Abstract

Infl uencer marketing is a relatively new but rapidly growing marketing method that has proven eff ective in personal brand building, enhancing connections with target customers, and generating positive infl uence in the global market, including Vietnam’s, in the current age of social media. This article presents the authors’ preliminary insights on the role and application trends of infl uencer marketing globally and in Vietnam; assesses the current state of infl uencer marketing education in Vietnamese universities; and proposes orientations to improve training quality, aiming for more practical and comprehensive outcomes in multimedia communication education.

Keywords: Infl uencer marketing, mass-media communication, social media, content creation.