000			02011nam a2200133 4500
008			250623b |||||||| |||| 00| 0 eng d
100			_aJungryum Kim
245			_aEffects of Sensation Seeking, Creator Attractiveness, Content Novelty, and Credibility on Branded Entertainment
300			_aP 33-52
520			_aPurpose : This study explored the effects of branded entertainment on the information processing of consumers. It proposed modeling factors influencing consumer behaviors. Methodology : Using Korean female consumers as research samples, this study collected survey samples, and tried to identify the roles of consumer psychological factors, creator attractiveness, and content factors on purchase intention and word-of-mouth intention. Findings : The findings of this study showed that sensation-seeking influenced both purchase intention and word-of-mouth intention. Creator attractiveness was related in positive ways, and content novelty and content credibility influenced purchase intention and word-of-mouth intention. Lastly, attitudes toward content was connected to both purchase intention and word-of-mouth intention. Practical Implications : The hierarchical regression model of this study suggested certain academic implications and could also provide managerial implications in terms of the production of branded entertainment, especially focusing on creators’ attractiveness and content styles. The research product was limited to only cosmetics, and future research will be necessary with more diverse products. Originality : Unlike prior research on influencer marketing, the current work built an attractiveness model of influencers incorporating sensation seeking, novelty, and ad credibility.
654			_asensation-seeking _acontent novelty _aattractiveness _aadvertising credibility _a purchase intentions, and word-of-mouth. _aword-of-mouth
773	0		_080314 _9112305 _dIndia Associated Management Consultants _tIndian Journal of Marketing _x0973 8703
942			_cJA
999			_c131750 _d131750