뷰티정보 만족도 및 활용에 있어 소셜 인플루언서의 영향력에 관한 연구

The Influence of Social Media Influencers’ Properties on Satisfaction with Aesthetic Information and Intention to Use

As the cosmetology market has recently expanded, the importance of influencer-based marketing has been emphasized because of the advent of diverse kinds of media. Under these circumstances, this study attempted to investigate the effects of influencers’ attributes on viewers’ satisfaction with cosmetology content and examine the purposes of using such content experientially. For this, an online questionnaire was performed among a total of 428 adults. The collected data was analyzed by structural equation modeling, and the results found the following: In terms of factors affecting viewers’ satisfaction for cosmetology content, a statistically significant influence was found in ‘influencer’s reliability’, ‘influencer’s freshness’, and ‘influencer’s attractiveness’. Through empirical analysis, the study results identify what aspects should be focused on during diverse influencer-based marketing activities in the cosmetology industry.