SNS 인플루언서 마케팅이 소비자의 신뢰도와 충성도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

Social media influencer marketing is a strategic approach that leverages the influence of individuals active on social networking services (SNS) to shape consumer behavior through interaction with the public. This study examines how the key attributes of influencer marketing—attractiveness, trustworthiness, and connectedness—affect the formation of consumer attachment among general consumers exposed to social media influencers. The research further explores the pathways through which consumer attachment enhances satisfaction, and how satisfaction subsequently fosters brand loyalty and brand trust. Based on prior studies, the model hypothesizes that emotional attachment positively influences consumer satisfaction, which in turn drives sustained loyalty and the development of brand trust. Data were collected via a questionnaire administered to general consumers, and the hypotheses were tested using SPSS 23.0 and SmartPLS 4.0. The results revealed that hypotheses H1-1, H1-2, H2, H3, and H4 were supported, while H1-3 was rejected. The findings confirm that influencer attractiveness and trustworthiness significantly influence consumer attachment, which leads to satisfaction. Moreover, satisfaction strongly predicts both brand loyalty and brand trust. These results highlight the critical role of influencer marketing in fostering consumer trust and loyalty.