인플루언서 마케팅에서 정보원 유형과 경제적 대가 표시에 따른 광고 효과 연구 : 유튜브(YouTube) 플랫폼을 중심으로

초록

This study aims to analyze the advertising effect depending on whether or not it displays economic support in AD messages using YouTube in the recently emerging influencer marketing. In this study, we classified influencer type as celebrity and ordinary person and verified how the advertising effect differs depending on displaying of economic support. The findings show that the advertising effect did not differ between celebrities and ordinary person, but the advertising effect differed significantly depending on displaying of economic support. Advertising was more effective when there was a displaying of economic support. On the other hand, the interaction effect of the two independent variables on the advertisement attitude was higher in advertising by celebrities than the ordinary people only when there was a displaying of economic support.

키워드