SNS 뷰티 마케팅 특성이 제품 구매의도에 미치는 영향 : 유희성?신뢰성?정보성 중심 메타분석 = The Effects of SNS Beauty Marketing Attributes on Product Purchase Intentions: A Meta-Analysis of Entertainment, Credibility, and Informativeness

다국어 초록 (Multilingual Abstract)

This study aims to synthesize and empirically verify the effects of the key attributes of social media (SNS) beauty marketing—entertainment, credibility, and informativeness—on consumers' product purchase intentions through a comprehensive meta-analysis. While numerous studies have examined the persuasive impact of SNS marketing, their findings have often been inconsistent due to differences in research design, measurement scales, and cultural or platform-specific contexts. Therefore, this study integrates fragmented empirical results to provide a statistically robust understanding of how distinct marketing attributes influence consumer decision-making processes in the context of beauty products.
A total of 82 independent studies published between 2010 and 2025 were included, yielding 97 effect sizes that met the inclusion criteria. The random-effects model was employed to account for heterogeneity across studies, and the Fisher's z transformation method was used for effect size integration. Publication bias and model stability were assessed through Egger's regression test, Trim-and-Fill correction, and leave-one-out sensitivity analyses. The overall model showed excellent convergence and explanatory power, with low Akaike (AIC) and Bayesian (BIC) information criteria values, indicating the robustness of the findings.
The meta-analytic results revealed that all three attributes exerted significant positive effects on product purchase intention, though their relative magnitudes differed. Entertainment exhibited the highest effect (r=0.58, 95% CI[0.51, 0.64]), confirming that enjoyable, emotionally engaging, and aesthetically appealing content promotes greater consumer immersion and persuasive impact. The pooled effect size of credibility was r=0.56(95% CI [0.51, 0.61]), suggesting that consumers' perceptions of authenticity, transparency, and expertise in beauty-related content significantly enhance their intention to purchase. Informativeness, while showing a comparatively moderate effect (r=0.52, 95% CI[0.48, 0.55]), played a crucial cognitive role by increasing consumers' perceived usefulness and product understanding, thus reinforcing rational decision-making.
Heterogeneity analysis indicated substantial variability among studies (I2 values exceeding 80% for all three sub-analyses), reflecting differences in platforms (Instagram, YouTube, TikTok), source types (influencers vs. brands), and measurement dimensions (emotional appeal, expertise, honesty, or content clarity). Nevertheless, the direction of effects remained consistent across all subgroups, demonstrating strong generalizability of the findings. Sensitivity and bias corrections confirmed the robustness of the integrated results, suggesting that no single study disproportionately influenced the overall effect estimates.
The findings of this study suggest that SNS beauty marketing operates through dual persuasive routes, integrating both affective and cognitive mechanisms. Entertainment and credibility primarily engage emotional pathways by fostering enjoyment and trust, whereas informativeness activates rational evaluation processes by delivering useful and reliable information. These dual routes collectively enhance consumers' purchase intentions through emotional resonance, trust-based engagement, and cognitive validation.
From a practical perspective, this study emphasizes the necessity of balancing these three attributes in SNS marketing strategies. Brands should design emotionally engaging and aesthetically rich content, build authenticity-based relationships with followers, and provide concise yet reliable product information. Moreover, future research should extend these findings by exploring mediating mechanisms such as consumer engagement, brand trust, and parasocial interaction, as well as moderating factors including cultural context, platform type, and content format.
In conclusion, this meta-analysis provides comprehensive quantitative evidence that entertainment, credibility, and informativeness are the three foundational pillars of persuasive beauty marketing in social media environments. Together, they form an integrated framework that drives consumer attitudes and purchase intentions in the digital beauty ecosystem.

목차 (Table of Contents)

