수용자 조절 초점에 따른 뷰티 인플루언서 콘텐츠의 협찬표시와 메시지 측면성 효과 연구

초록

The purpose of this study is to focus on the information provided by ‘beauty influencer’ and to see how sponsorship indication and message sidedness impact audience response. In addition, it also intends to test the moderating role of regulatory focus. Therefore, this study uses experimental design 2(message sidedness) x 2(sponsorship indication:). The results of the study can be summarized as follows. Firstly, the effect of sponsorship indication on the audience response is greater for preventive focus audiences than promotion focus audiences. Secondly, the interaction effect of message sidedness and regulatory focus is significant. Specifically, two-sided messages have more positive effects on content attitude, product attitude, and purchase intention for promotion focus audiences. One-sided messages have more positive effects on content attitudes, product attitudes, and purchase intentions for preventive focus audiences. Thirdly, the interaction effect between message sidedness and sponsorship indication is not statistically significant on the audience response. The results of the study suggest that practitioners who use influencer marketing should choose a message strategy with considering the regulatory focus of the target group. In addition, when the company have the obligation to announce sponsorships indication in accordance with the guidelines prescribed by the Fair Trade Commission, it may be an effective method to reduce negative response by using the two-sided message strategy.

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