Browse > Article
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;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. doi:10.1111/j.1083-6101.2007.00393.x   DOI
2 Ko, S.-M., Hwang, B.-H., & Ji, Y.-G. (2010). A study on social network service and online social capita l: Focusing on a Korean and Chinese case. The Journal of Society for e-Business Studies, 15(1), 103-118.
3 Lim, K. H. (2014, Desember 12). 트위터 제친 인스타그램…월간 사용자 3억명 돌파 [Twitter, Instagram…more than 300 million users per month]. The Korea Economic Daily. Retrieved from https://www.hankyung.com/it/article/2014121139411
4 Lin, N. (2001). Social capital: A theory of social structure and action. New York, NY: Cambridge University Press.
5 Mason, J. (2010). 질적 연구방법론 (제2판) [Qualitative researching (2rd ed.)] (D.-S. Kim, Trans.). Paju: Nanam. (Original work published 2002)
6 Mathwick, C., Wiertz, C., & de Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832-849. doi:10.1086/523291   DOI
7 Oh, S. J. (2018). A study on the perception factors of the Instagram user. Journal of KSSSS, 39, 73-97.
8 Park, J., & Chun, J. (2020). How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z. Humanities and Social Sciences Communications, 7:161. doi:10.1057/s41599-020-00652-2   DOI
9 Lee, H. S. (2019, May 30). "분야별 수입이 가장 많을 것 같은 유튜버는?"… ["Which YouTuber do you think has the highest income by field?"…]. The Outsourcing Times. Retrieved from http://www.outsourcing.co.kr/news/articleView.html?idxno=84889
10 Inkeles, A. (2000). Measuring social capital and its consequences. Policy Sciences, 33(3-4), 245-268. doi:10.1023/A:1004826703499   DOI
11 Donath, J., & Boyd, D. (2004). Public displays of connection. BT Technology Journal, 22(4), 71-82. doi:10.1023/B:BTTJ.0000047585.06264.cc   DOI
12 Accenture. (2017). Gen Z and Millennials leaving older shoppers and many retailers in their digital dust [PDF document]. Accenture. Retrieved from https://www.accenture.com/t20170503T114448Z__w__/us-en/_acnmedia/PDF-44/Accenture-Retail-Customer-Research-Executive-Summary-2017.pdf
13 Kim, M. S. (2019, May 7). 인스타그램 "국내 이용자 3명중 1명 인스타 통해 구매" [Instagram "one in 3 Korean users buy via Instagram"]. ZDNet Korea. Retrieved from https://www.zdnet.co.kr/view/?no=20190507113254
14 Binns, A. (2014). Twitter city and Facebook village: Teenage girls' personas and experiences influenced by choice architecture in social networking sites. Journal of Media Practice, 15(2), 71-91. doi:10.1080/14682753.2014.960763   DOI
15 Kim, H.-S., & Jung, H.-S. (2004). On-line community and formation possbility of social capital - centering on Daegu civic organizations -. The Journal of Social Sciences, 23(2), 191-208.
16 Kim, J. Y., Chung, N., & Ahn, K. M. (2014). Why people use social networking services in Korea: The mediating role of self-disclosure on subjective well-being. Information Development, 30(3), 276-287. doi:10.1177/0266666913489894.   DOI
17 Kim, Y., & Lee, H. C. (Eds.). (2017). Qualitative research: 15 approaches. Seoul: Academypress.
18 Park, J., & Kim, J. (2020). A study of male subculture on fashion contents of YouTube - Focusing on Dick Hebdige's subculture theory -. Fashion & Textile Research Journal, 22 (6), 727-738. doi:10.5805/SFTI.2020.22.6.727   DOI
19 Roh, J.-Y., & Ju, H.-J. (2012). An experiential study on the influence of SNS usage motivation on on-line social capital. The Korean Journal of Local Government & Administration Studies, 26(2), 261-281. doi:10.18398/kjlgas.2012.26.2.261   DOI
20 Putnam, R. D. (1995). Bowling alone: America's declining social capital. Journal of Democracy, 6(1), 65-78. doi:10.1353/jod.1995.0002   DOI
21 Scheufele, D. A., & Shah, D. V. (2000). Personality strength and social capital: The role of dispositional and informational variables in the production of civic participation. Communication Research, 27(2), 107-131. doi:10.1177/009365000027002001   DOI
22 Shin, E. J., Lee, S. Y., Kim, E. K., & Koh, A.-R. (2019). An exploratory study on Hallyu product purchase decision making process of Iranian women in their 20s-Based on beauty products and fashion products-. Journal of the Korean Society of Clothing and Textiles, 43(1), 33-50. doi:10.5850/JKSCT.2019.43.1.33   DOI
23 Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168. doi:10.1111/j.1083-6101.2007.00367.x   DOI
24 Valkenburg, P. M., Peter, J., & Schouten, A. P. (2006). Friend networking sites and their relationship to adolescents' wellbeing and social self-esteem. CyberPsychology & Behavior, 9(5), 584-590. doi:10.1089/cpb.2006.9.584   DOI
25 Byun, T. H. (2018). Analyzes the characteristics in the contents production and usage environment of YouTube and its popular channels; and examination of its implications. The Treatise on The Plastic Media, 21(4), 227-239.
26 Chang, Y. P., & Zhu, D. H. (2012). The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995-1001. doi:10.1016/j.chb.2012.01.001   DOI
27 Choi, Y., & Park, S. (2011). The effects of social media usage on social capital. Korean Journal of Broadcasting and Telecommunication Studies, 25(2), 241-276.
28 Coleman, J. S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, S95-S120. doi:10.1086/228943   DOI
29 Eveland, W. P. Jr., & Dylko, I. (2007). Reading political blog during the 2004 election campaign: Correlates and political consequences. In M. Tremayne (Ed.), Blogging, citizenship, and the future of media (pp. 105-126). New York, NY: Routledge.
