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The Effect of Influencer Information Source, Message Sidedness,Consumer Regulatory Focus on E-WOM Intentions about the Cosmetics Advertisements of Instagram
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인플루언서 정보원천, 메시지 측면성, 소비자 조절초점이 인스타그램 화장품광고 온라인 구전의도에 미치는 효과

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Type
Academic journal
Author
Se-Won Lim (성균관대학교) HWANG SUN JIN (성균관대학교) Sang-In Han (성균관대학교 의상학과)
Journal
한국패션비즈니스학회 패션 비즈니스 패션 비즈니스 제25권 제5호 KCI Accredited Journals
Published
2021.11
Pages
149 - 162 (14page)

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The Effect of Influencer Information Source, Message Sidedness,Consumer Regulatory Focus on E-WOM Intentions about the Cosmetics Advertisements of Instagram
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Research history (2)

2021

The Effect of Influencer Information Source, Message Sidedness,Consumer Regulatory Focus on E-WOM Intentions about the Cosmetics Advertisements of Instagram
Se-Won Lim ,  HWANG SUN JIN ,  Sang-In Han 패션 비즈니스 2021.11 Academic journal
The effect of influencer information source, message sidedness, consumer regulatory focus on the cosmetics advertisement of instagram
임세원 의상학과 2021.01 Thesis
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Abstract· Keywords

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Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer’s information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) X 2 (message sidedness: two-sided message vs one-sided message) X 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer’s information source and the consumer’s regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer’s attitude towards advertisements.
#인플루언서 정보원천 #메시지 측면성 #소비자 조절초점 #온라인 구전의도 #influencer information source #message sidedness #consumer regulatory Focus #E-WOM intentions

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References (56)

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Allen, M. / 1991 / Meta-analysis comparing the persuasiveness of one-sided and two-sided messages / Western Journal of Speech Communication 55(4):390~404 google schola Business Insider / Influencer Marketing : State of the social media influencer market in 2020 google schola Brooks Jr, R. C. / 1957 / “Word-of-mouth” advertising in selling new products / Journal of Marketing 22(2):154~161 google schola Chang, E. S. / 2012 / A study of persuasive effect of narrative advertising by source type : focused on the advertising of cosmetics google schola Cho, S. J. / 2020 / The effects of fashion native advertising information sources, content types, and activation of persuasion knowledge on consumer attitudes google schola

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