The impact of KOLs on customer purchasing decision in fashion consumption in Hanoi.

The impact of KOLs on customer
purchasing decision in fashion
consumption in Hanoi.
HAN19080057
WORD COUNT: 5012

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Contents
Introduction....................................................................................................................................................................... 3
Literature review............................................................................................................................................................. 3
Review of Impact of KOLs on Purchasing Decision....................................................................................... 3
The Concept of Consumer Purchasing Decision............................................................................................. 4
The Impact of KOLs on Consumer Purchase Decisions in the Fashion Industry and Vietnamese
Context............................................................................................................................................................................ 5
Research hypotheses................................................................................................................................................. 6
Method and Scope....................................................................................................................................................... 6
Data analysis...................................................................................................................................................................... 7
Demographic results.................................................................................................................................................. 7
Reliability and descriptive analysis..................................................................................................................... 8
Pearson’s correlation................................................................................................................................................. 9
Regression analysis................................................................................................................................................. 10
Hypothesis results.................................................................................................................................................... 12
Discussion.................................................................................................................................................................... 12
Problem identification and solution for fashion industry........................................................................13
Critical evaluation.................................................................................................................................................... 14
Conclusion and reflection.......................................................................................................................................... 15
Conclusion................................................................................................................................................................... 15
Reflection..................................................................................................................................................................... 15
Reference.......................................................................................................................................................................... 16

Appendix........................................................................................................................................................................... 19

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Introduction
The rapid evolution of digital technology and social media platforms has dramatically
transformed the landscape of marketing and advertising, particularly within the fashion
industry. One crucial element of this transformation has been the rise of Key Opinion Leaders
(KOLs), individuals who wield substantial influence over consumer opinions and behaviors
(Kaplan and Haenlein, 2010). Recent years have seen an increase in marketing strategies
leveraging these influencers to connect with audiences in a more personal and engaging manner
(Freberg, Graham, McGaughey, and Freberg, 2011).
Despite the growing popularity of KOLs, understanding of their impact on consumer purchasing
decisions, particularly in specific regional contexts, remains limited. Most of the existing
research focuses on global influencers and their impact (Phua, Jin, and Kim, 2017), without
adequately considering the cultural nuances that might influence consumer behaviour in
different regional contexts.
This research aims to fill this gap by investigating the impact of KOLs on consumer purchasing
decisions within the fashion industry in Hanoi, Vietnam. Specifically, it examines how different
attributes of KOLs - Prestige, Attractiveness, Perception of Usefulness, and Argument Quality affect consumer purchasing decisions. The results of this study would help fashion brands
operating in Hanoi design more effective marketing strategies centered on KOLs.

Literature review
Review of Impact of KOLs on Purchasing Decision
Extensive research has been conducted on Key Opinion Leaders (KOLs), who are recognised for
their notable expertise, status, and credibility, due to their significant impact on consumer
purchasing decisions (Katz and Lazarsfeld, 1955). According to Rogers (2003), these individuals
possess a comprehensive knowledge of consumer needs, desires, and trends, making them
credible authorities in providing advice and recommendations. As a result, they have a

substantial influence on consumer decisions across various industries.
The digital revolution has brought about a significant increase in social media platforms, which
in turn have greatly enhanced the influence and effectiveness of Key Opinion Leaders (KOLs) in
reaching and engaging with larger audiences, and platforms like Instagram, Facebook and
YouTube not only provide new channels for influencer marketing but also fundamentally
transform consumer persuasion (Freberg et al., 2011,Lyu, Qi and Liu, 2022). In todays digital
age characterized by social networks geographical constraints no longer limit KOLs as they can
now disseminate their perspectives worldwide (Patowary, 2023). This has a significant impact
on consumer purchasing behavior globally (Kozinets et al., 2010).
Moreover scholarly investigations indicate that KOLs have an even greater influence on
consumers compared to traditional celebrities. This is largely due to their relatable persona and
perceived trustworthiness. As Marwick and Boyd (2011) argue, KOLs frequently share personal
aspects of their lives with their followers creating a sense of closeness and establishing deeper
connections.
This authenticity leads to higher levels of trust and engagement from consumers (Fatma and
Khan, 2022) therefore amplifying the impact of KOL endorsements. However, it is important to
acknowledge that the majority of research in this field has focused on Western and Chinese
fashion market contexts (Zou and Peng, 2019). There is a lack of comprehensive research
exploring the impact of KOLs across diverse cultural settings. For example countries like
Vietnam have witnessed a significant increase in digital penetration and internet usage (Nguyen
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& Tran 2019) making it important to understand the role and influence of KOLs within these
unique contexts. Hence further investigation is necessary to fully comprehend how KOLs
influence consumer behavior within varied cultural environments and market conditions.

