Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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Influence of YouTube Influencers' Characteristics on Consumer Response after the Controversy over 'Backdoor Advertisement'

유튜브 인플루언서의 정보원 특성이 뒷광고 논란 이후의 소비자 반응에 미치는 효과 연구

  • Yu, Eun-Ah (Advertising and PR, ChungAng University) ;
  • Choi, Ji-Eun (Department of Business Administration, Kangwon National University)
  • 유은아 (중앙대학교 광고홍보학과) ;
  • 최지은 (강원대학교 경영대학)
  • Received : 2022.02.28
  • Accepted : 2022.03.25
  • Published : 2022.03.30
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Abstract

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.

Keywords

References

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