인플루언서 유형(거시 vs 미시)과 소비자-브랜드 관계가 구매 의도에 미치는 영향

Electronic Word-of-Mouth (eWOM) has transcended the limitations of traditional, one-way marketing communications, providing consumers with a wealth of information. Consumers evaluate product quality based on the experiences and opinions of others, and this efficient, rational information-seeking process has increased their reliance on eWOM. Consequently, eWOM has become a core marketing strategy for companies and practitioners. This study aims to explore the mechanisms by which consumers with different emotional depths toward a brand (Brand Attachment vs. Brand Liking) are differentially influenced by the types of information providers (Macro- vs. Micro-influencers) in determining their purchase intentions. The findings reveal that Brand attachment consumers, who possess deep psychological bonds and loyalty toward a brand, are more significantly influenced by reviews from Micro-influencers than those from Macro-influencers. In contrast, Brand liking consumers, characterized by lower involvement and simple positive affect, tend to place greater trust in reviews from Macro-influencers who offer expertise and public credibility. These results suggest that a relationship-oriented approach utilizing Micro-influencers is effective for managing existing loyal customers, while an information-oriented approach leveraging the expertise of Macro-influencers yields more powerful marketing effects when targeting new customers or potential brand likers.