The present study is to examine through experiment the differences in the effect of Weibo advertisement (brand attitude, purchase intent) according to message framing, product type, and the reliance of influencer. Specifically, effect according to the differences in the effect according to product type and message framing was investigated, and the differences according to the reliance of influencer and message framing were examined. For this purpose, experiment was conducted on the plan to design 2 X 2 X 2 factor by message framing (positively, negatively), product type (hedonic/utilitarian), and the reliance of influencer (high/low).In order to verify the hypothesis, an online survey was conducted through a survey site called 问卷星(https://www.sojump.com) in China. A total of eight questionnaires were produced according to the message framing, product type, and the reliability of influencer. And a total of 263 questionnaires were used for the final statistical analysis except nine unsatisfactory respondents. As a result, first, the differences in the effect of Weibo advertisement according to product type and message framing was significant. In other words, in the case of the hedonic product, there were more positive results in advertising effect of the positive message framing than the negative message framing, and in the case of the utilitarian product, there were more positive results in advertising effect of the negative message framing than the positive message framing. Second, there was no significant difference between the reliability of the Weibo influencer ‘YingXiaoHao’ and the message framing. Specifically, the interaction effect between the reliance of ‘YingXiaoHao’ and message framing was not significant in both brand attitude and purchase intent. As a result, this paper can be used as basic data for future research on ‘YingXiaoHao’