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SNS 뷰티 인플루언서 특성이 인플루언서 신뢰 및 구전 의도에 미치는 영향: 관여도의 조절 효과
Impact of SNS Beauty Influencer Characteristics on Trust and Word-of-Mouth Intentions: The Moderating Effect of Engagement 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.26 no.1, 2024년, pp.88 - 98  

장심 (우송대학교 일반대학원 경영학과) ,  김유빈 (성균관대학교 일반대학원 의상학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

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' characteris...

주제어

#뷰티 인플루언서   #SNS 뷰티 인플루언서   #인플루언서 신뢰   #구전 의도   #관여도  

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