Earticle

초록

영어

Influencers have established a notable online presence and have significantly influenced their audience on various social media platforms. They often collaborate with brands to promote their products through social media. Monetary and non-monetary compensation are crucial in these collaborations, affecting influencers' job satisfaction. Studies show that influencers' job satisfaction increases when they are satisfied with the brand's compensation process, which improves their performance and brand trust. There is a significant relationship between job satisfaction and brand trust, which is moderated by the empathy of influencers. When influencers’ empathy is high, brand trust rises; conversely, lower empathy lessens brand trust. This research, focusing on Bangladesh, is significant as it provides insights into the unique influencer-brand dynamics, which can differ from other countries due to cultural, economic, and social factors. Brands and influencers can benefit from the findings, which also address the study's limitations and suggest directions for future research.

목차

1. Introduction
2. Literature Review
2.1 Digital Influencer
2.2 Brand Trust
2.3. Monetary Compensation
2.4. Non-monetary Compensation
2.5. Job Satisfaction
2.6 Digital Influencers’ Empathy
4. Methodology
Conclusion
References

키워드

저자

• Nusrat Jahan Tuly [ 전남대학교 디지털미래융합서비스 협동과 ]
• 박현재 [ 전남대학교 디지털미래융합서비스 협동과 ]
• Barua Nishita [ 전남대학교 디지털미래융합서비스 협동과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2025

• 십진분류

  KDC 325 DDC 658