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http://dx.doi.org/10.5850/JKSCT.2022.46.1.99

Social Media Usage and Social Capital -Focused on Fashion Instagram and YouTube-  

Park, Juha (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Her, Yusun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Lee, Ha Kyung (Dept. of Clothing and Textiles, Chungnam National University)
Chun, Jaehoon (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.46, no.1, 2022 , pp. 99-115 More about this Journal
Abstract
The purpose of this study is to explore the benefits of social capital obtained through the use of social media from the perspective of fashion. The study conducted in-depth interviews with 10 women in their 20s who utilized Instagram and YouTube for fashion-related activities. The results show that bonding social capital was related to Instagram and led increasingly to narrow and deep relationships with acquaintances who had already established offline relationships. The study also finds that informational benefit was derived from people who use Instagram image information for smart fashion consumption; in addition, positive feedback on their posts brought the emotional benefit of psychological satisfaction. On the other hand, bridge social capital developed from YouTube users and subscribers. The study discovers that YouTuber public communication or the exchange of opinions leads to an increase in bridge social capital, which is a wide and shallow relationship. Video-based YouTube brought informational benefits as a specific product description, and there were emotional benefits in terms of entertainment while watching videos that combined fashion and entertainment. This report sheds light on individual fashion activities on social media, which is discussed from the perspective of social capital.
Keywords
Social capital; Social media; Fashion; Instagram; YouTube;
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