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13/09/2025
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HỘI NGHỊ HỘI THẢO
Trích dẫn bài báo
Lê Thị Kim Tuyết, L. T. K. T., Lê Thị Thắm, L. T. T., Lê Thị Thùy Mỵ, L. T. T. M., & Bùi Thị Như Quỳnh, B. T. N. Q. (2025). TÁC ĐỘNG CỦA DẪN DẮT QUAN ĐIỂM VÀ THỊ HIẾU CỦA NGƯỜI ẢNH HƯỞNG TRÊN MẠNG XÃ HỘI (SMI) ĐẾN HÀNH VI ỦNG HỘ TRÁCH NHIỆM XÃ HỘI CỦA DOANH NGHIỆP (CSR) CỦA NGƯỜI TIÊU DÙNG. Tạp chí Khoa học Đại học Đông Á. https://js.donga.edu.vn/index.php/daujs/article/view/493
TÁC ĐỘNG CỦA DẪN DẮT QUAN ĐIỂM VÀ THỊ HIẾU CỦA NGƯỜI ẢNH HƯỞNG TRÊN MẠNG XÃ HỘI (SMI) ĐẾN HÀNH VI ỦNG HỘ TRÁCH NHIỆM XÃ HỘI CỦA DOANH NGHIỆP (CSR) CỦA NGƯỜI TIÊU DÙNG
Nội dung chính của bài viết
Tóm tắt
Sự phát triển mạnh mẽ của các nền tảng số đã góp phần định hình lại cách doanh nghiệp truyền tải thông điệp về trách nhiệm xã hội (CSR), đặc biệt là thông qua các cá nhân có ảnh hưởng trên mạng – Social Media Influencers (SMI), những người có khả năng tác động đến suy nghĩ và sở thích của công chúng. Nghiên cứu này nhằm phân tích mức độ ảnh hưởng của SMI đến hành vi và nhận thức ủng hộ CSR của người tiêu dùng Việt Nam. Bằng phương pháp khảo sát trực tuyến, nhóm nghiên cứu đã thu thập thông tin từ 329 người sử dụng các nền tảng như TikTok, Facebook, Zalo và YouTube. Dữ liệu thu được được xử lý bằng phần mềm SmartPLS 3.0 với các kỹ thuật thống kê mô tả và kiểm định bootstrap. Kết quả cho thấy SMI tác động đáng kể đến nhận thức và xu hướng hành vi liên quan đến CSR của người tiêu dùng. Đặc biệt, những người có ảnh hưởng với mức độ uy tín cao thường tạo được sự chú ý và thúc đẩy công chúng tương tác với nội dung CSR – thể hiện qua việc chia sẻ, bình luận và tham gia các hoạt động liên quan. Tuy vậy, sự hoài nghi đối với CSR có thể làm suy giảm tác động này, khiến người tiêu dùng trở nên thờ ơ hoặc thiếu niềm tin vào thông điệp từ SMI. Do đó, việc lựa chọn người ảnh hưởng phù hợp trở thành yếu tố then chốt nhằm tối ưu hóa hiệu quả truyền thông chiến lược và thúc đẩy sự ủng hộ thực chất từ người tiêu dùng Việt Nam đối với các hoạt động CSR.
Chi tiết bài viết
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Từ khóa
người ảnh hưởng trên mạng xã hội (SMI), trách nhiệm xã hội doanh nghiệp (CSR), dẫn dắt thị hiếu, dẫn dắt quan điểm, sự hoài nghi CSR
Tài liệu tham khảo
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Baker, M., Egan, J., & Hodge, G. (2019). Values and Trust: The Role of Influencer in CSR Communication. Corporate Social Responsibility and Environmental Management, 26(2), 439-448.
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Figueiredo, B., & Scaraboto, D. (2016). The Systemic Constitution of Aesthetic Style through Cultural Consumption. Journal of Consumer Research.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
González, E. & Martínez, A. (2021). The Influence of Social Media Communication Style on Consumer Perceptions of Corporate Social Responsibility. Journal of Business Research, 124, 220-230,
Hart, S. L., & Milstein, M. B. (2003). Creating Sustainable Value. Academy of Management Executive, 17(2), 56-69.
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Hwang, H., & Jeong, S. (2016). The impact of social media influencers on purchase intention: The mediating role of trust. Journal of Business Research, 69(5), 1-6.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10,1108/MIP-09-2018-0375
Kim, M., & Jeong, H. J. (2024). The dynamics of social media influencer-driven CSR advertising: The role of sponsorship disclosure and perceived similarity. Asian Journal of Communication.
