The Impact of Nano Influencer Marketing on Brand Value: A Study of Gen Z Consumers in Vietnam

Abstract

The topic researches the impact of Nano Influencer Marketing on Brand Value: A Study of Gen Z Consumers in Vietnam. Survey data collected from 382gen Z consumers in Vietnam. The proposed research model and measurement scale were formed based on the research results of gen Z consumers. Research results show that Nano influences affecting on brand value: trustwworthiness, expertise, authenticity and engagement. From the research results, the author makes a number of recommendations.