• Journal of Fashion Business
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• v.25 no.5
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• pp.149-162
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• 2021

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.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.127-137
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• 2021

YouTube beauty content channels that utilize various topics and formats are undergoing quantitative and qualitative expansion. This study selected the top five channels represeting major domestic and foreign beauty brands, fashion magazines and beauty influencers through Statista and conducted a case study focusing on them. It will connect to a strategy for increasing beauty-related content by comparing content characteristics according to content producers. Also, it will help to reveal what types of content will be appealing more attractive to consumer. The result has shown that the growth of YouTube platforms has transformed passive consumers into new communicators by diversifying sources of product information. In addition, as content of different type was consumed by different producers, producer-oriented content was produced rather than objective journalistic gaze. Therefore, it was found that the delivery of 'brand values' that can strengthen the relationship between consumers and brands along with various entertainment elements that are effective for millennial in the future.

• Journal of Fashion Business
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• v.28 no.3
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• pp.90-103
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• 2024

The advancement of information and communication technologies has led to the rise of social media, giving rise to a new type of celebrity known as the "social media influencer". Social media influencers exert their influence not only by promoting products for various companies and brands but also by launching their own businesses. In other words, influencers leverage their credibility to create value in multiple markets as human brands, based on their unique characteristics and diverse images. Nowadays, social media influencers have become a type of human brand, supported by followers who enthusiastically engage in the influencers' businesses, a phenomenon also known as social shopping. Based on the human brand theory and doppelgänger effects, this study aims to investigate the impact of influencers' credibility, specifically their expertise, trustworthiness, and attractiveness on consumers' social shopping behaviors. Additionally, it examines the influence of consumers' desire to imitate influencers on their social shopping behaviors. A survey conducted with 300 female social media users revealed that trustworthiness and attractiveness significantly influenced imitation intentions and social shopping behaviors, while expertise did not show significant effects. Furthermore, imitation intentions had a significant impact on social shopping behaviors. These findings suggest that the attributes consumers perceive in influencers as human brands evoke a desire to imitate them, ultimately leading to social shopping behaviors.