인플루언서 마케팅에서 정보원 유형과 콘텐츠 맥락이 소비자 참여 의도에 미치는 영향: 동기 귀인의 매개적 역할

초록

Drawing upon attribution theory, this study investigated how source type (celebrity vs. social media influencer) interacts with content context (brand vs. CSR) to influence consumers’ attributions of the source’s posting motives and their intention to engage with it. Results showed that, in the CSR context, content posted by a celebrity elicited stronger other-serving motive attribution and weaker self-serving motive attribution than content posted by an social media influencer, and also generated higher engagement intention. In the brand context, however, consumer responses were similar regardless of source types. Furthermore, other-serving motive attribution mediated the interaction effect between source type and content context on engagement intention, , and this indirect effect was significant only in the CSR context.. Findings of this study offer both theoretical and practical implications.

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