Abstract
As SNS use becomes widespread, the value of SNS utilization is expanding and the scale of SNS advertising is also increasing explosively. In line with this trend, this study will contribute to companies establishing more efficient and effective marketing strategies by systematically analyzing the actual effects of influencer marketing. Based on previous studies on influencers, it is classified into three characteristics: expertise, attractiveness, and reliability. The key factors leading to purchase are classified into product expectation and brand image. The characteristics of influencers and the factors leading to purchase are clearly presented and a corresponding research model is presented. A questionnaire was used to collect samples and empirically analyze the hypothesis to verify it. The following conclusions were drawn. First, in the hypothesis that the characteristics of influencers will have a positive (+) effect on the key factors leading to the purchase of influencer-advertised products, expertise and attractiveness had an effect on product expectation and brand image. H1-1, H1-2, H3-1, and H3-2 were accepted. Second, in the hypothesis that the characteristics of the influencer will have a positive (+) effect on the key factors leading to the purchase of influencer-advertised products, reliability did not affect product expectation and brand image. Hypotheses H2-1 and H2-2 were rejected. Third, in the hypothesis that the key factors leading to the purchase of influencer-advertised products will have a positive effect on the intention to continue using, product expectation and brand image were judged to have a positive (+) effect on the intention to continue using. Hypotheses 4 and 5 were accepted.
Published Version
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