KOREASCHOLAR

THE EFFECTS OF INFLUENCERS ON AD EFFECTIVENESS: MODERATING ROLE OF MESSAGE APPEAL AND BRAND AWARENESS

Haiyun Zhu, Yung Kyun Choi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400723
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.135-137
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The study investigates the effects of influencer on advertising effectiveness compared to traditional celebrity endorser. Results of an experiment shows that the use of influencer have a better fit with hard-sell appeal and well-known brand to have more favorable brand attitude and higher intention to purchase. The findings provide ample contribution to theory and practice.

Keyword
influencercelebrityhard-sellsoft-sellbrand awareness
Table Content
ABSTRACT
INTRODUCTION
METHOD
RESULTS AND DISCUSSION
Author
  • Haiyun Zhu(DONGGUK UNIV, South Korea)
  • Yung Kyun Choi(DONGGUK UNIV, South Korea) Corresponding author