ScholarWorks@숙명여자대학교

초록

The purpose of this study is to explore the impact of social media influencer endorser attributes(excellence, contents suitability, initiative, similarity) on users' step-by-step reactions (acceptanceintention, brand attitude, purchase intention). Also, it analyzed the mediating effects of user-recognizedinformation usefulness on the relations between social media influencer endorser attributes and users'reactions. This study designed a survey for users with experience watching influencer’s brand productsor service contents on the YouTube platform and purchasing it after watching. As the result of theanalysis, it was found that social media influencer endorser attributes positively impacted the user'sreactions, and the user's information usefulness had a partial mediating effect. This study provedthe effectiveness of advertising PR communication of content related to products and services providedby social media influencers. In addition, it is of theoretical significance in that it provided a standardfor systematically classifying influencers according to the influencer endorser attributes scale. Besides,there is practical significance in providing strategic and empirical implications to organizations seekingto implement social media influencer marketing and communication.

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