Browse > Article
http://dx.doi.org/10.9708/jksci.2020.25.07.065

A Study on the Development Direction and Cognition of Viral Video  

Lee, Yong-Whan (Division of Broadcasting & Media Contents, Woosong College)
Publication Information
Journal of the Korea Society of Computer and Information / v.25, no.7, 2020 , pp. 65-73 More about this Journal
Abstract
Viral video advertising is being used in the advertising and film industry for pre-promotion of certain products or pre-release films which has a lot of effect on investment. An analysis of viral video recognition is needed to predict future development directions. In response, the study conducted a survey on viral videos, focusing on college students in their 20s, who are the most exposed to advertisements and movies. Through this, the survey was conducted on recognition of viral videos, memorable viral videos, satisfaction level, message propagation method, positiveness of viral videos, expected future development, and desired viral video type. The survey showed that viral video recognition was 16.7% and the most memorable viral video; the "Let it Go" viral video from the movie "Frozen" was 69.1 %, according to the survey. The satisfaction level was not high at 31.2 %, and 73.5% of people sent messages to others after watching viral videos, which was very high. Negative opinions on viral videos were low at 13.7 %. 64.5% of the surveyors said the future of the viral videos would "develop" and 6.7% said would "not develop."
Keywords
Viral Videos; viral marketing; advcrtising; Movie; YouTube;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Ju-Won Kang, "User created contents in viral marketing", Graduate School of Visual Media & Information Tecgnology, Dong-Eui University, 2012
2 Lee, Yong-Whan, "A study on the viral video of YouTube based on message appeal methods", The Treatise on The Plastic Media, Vol.22, No.3, pp.205-212, 2019, DOI:10.35280/KOTPM.2019.22.3.22   DOI
3 Lee, Yong-Whan, "A Study on the Development Direction of Viral Video", Korean Society of Computer Information, Proceedings of the Korean Society of Computer Information Conference, Vol.25, No.2, 2017.7
4 Jin, ShengJun, "A Study on Expression Strategy of Viral AD with High Number of Sharing on YouTube", Graduate School of Pukyong National University, Journal of Basic Design & Art, Vol.19, No.2
5 Ning Bo, "The effects of use characteristics of twitter on attitude, mouth intention and preview intention of movies", Dept. of Journalism & Mass Communication, Hanyang University, 2012
6 Youngchan, Kim, Byoung Yup, Lee, "The Viral marketing in the direction of small firms a research and proceedings", Social Science Studies, Vol.37,No.1,pp.92-101, 2015
7 Definition Viral Marketing, https://terms.naver.com/entry.nhn?docId=3390358&cid=42266&categoryId=58352
8 Jin, ShengJun, "A Study on Engagement of Viral Video AD", Department of Industrial Design,The Graduate School,Pukyong National University
9 Seo Jeong Heo, Chang-Hoan Cho, "Factors Influencing Consumer's Sharing Intent of Facebook Viral Advertising", The Korean Journal of Advertising, Vol.28. No.3(2017), pp.53-81, https://doi.org/10.14377/KJA.2017.4.15.3   DOI
10 What is the SNS ranking that SNS users most commonly use?, http://blog.naver.com/tremorad/220200474757
11 "The number one app used by all age groups on smartphonesis 'YouTube'", https://it.donga.com/29482/
12 "Building 'Smart Home' environment and leading popularization.", http://it.donga.com/19380/SKT
13 "Viral is now leading YouTube.", http://www.newstomato.com/ReadNews.aspx?no=973628
14 ICT/Media, LG U+, "Number 1 on YouTube for 'Pets IoT' viral video", https://biz.chosun.com/site/data/html_dir/2018/01/12/2018011202160.html
15 Lee, Yong-Whan, "A Study on Cognition about Personal Broadcasting", Korean Society of Computer Information, Vol.23, No.9, pp.27-34, 2018, http://dx.doi.org/10.9708/jksci.2018.23.09.027