유명인의 진정성 활용을 통한 개인 브랜드 성공요인에 관한 연구

Abstract

Purpose In relation to social media, as the demand for authenticity continues to rise, and the influence of social media influencers(SMI) persists in spreading, this study aims to investigate consumer behavior related to five dimensions of SMI authenticity(i.e., sincerity, truthful endorsements, visibility, expertise, and uniqueness), trust and satisfaction in SMI-established brands, and the willingness to pay a premium price. Methods To investigate consumer behavioral intentions toward brands established by SMI, data were collected in the United States based on the industry size and growth of SMI, resulting in a total of 245 valid responses. The proposed research model was analyzed using statistical programs SPSS and AMOS for the analysis. Results As a result, within the authenticity dimensions of SMI, sincerity, truthful endorsements, and visibility had a positive impact on trust in brands established by SMI. This trust, in turn, positively influenced satisfaction and the willingness to pay a premium. Conclusion By exploring the concept of authenticity in relation to social media and investigating the relationships between the five dimensions of SMI authenticity, trust in brands established by SMI, satisfaction, and the willingness to pay a premium price, this study extends the literature on consumer evaluation and behavioral intentions related to SMI.