The Concept of Consumer Purchasing Decision
The consumer purchasing decision making process is a complex phenomenon that consists of
various stages that significantly impact the final outcome of a purchase. Blackwell, Miniard, and

Engel (2001) present a framework that outlines these stages, which include -recognizing a need
-gathering relevant information
-Evaluating alternatives
-Making the final purchase decision
-And engaging in post purchase behavior
Several factors can influence the sequential progression of this process such as personal
preferences, psychological tendencies, social surroundings, and marketing influences. Notably,
individual factors like preferences, motivation, perception, learning, and attitudes can all
influence consumers' purchasing decisions (Solomon, 2014, Tsetsegsaikhan and Anastasija ,
2016). The perceived value of a product also plays a role in shaping a consumers inclination to
make a purchase.
Furthermore familial relationships have the power to shape individuals' attitudes and
consumption behaviors (Sheth 2019). Similarly peer groups have an impact on consumers'
purchasing behavior as individuals strive to meet their social circles' expectations (Bearden &
Etzel 1982).
Additionally worth noting is that the 4Ps of marketing - product, price place and promotion possess significant influence on consumer decision making processes (Kotler et al.. 2009).
Factors such as product design features pricing strategy, sales location (Indah and Albari, 2018)
and promotional efforts (Niazi et al., 2012) collectively shape consumer perception and affect
their purchasing choices.
Cognitive and affective processes are also crucial in the consumer decision making process. The
purchasing behavior of consumers can be influenced by psychological and emotional factors,
which may vary depending on individual characteristics and the specific context of the purchase
(Bettman, Luce, & Payne, 1998).
These factors play a crucial role in shaping consumer decision making and guiding them
towards a particular product or service. It is important to note that the consumer decision
making process is not static; instead it is dynamic and interactive (Bray, 2008). Consumers
continuously engage with different stimuli to gather information and make informed decisions
about their purchases. In essence the consumer purchasing process involves a series of
consecutive actions that are influenced by personal, social, and marketing factors.
Understanding the complexities of consumer behavior is essential for effectively addressing

their needs and desires.

The Impact of KOLs on Consumer Purchase Decisions in the Fashion Industry and
Vietnamese Context
The significance of Key Opinion Leaders (KOLs) in the fashion industry is particularly
remarkable, as this sector is frequently characterised by its vulnerability to external cues and
opinions that shape consumer choices (Phan and Phan, 2021). In light of the dynamic nature of
the fashion industry, characterised by rapid trends and evolving tastes, Key Opinion Leaders
(KOLs) offer valuable guidance to consumers as they navigate the constantly shifting fashion
landscape.
Key opinion leaders (KOLs) in the fashion industry, encompassing prominent celebrities,
renowned fashion authorities, and influential figures on social media, possess considerable
numbers of followers. The influence they possess is, in numerous aspects, unparalleled, as their
endorsements of products have the capacity to greatly influence consumer perceptions and
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shape intentions to make purchases (Lou and Yuan, 2019). The impact of a Key Opinion
Leader's (KOL) endorsement on fashion products or brands is not merely speculative, but
rather supported by empirical evidence of a significant rise in sales that frequently ensues.
Nevertheless, the influence of Key Opinion Leaders (KOLs) extends beyond the global arena or
larger markets exclusively. The phenomenon is progressively exerting its influence on
developing economies and expanding markets, such as Vietnam. The Vietnamese market
exhibits a demographic profile that is predominantly youthful and technologically adept,
displaying considerable levels of internet access and mobile device utilisation (Nguyen and
Nguyen, 2020). The current demographic trend, in conjunction with the expanding middle class
and rising purchasing capacity of the nation, has provided a conducive environment for Key
Opinion Leaders (KOLs) to exert influence, particularly in the realm of the fashion industry.
The current body of literature on Vietnam's fashion industry lacks comprehensive coverage of
the growth and significance of Key Opinion Leaders (KOLs). Previous research has yielded

