Browse > Article
http://dx.doi.org/10.12940/jfb.2020.24.1.75

A Study on the Interest of SNS Users according to New Media Fashion Content Types -Focus on Vogue Korea's Official Instagram-  

Lee, Chungsun (Complete K)
Lee, Seunghee (Dept. of Clothing & Textiles, Sookmyung Women's University)
Publication Information
Journal of Fashion Business / v.24, no.1, 2020 , pp. 75-87 More about this Journal
Abstract
The purpose of this study is to find trends in new media fashion content by analyzing the fashion content of the official Instagram accounts of domestic fashion magazines that are being transformed by digital media. The framework for these analysis of fashion content type and methods of production is based on one used in an earlier research project. Empirical analysis is conducted on Vogue Korea's official Instagram accounts, using the highest number of major views as the secondary measure of interest. After screening for fashion content in posts on the Vogue Korea account for four months, 291 short video postings were extracted to analyze the number of views the postings received. The results were categorized as 'star', 'show/exhibition', 'product', 'shop', 'fashion film', 'designer', or 'event', included in the data are the number of postings by type and the number of views by post. Based on the characteristics of the creator and the editing, the posts were classified into 'professional production highlight', 'professional production private', 'UCC' or 'GIF' videos, the number of views per post were also collected. The research results show different levels of interest depending on the type of fashion content, and also on the way the videos were produced. The study also investigated how the combination of these two factors affects interest. When producing a new media fashion content, combining a 'star' type post with 'professional production private' video content was most popular. The selection of production method is therefore important even given the same type of content.
Keywords
new media fashion contents; Instagram; short video; view; fashion magazine;
Citations & Related Records
Times Cited By KSCI : 14  (Citation Analysis)
연도 인용수 순위
1 Kim, S., & Ha, J. (2017). Analysis of new media fashion image types in fashion films. Journal of the Korean Society of Clothing and Textiles, 41(6), 1085-1097. doi:10.5850/JKSCT.2017.41.6.1085   DOI
2 Kim, S. (2019). An analysis of new media fashion contents in the Gucci Instagram. Journal of Fashion Design, 19(1), 147-164. doi:10.18652/2019.19.1.9   DOI
3 Lee, D. (2003). A study on the expression of symbolism by the ready-made medium (Unpublished master's thesis). Hongik University, Seoul. Korea.
4 Lee, E., & Yu, S. (2018). The effect of short video uses on viewing behaviors. Korean Journal of Broadcasting and Telecommunication Studies, 32(4), 65-102.
5 Lee, H. (2018, July 24). 인스타그램 vs 유튜브 비디오 앱 경쟁의 시작 [Instagram vs Youtube: Competition on video application]. Korea Fashion Industry Association. Retrieved January 14, 2020, from http://www.koreafashion.org/info/info_content_view.asp?clientIdx=1723&flag=2
6 Lee, K., & Hwang, S. (2015). Case analysis on image-based marketing Pinterest of global SPA brands -Focusing on platforms of Uniqlo, Zara and H&M on Pinterest-. Journal of the Korean Society of Fashion, 15(2), 129-146.
7 Lee, S., & Cho, K. (2004). A study on the fashion Journalism in the field of daily newspaper. Journal of Fashion Business, 8(4), 45-59.
8 Lindsay, B. R. (2011, September 6). Social media and disasters: Current uses, future options, and policy consideration. Congressional Research Service. Retrieved January 14, 2020, from https://mirror.explodie.org/CRS-Report-SocialMediaDisasters-Lindsay-SEP2011.pdf
9 Neitizen Profile Research. (2019). Retrieved January 14, 2020, from http://www.nasmedia.co.kr/ko/pr/pr_report.do
10 National Information Society Agency. (2011). 재난안전부문의 소셜미디어 활용 선진사례 연구 [A study on the advanced case of social media utilization in disaster safety]. Retrieved January 14, 2020, from https://www.nia.or.kr/site/nia_kor/ex/bbs/View.do?cbIdx=39485&bcIdx=6576&parentSeq=6576
11 Noh, H. (2004). A comparative study on the articles of domestic licensed fashion magazines (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
12 Quan, C. (2016). A study on smart device application design for fashion brand promotion -Focusing on the application for luxury fashion brand- (Unpublished master's thesis). Seoul National University, Seoul, Korea.
13 Park, E. (2016). The effects of fashion Instagram usage motivation and features on satisfaction and purchase intention (Unpublished master's thesis). Konkuk University, Seoul, Korea.
14 Yang, Y., & Kim, M. (2018). The niche theory analysis of the competition between various fashion content media platforms -Focus on user gratification for fashion magazine, the internet portal, and SNS-. The Research Journal of the Costume Culture, 26(5), 679-699. doi:10.29049/rjcc.2018.26.5.679   DOI
15 Seo, D., & Lee, J. (2013). Mobile business mode and its introducing strategy for fashion contents distribution. The Journal of the Korea Contents Association, 13(10), 461-469. doi:10.5392/JKCA.2013.13.10.461   DOI
16 Shin, H., & Kim, K. (2017). The differences in motivation and usage according to morphological evolution of SNS -Focusing on university students' use of Facebook and Instagram-. Journal of Digital Convergence, 15(6), 155-164. doi:10.14400/JDC.2017.15.6.155   DOI
17 Woo, S., & Kim, S. (2019). A study on user experience of Instagram IGTV -Focus on fashion-beauty contents service. Journal of Digital Convergence, 17(3), 405-411. doi:10.14400/JDC.2019.17.3.405   DOI
18 Yoon, A., Lee, E., & Lee, H. (2018). Consumer perceptions of images in fashion Instagram by information providers (brand vs consumers) -Focusing on credibility, usefulness, enjoyment-. Journal of the Korean Society of Clothing and Textiles, 42(3), 379-396. doi:10.5850/JKSCT.2018.42.3.379   DOI
19 Gradinaru, C. (2018). GIFs as floating signifiers. Sign Systems Studies, 46(2/3), 294-318. doi:10.12697/SSS.2018.46.2-3.05   DOI
20 Aaker, D. (2003). 브랜드 자산의 전략적 관리 [Managing brand equity: Capitalizing on the value of a brand name]. (Marketing Communications Research Council, Trans.). Seoul: Nanam. (Original work published 1991).
21 Hyun, K. (2008). A study of user behavior pattern of UCC(user created contents) in the light of expectancy-value theory. Korean Journal of Journalism & Communication Studies, 52(5), 227-254.
22 Kim, J., Jeong, D., Jo, M., & Na, Y. (2018). Effects of hashtags in Instagram fashion-related posts on consumers' attitudes. Textile Science and Engineering, 55(2), 78-88. doi:10.12772/TSE.2018.55.078   DOI
23 Kim, S. (2007) The current trend of video UCC market and problems to be solved for its activation. Journal of Digital Design, 7(4), 197-208.   DOI
24 Kim, J. (2013). Interactive case study on fashion media -Focused on Showstudio's fashion projects-. Journal of Fashion Business, 17(5), 101-119 doi:10.12940/jfb.2013.17.5.101   DOI
25 Kim, K., & Kim, K. (2011). A study on UCC video editing for sensibility delivery. Journal of Digital Contents Society, 12(4), 449-456. doi:10.9728/dcs.2011.12.4.449   DOI