인플루언서 위기상황에서 사과문 유형과 자기자비성향이 용서에 미치는 영향에 관한 연구

situations of influencers, examining preexisting factors that affect consumer’s forgiveness according to the type of influencer (celebrity vs. social media influencer), the type of apology statement (strategy of expressing sympathy vs. strategy of clarifying the scope of responsibility), and consumer self-compassion (high vs. low) and investigating differences in their influence. In this empirical study, the hypothesis was verified by analyzing the millennial and Generation Z demographics using the SPSS 23 and AMOS 21. Therefore, this study focuses on the crisis situations of influencers, divides the antecedent factors that affect consumer forgiveness into celebrity and social media influencers, and checks the differential influence on forgiveness according to the type of apology and consumers’ self-compassion. Based on the results, social media influencers were more likely to be forgiven than celebrity influencers. It was found that the effect of the type of influencer on forgiveness differed depending on the apology; specifically, the difference was greater among celebrity influencers than social media influencers. Therefore, this study provides academic significance as it expands the research area from influencer marketing to influencer crisis situations and confirms the possibility of forgiveness according to the type of apology statement and self-compassion tendencies. Meanwhile, practical implications can be provided for effective communication with consumers.