인플루언서를 활용한 광고제작 전략: 광고모델 속성을 중심으로 = Advertising Production Strategy Using Influencers: Focusing on Advertising Model Properties

다국어 초록 (Multilingual Abstract)

This study attempted to suggest an advertising production strategy regarding which advertising model attributes should be considered important when selecting an influencer as an advertising model and producing an advertisement. The properties of advertising models were discovered through in-depth interviews with experts such as planners, creative directors, and advertising theorists who participated in producing advertising materials using actual influencers as advertising models. The subjects were people in their 20s, the target group for advertising that uses actual influencers as advertising models. The experiment assigned 80 people to each of the four groups through random selection and random allocation, and a total of 320 college students participated in the experiment.
The research results are as follows. First, as a result of conducting an exploratory factor analysis on the influencer advertising model attributes, the results were found to be reliability, product relevance, intimacy, expertise, and attractiveness. Second, as a result of confirming the influence of influencer advertising model attributes on advertising attitude, high product relevance was found to be important, and reliability and attractiveness had a significant impact. Third, as a result of confirming the influence of influencer advertising model attributes on product attitude, product relevance, attractiveness, and familiarity had a significant impact. Fourth, as a result of confirming the effect of influencer advertising model attributes on perception of influencer trustworthiness, trustworthiness, product relevance, familiarity, and expertise had a significant impact. Product relevance and expertise showed an inverse relationship. Fifth, as a result of confirming the influence of influencer advertising model attributes on the perception of interactivity with the influencer, reliability, expertise, product relevance, and attractiveness had a significant impact. The results of this study will provide implications for production direction to advertising production practitioners.