title: Korean celebrities effects on Vietnamese consumers purchasing behavior
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: ÐÐ»Ð¸ÑÐ½Ð¸Ðµ ÐºÐ¾ÑÐµÐ¹ÑÐºÐ¸Ñ Ð·Ð½Ð°Ð¼ÐµÐ½Ð¸ÑÐ¾ÑÑÐµÐ¹ Ð½Ð° Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð²ÑÐµÑÐ½Ð°Ð¼ÑÐºÐ¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
Creators: name: ÐÐ°Ð½Ð³ Ð¥ÑÐµÐ½ Ð§Ð°Ð½Ð³
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: korean wave
culture
consumer behavior
celebrity endorsement
purchasing behavior
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ÐºÑÐ»ÑÑÑÑÐ°
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ
Ð¿Ð¾Ð´Ð´ÐµÑÐ¶ÐºÐ° Ð·Ð½Ð°Ð¼ÐµÐ½Ð¸ÑÐ¾ÑÑÐµÐ¹
Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ

description: This work is devoted to the study and development of Korean celebrity endorsement impacting Vietnamese consumersâ purchasing behavior. Based on the analysis of theories of Korean culture, celebrity endorsement and consumersâ purchasing behavior, the study identified the key factors of Korean celebrity endorsers which motivating consumer to make a buying decision, which are attractiveness, credibility, expertise and connectedness. After collecting and evaluating the data, the hypotheses â attractiveness, expertise and connectedness were supported while the credibility factor was rejected. As a result of the research, recommendations were put forward to celebrity endorsement advertisement, which can be used in the companys communication activities to expand its target audience and increase sales.
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