가상 인플루언서의 상호작용성과 스폰서 유형이 광고 효과에 미치는 영향 : 진정성의 매개효과를 중심으로 = How Perceived Interactivity between Virtual Influencers and Their Followers and Advertising Type Impacts the Advertising Effectiveness : Mediating Role of Authenticity

다국어 초록 (Multilingual Abstract)

This study attempted to explore the effects of interactivity between virtual infleuncers and their followers and advertising type in the context of virtual influencer marketing, which has recently received great attention in the advertising industry. To this end, the study examined the effects of the level of perceived interactivity of virtual influencers(high/low/none) and the type of advertising (for-profit/non-profit) on the advertising effectiveness. Result of the study showed that consumers generated more positive influencer attitudes and favorability towards virtual influencers in the high-level interactivity condition(vs. low/none). In addition, authenticity played a mediating role in the relationship between the interactivity of the virtual influencer and the advertising effectiveness. When the level of interactivity of virtual influencer was perceived as high, consumers perceived the virtual influencer as authentic, which in turn positively impacted the advertising effectiveness. However, there was no significant moderating effect of advertising type. Theoretical and practical implications are discussed.

참고문헌 (Reference)

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