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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.21 no.5, 2019년, pp.574 - 585
왕뢰 (부산대학교 의류학과) , 이진화 (부산대학교 의류학과)
The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K...
핵심어 | 질문 | 논문에서 추출한 답변 |
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SNS 인플루언서 마케팅이란? | DX(digital transformation/digital experience)시대가 가속화 되면서 SNS 이용자들이 늘어났으며, 이에 따라 ‘SNS 인플루언서 마케팅’이라는 마케팅 트렌드가 새로운 시장의 주류로 자리잡고 있다. ‘SNS 인플루언서 마케팅’이란 SNS상에서 소비자들에게 긍정적으로 영향을 주는 인플루언서를 적절하게 활용해 신제품 광고나 기존 제품의 이미지 제고 등의 목적을 이루는 마케팅을 의미한다(Kim, 2019a). 중국 소비자들은 한류의 영향을 많이 받으며 이와 더불어 한류 화장품에 대한 관심도 증가하고 있다. | |
SNS 인플루언서는 소비자들과 어떻게 관계를 형성하는가? | SNS 인플루언서는 SNS 상에서 얼리 어댑터로서 역할하며 뷰티, 패션, 여행, 스포츠 등 인기 있는 아이템과 관련된 신제품을 홍보 및 판매한다. SNS 인플루언서는 팔로워들(Followers)에게 정보를 전달하고 제품을 추천하며, 소비자들과 지속적인 소통을 통해 관계를 형성한다. DX 시대에 들어서 정보 전달 매체가 다양해짐에 따라 인플루언서의 소비자 구매 행동에 대한 영향력은 증가하였고, 젊은 소비자 집단은 기업 브랜드 광고보다 인플루언서의 콘텐츠를 더 신뢰하게 되었다(Kim, 2018). | |
중국 소비자들은 K-beauty 콘텐츠를 어떠한 방식으로 소비하는가? | 중국 소비자들은 한류의 영향을 많이 받으며 이와 더불어 한류 화장품에 대한 관심도 증가하고 있다. 이들은 온라인에서 한류 화장품에 대한 정보를 접하거나, 웨이보(Weibo) 등의 SNS를 통해 한류 뷰티 인플루언서의 메이크업을 따라하는 동영상 콘텐츠 등을 시청하는 방식으로 K-beauty 콘텐츠를 소비하고 있다. |
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