• 목 차 ⅰ
• 표 목 차 v
• 그림목차 ⅵ
• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 5
• 3. 연구의 가설 8
• Ⅱ. 이론적 배경 9
• 1. SNS와 디지털 소비자 행동의 진화 9
• 2. SNS 뷰티 마케팅의 유희성 12
• 1) SNS 뷰티 마케팅의 유희성 12
• 2) 디지털 광고가치 이론 12
• 3) 설득 커뮤니케이션 이론: 중심경로 vs 주변경로 14
• 3. SNS 뷰티 마케팅의 신뢰성 17
• 1) SNS 뷰티 마케팅의 신뢰성 17
• 2) 전자구전(eWOM) 이론과 설득 과정 17
• 3) 인플루언서 마케팅과 준사회적 상호작용(PSI) 20
• 4) 문화･플랫폼 맥락에서의 마케팅 속성 차이 21
• 4. SNS 뷰티 마케팅의 정보성 23
• 1) SNS 뷰티 마케팅의 정보성 23
• 2) 정보채택 모델(IAM) 23
• 5. 소 결 26
• Ⅲ. 연구 방법 27
• 1. 연구 모형 27
• 2. 연구 절차 및 단계 29
• 3. 연구대상 수집 및 방법 31
• 1) 문헌 수집 및 선정 방법 31
• 2) 연구의 질 검증 32
• 4. 자료 처리 및 분석 방법 34
• 1) 데이터 코딩과 분석 프로그램 34
• 2) 효과크기 산출과 변환 35
• 3) 동질성 검정 35
• 4) 출판 편향의 보정 36
• 5) 효과크기 신뢰구간과 해석 36
• 6) 통계적 이상치 처리와 효과크기 독립성 37
• Ⅳ. 연구 결과 43
• 1. SNS 뷰티 마케팅 특성과 제품 구매의도의 통합 메타분석 결과 43
• 1) 전체 통합 효과크기 분석 43
• 2) 분석의 안정성 검증 47
• 3) 출판 편향 검정 및 보정 47
• 4) 결과 요약 50
• 2. SNS 뷰티 마케팅의 유희성(Entertainment)과 제품 구매의도의 관계 52
• 1) 전체 효과크기 분석 52
• 2) 분석의 안정성 검증 55
• 3) 출판 편향 검정 및 보정 55
• 4) 결과 종합 및 해석 58
• 3. SNS 뷰티 마케팅의 신뢰성(Credibility)과 제품 구매의도의 관계 60
• 1) 전체 효과크기 분석 60
• 2) 분석의 안정성 검증 63
• 3) 출판 편향 검정 및 보정 63
• 4) 결과 종합 및 해석 66
• 4. SNS 뷰티 마케팅의 정보성(Informativeness)과 제품 구매의도의 관계· 68
• 1) 전체 효과크기 분석 68
• 2) 분석의 안정성 검증 71
• 3) 출판 편향 검정 및 보정 71
• 4) 결과 종합 및 해석 74
• Ⅴ. 논 의 76
• 1. SNS 뷰티 마케팅 특성의 상호작용과 구매의도 형성 메커니즘에 대한 논의 76
• 2. SNS 뷰티 마케팅 특성 중 유희성에 대한 구매의도 형성 메커니즘에 대한 논의 79
• 3. SNS 뷰티 마케팅 특성 중 신뢰성에 대한 구매의도 형성 메커니즘에 대한 논의 83
• 4. SNS 뷰티 마케팅 특성 중 정보성에 대한 구매의도 형성 메커니즘에 대한 논의 86
• Ⅵ. 결론 및 제언 89
• 1. 결 론 89
• 2. 연구의 한계 90
• 3. 제 언 93
• 참 고 문 헌 95
• 영 문 초 록 106
• 감 사 의 글 109
• List of Table
• Table 1. Formula for calculating effect size (Z-value) and standard error (SE) based on correlation coefficient 35
• Table 2. List of Previous Studies on the Characteristics of SNS Beauty Marketing and Purchase Intent: Entertainment 38
• Table 3. List of Previous Studies on the Characteristics of SNS Beauty Marketing and Purchase Intent: Credibility 39
• Table 4. List of Previous Studies on the Characteristics of SNS Beauty Marketing and Purchase Intent: Informativeness 41
• Table 5. Integrated Effect Size, Heterogeneity and Model Fit Indices of SNS Beauty Marketing Characteristics and Purchase Intent 45
• Table 6. Results of Publication Bias Analysis and Adjustment 50
• Table 7. Entertainment Between SNS Beauty Marketing and Product Purchase Intentions 53
• Table 8. Publication Bias Analysis and Correction Results for Entertainment Submeta-analysis 58
• Table 9. Credibility of SNS Beauty Marketing and Purchase Intention 61
• Table 10. Publication Bias Analysis and Adjustment Results for the Sub-meta-analysis of Credibility 66
• Table 11. Informativeness Between SNS Beauty Marketing and Product Purchase Intentions 69
• Table 12. Publication Bias Analysis and Adjustment Results for the Sub-meta-analysis of Informativeness 74