• Informatization Policy
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• v.29 no.3
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• pp.82-104
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• 2022

One of the interesting social phenomena in short-form video platforms is the hashtag challenge wherein ordinary users are encouraged to create by imitating short viral videos on a particular theme. Despite the increasing popularity of hashtag challenges, theoretical discussion on related user behavior is still very insufficient. In this study, we attempted to examine the impact of micro-influencers in order to understand users' willingness to participate in hashtag challenges. For this purpose, the para-social interaction theory and imitation behavior literature were adopted as key theoretical basis. In an empirical investigation using 243 survey data from TikTok users, our study found that a user's illusion of intimacy with a micro-influencer (i.e., para-social interaction) had significant positive impact on the intention to participate in a hashtag challenge. This study also showed that the degree of para-social interaction in a short-form video platform was determined by both media content-related factors and media character-related factors (i.e., content attractiveness, physical attractiveness, and attitude homophily). Our work in this study provided significant theoretical and practical implications on how to leverage micro-influencers for the success of hashtag challenges in a short-form video platform.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.115-125
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• 2022

This study examines the effect of performers on the number of views and likes of entertainment show clips consumed on AVOD short form platform. Multiple regression analysis was performed, setting program viewing factors and performer's topicality index as independent variables, and setting the number of views and likes of clips as dependent variables. As a result of the analysis, performer's topicality index had a positive(+) effect on both dependent variables. According to standardized coefficient, on the number of views, the standardization coefficient of the performer's topicality index was the second highest, and on the number of likes it was the highest among variables. The results suggest that performers contribute a lot to the success of clips on AVOD short form platform.

• Journal of Industrial Convergence
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• v.21 no.8
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• pp.13-21
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• 2023

The purpose of this study was to compare storytelling with TV entertainment programs to find out which elements of web entertainment affected the shift of viewers' interest, and to identify the characteristics of web entertainment storytelling. To this end, each of the web and TV entertainment programs were selected for storytelling analysis, and storytelling analyzed the contents of each item by dividing them into images, backgrounds, stories, and characters. As a result of the analysis, unlike TV programs, web entertainment storytelling allows viewers to immerse themselves in content through a composition that runs directly from the beginning to the crisis, and is characterized by a clear formation in a short video through a clear ending narrative. These research results hope that short-form web entertainment programs produced in the future will be able to identify strategies for viewers' immersion and storytelling strategies.

• Fashion & Textile Research Journal
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• v.25 no.6
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• pp.690-703
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• 2023

With the emergence of digitalization and environmental changes, such as those caused by COVID-19 and high-speed networks, online video platforms have changed how people communicate and created new marketing opportunities. The unique characteristics of mobile short-form videos are causing more people to consume and produce diverse content in the digital environment. The study focuses on two story types (product essential and relative information) to examine the effectiveness of short-form videos for fashion marketing. This study verified the influence of the common traits of short-form video content (informativeness, expertise, familiarity, and playfulness) on fun, e-WOM, and purchase intention and the mediation effect of fun using video samples categorized by story type. In this study, 300 Gen Z men and women responded to a survey after watching a 30-second short-form video sample. All the traits of short-form video content were found to have a positive effect on fun. Moreover, all the traits excluding playfulness had a positive effect on e-WOM and purchase intention as well. Fun had a positive effect on both e-WOM and purchase intention as well as a partial mediating effect. These findings are expected to provide insight and reference for planning short-form video marketing from the perspective of the fashion industry.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.200-216
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• 2021

This article considers short-form fashion videos as distinguished from fashion films, defines the concept, details the expressive characteristics of short-form fashion video, and reveals the method of producing it. For the methodology, a literature review was conducted to derive the concept and expression techniques. A case study was also performed to define the expressive characteristics. Five short-form fashion videos were also produced based on the results. The final results are as follows. First, short-form fashion video was defined as a fashion medium on the purpose of fashion communication within 60 seconds and classified by three digital image formats. Second, the result of analyzing the expression of the short-form fashion video shows the simplicity and reconstitution, characterization and remediation, borderless and expansion, and synesthesia trigger of the fashion image. Third, five short-form fashion videos were produced based on the theme of the digital garden. It shows that the short-form fashion video intensively expresses the content as a medium whose sensational expression is more prominent than the composition of the story by the short running time that reflects the taste of digital mainstream.

