Abstract

This study was conducted to suggest a strategy for model selection to advertising planners or advertising producers who want to use actual influencer as advertising model. For this purpose, ‘Lee Sa-bae’ was selected as an actual influencer model, and 4 video advertisements were edited according to the purpose of the experiment and used as an experimental stimulus. Results of this study First, as a result of analyzing the causal relationship of influencer advertising model attributes on the perception of authenticity of advertising messages, it was found that all of them had a direct effect. That is, the higher the credibility of the influencer advertising model, the higher the attractiveness, and the higher the professionalism, the higher the perception of the authenticity of the advertising message is positively interpreted. However, in the case of product relevance attribute, the direction of authenticity perception showed an inverse relationship. In other words, when the correlation between the activity area of the influencer advertising model and the product advertised was high, it was found to have a negative effect on the perception of authenticity of the advertising message. Second, as a result of analyzing the causal relationship of influencer advertising model attributes on advertising attitudes, the reliability, attractiveness, and product relevance attributes of the model directly had a positive effect on the advertising attitude. On the other hand, professionalism did not have a significant effect on advertising attitude. Finally, as a result of analyzing the causal relationship of influencer advertising model attributes on advertising attitudes through the mediating of advertising message authenticity perception, complete mediating effects were found in the case of reliability, product relevance, and attractiveness of advertising models. In the case of professionalism attribute, a partial mediating effect was shown. This study suggests several implications for the theorists and practitioners of advertising. First, it has theoretical value in that it extracts and verifies the model attributes that must be considered important when trying to use an actual influencer as an advertising model. Second, in the case of the influencer model, product relevance was confirmed as a constructive concept of important model attributes to be differentiated from the existing celebrity model attribute research results. Third, the mediating effect on the perception of authenticity of advertising messages was verified.