Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

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

인플루언서 정보원천, 메시지 측면성, 소비자 조절초점이 인스타그램 화장품광고 온라인 구전의도에 미치는 효과

  • 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)
  • 임세원 (성균관대학교 의상학과) ;
  • 한상인 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2021.10.26
  • Accepted : 2021.11.27
  • Published : 2021.11.30
Download PDF
⟨ Previous Next ⟩

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

References

  1. Allen, M. (1991). Meta-analysis comparing the persuasiveness of one-sided and two-sided messages. Western Journal of Speech Communication, 55(4), 390 - 404. https://doi.org/10.1080/10570319109374395
  2. Business Insider. (2019). Influencer Marketing : State of the social media influencer market in 2020. Retrieved December 20, 2020. from https://www.businessinsider.com/influencer-marketing-report
  3. Brooks Jr, R. C. (1957). "Word-of-mouth" advertising in selling new products. Journal of Marketing, 22(2), 154-161. https://doi.org/10.2307/1247212
  4. Chang, E. S. (2012). A study of persuasive effect of narrative advertising by source type : focused on the advertising of cosmetics. (Unpublished master's thesis). Korea University, Seoul, Korea.
  5. Cho, S. J. (2020). The effects of fashion native advertising information sources, content types, and activation of persuasion knowledge on consumer attitudes. (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  6. Choi, J. Y., & Cheong, Y. J. (2017). The study on the strategies of beauty influencer marketing : mass media vs. social media. The Korean Journal of Advertising, 28(4), 47-72. doi:10.14377/KJA.2017.5.31.3
  7. David, J. C. & Raquel, S. F. (2019). The role of digital influencers in brand. recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376. doi: 10.1016/j.ijinfomgt.2019.07.009
  8. Eisend, M. (2006). Two-sided advertising: A meta-analysis. International Journal of Research in Marketing, 23(2), 187-198. doi: 10.1016/j.ijresmar.2005.11.001
  9. Fleck, N., Korchia, M., & Le R, I. (2012). Celebrities in advertising: looking for congruence or likability? Psychology & Marketing, 29(9), 651-662. doi: 10.1002/mar.20551
  10. Ge, B. (2019). The influence of recommendation of general celebrity and internet star on consumer response in mobile shopping (Unpublished master's thesis). Chonnam National University, Gwangju, Korea.
  11. Hahmshout. (2018). Content matters 2018. Retrieved November 17, 2020, from http://hahmshout.com/contentmatters
  12. Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300. doi: 10.1037/0003-066X.52.12.1280
  13. Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivational principle. Advance In Experimental Social Psychology, 30, 1-46. doi: 10.1016/S0065-2601(08)60381-0
  14. Hovland, C. I., Lumsdaine, A., & Sheffield, F. (1949). Experiments on mass communication. Princeton, NJ: Princeton University Press.
  15. Ji, H. L. (2019). Effects of instagram fashion influencers' characteristics and types on information acceptance, continued use and purchase intention. (Unpublished master's thesis). Kyung Hee University, Seoul, Korea.
  16. Joe, Y. B. (2020). '문화 권력' 인플루언서, 산업 지형도 새로 그린다 ['Cultural Power' influencer, Drawing new industrial terrain] Sisajournal. Retrieved from August 18, 2020, from https://www.sisajournal.com/news/articleView.html?idxno=194599
  17. Kao, D. T. (2012). Exploring the effect of regulatory focus on ad attitudes: The moderating roles of message sidedness and argument quality. International Journal of Psychology, 47(2), 142-153. doi: 10.1080/00207594.2011.628672
  18. Kelly, B. (1992). Professional ethics as perceived by American nursing graduates. Journal of Advanced Nursing, 17, 10-15. doi: 10.1111/j.1365-2648.1992.tb01812.x