Ki, C. W. C., Cuevas, L. M., & Chong, D. (2020). The role of social media influencers in consumer purchase decisions: A systematic review. Journal of Business Research, 118, 575-583.
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Kotler, P., & Lee, N. R. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Wiley.
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Lee, S., & Jin, S. V. (2019). Star power and public engagement on social media: How the “influencer-effect” changes audiences’ CSR attitudes. Public Relations Review, 45(4), 101759. https://doi.org/10,1016/j.pubrev.2019.04.009
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Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28.
Phùng Thanh Bình và Nguyễn Thúy Nhi (2023). Tác động của trách nhiệm xã hội chân chính đến sự ủng hộ thương hiệu tại thị trường sữa Việt Nam: Vai trò của thái độ và sự tin tưởng. Tạp chí Phát triển Khoa học và Công nghệ – Kinh tế-Luật và Quản lý, 7(1):4021-4031.
Porter, M. E., & Kramer, M. R. (2006). Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, 84(12), 78-92.
Rihn, A., Li, C., & Davidson, C. (2018). Engagement in Corporate Social Responsibility Initiatives: The Role of Social Media Influencer in Consumer Involvement. Journal of Marketing Theory and Practice, 26(4), 345-360,
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Sarmiento, H. (2024). Corporate Social Responsibility and Social Media Influencers: Effectiveness of CSR Brand-Endorsed Messaging on Consumers. ProQuest Dissertations.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831–1838. https://doi.org/10,1016/j.jbusres.2013.02.004
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. Journal of Business Research, 103, 45–55. https://doi.org/10,1016/j.jbusres.2019.06.001
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Szalcgruber, F. (2022). CSR communication in social media: The effectiveness of influencers' and companies' posts. Prosperitas, 9(1), 23-45.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (pp. 7–24). Nelson-Hall.
Trivedi, J. P. (2018). Social media influencers and their effect on consumers' purchasing intentions. Journal of Retailing and Consumer Services.
Vrablikova, M., Ubreziova, I., Kubickova, M., & Skodova, L. (2024). Sustainable Clothing Buying Behavior of Generations X and Y. Economic Studies.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: Current trends and a research agenda for the future. Journal of Business Research.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Yang Cheng, Chun-ju Flora Hung-Baesecke và Yi-ru Regina Chen. Social Media Influencer Effects on CSR Communication: The Role of Influencer Leadership in Opinion and Taste. International Journal of Business Communication.
Yi-Ru Regina Chen, Chun-Ju Flora Hung-Baesecke, Yang Cheng (2021). When non-CSR-themed social media influencers endorse corporate CSR initiatives: Effects of publics’ perceived influencer characteristics and leadership. Public Relations Review.
Zhang, J., Xu, D., & Chen, L. (2024). Enhancing supportive intention through perceived legitimacy: Social media influencer leadership and charismatic legitimization in CSR communication. Public Relations Review.
Assarian, M. A., Mehrani, H., & Darvishi, Z. A. (2024). Compilation of the native model of social media marketing for online stores. Journal of Value Creating in Business Management.
Baker, M., Egan, J., & Hodge, G. (2019). Values and Trust: The Role of Influencer in CSR Communication. Corporate Social Responsibility and Environmental Management, 26(2), 439-448.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. (2017). Social media influencers: A new phenomenon in advertising. International Journal of Advertising, 36(5), 684-702.
Brown, T. J., & Dacin, P. A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1), 68-84.
Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34(4), 39-48.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research.
Colliander, J., & Dahlén, M. (2011). Following the Fashionable Friend: The Power of Social Media Weighing Publicity Effectiveness Of Blog Posts Versus Online Magazines. Journal of Advertising Research.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior.
Elving, W. J. (2013). Skepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
Fauzan, N., & Jaroenwanit, P. (2024). The Link of Corporate Social Responsibility Communication towards Customer Value Co-creation: An Empirical Study in Banking Business Indonesia. Thailand and The World Economy.
Figueiredo, B., & Scaraboto, D. (2016). The Systemic Constitution of Aesthetic Style through Cultural Consumption. Journal of Consumer Research.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
González, E. & Martínez, A. (2021). The Influence of Social Media Communication Style on Consumer Perceptions of Corporate Social Responsibility. Journal of Business Research, 124, 220-230,
Hart, S. L., & Milstein, M. B. (2003). Creating Sustainable Value. Academy of Management Executive, 17(2), 56-69.
