Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The Differential Impacts of Positive and Negative Emotions on Travel-Related YouTube Video Engagement

유튜브 여행 동영상의 긍정적 감정과 부정적 감정이 사용자 참여에 미치는 영향

  • Heejin Kim (College of Business, Gachon University) ;
  • Hayeon Song (Department of Human-Artificial Intelligence Interaction, Sungkyunkwan University) ;
  • Jinyoung Yoo (College of Business, Gachon University) ;
  • Sungchul Choi (Department of System Management Engineering, Pukyong National University)
  • 김희진 (가천대학교 경영학부 ) ;
  • 송하연 (성균관대학교 인간AI인터랙션융합전공) ;
  • 유진영 (가천대학교 경영학부 ) ;
  • 최성철 (부경대학교 시스템경영안전공학부)
  • Received : 2023.08.03
  • Accepted : 2023.09.11
  • Published : 2023.09.30
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Abstract

Despite the growing importance of video-based social media content, such as vlogs, as a marketing tool in the travel industry, there is limited research on the characteristics that enhance engagement among potential travelers. This study explores the influence of emotional valence in YouTube travel content on viewer engagement, specifically likes and comments. We analyzed 4,619 travel-related YouTube videos from eight popular tourist cities. Using negative binomial regression analysis, we found that both positive and negative emotions significantly influence the number of likes received. Videos with higher positive emotions as well as negative emotions receive more likes. However, when it comes to the number of comments, only negative emotions showed a significant positive influence, while positive emotions had no significant impact. These findings offer valuable insights for marketers seeking to optimize engagement strategies on YouTube, considering the unique nature of travel products. Further research into the effects of specific emotions on engagement is warranted to improve marketing strategies. This study highlights the powerful impact of emotions on viewer engagement in the context of social media, particularly on YouTube.

여행 마케팅 분야에서 브이로그와 같은 동영상 기반 소셜미디어 컨텐츠의 중요성이 높아지고 있다. 그럼에도 불구하고 시청자 반응 및 참여 행동을 향상시키는 콘텐츠 특징에 대한 연구는 제한적이다. 본 연구는 유튜브 여행 콘텐츠의 나타난 감정이 시청자 참여 행동, 특히 "좋아요"와 "댓글" 작성에 미치는 영향을 연구하였다. 본 논문에서는 방문자 수가 높은 세계 8개 관광도시에 관한 여행 관련 유튜브 동영상 4,619개의 나래이션을 머신러닝으로 추출하여 텍스트화 한 후 음이항 회귀분석을 통해 분석하였다. 그 결과 긍정 감정 및 부정의 감정 모두 "좋아요" 수에 유의한 영향을 미쳤다. 즉, 동영상에서 나타난 긍정적인 감정과 부정적인 감정이 각각 높을수록 더 많은 시청자들이 "좋아요"를 클릭하는 것으로 나타났다. 댓글 수에 측면에서는 부정적인 감정만 유의한 영향을 보인 반면 긍정적인 감정은 유의한 영향을 미치지 않는 것으로 나타났다. 본 연구는 경험재인 여행 상품의 고유한 특성을 고려할 때 유튜브에서 시청자 참여를 높이고자 하는 마케터들에게 어떠한 동영상 특징이 "좋아요"와 댓글등의 참여 행동을 유도할 수 있는지를 이해하고 전략 수립에 도움을 준다는 면에서 시사하는 바가 크다. 또한 소셜 미디어, 특히 유튜브의 맥락에서 시청자 참여도에 미치는 감정의 영향력을 검증하였다. 향후에는 감정에 대한 긍정-부정의 분류를 넘어 특정 감정이 참여도에 미치는 영향에 대한 고찰을 통해 소셜 미디어 동영상에 나타난 감정의 역할에 대한 이해를 깊이 할 수 있을 것이다.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020046986)

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