인플루언서의 광고 콘텐츠 비중과 소비자 반응: 평가 메커니즘과 관계적 맥락을 중심으로

This study examines how consumers respond to the content shared by influencers, extending previous research that has mainly focused on the effectiveness of influencer marketing. Especially, it investigates how the proportion of advertising content among an influencer’s posts affects consumer responses. This proportion may alter consumers’ perceptions of the influencer, potentially leading to different marketing outcomes. To test these ideas, the study examines whether the influencer’s perceived attractiveness and credibility serve as mediators between advertising proportion and consumer responses, such as purchase intention and intention to follow. The moderating role of consumer commitment to the influencer is also considered. Two experiments were conducted to test the proposed model. In Study 1, 2×2 MANOVA was used to compare responses with a high versus low advertising ratio. Results showed that a higher advertising ratio led to lower perceptions of both attractiveness and credibility. In Study 2, Hayes (2018)’ Process Model 8 was employed. The results indicated that the effects of attractiveness and credibility on consumer responses varied depending on the level of consumer commitment. While advertising proportion did not significantly affect attractiveness, it negatively influenced credibility when commitment was high. These findings highlight the importance of both advertising ratio and consumer commitment in shaping responses to influencers. The study suggests that marketers should consider the proportion of advertising content when designing influencer strategies.