valuable insights regarding the worldwide impact of Key Opinion Leaders (KOLs) and the
overarching mechanisms by which they influence consumer behaviour (Scher and Schett, 2021),
and some studies have given both pros and cons of KOLs (Ping et al., 2022, Lin et al., 2020).
However, the examination of this phenomenon within the particular context of the Vietnamese
fashion industry remains inadequate (Nguyen & Nguyen, 2020).
Moreover, it is imperative to conduct further research that delves extensively into
comprehending the specific attributes of Key Opinion Leaders (KOLs) that exert the most
significant influence on consumer purchasing decisions within the context of Vietnam. To what
extent do consumers' purchasing decisions tend to be influenced by the credibility of Key
Opinion Leaders (KOLs), their popularity, or the quality of the content they produce? How do
the particularities of Vietnamese culture and market dynamics interact with these key opinion
leader (KOL) attributes? The following inquiries warrant consideration within the realm of
academic discourse.
In summary, the existing body of literature has confirmed the impact of Key Opinion Leaders
(KOLs) on consumer buying behaviour. However, further investigation is warranted to explore
this phenomenon in more specific contexts, such as the fashion industry and regions like
Vietnam.

Research hypotheses
Drawing from the literature review, the following hypotheses have been developed for
empirical testing:
H1: It is postulated that a positive relationship exists between Prestige, defined as the perceived
status or esteem attached to a product or brand, and Consumer Purchase Decision.
H2: It is hypothesized that Attractiveness of a product or brand positively influences Consumer
Purchase Decision.
H3: The study predicts a positive relationship between Perception of Usefulness, or how
consumers perceive the utility of a product or brand, and Consumer Purchase Decision.
H4: It is assumed that Argument Quality, referring to the strength and validity of the persuasive
messages associated with a product or brand, positively impacts Consumer Purchase Decision.
The hypotheses lay the fundamental framework of the research, with the objective of

understanding the key determinants that impact consumer buying behaviour.

Method and Scope
The primary mode of data collection for this study relies on surveys, which are highly regarded
instruments in research due to their ability to gather data from a significant number of
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respondents and increase the generalizability of findings. To investigate the connections
specified in the research hypotheses, surveys will be distributed among designated participants
who will answer questions pertaining to variables like Prestige, Attractiveness, Perception of
Usefulness. Argument Quality, and Consumer Purchase Decision.
The focus of this study centers around undergraduate students located in Hanoi, Vietnam who
have previously made clothing purchases influenced by Key Opinion Leaders (KOLs). This
specific demographic is relevant because they actively interact with KOLs through social media
platforms and frequently follow their recommendations. Their participation ensures valuable
insights for this study; however its important to acknowledge that generalizing these findings to
other demographic groups or geographic areas may be limited. Nonetheless, this study lays a
strong groundwork for understanding the influence of KOLs on consumer buying behavior in
Vietnams' digital environment so that companies will have better strategies to influence
customer buying incentives.

Data analysis
In this report, JASP is used for data analysing.

Demographic results

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Gender

Number

Percentage

Male

51

40.5%

Female

75

59.5%

Under 18

15

11.9%

18-25

74

58.7%

26-35

29

23.0%

36-45

5

4.0%

Above 45

3

2.4%

Secondary school

6

4.8%

High school

29

23.0%

Bachelor degree and above

91

72.2%

Age

Educational status

Table 1: The participants’ characteristics
The study's sample encompassed a heterogeneous group of participants, with some
demographic classifications exhibiting a greater prevalence than others. Among the 126
participants, the preponderance of respondents were of the female gender, comprising
approximately 59.5% of the entire sample, whereas males constituted slightly over 40%
(40.5%). Upon analysing the ages of the respondents, a distinct inclination towards the younger
demographic was discerned. The majority of the respondents, comprising 58.7% of the total
sample, belonged to the age bracket of 18-25 years. Subsequently, the demographic of
individuals aged between 26 to 35 years constituted 23% of the total sample. The proportion of
participants who were below 18 years of age and those falling within the age range of 36-45
years were notably lower, accounting for 11.9% and 4% respectively. Merely a minor
proportion of the participants were above the age of 45, constituting a mere 2.4% of the overall
sample. Regarding education, the majority of the sample, accounting for 72.2%, held a
bachelor's degree or higher, while 23% of the sample consisted of high school graduates. The
respondents who had completed secondary education constituted a relatively small proportion
of the sample, accounting for just 4.8%. The distribution of demographics within this particular
sample serves as a robust basis for comprehending the influence of Key Opinion Leaders on
various consumer segments in the fashion industry of Hanoi.
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Reliability and descriptive analysis
Factor

