Vietnamese Generation Z’s attitude towards YouTube influencer marketing

Social media marketing in general YouTube influencer marketing in particular has become a rising trend in this digital age as more and more people are using YouTube , which makes this platform a useful tool for companies to reach out to more audiences. Therefore, companies from different industries have been carrying out YouTube influencer marketing campaigns in order to reach their target markets and deliver their values to consumers. As a result, it is crucial to study consumer’s attitude and perspective towards this marketing practice. The goal of this thesis to understand consumer point of view and help companies and brands which aim or will aim at Vietnamese Generation Z market to build sufficient marketing plans via YouTube vlogs. The aim of this research is to understand Vietnamese Generation Z’s perspective and attitude towards YouTube influencer marketing as well as examine their ability to recognize partnerships between content creators and companies. The research was carried out using quantitative research methodology in the form of an online survey. The sample consisted of Vietnamese people who were born from 1995 to 2010. The results show that Vietnamese Generation Z is a suitable target market for companies that implement YouTube vlog marketing. For Vietnamese Generation Z, advertisements from influencers in their videos are a useful source of information on products and services. Vietnamese Generation Z has the ability to recognize advertisements in YouTube vlog well. However, the fact that a lot of influencers are not disclosing partnerships, remains a problem as it causes confusion for viewers as well as reduce the trustworthiness of the brands and the influencers themselves. It is essential for companies and content creators to take action to re-gain trust from consumers and keep YouTube vlog as an trustworthy source to find information on