Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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A Study on Influencer Characteristic Factors by Using AHP

AHP를 이용한 인플루언서 속성 연구

  • Lee, Dasol (Graduate School of Management, Hanyang University) ;
  • Lee, Soomin (Business Administration, Hanyang University) ;
  • Park, Sohyun (College of Business Administration, Konkuk University)
  • Received : 2019.08.23
  • Accepted : 2019.09.26
  • Published : 2019.09.30
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Abstract

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

Keywords

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