소셜미디어 뷰티 인플루언서와의 준사회적 상호작용이 브랜드 신뢰와 구매의도에 미치는 영향 (The Effects of Para-social Interactions with Social Media Beauty Influencers on Brand Trust and Purchase Intention)

서지정보

· 발행기관 : 한국인체미용예술학회
· 수록지 정보 : 한국인체미용예술학회지 / 22권 / 1호 / 177 ~ 194페이지
· 저자명 : 임새미, 이인희

초록

This study attempted to investigate the effects of para-social interactions with social media beauty influencers on brand trust and purchase intention, with a goal of providing beauty brands and research agencies with basic data needed to develop marketing strategies. For this, a questionnaire survey was performed among women aged 15-59 living in Seoul and the capital region, who have subscribed and followed beauty influencers on social media (e.g., YouTube, Instagram, Facebook). A total of 313 copies were used for final analysis, and the results found the following: Para-social interactions with social media beauty influencers revealed a positive effect on both brand trust and purchase intention. As influencers and brands become more correlated with each other, the results confirmed that influencer marketing has a significant influence on brand trust and purchase intention and is critical branding and marketing factor for all ages. Therefore, it is anticipated that the study results would be available as basic data for developing marketing strategies in the beauty industry, which aim to increase sales and promote branding through customer profiling after considering diverse the perspectives based on the customer-beauty influencer relationships.

영어초록

This study attempted to investigate the effects of para-social interactions with social media beauty influencers on brand trust and purchase intention, with a goal of providing beauty brands and research agencies with basic data needed to develop marketing strategies. For this, a questionnaire survey was performed among women aged 15-59 living in Seoul and the capital region, who have subscribed and followed beauty influencers on social media (e.g., YouTube, Instagram, Facebook). A total of 313 copies were used for final analysis, and the results found the following: Para-social interactions with social media beauty influencers revealed a positive effect on both brand trust and purchase intention. As influencers and brands become more correlated with each other, the results confirmed that influencer marketing has a significant influence on brand trust and purchase intention and is critical branding and marketing factor for all ages. Therefore, it is anticipated that the study results would be available as basic data for developing marketing strategies in the beauty industry, which aim to increase sales and promote branding through customer profiling after considering diverse the perspectives based on the customer-beauty influencer relationships.

참고자료

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