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The Effects of Virtual Influencers’ Advertising Model Characteristics on Brand Attitude among Active Seniors : The Mediating Roles of Parasocial Relationship, Advertising Innovativeness, and Attitude toward the Advertisement

첫 페이지 보기
  • 발행기관
    한국정보기술응용학회 바로가기
  • 간행물
    JITAM 바로가기
  • 통권
    Vol.33 No.3 (2026.06)바로가기
  • 페이지
    pp.67-100
  • 저자
    Hayul Kwak
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A491626

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원문정보

초록

영어
This study examined the structural relationships among the advertising model attributes of a virtual influencer and para-social relationships, advertising innovativeness, attitude toward the advertisement, and brand attitude, targeting active seniors. Using an SNS advertising post featuring Rozy as the stimulus, a survey was conducted with 353 active seniors aged 50 and over, and the data were analyzed using SPSS 26.0 and SmartPLS 3.0. The results showed that realism, attractiveness, trustworthiness, and curiosity had significant positive effects on para-social relationships, attitude toward the advertisement, and advertising innovativeness, whereas expertise had no significant effect. Para-social relationships and advertising innovativeness positively influenced attitude toward the advertisement and brand attitude, and attitude toward the advertisement exerted a strong effect on brand attitude. This study explains the advertising effectiveness of virtual influencers as an integrated process of relationship formation and the perception of advertising innovativeness, and offers implications for digital advertising strategies aimed at active seniors.

목차

Abstract
1. Introduction
1.1 Background
2. Theoretical Background
2.1 The Concept of Virtual Influencers and Research Trends
2.2 The Advertising-Model Characteristics of Virtual Influencers
2.3 Parasocial Relationships
2.4 Advertisement Innovativeness
2.5 Attitude toward the Advertisement
2.6 Brand Attitude
3. Research Method
3.1 Research Hypotheses
3.2 Research Model
4. Empirical Analysis Result
4.1 Data Collection Method
4.2 Characteristics of Sample
4.3 Hypothesis Testing and Analysis
5. Result
5.1 Discussion
5.2 Implications of the Research
5.3 Limitations and Suggestions of Research
References

키워드

Active Senior Virtual Influencer Advertising Model Brand Attitude Parasocial Relationship Attitude toward the Advertisement Advertisement Innovativeness

저자

  • Hayul Kwak [ Ph.D. Department of Arts and Cultural Management, Graduate School, Chung-Ang University. Seoul, 06974, Korea ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    한국정보기술응용학회 [The Korea Society of Information Technology Applications]
  • 설립연도
    1999
  • 분야
    사회과학>경영학
  • 소개
    본 학회는 정보기술 관련 분야의 연구 및 교류를 촉진하여 국가 및 기업정보화 발전에 공헌함을 그 목적으로 한다.

간행물

  • 간행물명
    JITAM [Journal of Information Technology Applications and Management]
  • 간기
    격월간
  • pISSN
    1598-6284
  • eISSN
    2508-1209
  • 수록기간
    1999~2026
  • 십진분류
    KDC 005 DDC 005

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