No. of
items

Cronbach’s
Alpha

Mean

Standard
deviation

Internal
consistency

Prestige (P)

4

.913

3.10

.891

High

Attractiveness
(A)

3

.896

3.38

.896

High

Perception of
usefulness (PU)

3

.911

3.29

.930

High

Argument
quality (AQ)

6

.930

3.31

.882

High

Customer
purchasing
decision (CPD)

3

.874

3.23

.978

High

Table 2: Reliability and descriptive results
The presented data table provides an analysis of the reliability and descriptive statistics of five
factors that have the potential to impact customer purchasing decisions. These factors include
Prestige (P), Attractiveness (A), Perception of usefulness (PU), Argument quality (AQ), and
Customer purchasing decision (CPD). The assessment of each factor was conducted using a
variable number of items, which ranged from three to six.
Cronbach's Alpha was utilised to determine the reliability of each factor. This measure is widely

employed in social science research to evaluate the internal consistency of test scores for scales
or dimensions that consist of multiple items. The internal consistency of all factors was found to
be high, as evidenced by Cronbach's Alpha values ranging from .874 to .930. This suggests that
the measures used in the study were reliable. The arithmetic means for each factor exhibited a
range of values from 3.10 to 3.38. The results indicate that attractiveness was the most salient
factor among the participants, as it obtained the highest mean score of 3.38. Conversely, the
variable of Prestige exhibited the smallest average value (3.10), thereby suggesting a relatively
diminished level of significance.
The standard deviations, which indicate the variability of responses, were also documented for
each factor. The data exhibits a range of values between .882 and .978. Notably, the variable of
Customer purchasing decision displays the highest degree of dispersion (.978), while Argument
quality demonstrates the lowest degree (.882). The findings indicate that there was a greater
degree of variability in the responses to the items pertaining to Customer purchasing decision
as compared to those related to Argument quality.

Pearson’s correlation

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CPD
O

r

P

A

PU

AQ

1

.815

.825**

.831**

.000

.000

.000

1

.807**

.820**

.000

.000

1

.863**

1

p-value
P

A

PU

AQ

r

.794**

p-value

.000

r

.767**

.815**

p-value

.000

.000

r

.771**

.825**

.807**

p-value

.000

.000

.000

r

.856**

.831**

.820**

.863**

p-value

.000

.000

.000

.000

.005
1

** Correlation is significant at the 0.01 level (2-tailed).
Upon examination of the findings, it is evident that all correlations exhibit statistical significance
at the 0.01 level, given that their respective p-values are below 0.01, with a considerable
number of them being 0.000. It is noteworthy to acknowledge that the observed correlations
exhibit a positive directionality, thereby suggesting a direct and positive association among all
the variables.
The Customer Purchasing Decision (CPD) exhibits robust positive associations with all other
factors, with the most pronounced correlation observed with Argument Quality (AQ) (r=.856).
This implies that an enhancement in the persuasive power of a Key Opinion Leader's (KOL)
discourse is likely to result in a corresponding increase in the propensity of customers to make
purchases.
There exists a strong correlation between Prestige (P), Attractiveness (A), and Perception of
Usefulness (PU), indicating that these factors are frequently perceived in conjunction by
consumers. This implies that the perceived prestige of a KOL is positively associated with their
perceived attractiveness and utility.
The results indicate a notable and favorable correlation (r=.863) between Argument Quality
(AQ) and Perception of Usefulness (PU). This implies that the effectiveness of a Key Opinion
Leaders (KOL) endorsement is closely tied to the strength of their argumentation. In summary
the findings establish a robust positive relationship between Prestige, Attractiveness,

Perception of Usefulness Argument Quality. And the Customer Purchasing Decision.
Consequently. Enhancing any of these factors holds the potential to result in more advantageous
purchasing choices. The interdependence among variables emphasizes the mutual dependence
between key opinion leader (KOL) characteristics and their influence on consumer behavior.

