인지부하, 인플루언서의 내러티브, 광고 공시가 인플루언서 후원 콘텐츠 광고 효과에 미치는 영향
Effectiveness of Influencer Sponsored Content: The Interplay of Cognitive Load, Influencer Narrative, and Sponsorship Disclosure
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 연구는 정보처리 과정에서의 제한된 인지능력 모델을 바탕으로 소셜미디어 환경에서 소비자의 인지부하를 고려하여 인플루언서의 콘텐츠 속 내러티브 요소와 광고 공시가 광고 효과에 미치는 영향을 종합적으로 살펴보았다. 구체적으로, 본연구는 다변량 공분산분석을 통해 인플루언서 게시물 속 제품 태도 및 구매의도에 대한 인지부하, 인플루언서의 내러티브, 광고 공시의 삼원 상호작용효과를 검증하였다. 연구 결과, 인지부하가 높은 조건에서는 광고 공시가 없을 때보다 광고 공시가 있을 때, 인플루언서의 내러티브 수준이 높은 경우보다 내러티브가 낮은경우에서 태도 및 구매의도가 유의하게 높게 나타났다. 즉, 내러티브와 광고 공시의 상호작용효과는 인지부하 수준에 따라 조절되는 삼원 상호작용효과가 유의미하게 나타났다. 본 연구는 인플루언서 마케팅에서 인지부하가 발생하는 소셜미디어 환경과 인플루언서 콘텐츠의 광고 효과성에 대해 간접적으로 적용하여 살펴보았다는 점에서 학문적, 실무적 의의가 있다.
Abstract
The present study examined the interaction effects of narrative elements and sponsorship disclosure in social media influencers’ content and consumers’ cognitive load in social media environments. The results showed the interaction effects of influencer narrative and sponsorship disclosure was significantly moderated by the level of cognitive load. Contrary to our expectations, consumers’ attitude towards and their intention to purchase the product in the influencer post were significantly higher in the high (vs. low) cognitive load condition when the sponsorship disclosure was present and when the level of influencer narrative was low. Implications and directions for future research were discussed.
참고문헌 (73)
- "공정거래위원회예규 제350호 추천・보증 등에 관한 표시・광고 심사지침" (2020), 국가법령정보센터[URL]
- 김은재, "인플루언서 마케팅에서 정보원 유형과 경제적 대가 표시에 따른 광고 효과 연구 : 유튜브(YouTube) 플랫폼을 중심으로", 디지털콘텐츠학회논문지, 20(2), pp.297~306 (2019), 한국디지털콘텐츠학회[DOI]
- 남경태, "무엇이 설득 지식인가? 설득 지식 모델의 과거와 현재 그리고 미래", 광고연구, (102), pp.35~71 (2014), 한국광고홍보학회
- 송인학, "메시지의 긍정ㆍ부정 프레이밍과 시간 프레임에 따른 광고 효과", 사회과학연구, 20(3), pp.129~150 (2009), 사회과학연구소
- 유은아, "소셜미디어 인플루언서의 특성과 소비자의 설득지식이 구전의도에 미치는 영향: 유튜브의 뷰티 인플루언서를 중심으로", 한국광고홍보학보, 22(4), pp.36~61 (2020), 한국광고홍보학회[DOI]
- 이주희, "SNS의 인지된 상업성이 사용자 반응에 미치는 영향: 페이스북 이용자 분석을 토대로", 광고연구, (107), pp.259~289 (2015), 한국광고홍보학회[DOI]
- 이현지, "소셜 미디어의 특징과 기능 인지에 따른 트위터와 페이스북 대체의도", 한국광고홍보학보, 15(4), pp.100~133 (2013), 한국광고홍보학회
- Baker, M. J., "The impact of physically attractive models on advertising evaluations", Journal of Marketing research, 14(4), pp.538~555 (1977)
- Bargh, J. A., "Handbook of Social Cognition", pp.1~1 (1994), Lawrence Erlbaum
- Bearden, W. O., "Consumer self confidence : Refinements in conceptualization and measurement", Journal of consumer research, 28(1), pp.121~134 (2001)
- Boerman, S. C., "Sponsorship disclosure : Effects of duration on persuasion knowledge and brand responses", Journal of Communication, 62(6), pp.1047~1064 (2012)
- Boerman, S. C., "Using eye tracking to understand the effects of brand placement disclosure types in television programs", Journal of Advertising, 44(3), pp.196~207 (2015)
- Campbell, M. C., "Consumers’ use of persuasion knowledge : The effects of accessibility and cognitive capacity on perceptions of an influence agent", Journal of consumer research, 27(1), pp.69~83 (2000)
- Campbell, M. C., "Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response", Journal of Consumer Psychology, 23(4), pp.483~495 (2013)
- Chang, C., ""Being hooked"by editorial content : The implications for processing narrative advertising", Journal of Advertising, 38(1), pp.21~34 (2009)
- Chang, C., "Imagery fluency and narrative advertising effects", Journal of advertising, 42(1), pp.54~68 (2013)
- Chen, H., "The Effect Of Influencer Persona On Consumer Decision-Making Towards Short-Form Video Ads—From The Angle Of Narrative Persuasion", International Conference on Human-Computer Interaction, pp.223~234 (2022), Springer
- Dal Cin, S., "Narrative persuasion and overcoming resistance", Resistance and persuasion, 2, pp.175~191 (2004)
- De Veirman, M., "Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising", International journal of advertising, 39(1), pp.94~130 (2020)
- De Veirman, M., "Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude", International journal of advertising, 36(5), pp.798~828 (2017)
- Deighton, J., "Using drama to persuade", Journal of Consumer research, 16(3), pp.335~343 (1989)
