• 아태비즈니스연구
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• 제13권1호
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• pp.141-152
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• 2022

Purpose - This study attempts to explore the factors that affect the consumer's response to the influencer's "backdoor advertisement" which has been a social media controversy recently. Accordingly, this study focuses on the importance of the information source's characteristics in influencer marketing, and demonstrates the impact of influencer credibility, attractiveness, and expertise on consumer responses after the influencer's sponsorship controversy. Design/methodology/approach - To this end, a study was conducted on adults who subscribed to one or more channels of influencers, and a virtual newspaper article was used in the survey. 196 sample data were collected and SPSS PROCESS Macro was used for data analysis. Findings - As a result, there was a negative impact on the credibility of the influencer which carried over to a negative reception of their shared content, while the attractiveness of the influencer had a positive impact on the reception of their shared content, even after the controversy over the influencer's backdoor advertisement. Research implications or Originality - This study contributes to the expansion of research on influencer marketing. Also, it provides insight into understanding and interpreting the phenomenon of influencers' backdoor advertisements and consumer reactions.

• 아태비즈니스연구
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• 제14권4호
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• pp.115-128
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• 2023

Purpose - Due to the spread of COVID-19, non-face-to-face transactions are widely growing. In particular, the development of streaming and network technology has rapidly grown the one-person broadcasting market, an influencer market using YouTube and Instagram. However, prior research on the influencer in Mogolian market is very scarce. Therefore, this study aims to identify the factors influencing consumer purchasing behavior in Mongolian market. Design/methodology/approach - We tested a research model of our study through the analysis using survey data of experienced users in Mongolian influencer market. In this study, reliability test and factor analysis, multiple regression were conducted using SPSS. Findings - We found that the characteristics of an influencer and contents in Mogolian market are positively related with brand reliability and contents authenticity, respectively. In addition, the brand reliability and contents authenticity are positively associated with the customer's purchase intention. Research implications or Originality - Since it is the first study of the influencer market in Mongolia, it is expected that it will serve as a guide study for the follow-up studies in the future and serve as a reference for the strategic direction of related companies.

• 문화기술의 융합
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• 제9권3호
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• pp.557-567
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• 2023

최근 소셜 플랫폼 마케팅 환경은 빠르게 변화하고 있다. 이러한 환경에서 기업은 브랜드와 서비스를 홍보하기 위해 소셜 플랫폼 인플루언서에 대한 의존도가 높아지고 있다. 이처럼 소셜 인플루언서에 대한 관심이 높아지고 있음에도 불구하고 소셜 플랫폼 인플루언서 특성이 소비자 애착과 브랜드 충성도에 미치는 영향을 탐구하는 실증적 연구는 부족한 실정이다. 이에 본 연구에서는 소셜 플랫폼 인플루언서 특성, 소비자 애착 및 브랜드 충성도 간의 관계를 살펴보았다. 중국 소비자를 대상으로 온라인 설문조사를 진행하였으며, 총 360부의 데이터를 분석에 사용하였다. 분석에는 SPSS와 AMOS 프로그램을 사용하였다. 연구 결과 소셜 플랫폼 인플루언서 특성 중 애착에 유의한 영향을 미치는 요인은 신뢰성, 전문성과 친밀성으로 나타났으며, 소셜 플랫폼 인플루언서에 대한 애착도가 높을수록 브랜드 충성도가 높아짐을 확인하였다.

• 한국컴퓨터정보학회논문지
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• 제27권4호
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• pp.169-181
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• 2022

현재 SNS 라이브방송이 활성화로 인해 인플루언서 생방송에 기반을 둔 온라인 서비스가 전세계 주요 소비 트렌드가 되고 있다. 본 연구는 인터넷 환경에서 인플루언서 방송을 통해 소비자들이 느끼는 인플루언서 방송에 대한 서비스품질, 고객만족, 제품특성과 수용의도 간의 관계들을 검증하고자 한다. 본 연구는 대만 SNS 라이브방송을 체험한 이용자들을 대상으로 2020년 6월 29일 부터 8월 30일 까지 구글 설문지를 통하여 조사를 실시하였으며, 총 253부를 실증분석에 사용하였다. 수집된 자료는 SPSS 25.0을 통해 분석을 실시하였다. 실증분석 결과를 요약하면 다음과 같다. 첫째, 대만 인플루언서 라이브방송의 서비스품질 요인(신뢰성, 유형성, 응답성, 확신성, 공감성)은 생방송 만족도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 대만 인플루언서 라이브방송의 제품특성이 제품 만족도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 대만 인플루언서 라이브 방송에서 생방송 만족도와 제품 만족도는 신규 브랜드 수용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구를 통해 대만 인플루언서 라이브 방송의 서비스품질 요인 및 제품특성을 파악함으로써 생방송 및 제품 만족도를 향상시키고 신규 브랜드 수용의도를 증가시키기 위한 효율적인 마케팅 전략 방안을 수립하는데 유용한 자료를 제공할 수 있을 것이다.

