ScholarWorks@중앙대학교

초록

Consumer skepticism, similar to that toward traditional advertising, has been fueled by the proliferation of influencer marketing, especially as influencers endorse a wide range of products. Focusing on the roles of influencer-product fit and content style, this study investigates the effectiveness of influencer marketing. With the increasingly blurred lines between genuine endorsements and paid promotions, understanding how these factors shape consumer responses, specifically through ad skepticism, is essential. This study explores how the interaction between influencer-product fit and content style influences ad skepticism and, subsequently, purchase intention. The findings reveal that in low-fit scenarios, a non-narrative content style significantly reduces skepticism, while in high-fit scenarios, content style has a negligible effect on skepticism levels. Furthermore, the results demonstrate that ad skepticism mediates the relationship between influencer-product fit, content style, and purchase intention in low-fit scenarios. These insights emphasize the critical role of managing consumer skepticism to enhance campaign effectiveness, thereby contributing to the growing body of literature on influencer marketing. The findings provide actionable strategies for digital marketers by suggesting that marketing outcomes can be significantly improved by aligning an influencer's persona with the advertised product and carefully selecting the appropriate content style.

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