• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.243-261
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• 2022

The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer's attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer's number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.5
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• pp.605-619
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• 2019

This study investigates the effects of fashion consumers' individualism collectivism propensity, social capital and Instagram usage propensity on evaluations for fashion influencer's attributes on Instagram. This study conducted a questionnaire survey of 20 to 30 year old male and female Instagram users. A total of 483 replies were submitted and 467 of the replies were used in the final analysis. The quantitative data collected through questionnaires were analyzed using reliability analysis using SPSS 18.0 while AMOS 18.0 was used to test the model fit and a structural equation modeling between the variables. The results indicated that vertical collectivism and vertical individualism were found to be related to relationship seeking propensity; only vertical individualism was found to be related to information seeking propensity. Furthermore, relationship seeking propensity and information seeking propensity were both related to the fashion influencer's attributes of professionalism, intimacy and attractiveness.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.2
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• pp.295-310
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• 2023

The current virtual fashion influencers are a hyper-real prototype in that it has a higher presence than the virtual humans in the past. Also, they are leading fashion trend with more than tens of thousands of followers on social media. This study investigated the physical and social presence of virtual fashion influencer perceived by consumer and verified effects on evaluation attributes of influencers and the relationship maintenance behavior. A total of 321 Korean women in their 20s and 30s who have Instagram account participated in the online survey. The data was analyzed using AMOS 23.0. The results revealed that the physical presence had a significant impact on attractiveness of virtual fashion influencers. In case of social presence had a positive effect on friendliness and reliability of virtual fashion influencers. In addition, evaluation attributes of virtual fashion influencers' friendliness, attractiveness and reliability in the order of influence on relationship maintenance behavior. This study suggested that the development of social presence of virtual fashion influencers with friendliness and attractiveness is more important than the physical presence that has already reached a high level.