- DeRosia, E. D., "The effectiveness of nonverbal symbolic signs and metaphors in advertisements : An experimental inquiry", Psychology & Marketing, 25(3), pp.298~316 (2008)
- Dhanesh, G. S., "Relationship management through social media influencers : Effects of followers’ awareness of paid endorsement", Public Relations Review, 45(3), pp.101765~ (2019)
- Dumas, J. E., "When influencers are not very influential : The negative effects of social media verification", Journal of Consumer Behaviour, 21(3), pp.614~624 (2022)
- Eagar, T., "Classifying the narrated# selfie: genre typing human-branding activity", European Journal of Marketing, 50(9, pp.10) (2016), 1835~1857
- Escalas, J. E., "Representing Consumers", pp.283~305 (2003), Routledge
- Escalas, J. E., "Imagine yourself in the product : Mental simulation, narrative transportation, and persuasion", Journal of advertising, 33(2), pp.37~48 (2004)
- Escalas, J. E., "Self-referencing and persuasion : Narrative transportation versus analytical elaboration", Journal of Consumer Research, 33(4), pp.421~429 (2007)
- Evans, N. J., "Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent", Journal of interactive advertising, 17(2), pp.138~149 (2017)
- "Disclosures 101 for social media influencers" (2019)[URL]
- Feng, Y., "An expert with whom I can identify: The role of narratives in influencer marketing", International Journal of Advertising, 40(7), pp.972~993 (2021)
- Fisher, W. R., "Narration as a human communication paradigm : The case of public moral argument", Communications Monographs, 51(1), pp.1~22 (1984)
- Friestad, M., "The persuasion knowledge model : How people cope with persuasion attempts", Journal of consumer research, 21(1), pp.1~31 (1994)
- Germelmann, C. C., "Congruence and incongruence in thematic advertisement–medium combinations : Role of awareness, fluency, and persuasion knowledge", Journal of Advertising, 49(2), pp.141~164 (2020)
- Gilbert, D. T., "Thinking backward : Some curable and incurable consequences of cognitive busyness", Journal of personality and social psychology, 57(6), pp.940~ (1989)
- Green, M. C., "The role of transportation in the persuasiveness of public narratives", Journal of personality and social psychology, 79(5), pp.701~ (2000)
- Hinyard, L. J., "Using narrative communication as a tool for health behavior change : a conceptual, theoretical, and empirical overview", Health education & behavior, 34(5), pp.777~792 (2007)
- Jackson, T. W., "Understanding the factors that effect information overload and miscommunication within the workplace", Journal of Emerging Trends in Computing and Information Sciences, 3(8), pp.1240~1252 (2012)
- Janssen, L., "Brand placement disclosure effects on persuasion : The moderating role of consumer self-control", Journal of Consumer Behaviour, 15(6), pp.503~515 (2016)
- Jung, A. R., "Ad disclosure vs. ad recognition: How persuasion knowledge influences native advertising evaluation", Journal of Interactive Advertising, 19(1), pp.1~14 (2019)
- Kim, E., "Under the influence : Social media influencers’ impact on response to corporate reputation advertising", Journal of Advertising, 50(2), pp.119~138 (2021)
- Kim, E., "Why narrative ads work : An integrated process explanation", Journal of Advertising, 46(2), pp.283~296 (2017)
- Lang, A., "The limited capacity model of mediated message processing", Journal of communication, 50(1), pp.46~70 (2000)
- Lang, A., "Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages", Journal of communication, 56, pp.S57~S80 (2006)[DOI]
- Lang, A., "Measuring television message complexity as available processing resources : Dimensions of information and cognitive load", Media Psychology, 16(2), pp.129~153 (2013)
- Liljander, V., "Young consumers’responses to suspected covert and overt blog marketing", Internet Research, 25(4), pp.610~632 (2015)
- Lin, X., "Exploring gender differences in online consumer purchase decision making : An online product presentation perspective", Information Systems Frontiers, 21(5), pp.1187~1201 (2019)
- Lou, C., "Influencer marketing : how message value and credibility affect consumer trust of branded content on social media", Journal of Interactive Advertising, 19(1), pp.58~73 (2019)
