Influencer Marketing: College Students’ Attitudes on Social Media

• 발행기관: 전남대학교 생활과학연구소
• 저자명: Omar Dominguez Mayra Hernandez Thomas Lee Joy Smith Sua Jeon
• 간행물 정보: 『生活科學硏究』生活科學硏究 第29輯, 79~87쪽, 전체 9쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

Influencer marketing is a type of marketing in which respected experts are paid to advertise a product to influence follower attitudes. With the rise of social media use among college students, this study examines the effectiveness of influencer marketing in this market segment. Using data from 150 college students this study empirically examines the use of influencer marketing and the effect on college students’ consumer attitudes on social media. The results indicate that college students’ use of social media is positively associated with elevated consumer attitudes towards brands through influencer marketing. Discussion of these findings, their implications, and limitations are provided in the research.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methodology

Ⅳ. Data Analysis

Ⅴ. Conclusion

References

키워드

College Students Influencer Marketing Social Media Attitude