소셜미디어에서 인플루언서와 팔로워 간의 신뢰 구축
Building Credibility between Influencers and Followers on Social Media
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최근 인플루언서와 브랜드 간의 협업이 많은 인기를 얻고 있다. 선행연구에서는 홍보활동이 인플루언서에 대한 신뢰와 팔로워와의 관계에 미치는 영향은 고려하지 않았다. 본 연구는 소셜미디어 인플루언서가 게시한 콘텐츠의 인플루언서-제품 간 지각된 일치성과 유료 커뮤니케이션이 인플루언서에 대한 신뢰를 통해 인플루언서에 대한 태도와 지속적 팔로잉 의도에 미치는 영향을 검증하였다. 본 연구모델의 가설을 검증하기 위해 소셜미디어 푸드 인플루언서 ‘전서소가’의 팔로워 343명을 대상으로 실증분석을 진행하였다. 첫째, 소셜미디어 인플루언서 콘텐츠에서 인플루언서와 제품 간 팔로워의 지각된 일치성은 유료 커뮤니케이션에 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 팔로워의 인플루언서와 제품 간 지각된 일치성은 인플루언서에 대한 신뢰와 태도에 영향을 미치는 것으로 나타났다. 셋째, 팔로워의 유료 커뮤니케이션은 인플루언서에 대한 신뢰와 인플루언서에 대한 태도에 부(-)의 영향을 미치는 것으로 나타났다. 넷째, 인플루언서에 대한 신뢰는 인플루언서에 대한 태도와 지속적 팔로잉 의도에 영향을 미치는 것으로 나타났다. 마지막으로 인플루언서에 대한 팔로워의 태도는 지속적 팔로잉 의도에 영향을 미치는 것으로 나타났다. 본 연구는 소셜미디어 프로모션에 노출되었을 때 팔로워의 경험을 향상시키는 데 도움이 될 수 있는 인플루언서 및 브랜드에 대한 시사점을 제공한다.
Abstract
Recently, collaborations between influencers and brands have become increasingly popular. Previous research has ignored the consequences of promotional actions on the credibility of influnecers and their relationships with their followers. This study verified the effect of perceived congruence between influencers and products, as well as the impact of paid communication of content posted by influencers, on the credibility of influencers, attitudes towards influencers, and intentions to continue following them. To verify the hypothesis of this research model, empirical analysis was conducted on 343 Chinese followers of the social media food influencer, Dianxi Xiaoge. Firstly, followers’ perceived congruence between influencers and products had a negative effect on paid communication in social media influencer content. Secondly, followers’ perceived congruence between influencers and products had a positive effect on credibility and attitude towards influencers. Thirdly, followers’ perception paid communication had a negative effect on credibility and attitude towards influencers. Fourthly, the credibility of the influencer had a positive effect on the attitude towards the influencer and the intention to continue following. Finally, the follower’s attitude towards the influencer had a positive effect on their intention to continue following the influencer. This research provides managerial implications for influencers and brands, which can help enhance followers’ experiences when exposed to promotions on social media.
참고문헌 (20)
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