SNS 뷰티 인플루언서 특성이 인플루언서 신뢰 및 구전 의도에 미치는 영향: 스커트패턴을 중심으로
Impact of SNS Beauty Influencer Characteristics on Trust and Word-of-Mouth Intentions: The Moderating Effect of Engagement
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With the growing preference among Chinese consumers for purchasing beauty products through social medianetworks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers'intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of con-sumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place inthem. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had pre-viously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting mul-tiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of“expertise,”' “intimacy,” and “homogeneity” in SNS beauty influencers significantly affect influencer trust, whereas“charm” does not have a significant impact. Moreover, consumer involvement was found to moderate the relationshipbetween SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Addi-tionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signifythat leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance productexposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilizationof influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumerengagement and the success of marketing strategies.
Abstract
With the growing preference among Chinese consumers for purchasing beauty products through social medianetworks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers'intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of con-sumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place inthem. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had pre-viously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting mul-tiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of“expertise,”' “intimacy,” and “homogeneity” in SNS beauty influencers significantly affect influencer trust, whereas“charm” does not have a significant impact. Moreover, consumer involvement was found to moderate the relationshipbetween SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Addi-tionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signifythat leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance productexposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilizationof influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumerengagement and the success of marketing strategies.
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