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http://dx.doi.org/10.9708/jksci.2021.26.12.273

A Study on the Influence of Content Properties of YouTube Mukbang on Brand Selection: Focusing on Chicken Franchise Brand  

Song, Ji-Hyun (Dept. of Franchise start-up management, Chosun College of Science & Technology)
Jo, Gye-Beom (Dept. of Franchise start-up management, Chosun College of Science & Technology)
Publication Information
Journal of the Korea Society of Computer and Information / v.26, no.12, 2021 , pp. 273-281 More about this Journal
Abstract
In this paper, we propose a ways how YouTube Mukbang content attributes affect favorability, satisfaction, and brand selection, and suggest to use YouTube Mukbang contents, and to propose a strategic marketing plan using YouTube at the food franchise. This study conducted survey on 218 people who had watched chicken Mukbang among YouTube Mukbang contents. Through previous studies, YouTube content attributes were classified into informativity, entertainment, reliability, and attractiveness. To verify the hypothesis of the study, single regression and multiple regression analysis were conducted for verifying the relationship between variables. Key results of the study are as follows. First, it was found that YouTube Mukbang content attributes had a positive relationship with favorability. Second, it was found that YouTube Mukbang content attributes had a positive relationship with satisfaction. Third, it was found that favorability had an effect on satisfaction. Fourth, it was found that favorability influenced brand selection. Fifth, it was found that satisfaction did not affect brand selection. Based on these findings, a strategic approach will be needed to increase users' favorability by providing attractive and accurate information through YouTube Mukbang contents and to continuously improve brand choices through continuous favorability to revitalizing YouTube marketing at the food franchise.
Keywords
YouTube; Mukbang; favorability; satisfaction; brand selection; chicken franchise;
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