융합정보논문지 (Journal of Convergence for Information Technology)

중소기업융합학회 (Convergence Society for SMB)
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온라인 컨텐츠 제작자의 동태적 브랜드 가치 분석 모형

The Models for the Dynamic Brand Value of Content Producers in the Online Platform

  • 손정민 (충남대학교 경영학부) ;
  • 이준섭 (강릉원주대학교 경영학과)
  • Son, Jungmin (School of Business, Chungnam National University) ;
  • Lee, Junseop (Department of Business Administration, Gangneung-Wonju National University)
  • 투고 : 2022.03.11
  • 심사 : 2022.05.20
  • 발행 : 2022.05.28
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초록

이 연구는 이용자 생산 컨텐츠 플랫폼에서 활동하는 컨텐츠 제작자의 개인 브랜드 가치를 설명할 수 있는 모형을 제안하고 실증적 분석 결과를 제시하고자 한다. 제작자의 활동에 따른 성과는 장기간에 걸쳐 반복적으로 변화를 보이기 때문에, 이들 컨텐츠 제작자의 브랜드 가치를 측정하기 위해서는 장기간에 걸쳐 발생하는 다양한 활동으로 인한 효과를 브랜드 가치 측정 모형에 반영할 수 있어야 한다. 또한 이 연구는 생산자의 브랜드 가치에 영향을 주는 요소인 (1) 내부 이용자들의 자발적인 노력과 (2) 외부 플랫폼의 사회적 영향력을 비교함으로써 이용자 생산 컨텐츠 시장의 이용자와 기업 사이의 활동에 대한 지침을 얻고자 한다. 분석 결과에 따르면, 제작자는 전문 분야의 카테고리에 속한 인기 컨텐츠를 장기적이고 일관되게 제작해야하지만, 이용자가 지루함을 느끼기 이전 시점에 다양한 카테고리의 컨텐츠를 때때로 제공해야 브랜드 가치를 향상시킬 수 있는 것으로 나타났다. 이러한 결과에 기반하여, 제작자 및 컨텐츠 플랫폼의 카테고리 운영 전략에 대한 시사점을 제공할 수 있을 것으로 기대한다.

This study show the empirical results and the models that explain the content creator's personal brand value in the user-generated content platform. Producer's brand value performance could have enhancement and dilution by their activities for the long-term and repetitive change. Therefore, for the measure and analysis, the models have to catch the effect from producer's the diverse activities. This study would find the guideline by competitive analysis between (1) the impact of in-group user's self-motivated participation and (2) the impact of the social links from the outside platform. Based on the analysis results, producer's creation activity as focused on the specific and professional category increase their brand value for the long-term. However, producers would have to upload diverse category, after users are bored to their similar videos' as before. These empirical results would be a guidelines to the content management strategies for producers and the platform.

키워드

과제정보

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A5A8027813).

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