본문 바로가기
KERD
논문KCI 등재

Containing the Damage: Influencer Transgression, Attribution, Brand Evaluation, and the Role of Culture

조경아|안신혜|임화진
한국소비자학회 (Korean Society Of Consumer Studies)|2024.06|소비자학연구 (Journal of Consumer Studies)|제35권 제3호|pp. 25-47|DOI http://dx.doi.org/10.35736/JCS.35.3.2

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

Identification인플루언서 마케팅Influencer marketingAttribution style브랜드 평가문화적 지향Cultural orientationBrand evaluationMoral transgression도덕적 위반귀인 스타일
주제분류경제학

초록

Given the ubiquity and popularity of social media as a major source of information for consumers, our study investigates the influence of social media influencers on consumer attitudes toward new brands. We focus on the role of cultural differences in attribution styles to understand how consumers from collectivistic cultures might react to a brand if the endorsing influencer engages in immoral or unethical behavior. While existing research in celebrity marketing indicates that negative information about a celebrity can transfer to the brand, our findings suggest that variations in cultural thinking styles result in different impacts on this relationship.

Abstract

Given the ubiquity and popularity of social media as a major source of information for consumers, our study investigates the influence of social media influencers on consumer attitudes toward new brands. We focus on the role of cultural differences in attribution styles to understand how consumers from collectivistic cultures might react to a brand if the endorsing influencer engages in immoral or unethical behavior. While existing research in celebrity marketing indicates that negative information about a celebrity can transfer to the brand, our findings suggest that variations in cultural thinking styles result in different impacts on this relationship.

참고문헌 (47)

  1. Ahluwalia, R., "Consumer response to negative publicity : The moderating role of commitment", Journal of Marketing Research, 37(2), pp.203~214 (2000)
  2. "Influencer marketing market size, share, growth" (2024)[URL]
  3. Atkin, C., "Effectiveness of celebrity endorsers", Journal of Advertising Research, 23, pp.57~61 (1983)
  4. Chen, H., "College-aged young consumers’perceptions of social media marketing: The story of Instagram", Journal of Current Issues & Research in Advertising, 39(1), pp.22~36 (2018)
  5. Choi, I., "Culture and Judgment of Causal Relevance", Journal of Personality and Social Psychology, 84(1), pp.46~59 (2003)
  6. Choi, I., "Causal attribution across cultures: Variation and universality", Psychological Bulletin, 125(1), pp.47~63 (1999)
  7. Fiske, S. T., "Social Cognition" (1991), McGraw-Hill
  8. Gardner, M. P., "Does attitude toward the ad affect brand attitude under a brand evaluation set", Journal of Consumer Research, 22(2), pp.192~198 (1985)
  9. "The state of influencer marketing 2024: Benchmark Report" (2024)[URL]
  10. Goldenberg, J., "Influencer Marketing : Impact, Risks, and The Way Forward", Journal of Marketing Research, 56(3), pp.361~378 (2021)
  11. Greene, J., "How(and where)does moral judgment work", Trends in Cognitive Psychology, 6(12), pp.517~523 (2006)
  12. Heine, S. J., "Self as cultural product : An examination of East Asian and North American selves", Journal of Personality, 69(6), pp.881~906 (2001)
  13. Hoffner, C., "Young adults’wishful identification with television characters : the role of perceived similarity and character attributes", Media Psychology, 7(4), pp.325~351 (2005)
  14. Hofstede, G., "Culture's Consequences:International Differences in Work-Related Values" (1984), SAGE Publications
  15. Hui, C. H., "Measurement of individualismcollectivism", Journal of Research in Personality, 22(1), pp.17~36 (1988)
  16. Johnson, A. R., "When a celebrity is tied to immoral behavior : consumer reactions to Michael Jackson and Kobe Bryant", Advances in Consumer Research, 32(2), pp.100~101 (2005)
  17. Kang, I. H., "Cultural Differences in Consumer Responses to Celebrities Acting Immorally: A Comparison of the United States and South Korea", Journal of Business Ethics, 180, pp.373~389 (2022)
  18. Krishna, A., "The effect of self-construal on spatial judgments", Journal of Consumer Research, 35(2), pp.337~348 (2008)
  19. Lee A. Y., "The pleasures and pains of distinct self-construals : the role of interdependence in regulatory focus", Journal of Personality and Social Psychology, 78(6), pp.1122~1134 (2000)
  20. Lee, J. E., "YouTube vloggers’influence on consumer luxury brand perceptions and intentions", Journal of Business Research, 69(12), pp.5753~5760 (2016)
  21. Markus, H. R., "Culture and self : Implications for cognition, emotion, and motivation", Psychological Review, 98, pp.224~253 (1991)
  22. Mitchell, A. A., "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement", Journal of Consumer Research, 13(1), pp.12~24 (1986)
  23. Miyamoto, Y., "Culture and the physical environment holistic versus analytic perceptual affordances", Psychological Science, 17(2), pp.113~119 (2006)
  24. Money, R. B., "Celebrity endorsements in Japan and the United States : Is negative information all that harmful", Journal of Advertising Research, 46(1), pp.113~123 (2006)
  25. Morris, M. W., "Causal cognition: A multidisciplinary debate", pp.1995, Clarendon Press
  26. Morris, M. W., "Culture and cause:American and Chinese attributions for social and physical events", Journal of Personality and Social Psychology, 67(6), pp.949~971 (1994)
  27. Munnukka, J., "“Thanks for watching”. the effectiveness of YouTube vlog endorsements", Computers in Human Behavior, 93, pp.226~234 (2019)
  28. Nisbett, R. E., "The influence of culture : Holistic versus analytic perception", Trends in Cognitive Sciences, 9(10), pp.467~473 (2005)
  29. Nisbett, R. E., "Culture and Systems of Thought : Holistic Versus Analytic Cognition", Psychological Review, 108(2), pp.291~310 (2001)
  30. Ohanian, R., "The impact of celebrity spokespersons’perceived image on consumers’intention to purchase", Journal of Advertising Research, 31(1), pp.46~54 (1991)
  31. Reed, A., "Social Identity as a Useful Perspective for Self-Concept-based Consumer Research", Psychology & Marketing, 19(3), pp.235~266 (2002)
  32. Ross, L., "The intuitive psychologist and his shortcomings : Distortions in the attribution process", Advances in Experimental Psychology, 10, pp.173~220 (1977)
  33. Rubin, A. M., "Loneliness, parasocial interaction, and local television news viewing", Human Communication Research, 12(2), pp.155~180 (1985)
  34. 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)
  35. Till, B. D., "Endorsers in advertising : the case of negative celebrity information", Journal of Advertising, 27(1), pp.67~82 (1998)
  36. Triandis, H. C., "The self and social behavior in differing cultural contexts", Psychological Review, 96(3), pp.506~520 (1989)
  37. Triandis, H. C., "Individualism and Collectivism : Cross-Cultural Perspectives on Self-Ingroup Relationships", Journal of Personality and Social Psychology, 54(2), pp.323~338 (1988)
  38. Tripp, C., "The effects of multiple endorsements by celebrities on consumers' attitudes and intentions", Journal of Consumer Research, 20(4), pp.535~547 (1994)
  39. Um, N. H., "Celebrity scandal fallout : How attribution style can protect the sponsor", Psychology & Marketing, 30(6), pp.529~541 (2013)
  40. Um, N. H., "Determinants for effects of celebrity negative information:when to terminate a relationship with a celebrity endorser in trouble?", Psychology & Marketing, 33(10), pp.864~874 (2016)
  41. Um, N. H., "Does culture influence how consumers process negative celebrity information? Impact of culture in evaluation of negative celebrity information", Asian Journal of Communication, 25(3), pp.327~347 (2015)
  42. Warren, C., "Brand coolness", Journal of Marketing, 83(5), pp.36~56 (2019)
  43. Weary, G., "Attribution" (1989), Springer Verlag
  44. White, D. W., "The effects of negative information transference in celebrity endorsement relationship", International Journal of Retail &Distribution Management, 37(4), pp.322~335 (2009)
  45. Yi, Y., "The effects of contextual priming in print advertisements", Journal of Consumer Research, 17(2), pp.215~222 (1990)
  46. Zhang, L., "Influencer marketing:A comparison of traditional celebrity, social media influencer and AI influencer", Boston Hospitality Review(Consumer Behavior Edition) (2021), BU School of Hospitality Administration
  47. Zhou, L., "How negative celebrity publicity influences consumer attitudes : the mediating role of moral reputation", Journal of Business Research, 66(8), pp.1013~1020 (2013)