30 Valenzuela, S., Park, N., & Kee, K. F. (2009). Is there social capital in a social network site?: Facebook use and college students' life satisfaction, trust, and participation. Journal of Computer-Mediated Communication, 14(4), 857-901. doi:10.1111/j.1083-6101.2009.01474.x   DOI
31 Sandefur, R. L., & Laumann, E. O. (1998). A paradigm for social capital. Rationality and Society, 10(4), 481-501. doi:10.1177/104346398010004005   DOI
32 Helliwell, J. F., & Putnam, R. D. (2004). The social context of well-being. Philosophical Transactions of the Royal Society B: Biological Sciences, 359(1449), 1435-1446. doi:10.1098/rstb.2004.1522   DOI
33 Hocevar, K. P., Flanagin, A. J., & Metzger, M. J. (2014). Social media self-efficacy and information evaluation online. Computers in Human Behavior, 39, 254-262. doi:10.1016/j.chb.2014.07.020   DOI
34 Inkpen, A. C., & Tsang, E. W. K. (2005). Social capital, networks, and knowledge transfer. Academy of Management Review, 30(1), 146-165. doi:10.5465/amr.2005.15281445   DOI
35 Shane-Simpson, C., Manago, A., Gaggi, N., & Gillespie-Lynch, K. (2018). Why do college students prefer Facebook, Twitter, or Instagram? Site affordances, tensions between privacy and self-expression, and implications for social capital. Computers in Human Behavior, 86, 276-288. doi:10.1016/j.chb.2018.04.041   DOI
36 Keum, H. (2010). The effects of social media on participatory social capital: A comparative study of bridging and bonding networks between Korean and American college students. Korean Journal of Broadcasting and Telecommunication Studies, 24(5), 9-46.
37 Giorgi, A. (2009). The descriptive phenomenonlogical method in psychology: A modified Husserlian approach. Pittsburgh, PA: Duquesne University Press.
38 Phua, J., Jin, S. V., & Kim, J. (J.). (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115-122. doi:10.1016/j.chb.2017.02.041   DOI
39 Putnam, R. D. (2001). Social capital: Measurement and consequences. Isuma: Canadian Journal of Policy Research, 2, 41-51.
40 Rocamora, A. (2002). Fields of fashion: Critical insights into Bourdieu's sociology of culture. Journal of Consumer Culture, 2(3), 341-362. doi:10.1177/146954050200200303   DOI
41 Sarpila, O. (2014). Attitudes towards performing and developing erotic capital in consumer culture. European Sociological Review, 30(3), 302-314. doi:10.1093/esr/jct037   DOI
42 Tang, Q., Gu, B., & Whinston, A. (2012). Content contribution in social media: The case of YouTube. Proceedings of 2012 45th Hawaii International Conference on System Sciences, USA, 4476-4485. doi:10.1109/HICSS.2012.181   DOI
43 Doh, S., & Acs, Z. J. (2010). Innovation and social capital: A cross-country investigation. Industry and Innovation, 17(3), 241-262. doi:10.1080/13662711003790569   DOI
44 Bourdieu, P. (1986). The forms of capital. In J. G. Richardson (Ed.), Handbook of theory and research for the sociology of education (pp. 241-258). Westport, CT: Greenwood.
45 Chang, Y.-H., & Kim, Y.-J. (2004). A study on the characteristics of social capital in cyber community-Focusing on the conceptual inquiry of social capital. Journal of Media Economics & Culture, 2(3), 55-96.
46 Adler, P. S., & Kown, S.-W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40. doi:10.5465/AMR.2002.5922314   DOI
47 Chu, B. (2014). SNS use and participatory social capital in China: Focus on China university students. Journal of Social Science, 25(2), 79-102. doi:10.16881/jss.2014.04.25.2.79   DOI
48 Djafarova, E., & Bowes, T. (2021). 'Instagram made Me buy it': Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59:102345. doi:10.1016/j.jretconser.2020.102345   DOI
49 Duggan, M. (2015, August 19). Mobile messaging and social media 2015. Pew Research Center. Retrieved from https://www.pewresearch.org/internet/2015/08/19/mobile-messaging-and-social-media-2015/
50 Freeman, B., & Chapman, S. (2007). Is "YouTube" telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco Control, 16(3), 207-210. doi:10.1136/tc.2007.020024   DOI
51 Valkenburg, P. M., & Soeters, K. E. (2001). Children's positive and negative experiences with the Internet: An exploratory survey. Communication Research, 28(5), 652-675. doi:10.1177/009365001028005004   DOI
52 Choi, D.-H., & Shin, D.-H. (2017). A dialectic perspective on the interactive relationship between social media and civic participation: the moderating role of social capital. Information, Communication & Society, 20(2), 151-166. doi:10.1080/13 69118X.2016.1154586   DOI
53 Selwyn, N. (2004). Reconsidering political and popular understandings of the digital divide. New Media & Society, 6(3), 341-362. doi:10.1177/1461444804042519   DOI
54 Song, H., & Yi, S. (2014). Analysis of various SNS text function -GUI Timeline- user characteristic - Focus made on mobile Facebook, Twitter, Instagram, Pinterest -. Journal of Integrated Design Research, 13(4), 79-90. doi:10.21195/jidr.2014.13.4.007   DOI
55 Pereira, R., Baranauskas, M. C. C., & da Silva, S. R. P. (2010). Social software building blocks: Revisiting the honeycomb framework. Proceedings of 2010 International Conference on Information Society, UK, 253-258. doi:10.1109/i-Society16502.2010.6018707   DOI