2026-10-14T23:21:32Z https://www.scidb.cn/oai

10.57760/sciencedb.43340 2026-07-20T16:21:38Z

2026-07-20 Primary data Micro-influencer doi:10.57760/sciencedb.43340 en This dataset contains survey responses from 470 Generation Z consumers in Vietnam, examining the influence of micro-influencer attributes on brand trust and subsequent purchase intentions. The data was gathered to assess a structural model grounded in Source Credibility Theory, the Theory of Planned Behavior, and Signaling Theory. The dataset captures consumer perceptions of micro-influencers' attractiveness, trustworthiness, and expertise, as well as their levels of brand trust and behavioral intentions. It provides valuable empirical evidence from an emerging Southeast Asian market, offering insights into digital consumer behavior and social media marketing dynamics. Brand trust; Purchase intention; Gen Z Le Thai Phong PUBLIC https://creativecommons.org/licenses/by-nc-nd/4.0/ dataset Science Data Bank