관련 논문AI추천

How Do Consumers React to Scandals Involving Celebrity Endorsers and Endorsed Brands?Ji-Eun Choi한국유통과학회 · 유통과학연구2019 · 제17권 제8호To sponsor or not to sponsor: Transgressions are unequally detrimentalJoseph W. Chang한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2017 · 제27권 제3호Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional postEunice Kim, Susanna Lee한국마케팅과학회 · Journal of Global Fashion Marketing2020 · 제11권 제3호Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude toward Discount Code Use박태희, 이미라한국마케팅학회 · 아시아마케팅저널2023 · 제25권 제1호The Effects of Self-construal on Evaluating Attribute-focused Versus Context-focused Advertising Messages권오윤한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2016 · 제17권 제2호The Impact of Dispositional versus SituationalAttributions on Consumer Responses to Non-celebrityTestimonial AdvertisingHan, Kyoo-Hoon, Tinkham, Spencer F.한국마케팅학회 · 아시아마케팅저널2007 · 제2권 제1호

이 간행물의 다른 논문 (6건)

중국소비자의 피트니스 애플리케이션에 대한 만족도 및 충성도에 관한 연구: 지각된 혜택, 희생, 이용자 특성을 중심으로류미현, 왕광영pp. 1-24메타버스 소비자 가치와 브랜드 태도 연구: 브랜드 사랑과 관여도의 다중매개효과를 중심으로이형석, 박진성, 최미연pp. 49-71커뮤니티 특성과 주거 이동성의 상호작용이 개인정보 공개 의향에 미치는 영향에 관한 연구: 지각된 유사성 및 소속감의 매개효과를 중심으로서정화, 박지경, 김학균pp. 73-90관계 발전 동기가 선물 구매 시 행동적 비용에 미치는 영향: 수혜자 지향성의 매개 및 연령의 조절 효과박혜원, 이경미pp. 91-110현대 소비자의 소비생활 결핍에 대한 질적 연구: 다차원 빈곤의 개념과 하위차원을 중심으로김지범, 최휘, 장혜인, 이유림, 황혜선, 박태영, 이욱, 박찬희pp. 111-140
원문 보기