골프 인플루언서의 소셜 미디어 마케팅 전략

초록

The purpose of this qualitative study was to investigate the marketing strategies of golf influencers in creating social media contents. This research adopts semi-structured in-depth interview conducted with 9 golf influencers who are active on social media. Four categories of marketing strategy were deduced from the collected interview data. First, golf influencers tended to emphasize their physical attractiveness to increase their influence over audiences. Secondly, golf influencers had a tendency to put stress on authenticity in creating endorsement-related contents. Thirdly, with the rapid influx of young golfers, golf influencers identified the MZ generation as their main target audience and tried to develop marketing strategies responsive to the audience. Lastly, a human network was considered as a valuable marketing asset to golf influencers and they were eager to utilize the network as a strategic tool to maximize their influence. The results of this study were discussed followed by the suggestion for future research. This qualitative results and comprehensive theorization of this study may serve as an effective research in understanding the marketing strategies of golf influencers in social media.

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