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http://dx.doi.org/10.12940/jfb.2021.25.5.149

The Effect of Influencer Information Source, Message Sidedness, Consumer Regulatory Focus on E-WOM Intentions about the Cosmetics Advertisements of Instagram  

Lim, Se-Won (Dept. of Fashion Design, Sungkyunkwan University)
Han, Sang-In (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sun-Jin (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of Fashion Business / v.25, no.5, 2021 , pp. 149-162 More about this Journal
Abstract
Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer's information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) × 2 (message sidedness: two-sided message vs one-sided message) × 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer's information source and the consumer's regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer's attitude towards advertisements.
Keywords
influencer information source; message sidedness; consumer regulatory Focus; E-WOM intentions;
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