인플루언서 해시태그 개수와 구조가 브랜드 태도에 미치는 영향: 설득 의도와 적절성 지각의 매개효과

초록

This study examined how the quantity and structure of hashtags used by influencers affect consumers’ brand attitudes and the mechanisms underlying these effects. An online experiment was conducted with adults in the United States. The results showed that using a large number of hashtags, compared to a small number, led participants to perceive greater persuasive intent and lower appropriateness in the influencers’ hashtag use. These effects were stronger for keyword-list hashtags than for sentence-constructed hashtags. In addition, hashtag structure moderated the indirect effects of hashtag quantity on brand attitudes through perceived persuasive intent and perceived appropriateness.

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