
dc.subject.ysososiaalinen media
dc.subject.ysomarkkinointi
dc.subject.ysobrändäys
dc.subject.ysoautenttisuus
dc.subject.ysomarkkinointiviestintä
dc.subject.ysosomevaikuttajat
dc.subject.ysovaikuttajamarkkinointi
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysosocial media
dc.subject.ysomarketing
dc.subject.ysobranding
dc.subject.ysoauthenticity
dc.subject.ysomarketing communication
dc.subject.ysosocial media influencers
dc.subject.ysoinfluencer marketing
dc.subject.ysodigital marketing
dc.rights.urlhttps://rightsstatements.org/page/InC/1.0/


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