Strategic Influencer Selection Practices of Organizations in Vietnam

Abstract

Influencer marketing has become a crucial strategy for organizations and an important field of academic research for scholars. As the number of influencers and organizations utilizing influencer marketing continues to increase, selecting the appropriate influencers is crucial for the success of a marketing campaign.

The objective of this research is to gain comprehensive insight into the key criteria for selecting the influencers by organizations in Vietnam. It utilizes Deges' 3R framework (2018), which consists of the three criteria of Reach, Relevance, and Resonance, as an analytical lens to develop a framework that suits to organizations in Vietnam. The main objectives include: 1) Identifying the key criteria of selecting the influencers of organizations in Vietnam 2) Analyzing how these selection criteria align with the components of Dege’s 3R framework - reach, relevance, resonance.

The study employs qualitative research methods and abductive reasoning to gather data. Five semi-structured interviews were conducted using purposive sampling. The study utilized thematic analysis to examine the collected data.

Research findings indicate that Deges's 3R framework is applicable in Vietnam, but with certain adaptations to enhance its suitability. These adaptations include 1) Simplifying the measurements inside each factor group, 2) Incorporating the relationship criteria to improve the efficacy of marketing campaigns. Consequently, the refined framework for influencer selection criteria in Vietnam should be “Reach – Relevance – Resonance – Relationship”. Furthermore, the research findings indicate that the chosen criteria for evaluating campaigns will be tailored to the specific characteristics of each campaign, the nature of the product, and the allocated budget, in order to align with the relevant business environment. Overall, this study offers benefits for both academic and industry professionals about the framework to select the right influencer for their marketing campaigns.