Hsu, L., Chuan-Chuan Lin, J., & Chiang, H. (2013). The Influence of Blogger Recommendations on Customers' Online Shopping Intentions. Internet Research.
Hwang, H., & Jeong, S. (2016). The impact of social media influencers on purchase intention: The mediating role of trust. Journal of Business Research, 69(5), 1-6.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10,1108/MIP-09-2018-0375
Kim, M., & Jeong, H. J. (2024). The dynamics of social media influencer-driven CSR advertising: The role of sponsorship disclosure and perceived similarity. Asian Journal of Communication.
Ki, C. W. C., Cuevas, L. M., & Chong, D. (2020). The role of social media influencers in consumer purchase decisions: A systematic review. Journal of Business Research, 118, 575-583.
Ki, C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers' desire to mimic. Psychology & Marketing, 36(10), 905-922.
Kotler, P., & Lee, N. R. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Wiley.
Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics, 43(3), 253-261.
Lee, S., & Jin, S. V. (2019). Star power and public engagement on social media: How the “influencer-effect” changes audiences’ CSR attitudes. Public Relations Review, 45(4), 101759. https://doi.org/10,1016/j.pubrev.2019.04.009
Lim, X. J., Radzol, A. M., Cheah, J.-H., & Wong, M. W. (2022). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 12(2), 45–58.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15-28.
Phùng Thanh Bình và Nguyễn Thúy Nhi (2023). Tác động của trách nhiệm xã hội chân chính đến sự ủng hộ thương hiệu tại thị trường sữa Việt Nam: Vai trò của thái độ và sự tin tưởng. Tạp chí Phát triển Khoa học và Công nghệ – Kinh tế-Luật và Quản lý, 7(1):4021-4031.
Porter, M. E., & Kramer, M. R. (2006). Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, 84(12), 78-92.
Rihn, A., Li, C., & Davidson, C. (2018). Engagement in Corporate Social Responsibility Initiatives: The Role of Social Media Influencer in Consumer Involvement. Journal of Marketing Theory and Practice, 26(4), 345-360,
Rynes, S. L. (1991). Recruitment, job choice, and post-hire consequences: A call for new research directions. In Handbook of Industrial and Organizational Psychology, Vol. 2, edited by M. D. Dunnette and L. M. Hough, 399–444. Palo Alto, CA: Consulting Psychologists Press.
Sarmiento, H. (2024). Corporate Social Responsibility and Social Media Influencers: Effectiveness of CSR Brand-Endorsed Messaging on Consumers. ProQuest Dissertations.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831–1838. https://doi.org/10,1016/j.jbusres.2013.02.004
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. Journal of Business Research, 103, 45–55. https://doi.org/10,1016/j.jbusres.2019.06.001
Smith, B. G., Kendall, M. C., & Knighton, D. (2018). Rise of the brand ambassador: Social stake, corporate social responsibility, and influence among social media influencers. Communication Management Review, 3(1), 24-45.
Szalcgruber, F. (2022). CSR communication in social media: The effectiveness of influencers' and companies' posts. Prosperitas, 9(1), 23-45.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology of intergroup relations (pp. 7–24). Nelson-Hall.
Trivedi, J. P. (2018). Social media influencers and their effect on consumers' purchasing intentions. Journal of Retailing and Consumer Services.
Vrablikova, M., Ubreziova, I., Kubickova, M., & Skodova, L. (2024). Sustainable Clothing Buying Behavior of Generations X and Y. Economic Studies.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: Current trends and a research agenda for the future. Journal of Business Research.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Yang Cheng, Chun-ju Flora Hung-Baesecke và Yi-ru Regina Chen. Social Media Influencer Effects on CSR Communication: The Role of Influencer Leadership in Opinion and Taste. International Journal of Business Communication.
Yi-Ru Regina Chen, Chun-Ju Flora Hung-Baesecke, Yang Cheng (2021). When non-CSR-themed social media influencers endorse corporate CSR initiatives: Effects of publics’ perceived influencer characteristics and leadership. Public Relations Review.
Zhang, J., Xu, D., & Chen, L. (2024). Enhancing supportive intention through perceived legitimacy: Social media influencer leadership and charismatic legitimization in CSR communication. Public Relations Review.