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http://dx.doi.org/10.5392/JKCA.2022.22.04.028

A Study on the Factors Influencing the Acceptance of K-pop Short-form Video Created by Chinese Influencers - Focusing on Chinese TikTok Users  

Liu, QuanQuan (이화여자대학교 커뮤니케이션.미디어 학부)
Yu, Sae-Kyung (이화여자대학교 커뮤니케이션.미디어 학부)
Publication Information
The Journal of the Korea Contents Association / v.22, no.4, 2022 , pp. 28-36 More about this Journal
Abstract
This study analyzed 284 K-pop song and dance cover short-form videos recreated by Chinese influencers uploaded on TikTok, to explore which reform factors of image similarity, language similarity, the extent of audience participation leading, the extent of lyrics or subtitles translated into Chinese, PPL disclosure, the length of video and the reputation of influencer affected Chinese TikTok audiences' reactions - number of "Likes," "Comments" and "Shares." The results showed that only the "reputation of influencer" was significantly affected the number of "Likes" which estimated as a relatively passive response, but the other factors affected the number of "Comments" and "Shares" significantly which estimated as more active responses. The more an influencer is perceived as not similar to the singer in terms of image the more comments were posted. And the videos expressed in Korean archived more comments and shares than those lyrics or subtitles translated into Chinese. This study is meaningful in that it confirmed the necessity of influencers in the globe diffusion of K-pop, by specifically analyzing the audience's reactions according to the characteristics of UCCs created by local influencers using short-form video platforms.
Keywords
K-pop Short-form Video; TikTok Influencer; Reform of Contents; Reaction of Audience;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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