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22대 대한민국 국회 국회정보길라잡이 국회의원검색
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Influencer marketing has emerged as a pivotal strategy, significantly influencing consumer behaviors and attitudes. The advent of virtual influencers-digitally created entities designed to interact with real audiences-has introduced a novel dimension to this marketing approach, challenging traditional perceptions of authenticity and engagement. This shift is notably pertinent in the healthcare sector, where the impact of influencer marketing, particularly the comparative effectiveness of human versus virtual influencers, remains underexplored. Healthcare decision-making is uniquely sensitive, relying heavily on trust, credibility, and the accurate conveyance of information, making the examination of influencer types within this context critically important. This study aims to bridge the gap in current research by analyzing the differential impacts of virtual and human influencers on consumer intentions within the healthcare sector. Utilizing an online survey methodology and engaging 208 participants through Embrain, this research examines nuanced consumer responses to influencer endorsements in healthcare, focusing on variables such as adoption, connectivity, familiarity, and commercialization. By doing so, it seeks to understand how these factors influence consumer engagement and trust towards influencer-endorsed healthcare services. The findings reveal that technological affinity enhances the effectiveness of virtual influencers, especially among tech-savvy audiences, while the value of social connections significantly bolsters the role of human influencers in building trust and engaging patients. Moreover, familiarity with influencers increases their impact, whereas perceptions of commercial intent can undermine the credibility of human influencers but not affect virtual ones as severely. This study highlights the importance of authenticity and strategic content alignment in influencer marketing and suggests that a balanced approach that leverages the unique strengths of both influencer types can optimize marketing strategies in the sensitive healthcare sector. It underscores the need for marketers to continuously adapt strategies in response to evolving consumer expectations and the digital landscape, advocating for a consumer-centric approach that focuses on authenticity, transparency, and meaningful engagement to fully harness the potential of influencer marketing in promoting informed, accessible, and person-centered healthcare.

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기사명 저자명 페이지 원문 목차
단언적 메시지가 제품 태도에 미치는 영향에 있어 경쟁적 상황의 역할 = The role of competitive context in the influence of assertive message on product attitude 김영조 p. 1-4

여행 유튜브 콘텐츠 시청 동기가 행동 의도에 미치는 영향에 관한 연구 = A study on the effect of motivation to watch travel YouTube content on behavioral intention : focusing on the mediating effect of content immersion : 콘텐츠 몰입 매개효과를 중심으로 박지은, 서용건 p. 5-12

모바일 쇼핑 환경에서 안전성, 신뢰, 만족, 충성도에 대한 실증연구 = An empirical study on safety, trusts, satisfaction, and loyalty in mobile shopping environment : comparison by gender : 성별에 따른 비교 유현미, 임세헌 p. 13-21

Human versus virtual : exploring influencer marketing strategies in healthcare services through the lens of adoption, familiarity, connectivity, and commercialization Lee, Heejung, Lee, Hanyeong, Jung, Hyunkyung p. 23-32

정치 성향이 고객참여행동 및 고객시민행동에 미치는 영향 = The effect of political ideology on customer participation behavior and customer citizenship behavior : moderating effect of service price level and consumption situation : 서비스 가격 수준 및 소비 상황의 조절효과 안진아, 박종철 p. 33-44

금융상품 발행과 조건적 보수주의 = Financial instruments issuance and conditional conservatism : focusing on convertible bonds : 전환사채를 중심으로 황선필, 이운형, 유성용 p. 45-51

FIFA 월드컵 개최국 국가브랜드 이미지에 영향을 미치는 주제음악 핵심요인 = Impact of the FIFA World Cup official theme on the national brand image of the host country : focusing on the theme music of the 1990-2022 FIFA World Cup : 1990년~2022년 FIFA 월드컵 공식주제가를 중심으로 백성우, 김주호 p. 53-60

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