  19. Kim, H. H. (2020). The word-of-mouth effects of influencer's rewarded referral, message sidedness and need for cognition on instagram. (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  20. Kim, J. H. (2020). Characteristics of fashion influencer, relationship immersion and purchase intention as determind by the fashion opinion leadership of followers. (Unpublished master's thesis). Kyung Hee University, Seoul, Korea.
  21. Kim, J. Y., & Yu, S. Y. (2001). The study on mediating role of attitude toward the advertising in comsumer's satisfaction. Korean Society for Advertising Education, 0(53), 31-46.
  22. Kim, M. K., & Lee, H. G. (2016). The effects of source and content types on the effectiveness of native ads. The Korean Journal of Advertising, 27(6), 29-49. doi:10.14377/KJA2016.8.31.29
  23. Kim, R. (2018). Effect of the influencer's fashion product evaluation contents : Focusing on the moderating effects of evaluation trust and involvement. (Unpublished master's thesis). Kookmin University, Seoul, Korea.
  24. Kim. M. S. (2018). 인스타그램 인플루언서 마케팅에 주목해야만 하는 이유 [The reason to pay attention to instagram influencer marketing]. Fast Campus. Retrieved July, 13, 2020, from http://media.fastcampus.co.kr/knowledge/instagram_influencer_marketin
  25. Kim, S. J. (2019). The effect of electronic word of mouth on the intention of purchase. (Unpublished master's thesis). Sogang University, Seoul, Korea.
  26. Kin, S. Z, Hur, H. J., & Choo, H. J. (2021). The effects of luxury fashion platforms' attributes on consumer eWOM. Journal of the Korean Society of Clothing and Textile, 45(4), 685-702. doi: 10.5850/JKSCT.2021.45.4.685
  27. Kim, Y. J., & Jun, J. W. (2018). A study on the effectiveness of social native ads pursuant to informant and message types : focusing on consumers' predisposition to regulatory focus. The Korean Journal of Advertising, 29(3), 7-31. doi: 10.14377/KJA2018.4.15.7
  28. Kwak. J. (2018). Effects of information source, construal level and fashion innovation on acceptance of new fashion product in instagram. (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  29. Lee, H. R., & Kim, J. J. (2015). The effect of social distance, source expertise on brand attitude and purchasing intention according to e-WOM directionality. Journal of Distribution and Management Research, 18(4), 51-74. doi: 10.17961/jdmr.18.4.201508.51
  30. Lee, H. S., Ahn, K. H., Ha, Y. W. & Seok, K, H(2020). 소비자행동 [Consumer Behavior (7th ed.)]. Seoul: Jibhyunjae.
  31. Lee, S. M. (2019). The effects of SNS fatigue and usage motivations on SNS discontinuance intention among college students. (Unpublished master's thesis). Dongguk University, Seoul, Korea.
  32. Mediakix. (2019). Influencer marketing 2019 industry ben chmarks. Retrieved July, 10, 2020, from https://mediakix.com/influencer-marketing-resources/influencer-marketing-industry-statistics-survey-benchmarks
  33. Mezzomedia. (2020). 화장품 업종 분석 리포트 [Cosmetic industry report]. Retrived March, 20, 2020 from http://www.mezzomedia.co.kr/data/insight_m_file/insight_m_file_1318.pdf
  34. Oh, J. Y. (2019). A study on the effect of instagram usage motivation on influencers' characteristics and relationship maintenance: Focusing on Disc behavioral patterns and generational patterns as control variables. (Unpublished master's thesis). Hongik University, Seoul, Korea.
  35. Oh, M. H. (2014). The Effect of Consumer Attitude toward Fashion Products on SNS's Characteristics to Purchase Intention and On-line Word of Mouth. Kookmin University (Unpublished master's thesis), Seoul, Korea.
  36. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity. endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. doi: 10.1080/00913367.1990.10673191
  37. Park, E. J. (2016). The influences of expertise and message appeal on the consumer's attitudes towards the advertising and the brand in social media advertising. (Unpublished doctoral dissertation). Hongik University, Seoul, Korea.
  38. Park, I. A. (2015). The effects of message sidedness in blog on consumer response : Focus on moderating effects of regulatory focus, product type and the presenting order of sponsor. (Unpublished master's thesis). Chung-Ang University, Seoul, Korea.
