Journal Study and
Discussion
National Taipei University of Technology, IMBA
The Influence of Key Opinion Leaders on
Consumers’Purchasing Intention
Regarding Green Fashion Products
Khanh Vi Tran and Takuro Uehara
Frontiers in Communication, 2023
Journal Introduction
Study and...
Introduction
Social media and influencer (KOLs) marketing are
growing rapidly
Many brands use KOLs to promote products,
especially green fashion
Consumers are more aware of environmental
issues
It is still unclear how KOLs influence purchase
intention
To examine the role of KOLs in shaping consumer
behavior Source : Linkedin, “Fashion Influencers & Viral Trends”
Journal Introduction Literature Review
Study and...
Literature Review
KOLs TRUST PURCHASE
INTENTION
Influence consumer perception Key factor in decision making
Willingness to buy
Credibility and expertise are Increases purchase intention
Influenced by perception
important Trust reduces uncertainty in
It reflects consumers’ buying
KOLs can shape how online shopping
behavior
consumers view products
Journal Introduction Literature Research Framework
Study and... Review
Research Framework
Reputation
Purchase
KOL Green Trust
Perceived Fit Intention
Characteristics
Content Quality
Stimulus (S) Organism (O) Response (R)
Journal Introduction Literature Research Framework
Study and... Review
Why SOR Model?
Explains consumer behavior process
Links external factors to internal perception
Leads to behavioral response
(e.g., Ahmad & Zhang, 2020; Dong et al., 2022)
Purchase
KOL Green Trust Intention
Characteristics
Influence consumer perception Key factor in decision-making Reflects willingness to buy
Important in marketing Builds positive consumer Widely used in consumer
communication evaluation behavior studies
(e.g., Chen et al., 2024) (e.g., Carrington et al., 2014) (e.g., Nadyasworo et al., 2022)
Journal Introduction Literature Research Framework Methodology
Study and... Review
Methodology
Online questionnaire survey
Snowball sampling
Data Collection
Sample 400 respondents
Vietnamese social media users and follow KOLs
Structural Equation Modeling (SEM)
Data Analysis
Test relationships between variables
Journal Introduction Literature Research Framework Methodology
Study and... Review
Methodology
Collect consumer perception and behavior
Why Survey?
Suitable for a large sample
Test relationships between variables
Why SEM? Analyze multiple relationships simultaneously
SEM widely used in consumer behavior research
Suitable for complex models
Journal Introduction Literature Research Framework Methodology Results
Study and... Review
Results
EFFECTS OF KOL EFFECTS OF TRUST
AND CONTENT
KOL Green Trust
Content
Characteristics Features
Purchase
Green Trust
Intention
Journal Introduction Literature Research Framework Methodology Results Conclusion
Study and... Review
Conclusion
KEY FINDINGS
KOL and content influence green trust
Green trust influences purchase intention
KEY INSIGHT
Trust is the most important factor
KOL marketing should focus on building trust
Journal Introduction Literature Research Framework Methodology Results Conclusion Personal Insight
Study and... Review
Personal Insight & Limitations
KOL are effective in digital marketing
Trust is more important than popularity
Brands should choose a credible KOL and create an
authentic & quality content
Focus on Vietnamese consumers, may not be generalizable
to other countries
Snowball sampling may lead to sample bias
Journal Introduction Literature Research Framework Methodology Results Conclusion Personal Insight
Study and... Review