• Journal of Wellbeing Management and Applied Psychology
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• v.5 no.2
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• pp.33-41
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• 2022

Purpose: The purpose of this study is to analyze the effect of attributes of online influencers on customers royalty mediated brand image and impulse buying. Research design, data and methodology: To conduct this study, a survey of 521 online user who experienced online shopping. Results: The empirical analysis results are as follows. First, among the influencer attributes, attractiveness, reliability, and expertise all had a significant positive effect on the brand image. Second, among the influencer attributes, only attractiveness had a significant positive influence on Purchase Intention. Third, the brand image had a significant positive influence on Purchase Intention. Fourth, while the influencer attributes did not have a significant influence on customer loyalty, brand image and Purchase Intention a significant positive influence on it. Conclusions: Among the influencer attributes, attractiveness and reliability had a significant positive mediating effect on customer loyalty through brand image, but the influencer attribute had no significant mediating effect through Purchase Intention. The influencer attribute had a significant positive mediating effect through brand image and Purchase Intention.

• Journal of Wellbeing Management and Applied Psychology
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• v.7 no.2
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• pp.39-47
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• 2024

This study investigates the impact of mega-influencers and micro-influencers on consumer trust, brand attitude, and purchase intention within the beauty industry. Methods: A survey of 160 adults was conducted in March 2024, analyzing responses to the influence of a beauty mega-influencer ("Isa Bae") and a micro-influencer ("Day Beauty"). Participants were surveyed online over two weeks, and the data were analyzed using statistical tools to compare the influence of both types of influencers. Results: The results indicated that mega-influencers had a more substantial effect on reliability and brand attitude compared to micro-influencers, although both types of influencers significantly influenced purchase intentions. Influencer attractiveness and expertise emerged as critical factors in shaping consumer perceptions and behaviors. Conclusion: This study provides insights into optimizing influencer marketing strategies by leveraging the distinct characteristics and scales of influencers to enhance consumer engagement and brand loyalty. The findings underscore the importance of choosing the appropriate influencer type to maximize marketing effectiveness and consumer trust in the digital marketing landscape.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.557-567
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• 2023

The rapidly evolving social platform marketing landscape has led businesses to increasingly rely on social platform influencers for brand and service promotion. Despite growing interest in these influencers, there remains a dearth of empirical research examining the impact of their characteristics on consumer attachment and brand loyalty. This study, therefore, investigates the relationships between social platform influencer characteristics, consumer attachment, and brand loyalty. An online survey targeting Chinese consumers was conducted, and a total of 360 responses were analyzed using SPSS and AMOS software. The findings reveal that among the various social platform influencer characteristics, reliability, professionalism, and intimacy significantly influence consumer attachment. Furthermore, it was confirmed that higher attachment to a social platform influencer leads to increased brand loyalty.

• Smart Media Journal
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• v.12 no.11
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• pp.86-94
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• 2023

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

• Human Ecology Research
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• v.60 no.4
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• pp.645-665
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• 2022

This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention.

• Asia-Pacific Journal of Business
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• v.14 no.4
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• pp.115-128
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• 2023

Purpose - Due to the spread of COVID-19, non-face-to-face transactions are widely growing. In particular, the development of streaming and network technology has rapidly grown the one-person broadcasting market, an influencer market using YouTube and Instagram. However, prior research on the influencer in Mogolian market is very scarce. Therefore, this study aims to identify the factors influencing consumer purchasing behavior in Mongolian market. Design/methodology/approach - We tested a research model of our study through the analysis using survey data of experienced users in Mongolian influencer market. In this study, reliability test and factor analysis, multiple regression were conducted using SPSS. Findings - We found that the characteristics of an influencer and contents in Mogolian market are positively related with brand reliability and contents authenticity, respectively. In addition, the brand reliability and contents authenticity are positively associated with the customer's purchase intention. Research implications or Originality - Since it is the first study of the influencer market in Mongolia, it is expected that it will serve as a guide study for the follow-up studies in the future and serve as a reference for the strategic direction of related companies.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.45-59
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• 2020

This study is to examine the effects of personal media influencer's source credibility (attractiveness, trustworthiness, expertise) and content authenticity on brand authenticity and product purchase intention. An online survey was conducted, on which the respondents were asked to watch the embedded contents of the influencer provided on YouTube before answering the questionnaire. The results of the regression analysis showed that both influencer expertise and content authenticity had a positive effect on brand authenticity. Moreover, brand authenticity had a positive effect on purchase intention and had a mediating effect between purchase intention and content authenticity. The findings are meaningful in that they not only analyze empirical advertising effects of personal media and media contents but also expand the scope of research on authenticity. This study also provides strategic implications for personal media influencers and companies which want to collaborate with influencers.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.2
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• pp.282-299
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• 2024

This study aimed to examine the impact of virtual influencers' characteristics on purchase intentions through attitudes toward the influencer and the brand, and to identify which factors are important depending on involvement. We used a scenario-based online survey of 320 female consumers in their twenties and thirties, and analyzed their responses through structural equation modeling using AMOS 21.0. Virtual influencers' attractiveness, reliability, familiarity, and virtuality had significant effects on consumers' attitudes toward those influencers, while their attractiveness, familiarity, and virtuality had significant effects on consumers' brand attitudes. Notably, in contrast to the other variables, virtuality had a negative effect. In addition, consumers' attitudes toward the virtual influencer significantly affected their brand attitudes and purchase intentions. We also analyzed which characteristics had significant impacts on high- and low-involvement groups. We found that reliability had the greatest influence on purchase intentions in the high-involvement group and that familiarity had the greatest influence on purchase intentions in the low-involvement group, which confirmed that the variables affecting purchase intentions differ depending on the level of involvement.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.159-175
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• 2021

This study attempted to analyze the relationship between influencer's characteristic factors such as professionalism, authenticity, and interactivity and content quality factors consisting of accuracy, completeness, and diversity on brand attitude and purchase attitude through trust and self-consistency. To reveal the structural relationship between main variables, a survey was conducted on 201 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis. The main results are as follows. First, it was found that professionalism and interactivity had a significant positive effect on trust. And, accuracy, completeness, and variety were all found to have a significant positive effect on trust. Second, in the relationship between individual characteristic factors and self-consistency, it was found that professionalism and authenticity had a significant positive effect on self-consistency. In addition, in the relationship between content quality and self-consistency, accuracy, completeness, and diversity were found to have a positive effect on self-consistency along with trust. Third, in the relationship between trust and self-consistency on brand attitude and purchase intention, both trust and self-consistency were found to have a statistically significant positive effect on brand attitude. It was found that only self-consistency and brand attitude had a statistically significant positive effect on purchase intention. These findings showed that when users perceive professionalism and interaction with influencer, trust increases, and professionalism and progress increase self-consistency with influencer. In addition, in the case of content quality, it was found that trust and self-consistency responded positively when perceived content quality through content accuracy, completeness, and diversity. Also, trust and self-consistency increased attitudes toward brands and could influence consumption behavior such as purchase intention. Therefore, for effective marketing performance using influencer's influence in the field of influencer marketing, which has a strong information delivery on products and brands, not only personal characteristics such as professionalism, authenticity, and interactivity, but also quality of content should be considered. The above research results are expected to suggest implications for marketing strategies and practices as one available basic data to exert the expected effect of marketing using influencer.