중국 SNS 웨이보의 디지털 유명인 포스팅 스타일과 브랜드 개성이 브랜드 신뢰도와 구매의도에 미치는 영향: 브랜드 지각의 매개효과를 중심으로
The Effects of Digital Celebrity Posting Style and Brand Personality in China SNS(Weibo) on Followers’ Brand Trust and Purchase Intention: Focusing on the Mediating Effect of Brand Perception
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본 연구는 중국 SNS인 “웨이보” 사용자가 증가하면서 나타난 “디지털 유명인”이라는 그룹을 활용한 브랜드 광고에 관한 연구이다. 포스팅 광고는 디지털 유명인과 팔로워들 간의 준사회적 관계를 이용한 효과적인 광고 형태로 주목을 받으며, 많은 브랜드들이 마케팅 채널로 사용하고 있는 추세이다. 본 연구는 디지털 유명인의 포스팅 스타일(비공식적 vs. 공식적)의 사용이 팔로워 반응에 영향을 미치는 데 있어 브랜드에 대한 지각변수(유능함, 친근함)의 매개역할과 브랜드 개성(전문성 vs. 즐거움)의 조절 역할을 살펴보았다. 중국 웨이보 사용자 240명을 대상으로 진행되었으며 2(포스팅 스타일: 공식적 vs. 비공식적) x 2(브랜드 개성: 전문성 vs. 즐거움)의 집단 간 실험 설계(between-subjects design)를 적용하였다. 연구결과, 디지털 유명인이 비공식적 스타일로 포스팅할 때보다 공식적 스타일 포스팅할 때브랜드에 대한 유능함을 더 높게 지각한 반면, 친근함은 더 낮게 지각하는 것으로 나타났다. 전문적인 브랜드의 공식적인 포스팅은 브랜드의 지각된 유능함을 높이며 메시지 신뢰, 브랜드 신뢰와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 반면 즐거운 브랜드의 비공식적인 포스팅은 브랜드에 대한 지각된 친근함을 높여 소비자 반응에 긍정적인 영향을 미쳤다. SNS를 통한 광고가 증가하였음에도 불구하고 기존의 선행 연구들은 주로 브랜드 계정 전용 페이지에서 행해지는 커뮤니케이션 스타일에 초점을 맞췄으며, 디지털 유명인을 통한 광고와 그 효과에 대해 다룬 연구가 많지 않았다. 본 연구는 브랜드 전용 페이지가 아닌 웨이보의 디지털 유명인의 포스팅 광고로 마케팅 범위를 확장하여 연구를 진행하였고, 디지털 유명인의 포스팅 광고가 팔로워들에게 미치는 영향에 대해 실증적 연구를 진행하였다는 점에서 학문적 시사점을 찾을 수 있으며 마케터들에게 효과적인 디지털 유명인 광고에 관한 실무적 시사점을 제공하고 있다.
Abstract
This study focuses on brand advertisements publicized by a group, known as "Digital Celebrities," on "Weibo," the largest social networking service in China. Many companies perceive digital celebrity endorsements as a potent marketing tool that leverages the social connections between digital influencers and their followers. The research aims to examine how different posting styles employed by digital celebrities influence the reactions of their followers, focusing particularly on the mediating roles of perceived competence and friendliness. Furthermore, it investigates how brand personality moderates the relationship between the posting style and brand perception. A 2 (posting style: formal vs. informal) x 2 (brand personality: professional vs. enjoyable) between-subject design was employed. Results indicate that followers associate higher competence, albeit lower friendliness, with brands when digital celebrities adopt a formal, rather than informal, posting style. Moreover, formal postings by professional brands enhance perceived competence, positively influencing message trust, brand trust, and purchase intention. Conversely, informal postings by enjoyable brands elicit a positive consumer response by enhancing perceived friendliness with the brand. While there is growing interest among corporations in communication styles within SNS advertising, previous studies predominantly focused on communication styles on brand fan pages. This study is novel in that it examines how posting style interacts with brand personality to influence followers' responses to brands that are featured on the SNS of digital celebrities. These findings are significant as they stimulate academic curiosity in advertising by digital celebrities and offer insights to marketers on effectively leveraging digital influencers, based on their posting style and associated brand personality.
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