K-Pop 아티스트 사과메시지의 주체와 소구방식이 메시지 수용과 평판 회복성에 미치는 영향: 관여도의 조절적 영향을 중심으로

초록

This study was conducted to examine which apology message strategy is more effective in K-Pop artists' crisis situations. To this end, this study examined how the communication entity (artist, agency), appeal style (rational, emotional), and K-Pop involvement (high, low) of K-Pop artist apology messages affect the public's acceptance of the message and the reputational recovery of the artist and agency. The results showed that an emotional apology increased message acceptance among people with low K-Pop involvement, and the subject of the apology had no significant effect. In the case of reputation resilience, the effects of appeal type and involvement level were significant, and the interaction effect of the three independent variables was significant. Further analysis showed that in the low-involvement group, there was little difference in reputational resilience between appeal types when the apologizer was an artist, but rational appeal was more effective when the apologizer was an employer. These results suggest that emotional appeals are more effective in increasing acceptance of an apology message. However, regardless of whether an apology is accepted or not, reputation resilience seems to be judged in different ways depending on the individual's level of involvement.

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