• Title/Summary/Keyword: Digital influencer

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Digital Transformation of Customer Knowledge in Open Innovation Project: Focusing on Knowledge Depth and Type Sought (개방형 혁신(Open Innovation) 프로젝트에서 소비자 지식의 디지털 트랜스포메이션 과정: 지식의 깊이와 참여 동기 변화의 관계를 중심으로)

  • Gyu-won Kim;Jung Lee
    • Information Systems Review
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    • v.21 no.4
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    • pp.197-220
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    • 2019
  • This study aims to identify consumer motivations of open innovation project participation from digital transformation perspective. By extending a traditional intrinsic/extrinsic motivation framework, we propose a three-dimensional perspective of the self-driven, firm-driven, and sociality-driven motivations. This reveals the significance of the social effects of open innovation projects as an example of digital transformation by categorizing the motivations based on the 'influencer' of the motivation building and by highlighting the importance of sociality as an influencer. As a result, self-efficacy is identified as a key motivation when the influencer exists internally. Economic incentive and firm reputation are identified when the influencer exists externally. Finally, competition, peer evaluation and social contributions are identified when the influencer exists socially. The role of knowledge type sought through innovation projects is further introduced to explain its moderating effects on motivations. The study is validated in two steps. First, we investigate four cases of open innovation projects and examine what motivations are highlighted in each context. Second, we collect survey data from 203 online game users and ask them on their motivations. The results confirm most of our hypotheses and highlight the significance of sociality in the knowledge-seeking process in open innovation projects. This study largely contributes to digital transformation literature by extending the view of motivation and examining the moderating role of knowledge involved in the projects.

The Effect of K-beauty SNS Influencer on Chinese Consumers' Acceptance Intention of New Products: Focused on Elaboration Likelihood Model (ELM) (K-beauty SNS 인플루언서가 중국 소비자의 신제품 수용의도에 미치는 영향 -정교화 가능성 모델(ELM)을 중심으로-)

  • Wang, Lei;Lee, Jin Hwa
    • Fashion & Textile Research Journal
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    • v.21 no.5
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    • pp.574-585
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    • 2019
  • The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

The Meanings of Fashion on the Social Media of Virtual Influencer Lil Miquela (버추얼 인플루언서 릴 미켈라의 소셜미디어에 반영된 패션의 의미)

  • Lee, Se-Lee
    • Journal of Digital Convergence
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    • v.19 no.9
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    • pp.323-333
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    • 2021
  • Lil Miquela, who appeared on social media in 2016, is one of the most popular virtual influencers. In particular, Miquela is having a great impact on society by continuing to collaborate with many fashion brands through Instagram. As the activity of virtual influencers is emerging today, this study aims to derive the meanings of contemporary fashion through analyzing Miquela's social media case. This study analyzed Miquela's Instagram posts as research subjects. As a result of the above analysis, it was possible to classify the methods and devices for expressing fashion in Miquela's social media into three categories: storytelling, reality, and tags & hyperlinks. In addition, the meanings of fashion could be derived from three aspects: the object of experience, the direction of technology, and the realization of the spirit of the times. After appearing on social media, Miquela, who has gradually expanded her domain, is a virtual fashion influencer who has built her identity through fashion, and is expected to give new meaning to fashion in the future.

A Study on the Effect of Live Commerce Influencer's attributes on Consumer Satisfaction, Repurchase Intention and Flow - Focus on Taobao Service (라이브 커머스 인플루언서의 속성이 구매 후 만족, 재구매 의도 및 플로우에 미치는 영향에 관한 연구 - 타오바오를 중심으로)

  • Guo, Xiao-Yue;Bae, Seung-Ju;Lee, Sang-Ho
    • Journal of the Korea Convergence Society
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    • v.13 no.1
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    • pp.201-213
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    • 2022
  • This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.

Influencer Attribute Analysis based Recommendation System (인플루언서 속성 분석 기반 추천 시스템)

  • Park, JeongReun;Park, Jiwon;Kim, Minwoo;Oh, Hayoung
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.23 no.11
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    • pp.1321-1329
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    • 2019
  • With the development of social information networks, the marketing methods are also changing in various ways. Unlike successful marketing methods based on existing celebrities and financial support, Influencer-based marketing is a big trend and very famous. In this paper, we first extract influencer features from more than 54 YouTube channels using the multi-dimensional qualitative analysis based on the meta information and comment data analysis of YouTube, model representative themes to maximize a personalized video satisfaction. Plus, the purpose of this study is to provide supplementary means for the successful promotion and marketing by creating and distributing videos of new items by referring to the existing Influencer features. For that we assume all comments of various videos for each channel as each document, TF-IDF (Term Frequency and Inverse Document Frequency) and LDA (Latent Dirichlet Allocation) algorithms are applied to maximize performance of the proposed scheme. Based on the performance evaluation, we proved the proposed scheme is better than other schemes.

