The purpose of this study was to identify beauty influencer attributes on Instagram and their impact on product attitude and purchase intention and on influential difference between micro and mega influencers. The survey was conducted using a consumer survey method with a questionnaire, and the subjects of the survey were 506 women in their 20s and 30s using Instagram. The results of the study are as follows: First, a range of influencer attribute sub-factors were derived in relation to expertise, attractiveness, similarity, reliability, and intimacy. Second, the attributes highly impacted product attitude in the increasing order of attractiveness, similarity, reliability, and familiarity, with expertise having no statistically significant influence. Third, the consumer’s attitude toward the product introduced by the beauty influencer had a significant impact on their purchase intention. Fourth, it was shown that there is no difference in attributes according to the influencer’s number of followers. Fifth, the number of followers of the beauty influencer had a partial impact on attitude and purchase intention. A limitation of this study is that age and gender samples are narrow, but it is nevertheless meaningful to explore this topic in the absence of research on beauty influencers. It is believed that these findings will serve as a foundation for the development of beauty influencer marketing strategies on Instagram.

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the 1st and 2nd classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the 1st layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the 7th to 9th positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

현 시대의 문화와 흐름에 맞춰 기업에서는 기존과 매우 다른 방식의 퍼스널 마케팅 전략으로 이어지고 있다. 개인들의 취향에 맞는 다양한 인플루언서를 활용하거나 소비자들의 유형을 세부적으로 분석한다. 이러한 흐름에 따라 본 연구에서는 인스 타그램에서의 이용 동기가 인플루언서 속성 및 관계유지에 미치는 영향을 조사하고자 한다. 또한 인스타그램 이용자들에게 정보를 제공하는 인플루언서의 속성으로 본 연구의 매개효과를 분석하기 위해 인스타그램 계정 및 게시물을 온라인 서베이를 통해 예시물로 제시하였다. 연구방법은 Amos 구조방정식을 통하여 변수들간의 인과관계를 분석하였다. 연구결과 이용 동기의 자기표현 동기는 관계유지에 유의한 영향을 나타냈으며 정보이용 동기는 관계유지에 유의한 영향을 나타내지 못하였 다. 그러나 본 연구의 핵심인 매개 역활을 하는 인플루언서의 속성인 매력성과 신뢰성이 자기표현 동기와 관계유지의 영향에 있어서 부분매개로 도출되었으며, 정보이용 동기와 관계유지의 영향에서는 완전매개로 도출되었음을 나타내었다. 이러한 연구결과로 인하여 인스타그램을 통한 이용자들과 관계유지는 인플루언서의 정체성을 표현할 수 있는 심리적인 동기가 더 크게 작용한다는 것을 알 수가 있다. 자신을 표현하고 공유하는 행위로 콘텐츠를 재생산해내는 능동적 행위로도 해석할 수 있으며 이용자들의 설득과 태도에 영향을 미치는 중요한 속성으로 해석된다. 이는 인플루언서의 매력성과 신뢰성이 인스타 그램 이용자들에게 그만큼 중요한 역할을 한다는 것을 알 수가 있다. 기업에서는 이러한 연구결과로 개인 소비성향이 강해지고 있는 소비자들에게 적합한 콘텐츠로써 인플루언서 전략을 활용한 더 나은 소비문화를 형성할 수 있을 것이다.