Research

Proposal Lecturers Author

The Role of KOL & KOC in The Intention Phạm Bình Dương Cao Yến Ngân
Ngô Phương Thảo
Purchase of Customers Group Nguyễn Thùy Dung
MC1711
Investigate and clarify how Key Opinion Consumers (KOC) and Key Opinion
Leaders (KOLs) affect consumer purchase trends.
Using Youtube and TikTok as main platforms for research.
Using two main methods: quantitative research method and qualitative research
method.
The results of this study aim to clearly determine the influence of well-known KOLs
and KOCs on consumers' perception and purchase intention.
Perceived a strong correlation between product attitudes and purchase intention.

Abstract
Introduction
Background
At the beginning of 2023, Vietnam have
about 70 million social network users,
equivalent to 89.0% of the country's
population aged 18 and over.
Social networks are gradually becoming a
necessary part of people's lives.
KOL and KOC marketing became popular
and adopted by many brands.
There have not been many studies on the
influence of this type of marketing on
consumer buying tendencies
Purpose
Defining and contrasting KOCs and KOLs.
Determine the impact of KOLs, KOCs on consumers'
attitudes towards products and their purchase
intentions.
Investigate the relationship between attitude and
purchasing intention.
Clarify both the advantages and disadvantages of
this impact
Introduction
Objects Research Method

Research subjects: consumer psychology, Quantitative and qualitative research methodologies

KOLs, KOCs, and the influence of social Analyze the collected data to determine the impact
media influencers on customers' intentions of KOC and KOL on consumer purchasing trends.
for purchasing goods online.
Respondents: FPT University's Hoa Lac-
based students and staff
Research scope: FPT University Hoa Lac
Time: from June 2023 to July 2023.
Methodology
The role of KOL and KOC for the current consumer purchase trend

RESEARCH BACKGROUND Quantitative research method Qualitative research methods

Conducting surveys for Conduct direct interviews to determine

Youtube consumer groups psychological factors affecting the

Tik Tok Analysis of secondary intention of buying online consumers by

data related to the topic
KOCs, KOLs in Vietnam
 Literature review
Salford & Co.

KOL KOC
Kols is divided into three main groups: Based on product experience and
KOL stands for Key Opinion Leader refers to KOC stands for Key Opinion Customers are
Celebrity research should have a strong impact on
experts or those who are highly appreciated and consumers who have a great influence on the
Influencer customers' decisions because of their
have a voice and influence in a certain field and market. Their job is to test products and services and
Mass seeder reliable objectivity and expertise.
industry. make comments and evaluations.
KOLs are divided into 3 types: Celebrity, Koc based on product experience and research
Influence, Mass Seeder should have a strong impact on customers' decisions
because of their reliable objectivity and expertise.
Purchase
Intention
Purchase intention refers to a
motive to buy certain products
or services in the future
(Cheung & Thadani, 2012).
Spears & N. Singh (2004)
defined purchase intention as
“an individual’s conscious plan
to make an effort to purchase
a brand.
Theory of
reasoned
action (TRA)

Mathematical model that allows scientists to predict behavioral

intentions as a function of attitudes and subjective norms.
The three most important components: beliefs, attitudes, and intentions.
Thank You!