- Lu, L. C., "Consumer attitudes toward blogger’s sponsored recommendations and purchase intention : The effect of sponsorship type, product type, and brand awareness", Computers in Human Behavior, 34, pp.258~266 (2014)
- Matthes, J., "More than meets the eye : Investigating the hidden impact of brand placements in television magazines", International Journal of Advertising, 26(4), pp.477~503 (2007)
- Novak, T. P., "Measuring the customer experience in online environments : A structural modeling approach", Marketing science, 19(1), pp.22~42 (2000)
- Padgett, D., "Communicating experiences : A narrative approach to creating service brand image", Journal of advertising, 26(4), pp.49~62 (1997)
- Panic, K., "Comparing TV ads and advergames targeting children: the impact of persuasion knowledge on behavioral responses", Journal of Advertising, 42(2-3), pp.264~273 (2013)
- Pittman, M., "Cognitive load and social media advertising: platform use induces load which leads to reliance on cues", American Academy of Advertising. Conference. Proceedings, pp.60~60 (2020), American Academy of Advertising
- Rodriguez, M. G, "Quantifying information overload in social media and its impact on social contagions", Eighth International AAAI Conference on Weblogs and Social Media (2014)
- Rozendaal, E., "Reconsidering advertising literacy as a defense against advertising effects", Media psychology, 14(4), pp.333~354 (2011)
- Schlosser, A. E., "Experiencing products in the virtual world : The role of goal and imagery in influencing attitudes versus purchase intentions", Journal of consumer research, 30(2), pp.184~198 (2003)
- Schouten, A. P., "Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit", International journal of advertising, 39(2), pp.258~281 (2020)
- Shen, F., "Impact of narratives on persuasion in health communication : A meta-analysis", Journal of Advertising, 44(2), pp.105~113 (2015)
- Shiv, B., "Heart and mind in conflict : The interplay of affect and cognition in consumer decision making", Journal of consumer Research, 26(3), pp.278~292 (1999)
- Slater, M. D., "Entertainment—education and elaboration likelihood : Understanding the processing of narrative persuasion", Communication theory, 12(2), pp.173~191 (2002)
- Spears, N., "Measuring attitude toward the brand and purchase intentions", Journal of current issues &research in advertising, 26(2), pp.53~66 (2004)
- "Social media platforms used in influencer campaigns 2021" (2022)[URL]
- "U.S. Instagram users by age group 2022" (2022)[URL]
- Tessitore, T., "PP for ‘product placement’ or ‘puzzled public’? The effectiveness of symbols as warnings of product placement and the moderating role of brand recall", International Journal of advertising, 32(3), pp.419~442 (2013)
- Turetken, O., "Development of a fisheye-based information search processing aid(FISPA)for managing information overload in the web environment", Decision Support Systems, 37(3), pp.415~434 (2004)
- Van Reijmersdal, E. A., "How age and disclosures of sponsored influencer videos affect adolescents’ knowledge of persuasion and persuasion", Journal of youth and adolescence, 49(7), pp.1531~1544 (2020)
- Wen, T., "Activating persuasion knowledge in native advertising : the influence of cognitive load and disclosure language", International Journal of Advertising, 39(1), pp.74~93 (2020)
- Wentzel, D., "The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads", Psychology & Marketing, 27(5), pp.510~530 (2010)
- Wojdynski, B. W., "The deceptiveness of sponsored news articles : How readers recognize and perceive native advertising", American Behavioral Scientist, 60(12), pp.1475~1491 (2016)
- Wojdynski, B. W., "Going native : Effects of disclosure position and language on the recognition and evaluation of online native advertising", Journal of Advertising, 45(2), pp.157~168 (2016)
- Xie, Q., "How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing", International Journal of Advertising, 42(2), pp.317~343 (2022)
- Yang, G., "The effects of sponsorship disclosures, advertising knowledge, and message involvement in sponsored influencer posts", International Journal of Advertising, 41(8), pp.1502~1520 (2022)
