Article: Understanding the influence of influencer marketing on young consumers' smartphone buying behavior in Vietnam Journal: Journal for Global Business Advancement (JGBA) 2024 Vol.17 No.1 pp.5 - 25 Abstract: In fierce market competition, country of origin (COO) and influencer marketing are essential factors shaping perceived value, attitude and purchase intention. This study investigates their roles in smartphone-purchasing behaviour among Vietnamese youth using a quantitative survey of 403 students in Ho Chi Minh City and partial least squares structural equation modeling (PLS-SEM). The results show that COO significantly impacts perceived value, attitude and purchase intention. However, influencer marketing exhibits a weak or negative moderating effect, which challenges its assumed efficacy and suggests that it may undermine perceived value in contexts where authenticity is questioned. This finding highlights a critical contingency in digital marketing's influence on tech-savvy youth in emerging markets. Accordingly, the study recommends that businesses leverage COO as a trust-building signal and choose reputable influencers who are knowledgeable about the product to enhance credibility and align with young consumers' expectations. Future studies should explore influencer marketing authenticity's long-term impact on loyalty in diverse markets. Inderscience Publishers - linking academia, business and industry through research

Title: Understanding the influence of influencer marketing on young consumers' smartphone buying behavior in Vietnam

Authors: Tuan-Anh Ngoc Bui; Minh Pham

Addresses: Faculty of Business Administration, Department of Marketing, Ho Chi Minh City Open University, HCMC, Ho Chi Minh City, 700000, Vietnam ' Faculty of Business Administration, Department of Marketing, Ho Chi Minh City Open University, HCMC, Ho Chi Minh City, 700000, Vietnam

Abstract: In fierce market competition, country of origin (COO) and influencer marketing are essential factors shaping perceived value, attitude and purchase intention. This study investigates their roles in smartphone-purchasing behaviour among Vietnamese youth using a quantitative survey of 403 students in Ho Chi Minh City and partial least squares structural equation modeling (PLS-SEM). The results show that COO significantly impacts perceived value, attitude and purchase intention. However, influencer marketing exhibits a weak or negative moderating effect, which challenges its assumed efficacy and suggests that it may undermine perceived value in contexts where authenticity is questioned. This finding highlights a critical contingency in digital marketing's influence on tech-savvy youth in emerging markets. Accordingly, the study recommends that businesses leverage COO as a trust-building signal and choose reputable influencers who are knowledgeable about the product to enhance credibility and align with young consumers' expectations. Future studies should explore influencer marketing authenticity's long-term impact on loyalty in diverse markets.

Keywords: COO; country of origin; influencer marketing; smartphone; perceived value; purchase intention; attitude; social media; young consumers; Vietnam; digital marketing.

DOI: 10.1504/JGBA.2024.149487

Journal for Global Business Advancement, 2024 Vol.17 No.1, pp.5 - 25

Received: 31 Mar 2025
Accepted: 14 Apr 2025
Published online: 04 Nov 2025 *

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Title: Understanding the influence of influencer marketing on young consumers' smartphone buying behavior in Vietnam

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