• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.498-510
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• 2016

As social media are emerging as essential communication channels for corporates in all areas, luxury jewelry brands have implemented enhanced strategies for brand story videos by creating brand channels on YouTube. In this study, a comparative analysis of the videos made available by Cartier and Tiffany&Co. on their YouTube Brand Channels was conducted, with the aim of identifying their strategic characteristics. The research method encompassed, both literature review and empirical investigations. A quantitative analysis was conducted by means of the 'HEART' model, a type of luxury jewelry brand story, and the following common strategic elements were identified. First, in their brand story videos both brands focus primarily on 'theme'. Second, 'relationship' and 'artisanship' are emphasized in addition to 'theme'. Third, the videos incorporate high level aesthetics to stimulate the fantasies and dreams of their audiences. The strategic differences between the brands are as follows. : First, 'artisanship' is given the greatest significance along with 'theme' in Cartier videos, while 'relationship' has prime significance in Tiffany&Co. videos. Second, a difference between a European approach and an American approach towards luxury brand building is evident, with Cartier hosting exhibitions while Tiffany&Co. provides gala videos instead.

• The Journal of Information Systems
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• v.29 no.1
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• pp.267-287
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• 2020

Purpose Online platform companies can increase the spread of content by communicating with users who have diverse preferences through social networks. Previous studies show the mixed effect on the network overlap, and there was a limited examinations for the underlying mechanism. This study expects high academic and practical implications that can be provided by studying on the user's viewership network. The purpose of this research is to examine the effects of network overlap on the users' viewership for creators of user-generated content in YouTube. We explain the direct and in-direct effects through the content sharing and the valence of user ratings. Design/methodology/approach The data contains 45 channels and 4,085 video clips from YouTube. We control the effect of the categories, channel characteristics, and vide clip characteristics on the viewership. PROCESS macro were used to analyze the direct and in-direct effects of network overlap. Findings The analysis results showed that the network overlap directly affect on the users' viewership. The variable decreases the moderators (i.e., content sharing and the valence of user ratings). This result implies that the users can not satisfy their need for uniqueness which is achieved by content sharing and rating in the overlapped network.

• Journal of Korea Game Society
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• v.14 no.2
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• pp.85-96
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• 2014

The purpose of this paper is to analyze storytelling in on-line personal game broadcasting in order to find out unique characteristics of on-line personal game broadcasting. This study selects Youtube channel and as classic cases of on-line personal game broadcasting, and analyzes the cases with Bakhtin's theory of carnival. The on-line personal game broadcasting modifies the broadcasting format of mass media externally. Also, the on-line personal game broadcasting internally moves between interior and exterior of the game text in order to create new narrative events. In this process, the polyphonic utterances of the broadcasting host appeared. The reversal of the tragedy and the comedy leads the audience to catharsis.

• Journal of Information Technology Applications and Management
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• v.31 no.3
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• pp.1-18
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• 2024

This study analyzed the impact of YouTube creator characteristics and channel access factors on the intention to continue watching content, noting that the development of the digital media environment has diversified media audiences' content preferences and access routes. Specifically, we analyzed the effects of YouTube creator trustworthiness, attractiveness, familiarity, and social influence, as well as the effects of recommendation services on perceived usefulness, perceived ease, and perceived enjoyment. The study found that creator credibility and recommendation service had a positive impact on the perceived usefulness of content, while intimacy and charm were important factors in increasing the easy of use and playfulness of content. These perceived usefulness, ease, and playfulness also had a strong positive impact on users' intention to continue watching the channel. This suggests that trust and intimate relationships with creators and appropriate content recommendations play an important role in increasing user satisfaction and channel persistence. The significance of this study's analysis of creator and channel access factors based on the extended technology acceptance model is that it shows the potential for extending and applying the existing technology acceptance model to the digital content environment.

• The Journal of the Convergence on Culture Technology
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• v.8 no.5
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• pp.459-468
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• 2022

This study searched and analyzed news and information on the Korea-U.S. Summit to explore which political agenda is spreading among Korean newspapers and social media. The result of the analysis revealed that, on the one hand, the conservative-leaning newspaper, Chosunilbo, covered the unresolved issue between two countries. The principal source of news was the opposition party. On the other hand, the progressive-leaning newspaper, Kyunghany Sinmun, highlighted President Moon's visit to the United States and described the visit to the United States as an achievement. In this paper, the principal source of news is the ruling party. Both conservative and the progressive newspapers did not present a negative view of the United States. In the case of Chosunilbo, it mentioned that foreign policy priority of President Biden is human rights in North Korea. If the two countries do not solve this issue, the relationship between Korea and the United States will not develop further. Second, I searched YouTube videos about the Korea-U.S. summit and conducted a network analysis to understand the influence of YouTube videos and explore their relationship the each other. The results of the analysis revealed that the 10 most influential videos portrayed the Moon government positively. These videos held the achievement of the visit to the United States in highly esteem and framed it positively, similarly to the progressive newspaper.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.161-173
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• 2020

