The Effects of Content Attributes and Attractiveness Capital of SNS(Social Networking Services) Based Female Golf Influencers on SNS Subscription Intention

By analyzing the effects of content attributes and attractiveness capital of SNS(Social Networking Services) based female golf influencers on social media (SNS) subscription intentions, the purpose of this study is to provide fundamental data for the development of differentiated and effective content creation and marketing strategies for SNS female golf influencers. This study selected individuals who have experience viewing the content of female golf influencers on social media as the target population. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were performed using SPSS version 28.0 for data processing. The results are as follows. First, the analysis of the influence of content attributes on SNS subscription intentions revealed that entertainment, informativeness, and diversity had significant effects on subscription intentions, but accessibility and reliability did not. Second, the analysis of the impact of attractiveness capital on SNS subscription intentions found that social attractiveness, physical attractiveness, and social presentation all had significant effects on subscription intention. Based on these results, it is crucial for SNS female golf influencers to create professional content that incorporates audience feedback, enables indirect experiences, and emphasizes not only physical attractiveness but also social attractiveness.