SOCIAL COMMERCE INFLUENCERS AND IMPULSE BUYING: CULTURAL NARCISSISM AS MEDIATOR IN VIETNAMESE MILLENNIALS

Abstract

This study investigates the impact of social commerce influencers on impulse purchase behavior of Vietnamese millennials, by examining the mediating role of cultural narcissism. Control of information is slowly diminishing, and influencers are pushing to change the narrative around key issues in Vietnam and influencing trends among Vietnamese consumers. The rise of social commerce platforms like Instagram, TikTok, Facebook means that influencers have become critical drivers of consumer behavior -- especially in markets such as Vietnam. There have been found new consumption behaviors of millennials, quick purchasing and influenced by factors beyond the content or usefulness of items (influence for fashion bloggers). This paper adds the theoretical perspective of cultural narcissism (a psychological and cultural characteristic that is often reflected in individuals’ self-enhancement and desires for peer approval) into understanding how social commerce influencers drive impulse purchasing. Based on a survey of 400 Vietnamese millennials, the study reveals negative impact of cultural narcissism as mediator in the effects of influencer’s social commerce activities toward impulsive purchase intention. The findings add to the growing body of literature on consumer behavior, particularly in developing countries where social media related consumption is increasingly becoming popular. The paper concludes by highlighting implications for marketers and companies that aim to target the Vietnamese millennial consumers, offering influencer strategies.

Keywords: Social commerce, impulse buying, cultural narcissism, millennials, Vietnam, influencers.