ScholarWorks@숙명여자대학교

초록

The recent development on social media and smart media have brought substantial changes in the people’s lifestyles. As media content creators have started to get attentions since they are able to distribute the contents they made through social networks, marketers began to take notice of the creator’s influence on consumer persuasion. In particular, The MCN(multi channel network), which is a new business model that can bring the production, distribution, and profit provided by the creator, is getting active domestically. However, previous studies that dealt with the issue of communication effects of Memedia, in which individual creators produce and distribute their own contents, are rare. This study attempted to verify how consumers’ perceived expertise of the creator and perceived commercialism of the message would influence their message attitude and behavioral intention in Memedia, Results supported significant main effects of perceived expertise and significant interaction effects between the two independent variables; however, main effects of perceived commercialism were somewhat complex. Based on the results, both theoretical and practical implications were discussed in terms of the attributes of effective communicators and messages when using Memedia strategically for marketing communication.

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