숏폼광고 인플루언서의 속성이 광고 정보성, 광고 오락성, 광고의 개인화 특성에 미치는 영향

As short-form content is growing rapidly and is attracting attention in the advertising market along with influencers. Therefore, in this study, the attributes of influencers in advertisements using short-form contents were confirmed, and how influencers attributes affect advertisement information, entertainment, and personalization characteristics of advertisements. Variables for research analysis were influencer characteristics, advertisement information, entertainment, and personalization characteristics of advertisements, all of which used a Likert-type 5-point scale frequency analysis, factor analysis, and multiple regression analysis were used to confirm demographic characteristics. As a result of the study, the attributes of influencers in short form advertisements were identified as five factors: professionalism, dynamics, reliability, propagation, and intimacy. Among the attributes of influencers, the factors that influence advertising information and entertainment were identified as propagation, dynamism, and reliability. It was confirmed that the propagation of the influencer's attributes had an influence on the personalization characteristics of short-form advertisements. This study is intended to confirm the influence of the influencer's attribute in the short-form advertisement on the short-form advertisement and suggest practical implications that are useful for the influencer strategy of the short-form advertisement.