ScholarWorks@중앙대학교

초록

It has been a long time to adopt a information source for executing communication strategy toward consumers. With popularization of social media, influences have been emphasized as critical information sources for corporate communication. In this vein, the current study takes an alternative approach focusing on replies of users to examine the effectiveness of influencers’contents, instead of traditioanl quantitative measures including the numbers of views and ‘likes.’ Moreover, the study emphasized the type of influences – mirco and mega - which was proved an important factor in the effectiveness based on recent studies. The result shows that micro influences’s contents yielded more positive replies as compared to other types’ contents. Moreover, micro-influences were more interactive in terms of their reaction to users’ replies. Specifically, the replies in micro-influences’contents contain product and brand related messages, which can be evaluated more effective. Some managerial implications and suggestions for further studies were proposed.

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