초록 열기/닫기 버튼
The development of information and communication technology has expanded the lives of consumers from offline to online. In this study, the acquisition of WOM information through SNS is shed light on. Consumers often communicate with the people through SNS. Among them, this study examines the responses of consumers who are influenced by SNS WOM of celebrities. Celebrities have played an important role as a product endorsor in advertising, but their role as a endorsor has been diminished. Nonetheless, it still has an important status in Korea, which belongs to collectivism and high context culture. In order to understand the marketing effect of celebrity’s SNS activities, this study considers the characteristics of Parasocial Interaction. Thus, in this study, it is assumed that Visibility, the personal characteristics of celebrity and Similarity, the relational character between sender and receiver, affect the trust of the celebrity. Trust is composed competence trust and integrity trust. These two types of trust have been hypothesized to improve the intention to accept the WOM information. The questionnaire was administered to 217 college students using the items proved in the previous studies. The reliability and validity of the items were confirmed and all hypotheses were supported. This study has two practical implications as follows: First, the WOM activities of celebrities can be used as a marketing tool. Second, in order to become a powerful influencer on SNS, celebrity has to have visibility and similarity with recipients.
