인플루언서 계정의 주제와 자기공개 내용의 일치 수준이 광고효과에 미치는 영향: 지각된 침입성과 준사회적 관계의 순차적 매개효과를 중심으로

초록

This study examines the impact of congruity between an influencer's account theme and self-disclosure content on brand attitude and the intention to continue following the influencer, while identifying the psychological mechanisms underlying this process. An online experimental study was conducted with female consumers in the United States. The findings reveal that self-disclosure posts highly congruent with the influencer's account theme strengthen parasocial relationships compared to both the absence of self-disclosure and self-disclosure posts with low congruence, whereas low-congruence posts do not significantly differ from no self-disclosure. Additionally, the level of congruity between the account theme and self-disclosure content sequentially influences perceived intrusiveness and parasocial relationships, which subsequently impact brand attitude and the intention to continue following the influencer. This study highlights the critical role of congruity between an influencer's account theme and self-disclosure content in influencer marketing.

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