Effects of MCN Branded Entertainment on Consumer Evaluations: A Focus on Content Novelty and Creator Attractiveness

홍다현,; 전종우,

doi:10.15814/jpr.2017.21.4.30

journalofpublicrelations

2017

DOI: 10.15814/jpr.2017.21.4.30

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Effects of MCN Branded Entertainment on Consumer Evaluations: A Focus on Content Novelty and Creator Attractiveness

홍다현 홍다현¹,

전종우 전종우²

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Cited by 2 publications

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The Effects of Interest in Cosmetology Videos on Cosmetics Purchase Intention and Behavior in Young Women in their 20s

Seo¹,

Kim²

2021

J Korean Soc Cosmetol

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This study attempted to investigate the influence of cosmetology videos on cosmetics purchase intention and behavior among young women in their 20s, and the results found the following: The rise of interest in cosmetology videos had a positive effect on cosmetics purchase intention and behavior, and the influence was higher as the respondents were younger/more educated and their cosmetics purchase interval became faster. Compared to other women, women in their 20s revealed high cosmetics purchase intentions in pursuit of brand, price consideration, purchase sustainability, and change of pace. Young women tend to reveal their manners and express values through makeup. In general, they love functional cosmetics. In addition, they prefer low-price brands to renowned brands. According to the analysis of correlations between variables, a positive influence was found in the following with statistical significance: interest in cosmetology videos and cosmetics purchase intention, interest in cosmetology videos and cosmetics purchase behavior, cosmetics purchase intention and cosmetics purchase behavior.

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The Effects of Interest in Cosmetology Videos on Cosmetics Purchase Intention and Behavior in Young Women in their 20s

Seo¹,

Kim²

2021

J Korean Soc Cosmetol

View full text Add to dashboard Cite

show abstract

Exploring the Impact of Virtual Influencer Advertising: In-depth Interviews with College Students

2023

dcs

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Effects of MCN Branded Entertainment on Consumer Evaluations: A Focus on Content Novelty and Creator Attractiveness

Cited by 2 publications

References 22 publications

The Effects of Interest in Cosmetology Videos on Cosmetics Purchase Intention and Behavior in Young Women in their 20s

The Effects of Interest in Cosmetology Videos on Cosmetics Purchase Intention and Behavior in Young Women in their 20s

Exploring the Impact of Virtual Influencer Advertising: In-depth Interviews with College Students

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