Regression analysis
Dependent variable: Customer purchasing decision

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Model 1
β (Standardized) (Standardized)

Model 2
β (Standardized) (Standardized)

Age

-.029

Gender

.013

Education status

.001

Prestige

.211*

.224**

Attractiveness

.116

.111

Perception of usefulness

-.008

-.012

Argument quality

.592***

.590***

Note: * p < 0.05, ** p < 0.01, *** p < 0.001
The table presented provides an overview of a regression analysis conducted on the Customer
Purchasing Decision (CPD). Two models were evaluated. Model 1 included demographic
variables (Age, Gender, and Education Status) along with other predictors (Prestige,
Attractiveness, Perception of Usefulness. And Argument Quality).
Model 2 analyzed only the latter group of predictors. Excluding demographic variables.
According to Model 1s findings, Age, Gender, and Education Status had minimal impact on CPD

(β (Standardized) coefficients: -0.029, 0.013 and 0.001 respectively). Prestige had a statistically significant
positive effect on CPD with a β (Standardized) coefficient of 0.211 at the 0.05 level. Although Attractiveness had
a positive impact on CPD with a β (Standardized) value of 0.116 it was not statistically significant. Similarly
Perception of Usefulness showed a slight negative relationship with CPD ( β (Standardized) = -0.008) but it was
not statistically significant.
The variable that demonstrated the most noteworthy predictive power was Argument Quality
which strongly influenced CPD (β (Standardized) = 0.592) in a highly significant way.
Model 2 exhibited similar trends to Model 1 but with slightly stronger effects of Prestige on
CPD (β (Standardized) = 0.224) at a higher level of statistical significance (p < 0.01). The results also revealed
that Attractiveness positively affected CPD (β (Standardized) = 0.111). Although this effect was not statistically
significant.
Additionally. Perception of Usefulness had an insignificantly negative impact on CPD ( β (Standardized) = -0 As
per the results from the regression analysis conducted. There is compelling evidence suggesting
that Argument Quality and Prestige have a consistent and noteworthy favorable effect on
Customer Purchasing Decisions across both models analyzed here. Therefore we can reasonably
conclude that these two factors play an unquestionably vital role in influencing customers'
purchasing decisions. Nevertheless the variables of Attractiveness and Perception of Usefulness
failed to display any significant impact on CPD within either model. Furthermore Model 1 did
not highlight any significant influence from demographic factors like Age, Gender, and
Education Status on CPD.

Hypothesis results
H1: It is postulated that a positive relationship exists between Prestige, defined as the perceived
status or esteem attached to a product or brand, and Consumer Purchase Decision (Supported)
H2: It is hypothesized that Attractiveness of a product or brand positively influences Consumer
Purchase Decision (No support)
H3: The study predicts a positive relationship between Perception of Usefulness, or how
consumers perceive the utility of a product or brand, and Consumer Purchase Decision (No
support)
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H4: It is assumed that Argument Quality, referring to the strength and validity of the persuasive
messages associated with a product or brand, positively impacts Consumer Purchase Decision
(Supported)

Discussion
The research findings offer valuable insights into how Key Opinion Leader (KOL) attributes
affect consumer purchasing behavior in the fashion industry in Hanoi. The main objective of this
study was to explore the impact of four key attributes of KOLs - namely, Prestige, Attractiveness,
Perception of Usefulness, and Argument Quality - on consumer buying behavior.
The initial hypothesis posited a direct correlation between the level of prestige attributed to a
Key Opinion Leader (KOL) and the purchasing decisions made by consumers. The findings of the
study provide support for the hypothesis, which is consistent with prior research conducted by
Phua, Jin, and Kim (2017), indicating that the influence of a Key Opinion Leader (KOL) on
consumer behaviour is significantly affected by their level of prestige. The influence of a Key
Opinion Leader (KOL) on consumer purchasing decisions may be strengthened by their
perceived prestige and credibility. The results emphasise the significance of Key Opinion Leader
(KOL) selection for marketers, as the reputation of a KOL can significantly influence consumers'
intention to make a purchase.
The second hypothesis postulated a direct correlation between the level of attractiveness and
the purchasing decisions made by consumers. Nevertheless, the results did not provide
evidence in favour of this hypothesis. This finding is in opposition to previous scholarly
investigations, such as the research undertaken by Freberg et al. (2011), which revealed that the
effectiveness of online influencers was considerably impacted by their physical appeal. A
plausible rationale for this inconsistency may be attributed to the cultural distinctions between
the setting of this investigation (Hanoi) and the settings of antecedent studies. In addition, it is
possible that the particular type of fashion consumption prioritises other characteristics of Key
Opinion Leaders (KOLs) above physical appeal. An additional factor contributing to this
phenomenon could be the alteration in consumer conduct, whereby attributes such as

