• 웰빙융합연구
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• 제7권2호
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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.

• 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.

• 한국의상디자인학회지
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• 제25권1호
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• pp.65-81
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• 2023

The purpose of this study is to interpret the semantic actions of body image symbolized in body expression images shown by micro-influencers body profiles to understand the body profile phenomenon of the MZ generation. As a result of collecting body profile data from micro-influencers, the body profile image types of female influencers on SNS were classified into four types, Athletic, Slim body, Natural, and, Glamorous. Images representing each type were analyzed using the Roland Barthes' Myth model analysis frame. As a result of the semantic analysis, influencers were found to be very active and bold, emphasizing certain body parts according to the type of body image they pursue. Fashion is strategically used to emphasize these aspects. It was found that the ideology of a 'subjective modern woman' was commonly expressed through emphasis on visual signs. This study is meaningful in that it can indirectly lead to the understanding the fashion culture expressed by the MZ generation and provide consumer information and essential data that can be used for communication strategies in the fashion market.

• 복식문화연구
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• 제30권2호
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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.

• 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.

• 트랜스-
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• 제11권
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• pp.97-116
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• 2021

이 논문은 무용영화제에 방문하는 수용자를 중심으로 만족 요인을 탐색한 후 이를 통해 수용자들이 마이크로 인플루언서의 역할을 할 수 있는 환경을 마련하는 데 목적을 둔다. 이를 위해 서울무용영화제에 참석한 관객 중 자신의 개인 SNS에 서울무용영화제를 언급한 글을 수집하여 이 자료를 LDA 토픽 모델 기법을 통해 분석했다. 분석결과 무용영화제에 방문할 때 가장 중요하게 작용하는 만족 요인은 프로그램으로 나타났다. 영화제에서 프로그램의 중요성을 강조하는 건 다소 식상한 주장일 수 있으나 이 연구를 통해 예술적 성격이 강해 관객 개발에 한계가 있는 장르에서도 만족 요인이 충족되면 충분히 행동 의도에 영향을 끼쳐 마이크로 인플루언서의 역할을 수행할 수 있다는 것을 밝히고자 했으며 이는 수용자 연구에 있어 그 폭을 넓히는 데 기여하고자 했다.

• 대한가정학회지
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• 제38권2호
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• pp.79-89
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• 2000

The purpose of this study was to investigate the consumer credit use in Korea at the macro and micro level. For this purpose, various published data from the Korean Bank and other institutions were analyzed. The data showed that the total amount of consumer credit use has been rapidly increased although it decreased a little bit after the 1977 economic crisis, for a while. The influencers of consumer credit use were also investigated. Finally, implications for consumer credit use in the future were suggested.

• 정보화정책
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• 제29권3호
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• pp.82-104
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• 2022

일반 사용자들이 특정 주제에 관한 짧은 바이럴 동영상을 모방·제작·공유하는 해시태그 챌린지는 숏폼 비디오 플랫폼의 흥미로운 사회 현상 중 하나로 단연 손꼽힌다. 그러나 해시태그 챌린지의 인기가 높아지고 있음에도 불구하고, 관련 사용자 행동에 대한 이론적 논의는 여전히 매우 부족하다. 본 연구는 해시태그 챌린지에 대한 사용자의 참여 의도를 보다 정확히 이해하기 위해서 마이크로 인플루언서의 영향을 관심있게 살펴보고자 하였다. 이를 위해 준사회적 상호작용 이론과 모방 행동 문헌을 주요 이론적 근거로 활용하였다. TikTok 사용자를 대상으로 한 243개 설문조사 데이터를 분석한 결과, 본 연구는 사용자가 마이크로 인플루언서와 친밀감을 느끼는 환상(즉, 준사회적 상호작용)이 해시태그 챌린지에 대한 유저의 참여 의도에 상당한 긍정적인 영향을 미친다는 것을 알 수 있었다. 또한, 숏폼 비디오 플랫폼에서 준사회적 상호작용의 정도는 크게 미디어 콘텐츠 관련 요소와 미디어 캐릭터 관련 요소(콘텐츠 매력도, 신체적 매력도, 태도 유사성)에 의해 결정된다는 것을 알 수 있었다. 본 연구는 숏폼 비디오 플랫폼에서 마이크로 인플루언서의 활용 효과를 높이기 위한 방법에 관한 이론적·실무적 시사점을 제공한다.