상세정보

본 석사 논문은 비디오 공유 플랫폼인 유튜브에 대한 임베디드 제품 홍보(embedded product endorsement)가 광고 결과에 미치는 영향을 조사했다. 마케팅 담당자들은 소셜 미디어의 인플루언서를 통해 제품을 마케팅하기를 점점 더 희망하고 있는데, 소셜 미디어는 수많은 시청자들에게 노출되며, 일반 광고보다 더 신뢰할 수 있고 설득력이 있다. 유튜브는 보통 영상길이가 길기 때문에, 이 논문은 시청자의 관여도를 통해 비디오 내용이 광고의 결과에 어떠한 영향을 미치는지를 탐색하고자 하였다. 또한, 이러한 유형의 광고에서 인플루언서의 중요한 역할을 반영하기 위하여, 제품과 인플루언서 간의 적합성과 구독자 수의 효과도 포함되었다. 또한 이 변수들 간의 상호작용효과 및 인플루언서의 신뢰성의 매개효과 또한 고려되었다. 제안된 연구 질문에 답하기 위해 Amazon Mechanical Turk를 통해 온라인 실험을 수행했는데, 여기서 제품과 인플루언서의 적합성과 구독자 수를 조작하고 시청자의 관여도를 측정했다. 이러한 실험의 결과로 시청자의 관여도가 유튜브 광고 마케팅에서 광고 결과의 중요한 결정 요소인 반면, 제품과 인플루언서 간의 적합성은 시청자의 관여도가 낮을 때만 광고 결과에 영향을 미친다는 것을 보여주었다. 또한, 광고 신뢰성은 광고 결과에 대한 시청자의 관여도와 제품과 인플루언서 간의 적합성의 영향을 매개하는 것으로 밝혀졌다.

This explorative master’s thesis examined the effects of embedded product endorsements on the video-sharing platform YouTube, on advertising outcomes. Marketers are increasingly eager to market their products through influencers on social media, who can reach enormous audiences and be more credible and persuasive than normal ads could ever be. Due to the long video format of YouTube, this thesis considered viewer involvement, as a determinant of how the video context where the endorsement is placed affects advertising outcomes. Furthermore, given the influencer’s crucial role in this type of endorsement, the important determinant of attitudes and outcomes of influencer endorsements, product-influencer congruence was also considered. From this basis, this thesis aimed to explore how perceived congruence and viewer involvement as well as some platform-specific effects, namely the number of subscribers displayed with the video affect advertising outcomes, also considering the mediating role of perceived credibility in embedded product endorsements on YouTube. To answer the proposed research questions an online experiment was conducted through Amazon Mechanical Turk, where product-influencer congruence and the number of subscribers was manipulated, while viewer involvement was measured. The results revealed that viewer involvement is an important determinant of advertising outcomes on YouTube endorsement marketing, while product-influencer congruence affected the results only when viewer involvement was low. Furthermore, perceived credibility was found to mediate the effect of viewer involvement and product-influencer congruence on advertising outcomes. The results, limitations and suggestions for future research were subsequently discussed.

Abstract..............................................................................................................................i
국문초록.........................................................................................................................iii
1. Introduction.............................................................................................................1
2. Literature review.....................................................................................................8
 2.1 YouTube endorsement marketing..................................................................8
 2.2 Dual-process theories ..................................................................................10
 2.3 Viewer involvement ....................................................................................11
 2.4 Product-influencer congruence....................................................................18
 2.5 Number of followers....................................................................................23
 2.6 The interactive effect of viewer involvement, product-influencer congruence, and the number of followers..................................................................27
 2.7 Influencer credibility ...................................................................................30
3. Method ..................................................................................................................34
 3.1 Pretest..........................................................................................................34
  3.1.1 Design, sample, and procedure ...............................................................34
  3.1.2 Results ....................................................................................................37
 3.2 Main experiment..........................................................................................39
  3.2.1 Design and subjects ................................................................................39
  3.2.2 Stimuli ....................................................................................................40
  3.2.3 Procedure ................................................................................................42
  3.2.4 Measures.................................................................................................43
 3.3 Results.........................................................................................................47
  3.3.1 Manipulation checks...............................................................................47
  3.3.2 Main analyses .........................................................................................47
 3.4 Discussion ...................................................................................................62
4. Conclusion ............................................................................................................67
 4.1 Theoretical and Practical Implications ........................................................68
 4.2 Limitations and Suggestions for Future Research .......................................72
References......................................................................................................................77
Appendix A: Pretest questionnaire ............................................................................... 103
Appendix B: Main experiment questionnaire ............................................................... 124