중국 SNS 웨이보의 디지털 유명인 포스팅 스타일과 브랜드 개성이 브랜드 신뢰도와 구매의도에 미치는 영향: 브랜드 지각의 매개효과를 중심으로

초록

This study focuses on brand advertisements publicized by a group, known as "Digital Celebrities," on "Weibo," the largest social networking service in China. Many companies perceive digital celebrity endorsements as a potent marketing tool that leverages the social connections between digital influencers and their followers. The research aims to examine how different posting styles employed by digital celebrities influence the reactions of their followers, focusing particularly on the mediating roles of perceived competence and friendliness. Furthermore, it investigates how brand personality moderates the relationship between the posting style and brand perception. A 2 (posting style: formal vs. informal) x 2 (brand personality: professional vs. enjoyable) between-subject design was employed. Results indicate that followers associate higher competence, albeit lower friendliness, with brands when digital celebrities adopt a formal, rather than informal, posting style.Moreover, formal postings by professional brands enhance perceived competence, positively influencing message trust, brand trust, and purchase intention. Conversely, informal postings by enjoyable brands elicit a positive consumer response by enhancing perceived friendliness with the brand. While there is growing interest among corporations in communication styles within SNS advertising, previous studies predominantly focused on communication styles on brand fan pages. This study is novel in that it examines how posting style interacts with brand personality to influence followers' responses to brands that are featured on the SNS of digital celebrities. These findings are significant as they stimulate academic curiosity in advertising by digital celebrities and offer insights to marketers on effectively leveraging digital influencers, based on their posting style and associated brand personality.

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