인플루언서 협찬 유형이 브랜드 태도와 구매 의도에 미치는 영향: 지각된 진정성과 콘텐츠 피로감의 매개효과

초록

Influencer marketing is a strategy that leverages the close relationship between influencers and consumers to naturally deliver marketing messages, effectively fostering consumer trust. However, with the expansion of influencer marketing, various forms of sponsored content have emerged, raising concerns about their credibility among consumers. This study classifies influencer sponsorship into monetary and non-monetary forms and empirically examines their effects on consumers’ psychological responses, attitudes, and behavioral intentions. The key findings of this study are as follows: First, the type of influencer sponsorship significantly influences brand attitude, with non-monetary (vs. monetary) sponsorship leading to more favorable attitudes toward the brand. Second, the effect of sponsorship type on brand attitude is mediated by perceived authenticity and content fatigue. Specifically, non-monetary (vs. monetary) sponsorship enhances perceived authenticity while reducing content fatigue, leading to more positive attitudes toward the brand. Third, the study confirms the significance of an integrated model, demonstrating that non-monetary (vs. monetary) sponsorship positively impacts brand attitude and purchase intention by increasing perceived authenticity and reducing content fatigue. This study conceptualizes influencer sponsorship and analyzes its differential effects on consumers’ attitudes and behavioral intentions, along with the underlying psychological mechanisms. In doing so, it contributes to the theoretical development of influencer sponsorship in marketing and provides practical implications for its strategic application.

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