  39. Park, S. J. (2015). The influence of instagram's posts information attributes on acceptable intentions and word of mouth effect: Focusing on college student in South Korea and the United States. (Unpublished master's thesis). Soongsil University, Seoul, Korea.
  40. Pennington, G. L., & Roese, N. J. (2003). Regulatory focus and temporal distance. Journal of Experimental Social Psychology, 39(6), 563-576. doi: 10.1016/S0022-1031(03)00058-1
  41. Shin, J. K., Oh, M. O., & Hong, J. H. (2017). A study on the interaction effects of message sidedness, rewarded recommendation, regulatory focus, and involvement level on e-WOM effect. Korean Business Education Review. 32(3), 169-191. doi: 10.23839/kabe.2017.32.3.169
  42. Soh, H. J. (2012). Examining the effects of message side dness and rewarded consumer referral in the context of blog product reviews. Journal of Practical Research in Advertising and Public Relations, 5(2), 112-143.
  43. Sohn, Y. K. (2013). A meta-analysis on the effects of celebrity endorsed advertising in Korea (Unpublished doctoral dissertation). Hanyang University, Seoul, Korea.
  44. Song, H. J. (2016). The influence of source characteristics of SNS on online CSR eWOM acceptance and attitudes to the company. (Unpublished master's thesis). Seoul National University. Seoul, Korea.
  45. Song, H. W. (2007). Effects of regulatory focus and product type on consumers' response to comparative Ad(Unpublished master's thesis). Dongguk University, Seoul, Korea.
  46. Song, J. M. (2019). The effects of advertising message types based on social distance between recommender and consumer. Korean Journal of Consumer and Advertising Psychology, 20(3), 343-364. doi: 10.21074/kjlcap.2019.20.3.343
  47. Tetsuya, H. (2008). Influencer marketing. Seoul: Management spirit.
  48. Uribe, R., Buzeta, C., & Velasquez, M. (2016). Sidedness, commercial intent and expertise in blog advertising, Journal of Business Research, 69(10), 4403-4410. doi: 10.1016/j.jbusres.2016.04.102
  49. Wang, L., & Lee, J. H. (2019). The effect of K-beauty SNS influencer on Chinese consumers' acceptance intention of new products: focused on elaboration likelihood model (ELM). Fashion & Textile Research Journal, 21(5), 574-585. https://doi.org/10.5805/SFTI.2019.21.5.574
  50. Winter, S., & Kramer, N. C. (2012). Selecting science information in Web 2.0: How source cues, message sidedness, and need for cognition influence users' exposure to blog posts. Journal of Computer-Mediated Communication, 18(1), 80-96. doi: 10.1111 j.1083-6101.2012.01596.x https://doi.org/10.1111/j.1083-6101.2012.01596.x
  51. Yang, T. (2012). The decision behavior of facebook users. Journal of Computer Information Systems, 52(3), 50-59.
  52. Yoo. H. S. (2020). The effects of native advertising message types on sports brand products on advertising effectiveness: Moderating effects of self-regulating focus and media reliability. (Unpublished master's thesis). Kyung Hee University, Seoul, Korea.
  53. Yoon, Y. I., & Ha, D. H. (2010). The effects of source credibility to internet WOM communicationon brand equity: Focused on customers of Deluxe Hotel. Korea Academic Society of Hotel Administration, 19(4), 81-97.
  54. Zhang, H., & Kim, J. S. (2021). The effect of review attributes on brand attitude, purchase decision and e-WOM intention in online shopping mall. Journal of Digital Convergence, 19(7), 113-127. doi: 10.14400/JDC.2021.19.7.113
  55. Zhang, Z. Q. (2020). The impact of sponsorship indication and message sidedness on audience response in influencer marketing : focusing on the moderating role of regulatory. (Unpublished master's thesis) Chung-Ang University, Seoul, Korea.
  56. Zhu, H. Y. (2020). Impact of influencers on advertising effectiveness: Focused on influencer type, advertising appeal, and brand awareness. (Unpublished master's thesis). Dongguk University, Seoul, Korea.