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Persuasive Effect of Advertising Disclosures and Influencer Credibility: Applying the Persuasion Knowledge Model
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광고 디스클로저와 인플루언서 공신력에 관한 설득효과 연구: 설득지식모델을 적용하여

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Type
Academic journal
Author
Zhou, Boya (성균관대학교) Baek, Jinju (성균관대학교)
Journal
Institute of Social Science Journal of Social Science Vol.59 No.2 KCI Accredited Journals
Published
2020.12
Pages
497 - 530 (34page)
DOI
10.22418/JSS.2020.12.59.2.497

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Persuasive Effect of Advertising Disclosures and Influencer Credibility: Applying the Persuasion Knowledge Model
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This study investigates whether advertising disclosure and influencer credibility influence the persuasive effect in influencer marketing. To this end, 7 hypotheses are proposed for the influence of advertising disclosure, influencer credibility, and persuasion knowledge model on continuous viewing intention, product attitude, and purchase intention. To test the proposed model, a factorial design experiment was conducted with 2 (Advertising Disclosures: Yes/No) x 2 (Influencer Credibility: High/Low). The results show that advertising disclosure in influencer marketing has no meaningful effect on persuasion knowledge, and the interaction between influencer credibility and advertising disclosure has an effect on persuasion knowledge. Meanwhile, the higher the level of persuasion knowledge, the lower viewing intentions, product attitude, and purchase intention will be. The follower with a high topic knowledge also has a high purchase intention. The higher the level of agent knowledge, the higher the viewing intentions, product attitudes, and purchase intentions. Based on the findings, the practical application of the persuasion knowledge model in the context of influencer marketing was presented and the future direction of the research was discussed.
#인플루언서 마케팅 #광고 디스클로저 #정보원 공신력 #설득효과 #설득지식 모델 #Influencer Marketing #Advertising Disclosures #Source Credibility #Persuasion Effectiveness #Persuasion Knowledge Model

Contents

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 논의
참고문헌
Abstract

References (45)

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고정삼 / 유명 유튜버 ‘뒷광고 사과’에도 뿔난 시청자들 / 이데일리 google schola 국가법령정보센터 / 2020 / 추천ㆍ보증 등에 관한 표시ㆍ광고 심사지침[시행2020. 9. 1] / 공정거래위원회 google schola 김영란 / 2019 / 소비자의 정보원 유형에 따른 설득지식이 정보 공신력과 전문성에 미치는 영향에 대한 연구: 중국 소비자의 사례를 중심으로 / 전자무역연구 17(3):141~159 dbpia 김영석 / 2005 / 설득 커뮤니케이션 / 나남 google schola 김윤애 / 2008 / 메시지 제시 형태(광고, 퍼블리시티, 블로그)에 따른설득 효과 차이 : 설득지식모델을 적용하여 / 한국언론학보 52(5):130~159 dbpia

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