20대 대학생의 패션 인플루언서 팔로잉 행동의 특징

초록

The purpose of this study is to understand how influencer attributes such as expertise, likability, similarity, and affinity affect following and engagement. The study surveyed 20s male and female respondents and found the following results: Women were more likely to follow same-sex fashion influencers, but there was no difference by men. For both men and women, expertise and likability were significant in maintaining an ongoing relationship. Women also valued intimacy, indicating the importance of interpersonal communication.