The main purpose of this study is to examine whether Belief in KOLs and Perception of the usefulness of KOL generated content on social networks affect Vietnamese Consumers’ Purchase Intentions. Furthermore, the study examined the interrelationship between three KOL factors: Prestige, Attractiveness, Product suitability with KOL, and influence on Vietnamese consumers’ Belief in KOLs. The proposed model also investigates the interrelationship between Belief in KOLs and Perception of the Usefulness of KOL-Generated Content. This study’s proposed model was based on Consumer Behavior Theory and the Technology Acceptance Model (TAM). Six hypotheses were developed and tested through a survey of Vietnamese consumers from the three regions of North, Central, and South Vietnam who had made at least one purchase after seeing content KOLs posted via social networking platforms. 542 valid questionnaires were obtained as a result of online surveys. A structural Equation Model (SEM) was performed to determine the influence of KOLs on Vietnamese Consumers’ purchasing intention. The findings revealed that the two factors, Prestige and Attractiveness of KOLs, affected the Belief in KOLs of Vietnamese consumers, and the two factors, belief and perception of the usefulness of KOL-generated content, affected the purchase intention of Vietnamese consumers. Surprisingly, the attractiveness of KOLs had a strong influence on belief in KOLs, and belief in KOLs had a strong influence on Vietnamese consumers’ purchasing intention.