• 패션비즈니스
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• 제28권3호
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• pp.90-103
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• 2024

The advancement of information and communication technologies has led to the rise of social media, giving rise to a new type of celebrity known as the "social media influencer". Social media influencers exert their influence not only by promoting products for various companies and brands but also by launching their own businesses. In other words, influencers leverage their credibility to create value in multiple markets as human brands, based on their unique characteristics and diverse images. Nowadays, social media influencers have become a type of human brand, supported by followers who enthusiastically engage in the influencers' businesses, a phenomenon also known as social shopping. Based on the human brand theory and doppelgänger effects, this study aims to investigate the impact of influencers' credibility, specifically their expertise, trustworthiness, and attractiveness on consumers' social shopping behaviors. Additionally, it examines the influence of consumers' desire to imitate influencers on their social shopping behaviors. A survey conducted with 300 female social media users revealed that trustworthiness and attractiveness significantly influenced imitation intentions and social shopping behaviors, while expertise did not show significant effects. Furthermore, imitation intentions had a significant impact on social shopping behaviors. These findings suggest that the attributes consumers perceive in influencers as human brands evoke a desire to imitate them, ultimately leading to social shopping behaviors.

• International Journal of Advanced Culture Technology
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• 제11권2호
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• pp.152-161
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• 2023

Modern people live a life connected with the real world and the virtual world by relying on the new media of enterprises and social consumption led by innovative technologies. In this environment, virtual influencers actively communicate with consumers and build relationships through social media, which is a new marketing tool that has attracted widespread attention. From a business perspective, it is necessary to have a solid understanding of this phenomenon, and then explore communication strategies to effectively develop virtual influencers. To investigate followers' preference for virtual influencers, this study employs the Q-method, which studies human subjective attributes, an empirical research effort to uncover complex issues in human subjectivity. To determine the factors that trigger people's voluntary and active practice and the preference degree of virtual influencers, the Q method is implemented to examine human subjectivity, thoughts and attitudes. According to the results of this study, virtual influencers are a new group of idols full of vitality. The interviews found that there are still many virtual influencers who do not know about followers, but each type can be clearly understood through the intuitive understanding of the interviewees. Divided out, type 1 one egoideal virtual influencers aim to represent an idealized version of the creator or target audience. Embodies ideal physical characteristics, personality or lifestyle desired by the audience. Type 2 is charismatic and attractive, and has the characteristics of most virtual influencers. It is suggested that it can be developed into a potential type, doing brand cooperation, and content production on social media platforms. Type 3: Game animation, derived from the image of characters in games or comics, with stylized features and energetic personalities, which can be integrated into games or entertainment experiences. Type 4 development potential type is the most successful type among virtual imagers, and it is also the purpose of marketing virtual influencers. It is essential that brand endorsement on social media platforms, integrated marketing, and driving advertising traffic. It is recommended to improve production technology to reduce investment costs.

• International Journal of Contents
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• 제16권1호
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• pp.10-24
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• 2020

As many brands use social media influencers (SMIs) on Instagram to advertise, not disclosing advertised content affects how consumers perceive these influencers. The purpose of this study was to investigate two objectives: 1) recent advertising disclosure types on Instagram and 2) the factors that affect consumer responses towards Instagram influencers posting advertised content. Using an experimental 2x2 between-subjects design (N=200), the findings show that "sponsored" and "paid partnership with" are two recent types of ad disclosures. However, both factors are insignificantly different from each other. Also, ad disclosure condition enhances the trustworthiness of the influencer than no disclosure. Ad skepticism, source credibility, and the level of persuasion strongly relate to how consumers perceive Instagram influencers advertising for brands. These factors enable consumers to assess if the influencer is a reliable source of information when faced with advertisement. Ultimately, using disclosure gives full information to consumers about the persuasive intent, as well as increases positive consumer responses towards the influencer who discloses, thereby, enhancing the ethical use of the influencer advertising strategy and long-term consumer relationship.

• International Journal of Computer Science & Network Security
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• 제22권10호
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• pp.423-430
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• 2022

The emergence of social media platforms has changed the culture of business marketing. Their impact has increased considerably since the emergence of social media influencers or content creators. The phenomenon of social media influencers has been adopted as one of the most effective marketing strategies among global and local organizations. Those celebrities attract business owners, who seek to use them as means to reach a large number of potential consumers. Today, the user bases of Snapchat and YouTube in Saudi Arabia are growing fast and becoming very popular, unlike other social media platforms. Consequently, the impact of these applications' influencers on the purchasing habits of individuals cannot be underestimated. This survey paper intends to investigate the impact of Snapchat and YouTube influencers on the consumption behaviour of Saudi consumers. Results suggest that Snapchat is not only more popular but also more rusted and credible. Moreover, influencers' impact on purchasing behaviour is prevalent and powerful; furthermore, its influence is more effective in persuading Saudi consumers to buy certain products, such as food, than other products, like jewelry.