In-depth interview in the field of hospitality industry services was conducted in COVID- 19. Introduction of kiosks for non-face-to-face services using untact technology, reservation, pay systems, self-service, service improvement using room service should be carried out. It is also necessary to implement Instagram, Facebook, YouTube, P-blogs, online broadcasting and live commerce through the establishment of m-channel system through untact marketing sales channels in the hospitality industry now that the product composition to solve the pro -blem of untact marketing is drawing attention due to diversification of online sales channe -ls. Now, the recognition of important elements of service education and a establishment of differentiated system of untact marketing, expansion of untact sale channel, implementation of non-face-to-face counseling service and introduction of pre-booking, telecommuting were recognized as urgent parts. In particular, a service differentiation and importance of human services, which were recognized free of charge, have re-recognized as premium, and quality service aspect of the hospitality industry in untact and the direction to diversify marketing channels are presented.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.434-445
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• 2018

This study examined whether mobile OTT video service substitutes home TV by using 3 screen data of Nielson-KoreanClick. According to the 2SLS estimation results, when the time spent on mobile OTT video service increased by 1% p, the time spent watching home TV decreased by 12.4%. The results also showed that 1%p increase in the time spent using YouTube app and the mobile OTT video services provided by telecommunication company(Oksusu, Alleh TV, VideoPortal) reduced the time spent on watching terrestrial channels on TV by 16.2% and 23.9%, respectively. The displacement of mobile OTT video service on home TV will be accelerated in the near future. In order to resolve the issue of regulatory unfairness with pay TV services and to safeguard viewer's interests, discussions to establish regulation for OTT video services should be taken place more quickly.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.135-143
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• 2019

Purpose of this study is enhancing usability of online video platform by analyze link-depth and advertisement frequency. In this study, researcher checked market share of video platform which publishing web-drama, and compare their link-depth and advertisement frequency. As a result, access to the latest content has two to three link-depth. So it does not worsen usability. but, if contents doesn't show on main page or search result, it requires more than five to six steps. Image advertisement show up more than twice on every platform. 'Youtube' and 'Naver TV' show up pre-roll video advertisement in video player before offering contents. In this video platform information structure, directory searching needs high link-depth level and advertisement frequency. It will increase user's bounce rate and decrease return visit rate. So researcher suggests prototype using drop-down menu to reduce link-depth and enhance information structure.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.46 no.2
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• pp.102-108
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• 2023

Recently in Korea, YouTube stock channels increased rapidly due to the high social interest in the stock market during the COVID-19 period. Accordingly, the role of new media channels such as YouTube is attracting attention in the process of generating and disseminating market information. Nevertheless, prior studies on the market forecasting power of YouTube stock channels remain insignificant. In this study, the market forecasting power of the information from the YouTube stock channel was examined and compared with traditional news media. To measure information from each YouTube stock channel and news media, positive and negative opinions were extracted. As a result of the analysis, opinion in channels operated by media outlets were found to be leading indicators of KOSPI market returns among YouTube stock channels. The prediction accuracy by using logistic regression model show 74%. On the other hand, Sampro TV, a popular YouTube stock channel, and the traditional news media simply reported the market situation of the day or instead showed a tendency to lag behind the market. This study is differentiated from previous studies in that it verified the market predictive power of the information provided by the YouTube stock channel, which has recently shown a growing trend in Korea. In the future, the results of advanced analysis can be confirmed by expanding the research results for individual stocks.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.204-210
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• 2016

The reason to research the musical is it has a lot of useful things for the various studies department not only Korea Musical Theatre own although it has been a successful musical theater on the Off-Broadway by Reboot culture era. Even though does not release on Korea, the popular of the show and powerful results of environments have delivered through the international magazines and Youtube channels to Korea. To study of Musical will be lead us to the world which adopted to the social problems as the youth school violence, family communication hurdle, and religion missing by script not only the musical drama but the interpretation for Teen-agers social problem. There are many kinds of Neo educations are proved by smart learning as STEAM. The students who have been studied with the smartphone, I-pad, personal computer, or laptop as smart tools for class are familliar as feedback processing speedly. It would make them learn the skill for their knowledge of a digital age, but it should not let them how to understand other people's emotion as real although STEAM has emtion part. Besides they have communicated on the social network not the ordinary man but the special ego by themselves, as mention or retweet as like their amusements and make the gossip group. This study would show the perspective for understanding Teen-agers Social Problem and who is the victims today's juvenile problems though the musical based on Jim Taulli's directing.