ScholarWorks@숙명여자대학교

초록

This study investigates how the source characteristics of employee influencers affect public intention to participate in government-led campaigns, aiming to explore strategic applications of influencers in public communication. A survey was conducted with 200 adults who had viewed short-form public campaign content featuring employee influencers on social media platforms. Exploratory factor analysis identified four key influencer source attributes: affinity, trustworthiness, familiarity, and expertise. Among these, affinity and expertise were the strongest predictors of participation intention. Trustworthiness showed partial effects and also exerted influence through content attitude as a mediating variable, while familiarity did not significantly affect participation. By extending the concept of influencers beyond commercial contexts to the public sector, this study contributes to the theoretical development of influencer communication.

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