Effect of Perceived Rewarded Referral on Instagram Influencer Marketing : Centering on Instagram Posts on Cosmetic Products

Yeon, Ha Mi; 이연주,; 권수정,; 강윤선,; Chae, Jiwon

doi:10.9728/dcs.2019.20.1.75

Cited by 2 publications

(2 citation statements)

References 18 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…램의 마케팅에 크게 의존하고 있으며 (Watanabe et al, 2021), 홍보 채널로서 인스타그램을 적극 활용하고 있다 (Ha et al, 2019). 예를 들면, 구매 영향력이 있는 유명 인스타그래머나 연 예인에게 제품을 협찬하기도 하고 (Lee & Kim, 2016), 직접 인 스타그램 채널을 운영하기도 한다.…”

Section: 최근 유통채널이 다각화되고 있는 화장품 분야는 인스타그unclassified

Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics

Park¹,

Choi²

2023

J Korean Soc Cosmetol

View full text Add to dashboard Cite

The main purpose of this study is to examine the effects of instagram characteristics (informativeness, playfulness, reliability) on the purchase intention of cosmetics. And it is confirmed whether there are mediating effects of heuristics and reviews between characteristics of instagram and purchase intention of cosmetics. For the purpose of this study's goal, the 500 samples were collected from entrust survey in Seoul and metropolitan area. The analytical method of this study conducted frequency analysis, descriptive statistics, reliability and correlation analysis, using SPSS WIN 23.0 program, as well as confirmatory factor analysis, path analysis, multi-parametric model analysis, using AMOS 21.0 program. The results of this study are as follows. First, the results revealed that instagram characteristics (informativeness) influence positively purchase intention of cosmetics, and instagram characteristics (playfulness, reliability) influence reviews, heuristics influence positively purchase intention of cosmetics. Second, the perfect mediating effect of heuristics and reviews was found in the process where instagram characteristics (playfulness, reliability) exercise an influence on purchase intention of cosmetics. In conclusion, the results of this study are expected to provide basic data for cosmetics companies to grow and develop further by establishing effective marketing strategies in the future.

show abstract

Section: 최근 유통채널이 다각화되고 있는 화장품 분야는 인스타그unclassified

Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics

Park¹,

Choi²

2023

J Korean Soc Cosmetol

View full text Add to dashboard Cite

show abstract

“…However, as SNS is no longer a service that connects people to people, but rather a service for advertising exposure, Instagram's advertisement fatigue has increased. In the case of Instagram's influencer advertisements, consumers showed negative advertisement attitudes due to their perception that the posted product's promotional content was a recommendation rewarded by a company [9].…”

Section: Instagram and Advertisingmentioning

confidence: 99%

A Study on Consumer Acceptance of One-person Media Content-based Advertising

Kim¹,

Yoo²

2021

APJCRI

View full text Add to dashboard Cite

This study examines the attitude of consumers towards advertisements within one-person broadcast contents and provide implications for effective advertisement exposure. As one-person broadcast creators (influencers) exert greater influence on the consumers, one-person broadcast contents are drawing attention as a new advertising marketing medium. Drawing on previous studies on how consumer acceptance of advertisements in one-person media such as blogs, Facebook, Instagram, and YouTube has changed, this study examined the consumers' attitude towards advertisements in various one-person broadcast platforms compared to conventional broadcast channels. Previous research on this topic is limited to YouTube, and there is no comparison with conventional broadcast channels. This study found no significant difference in the consumers' attitude toward advertisements in one-person broadcasts compared to conventional ones. It discussed the results based on previous research and news articles and suggested guidelines for advertisement exposure suitable for one-person media creators who want a positive consumer attitude towards advertisements inserted in their contents.

show abstract

Effect of Perceived Rewarded Referral on Instagram Influencer Marketing : Centering on Instagram Posts on Cosmetic Products

Cited by 2 publications

References 18 publications

Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics

Mediating Effects of Heuristics and Reviews in the Relationship between Instagram Characteristics and Purchase Intention of Cosmetics

A Study on Consumer Acceptance of One-person Media Content-based Advertising

Contact Info

Product

Resources

About