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Vol.27, No.4, 27 ~ 39, 2024
Title
The Impact of the Characteristics of Fashion Influencers and Consumer Attributes on Follows of Fashion Influencers: Focusing on Instagram and YouTube
 
Abstract
This study investigates the relationship between fashion influencer characteristics, consumer engagement, and relationship maintenance approaches in line with gender and major and to analyzes the same-sex bias in follows fashion influencers based on the consumer’s gender. Moreover, it seeks to find out the relative importance of an influencer’s attributes such as expertise, likability, similarity, and familiarity. A questionnaire was administered to male and female individuals in their 20s who are active users of social networking sites. Descriptive statistics and factor, reliability, chi-square, t-test, and regression analyses were conducted using SPSS. The results of the study are as follows: First, the influencer’s gender had no significant influence on male respondents, while female respondents significantly preferred female influencers. Second, experties and likability significantly contributed to long-term relationships regardless of gender and major. Conversely, female respondents and non-fashion majors also placed a high value on intimacy. To foster a lasting relationship, companies must strive to be both likable and professional to consumers.
Key Words
패션, 팔로우, 성별, 소셜 네트워크 서비스, 소셜 인플루언서, Fashion, Follows, Gender, Social Network Service, Social Influencer
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