genuineness and relatability may supersede physical allure within the domain of influencer
marketing.
The third hypothesis posited a direct correlation between the Perception of Usefulness and
consumer purchasing decisions. In contrast to the anticipated outcome, the empirical evidence
did not provide support for the aforementioned hypothesis. The present result is in contrast
with the conventional theories of consumer behaviour, which propose that perceived usefulness
plays a crucial role in shaping consumer behaviour and decision-making (Davis, Bagozzi, and
Warshaw, 1989). Within the domain of fashion consumption, the assessment of utility may not
solely rely on functionality, but rather encompass a fusion of visual appeal, individuality, and
cultural patterns. Therefore, it is possible that the perceived usefulness of a product endorsed
by a Key Opinion Leader (KOL) may not hold substantial weight in the decision-making process
of consumers within the fashion industry.
The data provided robust evidence in favour of the fourth hypothesis, which posits a direct
correlation between Argument Quality and the purchasing decisions of consumers. The
aforementioned statement is consistent with prior research that identifies argument quality as a
crucial element for successful persuasion in digital contexts (Petty, Cacioppo, and Schumann,
1983). The statement underscores the importance of Key Opinion Leaders (KOLs) to furnish
cogent, trustworthy, and valuable information to efficaciously sway consumer buying
behaviour.
In summary, the study found that the Prestige and Argument Quality of Key Opinion Leaders
(KOLs) had a notable impact on consumer purchasing behaviour within the fashion industry in
Hanoi. However, the factors of Attractiveness and Perception of Usefulness were not found to
have a statistically significant effect on consumer decision-making. The present study enhances
comprehension of influencer marketing and underscores the significance of context-specific
insights to guarantee efficacious utilisation of Key Opinion Leaders (KOLs) in marketing tactics.
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Problem identification and solution for fashion industry
The identification of the problem is a crucial step in the research process.

The fashion industry has been increasingly influenced by the rise of digital technologies,
especially social media platforms where Key Opinion Leaders (KOLs) command a strong
presence (Kaplan and Haenlein, 2010). The extent to which Key Opinion Leaders (KOLs) can
influence consumer buying behaviour remains inadequately comprehended and underutilised
within the fashion sector. Prior research has predominantly concentrated on worldwide
influencers, which may not comprehensively encompass the distinct cultural subtleties that
impact consumer conduct in particular regional settings (Phua, Jin, and Kim, 2017). The study
revealed that certain Key Opinion Leader (KOL) characteristics, namely Attractiveness and
Perception of Usefulness, do not exert a statistically significant impact on the purchasing
behaviour of consumers within the fashion sector of Hanoi.
It is recommended that fashion brands operating in Hanoi concentrate on establishing
partnerships with Key Opinion Leaders (KOLs) who have above-average or high levels of
Prestige and Argument Quality, as these characteristics have been determined to exert a
considerable impact on the purchasing choices of consumers. Brands are advised to allocate
resources towards implementing regular training and development initiatives for Key Opinion
Leaders (KOLs) in order to “buy” their persuasive abilities. Possible strategies could be
organizing workshops that concentrate on improving communication skills for storytelling
purposes as suggested by Chaiken, Liberman, and Eagly (1989), or guide them to use multiple
short videos for repeated user interaction (Qiyang and Jung, 2019).
Furthermore it is vital for fashion brands to consider the specific cultural and societal patterns
present in Hanoi when selecting KOLs who can establish strong connections with prevailing
trends. Thorough understanding of local consumers' demographics and psychographics should
guide this selection process.
Additionally, companies seeking to fully utilize KOL marketing should employ systematic
methods grounded in empirical research to assess its impact on consumer purchasing behavior.
Hoffman & Fodor (2010) propose utilizing advanced analytics along with regular consumer
surveys as potential strategies for obtaining a comprehensive understanding of the factors
affecting consumer decision making.
To effectively address influencer marketing in Hanoi's fashion industry an approach that is data
driven, context specific, and strategic is essential to account for cultural attributes and

consumer tendencies within the market.