• 지식경영연구
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• 제22권4호
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• pp.217-235
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• 2021

전 세계 인구의 49%가 소셜미디어 플랫폼을 사용하면서 소셜미디어 내에서의 소통과 콘텐츠 공유가 그 어느때보다 활발해지고 있다. 이러한 환경 속에서 1인미디어 시장이 빠른 속도로 성장하고 여론을 형성하면서 셀슈머(Sell-summer)라는 새로운 트렌드가 등장했다. 본 연구는 인플루언서의 상업적/비상업적 키워드의 주제 집중도와 상업적 포스팅의 비율이 매출에 미치는 영향 분석하여 제품 카테고리별 인플루언서의 새로운 유형을 정의하였다. 이는 소셜미디어 내에서 활동하는 인플루언서가 셀슈머로 변모하며 구사하는 새로운 세일즈 전략에 도움이 될 것으로 희망한다. 본 연구의 방법은 파이썬 환경에서 인플루언서의 상업적/비상업적 포스팅으로 분류하고, 이를 KoNLPy를 이용하여 텍스트 마이닝 한 후 FastText 기반 단어 간의 유사도를 계산하였다. 그 결과, 인플루언서의 상업적 포스팅의 키워드 주제 집중도가 높을수록(narrow) 매출이 높아진다는 것을 확인하였다. 또한, 군집분석을 통해 제품 카테고리별 인플루언서 유형을 4가지로 분류하고 매출에 따른 집단 간의 차이가 유의함을 확인하였다. 즉, 본 연구의 시사점은 소셜미디어에서 활동하는 인플루언서들과 이를 마케팅 도구로 활용하고자 하는 마케터들에게 소셜미디어 세일즈 전략의 실증적인 해법을 제시할 수 있을 것이다.

• 한국정보시스템학회지:정보시스템연구
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• 제33권2호
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• pp.219-236
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• 2024

Purpose The purpose of this study is to investigate the effect of micro and macro-influencers on consumer purchase intentions, specifically focusing on the role of the product's origin (domestic or foreign). The study will specifically analyze the markets of South Korea and Kyrgyzstan to understand how various types of influencers impact consumer behavior within these unique cultural and economic settings. Design/methodology/approach This study evaluates hypotheses using the factorial design method among social media users in South Korea and Kyrgyzstan. The experiments involve scenarios with eight different groups. The analytical research methodology used is analysis of variance (ANOVA). Findings The study findings confirmed that micro- and macro-influencers have varying effects on consumer behavior, which supports previous research. The inclusion of the product origin factor resulted in more accurate data. In both the South Korean and Kyrgyzstan markets, the findings indicated that micro- and macro-influencers have limited success in promoting local products. However, when it comes to promoting foreign products, there are notable differences in effectiveness between micro- and macro-influencers, with macro-influencers being more effective.

• 산경연구논집
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• 제12권4호
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• pp.35-51
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• 2021

Purpose: As the digital environment has expanded opportunity for consumers to acquire information from social media and social network services(SNS), With this environment, influencer has not only promoted products, but also participated in distribution and influencing on their followers. Despite the increasing interest in influencers, there has not been enough research on the structure of fashion influencer, relationship of immersion and purchase intention. This study examined the effects of fashion influencers' characteristics to the immersion of relationship with followers and purchase intention. Research design, data and methodology: For data collection, a pilot survey and the final survey were conducted. The pilot survey data was conducted to 50 female SNS users following fashion influencers. Based on the pilot tests, questionnaire was revised and the final survey was conducted online from august 22 to September 1, 2019 to female SNS users who have followed fashion influencer. A total of 408 data were collected, and exploratory factor analysis, correlation analysis, and structural equational modeling techniques were employed for the data analyses using AMOS 26.0 and SPSS 26.0. Results: First, five factors were extracted for the fashion influencers' characteristics: interactivity, similarity, reliability, expertise and attractiveness. Second, fashion influences' reliability, expertise, similarity, interactivity have a positive (+) effects on relationship immersion; however, attractiveness has no effect on relationship immersion with followers and fashion influencer. It was also determined that relationship immersion had positive (+) influences on purchase intention. The relationship immersion has been found to have a partially mediated effect and similarity has complete mediated effects between interactivity, reliability, and expertise of fashion influencers and purchasing intentions. In terms of fashion opinion leadership, it was found to have a significant influence on purchase intention only for low fashion leadership groups. Conclusions: The present study found the structural relationships among the influencer characteristics, relationship immersion and purchase intentions to provide framework for succeeding research. This research revealed academic association of intention of purchasing through use of fashion social media and fashion influencer marketing. The results also showed the practical implications that fashion influencers' expertise and reliability perceived by their followers are key determinants to success in influencer marketing.

• 패션비즈니스
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• 제26권6호
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• pp.116-132
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• 2022

Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI's expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.

• 한국융합학회논문지
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• 제11권7호
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• pp.145-150
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• 2020

소셜 미디어에 대한 지속적 이용의도에 미치는 영향변수와 그 관계에 대한 보다 체계적이고 종합적인 설명이 필요하다. 이를 위해 소셜 미디어 지속적 이용 의도에 미치는 영향변수(소셜 미디어 활동참여, 개인정보 노출위험, 지각된 향유, 몰입, 그리고 집단 동일시)와 소셜 미디어 이용에 대한 태도를 중심으로 모형을 설정하고 가설을 설정하였다. 수립된 가설을 실증적으로 검증하기 위하여 설문조사를 실시하고 AMOS를 이용하여 구조방정식으로 분석하였다. 신뢰성과 타당성이 확보된 연구결과를 토대로 분석한 결과 소셜 미디어 활동참여, 지각된 향유, 그리고 몰입이 소셜 미디어 지속성에 직, 간접적으로 영향을 미치고 있음을 밝혀냈다. 또한 소셜 미디어에 대한 태도가 소셜 미디어 지속이용의도에 정의 영향을 미쳤다. 마지막으로 연구결과의 실무적 시사점 및 연구의 한계점을 제시하였다.

• 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.