• 한국의류산업학회지
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• 제21권1호
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• pp.27-35
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• 2019

Fashion Influencer of Instagram get a lot of attention from the public, and they play a major role in shaping peoples' taste. This study attempts to analyze the fashion design of fashion influencer in Instagram. The data was collected from Apr. 15th to April 30th, 2017, and the pictures were collected from May, 2016 to April, 2017. Total of 460 pictures were collected based on the number of "likes". The method of study was content analysis and the cross tabulation analysis and frequency using SPSS Statics 24 Based on the above results, influencers were mostly models that have many "likes" on their photos. Many of influencers were wearing black, white, or blue dresses that do not have any patterns. Many others were wearing indigo, black, or white jeans with T-shirts. In summary of the above contents, influencer also found out that the materials of their clothes were both hard and soft, and that the casual style was the most popular among influencer, and that influencer also liked elegant, modern, mannish, or sexy looks. Therefore, through this study, it was found that the fashion design of influencer had a unique fashion image. Gigi Hadid, Kendall Jenner, and Blake Lively are the representative influencers of fashion instagram. Gigi Hadid was a casual and manish image, Kendall Jenner was a casual and sexy image, and Blake Lively was an elegant image.

• 한국정보시스템학회지:정보시스템연구
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• 제30권1호
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• pp.179-204
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• 2021

Purpose The purpose of this study is to suggest a research model that shows how Youtube influencers affect consumers' Youtube information adoption and purchase intention. Generally, a communicator's character has a significant effect on the persuasiveness of the message. This study segments influencer characteristics into five dimensions and explores the effect of five characteristics on perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Design/methodology/approach This study suggests a structural equation model that explains the casual relationship between the five dimensions of Youtuber characteristics and perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Findings There are little research on what and how the characteristics of a Youtube influencer can affect consumers' information adoption and purchase intention of the product. This study is significant in that it provides a research model that examines the effect of Youtuber characteristics on consumers' information adoption and purchase intention. This research discovered that the dimensions of trustworthiness and attractiveness of influencer affect information adoption and purchase intention through the mediate variables.

• 아태비즈니스연구
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• 제11권4호
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• pp.121-134
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• 2020

Purpose - The purpose of this study is to investigate consumer's satisfaction with the attractiveness, reliability, and professionalism that are characteristics of social influencers, and to investigate the impact of influencer characteristics on consumers' continuous use intention through satisfaction. Design/methodology/approach - A total of 293 questionnaires on independent samples were used for this study. Collected data were analyzed by SPSS 26.0 and AMOS 24.0 program and frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation model analysis were performed. Findings - The findings demonstrated the followings: First, the attractiveness, reliability and professionalism of influencer had a positive effect on satisfaction. Second, the attractiveness and reliability of influencer had a positive effect on continuous use intention. However, professionalism did not have a significant impact. Third, user satisfaction with social media (channel of influence) had a positive effect on continuous use intention. Research implications or Originality - In doing so, this study was able to provide an in-depth understanding of the key characteristics of influencers and their roles, and contributed to ongoing research by providing suggestions for future studies.

• 벤처창업연구
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• 제16권5호
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• pp.159-175
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• 2021

