인플루언서 유형과 제품 유형이 광고 태도에 미치는 영향

초록

As influencer marketing shapes consumer behavior, understanding the impact of influencer type and product innovation on advertising attitudes is crucial. Mega-influencers attract broad audiences, while micro-influencers are seen as more relatable and trustworthy. This study examines how influencer type (micro vs. mega) and product type (innovative vs. non-innovative) interact to influence advertising attitudes, with advertising credibility as a mediating factor. The research suggests that aligning influencer type with product innovation enhances advertising effectiveness. Micro-influencers are expected to generate more positive attitudes when promoting innovative products due to their perceived authenticity. Conversely, mega-influencers may be more effective for non-innovative products. Experimental studies tested these hypotheses, analyzing the interaction between influencer type and product innovation on advertising attitudes. Findings show that influencer type alone does not significantly impact attitudes, but its interaction with product innovation does. Micro-influencers enhance credibility for innovative products, leading to more favorable attitudes, while mega-influencers are more effective for non-innovative products. These insights offer practical implications for marketers. Brands promoting innovative products should leverage micro-influencers for credibility, while mega-influencers are better suited for non-innovative products requiring broad reach. This study contributes to influencer marketing literature by highlighting the role of advertising credibility in shaping consumer responses.

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