The Characteristics of Generation Z in the Creator Activities of Virgil Abloh (버질 아블로의 크리에이터 활동에 나타난 Z세대 특성)

  • Park, Serin;Park, Juhee
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.2
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    • pp.217-232
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    • 2021
  • This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.

The Effect of the Characteristics of Virtual Influencers and Consumer Attitudes on the Purchase Intention of Apparel Products (가상 인플루언서의 특성과 소비자 태도가 패션 제품 구매의도에 미치는 영향)

  • Dan Ke;Yunjeong Kim;Kyung Wha Oh
    • Journal of the Korean Society of Clothing and Textiles
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    • v.48 no.2
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    • pp.282-299
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    • 2024
  • This study aimed to examine the impact of virtual influencers' characteristics on purchase intentions through attitudes toward the influencer and the brand, and to identify which factors are important depending on involvement. We used a scenario-based online survey of 320 female consumers in their twenties and thirties, and analyzed their responses through structural equation modeling using AMOS 21.0. Virtual influencers' attractiveness, reliability, familiarity, and virtuality had significant effects on consumers' attitudes toward those influencers, while their attractiveness, familiarity, and virtuality had significant effects on consumers' brand attitudes. Notably, in contrast to the other variables, virtuality had a negative effect. In addition, consumers' attitudes toward the virtual influencer significantly affected their brand attitudes and purchase intentions. We also analyzed which characteristics had significant impacts on high- and low-involvement groups. We found that reliability had the greatest influence on purchase intentions in the high-involvement group and that familiarity had the greatest influence on purchase intentions in the low-involvement group, which confirmed that the variables affecting purchase intentions differ depending on the level of involvement.

A Study on Ways to Increase the Effectiveness of Virtual Models as Influencers for the MZ Generation: Focusing on Medical Institutions (MZ세대에게 가상모델 인플루언서의 효과를 높일 수 있는 방안 연구:의료기관을 중심으로)

  • Heejung Lee;Myounga An
    • Journal of Service Research and Studies
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    • v.13 no.1
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    • pp.26-47
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    • 2023
  • In the age of digital media transformation, the rapid rise of social media has changed the paradigm of traditional marketing techniques by leveraging the influence of influencers. However, the influence of influencers cannot be freed from ethical issues that arise as individuals, so virtual influencers are emerging as a countermeasure. This study is a study on how to increase the influencer effect of virtual models with a focus on the MZ generation in medical service. This study investigated whether respondents in their 40s or younger were aware of 'Rosy', a virtual influencer, and then conducted a survey on those who recognized 'Rosy'. As a result of this study, first, both cognitive and emotional motivation had a positive influence on fanship and attractiveness for virtual influencer. In addition, it was found that there was a difference in follow motive according to gender. Second, in order to lead to the intention of visiting hospitals, which is the medical service industry, only the cognitive motives with useful and reliable information and useful information for the virtual influencer were found to be significant in intention to visit.

A Study on the Influence Factors of Fashion Virtual Influencer's Visual Factors Leading to Follower's Behavioral Intention & Addiction (패션 버추얼 인플루언서의 시각적 요소가 팔로워 행동의도, 중독에 이르는 영향요인 연구)

  • Wang, Jin-Nan;Bae, Seung-Ju;Lee, Suk-Ho;Lee, Sang-Ho
    • Journal of the Korea Convergence Society
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    • v.12 no.12
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    • pp.213-222
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    • 2021
  • This study tried to identify the factors influencing the visual factors of fashion virtual influencers(FVI), on follower behavioral intention and addiction. As the number of fans of FVI is increasing these years, and the addiction phenomenon of social platforms is also increasing, researchers thought that a study to confirm the behavioral intention of fans and the path to addiction through the visual factors of FVI would be necessary. According to the research results, it was confirmed that among the visual factors of FVI, attractiveness affects authenticity through expertise. In addition, researchers confirmed that authenticity influences flow through relationship maintenance of behavioral intention, and authenticity influences addiction through flow. Thus, researchers verified the path leading to FVI's visual factors to behavioral intention and addiction, such as visual factors and authenticity, authenticity and behavioral intention, and behavioral intention and addiction. Researchers hope to conduct research with various content types of FVI, other social platforms.

The Impact of Virtual Influencers' Characteristics on Purchase Intentions Toward Fashion Products: Focusing on the Mediating Effect of Mimetic Desire (버추얼 인플루언서의 특성이 패션제품 구매의도에 미치는 영향: 모방욕구의 매개효과를 중심으로)

  • Haram Shin;Misun Yum
    • Fashion & Textile Research Journal
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    • v.26 no.1
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    • pp.1-14
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    • 2024
  • Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.