Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Impact of SNS Beauty Influencer Characteristics on Trust and Word-of-Mouth Intentions: The Moderating Effect of Engagement

SNS 뷰티 인플루언서 특성이 인플루언서 신뢰 및 구전 의도에 미치는 영향: 관여도의 조절 효과

  • Zhang Qin (Dept. of Business Administration, Woosong University) ;
  • Yubeen Kim (Dept. of Clothing & Textiles, Sungkyunkwan University)
  • 장심 (우송대학교 일반대학원 경영학과) ;
  • 김유빈 (성균관대학교 일반대학원 의상학과)
  • Received : 2023.11.25
  • Accepted : 2024.01.15
  • Published : 2024.02.29
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Abstract

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

Keywords

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