본 연구에서는 인플루언서의 전문성, 진정성 및 상호작용성 등 개인 특성요인과 정확성, 완전성 및 다양성으로 구성된 콘텐츠 품질요인이 인플루언서에 대한 신뢰와 자아일치성을 통해 브랜드 태도와 구매태도에 미치는 관계를 분석하고자 하였다. 이를 위해 국내 20대 이상의 성인 201명을 대상으로 주요 변인 간 관계를 분석하였다. 주요 분석결과를 제시하면 다음과 같다. 첫째, 인플루언서의 개인특성요인과 신뢰와의 관계에서 전문성과 상호작용성이 신뢰에 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 또한, 콘텐츠 품질과 신뢰와의 관계에서는 정확성, 완전성, 다양성도 신뢰에 모두 유의한 정의 영향을 미치는 것으로 나타났다. 둘째, 인플루언서의 개인특성요인과 자아일치성과의 관계에서는 전문성과 진정성이 자아일치성에 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 또한, 콘텐츠 품질과 자아일치성과의 관계에서는 정확성, 완전성, 다양성이 신뢰와 함께 자아일치성에 정의 영향을 미치는 것으로 나타났다. 셋째, 신뢰와 자아일치성이 브랜드 태도와 구매의도에 미치는 관계에서는 신뢰와 자아일치성 모두 브랜드 태도에 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 구매의도에는 자아일치성과 브랜드 태도만이 통계적으로 유의한 정의 영향을 미치는 것으로 나타났다. 이러한 연구결과는 콘텐츠 이용자들이 인플루언서에 대해 전문성과 상호작용성을 지각할 때, 신뢰가 증가하며, 전문성과 진전성은 인플루언서와 자아일치감이 증가하는 것을 알 수 있었다. 또한, 콘텐츠 품질의 경우, 콘텐츠의 정확성, 완전성, 다양성을 통해 콘텐츠 품질을 지각할 때 신뢰와 자아일치성도 긍정적으로 반응하는 것을 알 수 있었다. 더불어 신뢰와 자아일치성은 브랜드에 대한 태도를 증가시키고 구매의도 등 소비행동으로 영향력을 미칠 수 있는 관계를 확인할 수 있었다. 따라서 제품과 브랜드에 대한 정보전달 성격이 강한 인플루언서 마케팅 분야에서 인플루언서의 영향력을 이용한 효과적인 마케팅 성과를 위해서는 전문성, 진정성, 상호작용성 등 개인적 특성요인뿐만 아니라, 콘텐츠의 질적인 부분도 함께 고려되어야 할 것이다. 이상의 연구결과는 인플루언서를 활용한 마케팅의 기대효과를 발휘하기 위해 하나의 활용 가능한 기초자료로서 마케팅 전략 및 실무에 시사점을 제시할 수 있을 것으로 보인다.

• International Journal of Internet, Broadcasting and Communication
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• 제15권1호
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• pp.33-39
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• 2023

Social networking is gaining speed and has grown indispensable as technology develops. As a result, social media, particularly Facebook, Instagram, and influencer marketing, are replacing conventional marketing trends. The top 15 search terms for Mongolian women between the ages of 18 and 34 in 2019 on Facebook were cosmetics and shopping. Companies use social media, the main tool of social media, to promote their products while simultaneously increasing productivity at a minimal cost. In Mongolia, finding out about cosmetic brand products on social media is rather usual. The impact of social media influencers on the purchasing of cosmetic brands must thus be researched. We aimed to find out the relationship between attractiveness, authenticity, communication ability, and influence, which are characteristics of beauty influencers, on product purchase intention and identification between consumers and followers (information acceptance, purchase intention). Communication ability and influence appeared to have a statistically significant positive (+) effect on identification. On the other hand, attractiveness, communication ability, and influence all showed a statistically significant positive (+) effect on information acceptance. Identification and information acceptance has s significant positive effect on purchase intention.

• Journal of Information Technology Applications and Management
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• 제29권1호
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• pp.59-70
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• 2022

Recently, in platforms such as YouTube and Instagram, virtual characters resembling human life become the main characters, produce various contents, breathe with the public, and create the era of virtual humans. For example, existing game characters appear as virtual characters with unique AUs, or AI characters created by reflecting the public's preferences are actively communicating with the public through advertisements and SNS activities. As the consumption of video content through smart devices increases significantly in the post-corona era, virtual influencers are being used as all-round entertainers because there is little risk of personality controversy or production cost. there is a trend In this study, we investigated the characteristics of the case of being active as an influencer among the activities of a virtual character, and how the interactive aspect of the influencer appears by identifying the current situation through major cases. Combining this, based on the analysis of the influence of virtual influencers, the parts that producers should recognize are derived, and the differentiated characteristics of interactive virtual influencers are summarized. In addition, the difficulties of virtual influencers were investigated and problems were identified, and for the development of the content industry, a more favorable method for interaction was presented and suggestions were made to secure inner sincerity.