Abstract
Purpose The characteristics of an influencer perceived through SNS in the relationship between influencer and followers will be different, and this affects the purchase decision process through relationship immersion.
Design/Methodology/Approach The study established a research model to clarify the sub-dimensions of influencer characteristics on SNS and to understand the effect of influencer characteristics on relationship commitment and purchase intention between followers and influencer.
Findings Influencer’s perception of the self as a professional and reliable person through SNS content plays an important role in inducing purchasing behavior through relationship commitment.
Research Implications This study provides theoretical data and practical guidelines for the effective use of influencer to companies and officials in question to help establish marketing strategies
Design/Methodology/Approach The study established a research model to clarify the sub-dimensions of influencer characteristics on SNS and to understand the effect of influencer characteristics on relationship commitment and purchase intention between followers and influencer.
Findings Influencer’s perception of the self as a professional and reliable person through SNS content plays an important role in inducing purchasing behavior through relationship commitment.
Research Implications This study provides theoretical data and practical guidelines for the effective use of influencer to companies and officials in question to help establish marketing strategies
| Original language | English |
|---|---|
| Pages (from-to) | 35-47 |
| Number of pages | 13 |
| Journal | 무역연구 |
| Volume | 18 |
| Issue number | 2 |
| DOIs | |
| State | Published - Apr 2022 |