상세 보기
- 조아현;
- 류승완
초록
This study, amidst the growing adoption of social media platforms and influencer marketing strategies in the pet market, aimed to analyze the impact of social media marketing and influencer characteristics on brand trust and empirically verify the mediating role of brand trust in driving purchase intention. To this end, an online survey was conducted targeting pet owners. The results revealed that interactivity and informativeness, among social media marketing characteristics, and authenticity, among influencer characteristics, had significant positive effects on brand trust. Furthermore, the mediating effect of brand trust on independent variables was tested, revealing a significant indirect effect on purchase intention for all variables. This study offers practical guidance for developing trust-centered marketing strategies within the pet industry and offers academic significance in extending the theoretical framework of pet-related consumer behavior research.
키워드
- 제목
- 반려동물 SNS 마케팅 특성과 반려동물 인플루언서 특성이 노출 제품 구매의도에 미치는 영향: 브랜드 신뢰의 매개효과를 중심으로
- 제목 (타언어)
- The Effects of Pet SNS Marketing Characteristics and Pet Influencer Attributes on Purchase Intention for Featured Products: Focusing on the Mediating Role of Brand Trust
- 저자
- 조아현; 류승완
- 발행일
- 2025-12
- 유형
- Y
- 저널명
- 정보기술아키텍처 연구
- 권
- 22
- 호
- 4
- 페이지
- 349 ~ 364