인플루언서의 유명도와 매체 관여도가 소비자 태도에 미치는 영향: 정교화 가능성 모형의 적용

Purpose: This study aims to enhance the effectiveness of influencer marketing by examining the impact of influencer fame and consumer media involvement on consumer attitudes, as well as exploring the interaction between these two factors. Grounded in the Elaboration Likelihood Model (ELM), this research investigates how the effectiveness of influencer marketing differs when consumers process information through either the central or peripheral route. Research design, data and methodology: A 2 (influencer fame: high vs. low) × 2 (media involvement: high vs. low) between-subjects experimental design was employed. A total of 165 participants took part in an online experiment in which they were randomly assigned to one of four conditions and exposed to simulated live commerce content. Results: The analysis revealed that in the high-fame influencer condition, participants with high media involvement showed more favorable attitudes toward the promoted product. However, in the low-fame influencer condition, consumer attitudes did not significantly differ according to the level of media involvement. Conclusions: The findings highlight the importance of developing tailored influencer marketing strategies based not only on superficial metrics such as follower count but also on the media involvement level of the target audience.