소셜미디어 콘텐츠의 정보성과 오락성이 인플루언서 인게이지먼트에 미치는 영향: 미디어 인게이지먼트의 매개효과를 중심으로 = Effects of Informativeness and Entertainment in Social Media Content on Influencer Engagement: The Mediating Role of Media Engagement

다국어 초록 (Multilingual Abstract)

Effects of Informativeness and Entertainment in Social Media Content on Influencer Engagement: The Mediating Role of Media Engagement Lam Thi Thu Ha Advisor : Prof. Kyounghee Chu Department of Business Administration, Graduate School of Chosun University This study investigates the effects of informativeness and entertainment in social media content on influencer engagement, with a particular focus on the mediating role of media engagement. As social networking services (SNS) have evolved into interactiveand experience-driven platforms, consumers are no longer passive recipients of information but active participants who engage with content, interact with influencers, and form relationships with them. In this context, understanding how specific attributes of SNS content influence user engagement has become increasingly important. Based on prior research, this study conceptualizes informativeness and entertainment as key characteristics of SNS content and proposes a research model in which these factors influence media engagement, which in turn affects influencer engagement. To empirically test the proposed model, an online survey was conducted with SNS users, and a total of 334 valid responses were used for analysis. The data were analyzed using reliability analysis, exploratory factor analysis, correlation analysis, and regression analysis. The results reveal that both informativeness and entertainment have significant positive effects on media engagement. Notably, entertainment demonstrates a stronger effect than informativeness, indicating that experiential and emotional aspects of SNS content play a more critical role in enhancing user immersion. Furthermore, media engagement has a strong positive effect on influencer engagement, suggesting that users who are more deeply immersed in SNS content are more likely to develop stronger cognitive, emotional, and behavioral connections with influencers. Overall, the findings confirm that media engagement serves as a key mediating mechanism through which SNS content characteristics influence influencer engagement. This study contributes to the literature by providing a process-oriented understanding of consumer behavior in SNS environments and by highlighting the importance of content experience in shaping influencer relationships. The results also offer practical implications for marketers in designing effective SNS content strategies that enhance user engagement and strengthen influencer-consumer connections. Keywords: Social Media Content, Informativeness, Entertainment, Media Engagement, Influencer Engagement

목차 (Table of Contents)

• 제1장 서론 1
• 1.1 연구의 배경 및 필요성 1
• 1.2 연구의 목적 2
• 제2장 이론적 배경 및 가설 도출 5
• 2.1 소셜미디어의 정보성과 오락성 5
• 2.2 소셜미디어 인게이지먼트 9
• 2.3 브랜드 인게이지먼트 15
• 2.4 소셜미디어 정보성과 오락성이 미디어 인게이지먼트에 미치는 영향 17
• 2.5 소셜미디어 인게이지먼트와 인플루언서 인게이지먼트의 관계 19
• 제3장 연구방법론 21
• 3.1 연구대상 및 자료수집 21
• 3.2 변수의 조작적 정의 및 측정도구 24
• 3.2.1 소셜미디어의 정보성 24
• 3.2.2 소셜미디어의 오락성 25
• 3.2.3 소셜미디어 인게이지먼트 25
• 3.2.4 인플루언서 인게이지먼트 26
• 제4장 연구결과 27
• 4.1 표본의 일반적 특성 27
• 4.2 측정도구의 신뢰도 분석 29
• 4.3 타당도 분석 29
• 4.4 상관계 분석 31
• 4.5 가설 검증 32
• 4.5.1 H1 및 H2 검증 32
• 4.5.2 H3 검증 33
• 4.6 가설 검증 결과 요약 33
• 4.7 결과 해석 34
• 제5장 결론 및 시사전 35
• 5.1 연구결론 35
• 5.2 학술적 시사점 37
• 5.3 실무적 시사점 39
• 제6장 연구의 한계점 및 향후 연구방향 41
• 6.1 연구의 한계점 41
• 6.2 향후 연구방향 43
• 참고문헌 46
• 부록 49