Critical evaluation
Undoubtedly, the research paper titled "The Impact of Key Opinion Leaders on Consumer
Purchasing Decisions in Fashion Consumption in Hanoi" has provided significant contributions
to the current literature on influencer marketing, specifically within the fashion industry of
Hanoi. The study has addressed a research gap in the existing literature, which primarily
concentrates on the influence of global influencers and their effects, by emphasising on localised
and context-specific influencers (Phua, Jin, and Kim, 2017).
The paper exhibits a notable degree of methodological robustness. The utilisation of Pearson's
correlation and regression analysis facilitated the determination of the precise influence of
various KOL attributes on consumer buying behaviour. Moreover, the application of Cronbach's
Alpha for assessing the internal consistency of the measurements augmented the dependability
of the study.
Notwithstanding its merits, the study does possess possible constraints that necessitate
recognition. The paper in question fails to account for additional variables that could potentially
affect consumer purchasing decisions, including personal factors such as income and lifestyle,
social factors such as peer influence and family, and psychological factors such as motivation,
perception, and attitudes (Solomon, 2014). Subsequent investigations may endeavour to
12


integrate these components to furnish a comprehensive comprehension of the determinants
that impact consumer buying behaviour within the fashion sector of Hanoi.
With regards to the demographics of the sample, a significant proportion of the participants fall
within the age range of 18-25 and possess a Bachelor's degree or higher. The aforementioned
observation is consistent with the demographic characteristics of the predominant fashion
product consumers in Hanoi, as reported by Nguyen and Nguyen (2020). However, it is
recommended that forthcoming studies endeavour to attain a more balanced demographic
representation to attain a more holistic comprehension of the effects on diverse consumer

segments.
In summary, the study has yielded significant findings regarding the characteristics of Key
Opinion Leaders (KOLs) that impact the buying behaviour of consumers within the fashion
sector in Hanoi. Subsequent research endeavours may aim to investigate the impacts of
additional noteworthy factors, encompassing both personal and societal dimensions, while
endeavouring to attain a more diverse participant pool.

Conclusion and reflection
Conclusion
The present study examined the influence of Key Opinion Leaders (KOLs) on consumer buying
behaviour within the fashion sector of Hanoi. The study provided significant perspectives on the
impact of certain characteristics of Key Opinion Leaders (KOLs) such as Prestige, Attractiveness,
Perception of Usefulness, and Argument Quality on consumer behaviour. The study has
demonstrated a noteworthy finding that certain characteristics conventionally linked with Key
Opinion Leaders (KOLs) do not have an equal influence on the decision-making process of
consumers in the fashion industry of Hanoi. The study revealed that the Prestige and Argument
Quality of Key Opinion Leaders (KOLs) were significant factors in shaping consumer buying
behaviour, whereas the impact of Attractiveness and Perception of Usefulness was
comparatively lower. The aforementioned discoveries present a challenge to the established
beliefs in the realm of influencer marketing and underscore the importance of employing
context-specific tactics to effectively utilise Key Opinion Leaders (KOLs).

Reflection
Upon reflection of the study, its findings hold significant importance in informing forthcoming
marketing tactics within the fashion sector of Hanoi. The study highlights the importance of
marketers giving precedence to Prestige and Argument Quality factors while choosing Key
Opinion Leaders (KOLs) for their promotional activities. Additionally, the statement
underscores the significance of carrying out analogous studies that are specific to a particular
region, given that consumer conduct may vary considerably depending on cultural and
geographical factors.

Nevertheless, the process of conducting research was not devoid of obstacles. The demographic
profile of respondents was characterised by an imbalance, with a notable overrepresentation of
younger individuals who possessed higher levels of education. Whilst the identified
demographic aligns with the predominant consumer base of fashion products in Hanoi, it is
worth noting that a more heterogeneous demographic distribution could have enhanced the
study's comprehensiveness in terms of market analysis.
Furthermore, the study solely analysed a restricted range of key opinion leader characteristics.
Subsequent research endeavours may expand the scope of attributes under investigation and
further explore the influence of personal, social, and psychological determinants on consumer
buying behaviour.
Upon reflection, the research has yielded significant insights; however, it also presents
opportunities for additional investigation and analysis. The dynamic nature of the fashion
industry, coupled with the constantly evolving digital marketing landscapes and consumer
13


behaviour, underscores the need for continuous research in this domain. This research is crucial
in enabling brands to effectively leverage the potential of Key Opinion Leaders (KOLs) and
enhance consumer engagement.

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Appendix
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