Advertising through influencers in Vietnam today: Trends and Concerns

Abstract

Purpose: In the context of the developing market economy, businesses are increasingly paying attention to advertising activities to introduce products and services to the public, to increase revenue and to promote brands. Today, there are many forms of advertising such as Advertising through social media platforms (Google, Facebook, Youtube, Tiktok…), press media (electronic newspapers, newspapers, radio, and television), outdoor advertising, or advertising through celebrities (singers, models, actors, KOLs- Key Opinion Leaders). In particular, the form of advertising through celebrities is becoming a trend used by many businesses. This form of advertising has a strong attraction to the attention and attention of a large number of consumers, especially celebrity fans. However, this form of advertising also has many risks that need to be considered. Therefore, through this article, we explain and raise the basic concepts of advertising and celebrities. To analyze the current advertising activities through celebrities in Vietnam, from which to propose some recommendations on activities and management for this form of advertising.
 
 Method: Leveraging innovative analytical approaches, this article unveils compelling insights into the evolving landscape of celebrity-based advertising in Vietnam. By proposing strategic recommendations, the study aims to shape the future of this influential marketing tool.
 
 Results and discussion: Despite the certain advantages of celebrity advertising, it also has some limitations. These include: If celebrities, and representatives involved in the implementation of the campaign are involved in scandals related to their personal or work life, it will seriously affect the brand's image. Even if products are also boycotted, consumption is suddenly reduced. However, celebrity advertising in Vietnam is currently facing several problems, including: Unethical advertising; Lack of transparency; Lack of professionalism…
 
 Originality: This article enriches the multifaceted landscape of advertising research by advocating for evidence-based, practical applications of celebrity endorsements. It further promotes the need for robust legal frameworks governing celebrity advertising, not only in Vietnam but globally.