• Proceedings of the Korean Society of Computer Information Conference
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• 2023.07a
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• pp.693-694
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• 2023

본 논문에서는 FastText 알고리즘을 기반으로 한 사용자 지정 키워드 기반 동영상 요약 시스템을 제안한다. 사용자가 키워드를 입력하면 시스템은 해당 키워드와 관련된 단어들을 FastText를 통해 추출하며, 이를 STT (Speech-to-Text)로 변환된 동영상에서 타임 스탬프 기반으로 인식한다. 인식된 키워드와 관련된 내용은 클립 형식으로 요약되어 사용자에게 제공된다. 본 연구의 목적은 숏폼 콘텐츠 환경에서 효과적인 콘텐츠 추출 및 제공을 통해 사용자 경험과 정보 제공의 효율성을 향상시키기 위함이다. 제안된 시스템은 사용자 지정 키워드에 맞춰 다양한 동영상 플랫폼에서 효율적인 영상 요약을 제공함으로써 온라인 동영상 환경에서 큰 혁신을 이끌어낼 것으로 기대된다.

• Trans-
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• v.13
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• pp.91-116
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• 2022

Web series, as one of the products in the network era, are different from traditional TV dramas, With the contents preferred by youngsters, wed series, as a form of fast food culture, are increasingly gaining popularity, such as being uploaded on online video platforms like Naver TV and Youtube. This study aims to examine the characteristics of narrative closure and continuing serial form of Youth Web Series through the youth web series production company "playlist original" in Korea and analyze the narrative structure caused by narrative closure and continuing serial form and nonlinear narratives.

• Journal of the Korea Convergence Society
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• v.12 no.2
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• pp.35-44
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• 2021

Previous studies have studied short videos, short form content, snack culture and so on, but few studies have been conducted on the form of summary content that compressing and summarizing the original content. This study aims to contribute to the revitalization of the summary content market by exploring ways to enhance user satisfaction through analysis of the YouTube summary content features and the credibility of content providers that bring about flow and satisfaction of YouTube summary content users. The survey was conducted on 202 people who have watched YouTube summary contents for finding out the effects of YouTube summary contents features and content provider credibility on the details of flow. As a result, only entertainment had a significant impact on all flow details. This study is of academic significance in that it defines the features of YouTube summary contents, and has practical significance in that it suggests what direction the summary content should have in order to arouse user satisfaction in future.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.507-519
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• 2021

This paper attempts to explore advertising factors that affect TikTok advertising effectiveness by identifying motivations to use a short-form video social media platform, TikTok and further looking at perceptions of and attitudes toward TikTok advertising. The results of in-depth interviews with 20s-30s TikTok users suggest that users are motivated to use TikTok for information and fun. Further, TikTok is characterized as a short-form video, rich contents, and a novel format. Regarding TikTok advertising, the results reveal that usefulness, enjoyment, easiness of advertising skip, sense of closeness, and interaction are significant factors of TikTok advertising. Finally, it is suggested that users respond to the advertising by clicking 'like', writing comments, sharing, clicking 'purchase link'/advertiser's website, and creating user-created contents and so on. These findings theoretically contribute to the literature on social media advertising, and practically offer strategic guidelines for TikTok advertising.

• Journal of Intelligence and Information Systems
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• v.28 no.4
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• pp.329-346
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• 2022

Recently, as the market for short form videos (Instagram, TikTok, YouTube) on social media has gradually increased, research using them is actively being conducted in the artificial intelligence field. A representative research field is Video to Shop, which detects fashion products in videos and searches for product images. In such a video-based artificial intelligence model, product features are extracted using convolution operations. However, due to the limitation of computational resources, extracting features using all the frames in the video is practically impossible. For this reason, existing studies have improved the model's performance by sampling only a part of the entire frame or developing a sampling method using the subject's characteristics. In the existing Video to Shop study, when sampling frames, some frames are randomly sampled or sampled at even intervals. However, this sampling method degrades the performance of the fashion product search model while sampling noise frames where the product does not exist. Therefore, this paper proposes a sampling method MF (Missing Fashion items on frame) sampler that removes noise frames and improves the performance of the search model. MF sampler has improved the problem of resource limitations by developing a keyframe mechanism. In addition, the performance of the search model is improved through noise frame removal using the noise detection model. As a result of the experiment, it was confirmed that the proposed method improves the model's performance and helps the model training to be effective.