사내직원 인플루언서와 소속집단 간 이미지 부조화에 따른 소비자 반응

초록

As social media usage becomes increasingly widespread, its influence has also grown significantly. Consequently, various companies and organizations actively utilize social media to capture consumer interest and build a positive image. In particular, there has been a recent rise in content featuring in-house employees, breaking away from conventional corporate formality. While some cases have garnered highly positive responses, others have failed to attract attention or even elicited negative reactions, highlighting variability in effectiveness. This study applies incongruity humor theory to examine whether incongruous attributes are perceived as humorous while also exploring contexts in which incongruity fails to enhance humor. The findings reveal the following: Participants were expected to perceive greater incongruity when a humorous content creator was introduced as a employee rather than an influencer. However, differences in perceived incongruity were not directly observed but rather depended on the extent to which the creator was seen as distinct from their group. Furthermore, higher perceived incongruity led to greater humor perception, with surprise partially mediating this relationship. Lastly, the more humorous the content was perceived to be, the more positive the participants’ responses were in terms of attitude, engagement intention, and image.

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