남성 뷰티 인플루언서의 영상 콘텐츠가 뷰티 브랜드 이미지와 구매의도에 미치는 영향 - 20∼30대 남성들을 대상으로

The Effects of Male Beauty Influencers’ Video Contents on the Images of Beauty Brands and Purchase Intentions : Aimed at Men in Their 20s and 30s

This study investigates male beauty influencers’ video content attributes on brand image and purchase intention among male consumers in their 20s and 30s. A total of 335 respondents participated in an online survey, and the collected data was analyzed using frequency analysis, one-way ANOVA, correlation analysis, and multiple regression analysis using SPSS WIN 27.0. The focusing on key variables, including perceived expertise, attractiveness, trustworthiness of the influencer, brand image, and purchase intention. The results revealed that trustworthiness had the most significant impact on both brand image and purchase intention, followed by expertise, attractiveness. In particular, single, younger men (in their 20s), university students, and low-income groups showed higher content engagement and greater awareness of beauty influencers, and they also reported more favorable evaluations of the influencers. Notably, 62.1% of respondents had previously purchased products introduced by male beauty influencers, with skincare products being the most frequent. Most purchases were intended for personal use, highlighting that male beauty influencers serve not only as information sources but also as effective mediators of consumer behavior. This study empirically demonstrates the marketing effectiveness of male beauty influencers and suggests the need for targeted communication strategies focusing on young, single male consumers as a key segment in the evolving men’s beauty industry.