• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.752-760
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• 2021

The present study aimed to identify predictors of Youtube creator's Willingness to work as a profession. This work is notable, given its prevalence in preference as an occupation due to the development of information and communication technology. In the present work, a survey study was utilized and respondents' perception of job values, interest, self-esteem as well as willingness to work were measured. The results from a multiple regression analysis indicate that, realistic type (-), artistic type (+), corporate type (+) job value and job interest were significantly predictive of willingness to work. This study discussed implications including the need to establish career support services for YouTube creators as a profession and further for differentiated approaches based on job values or individual tendencies. The result from the current work is important, in that this study identified the willingness and influential factors of YouTube creators from a professional perspective, reflecting the recent growing interest in YouTube creators.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.319-325
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• 2019

The purpose of this study is to suggest ways to improve the competence and performance of teenage creators through the behavioral comparison. With the recent growth of video streaming services, the number of teenage creators is rapidly increasing. However, research on the video production behavior of teenagers is still limited. Therefore, in this study, we examined the video production behaviors of teenagers and assessed difficulties in each step. This study was conducted with the case study and the empirical study which interviewed the enthusiasts group and the creators group. Experimental results indicated that the editing stage was the most important but the lowest in both groups. In particular, the interest group had a greater burden on the editorial stage than the creator group. Therefore, in order to encourage teenage video production activities, it will be necessary to train them in editing programs or provide easy editing functions.

• Journal of Digital Convergence
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• v.17 no.10
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• pp.127-139
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• 2019

This study aims to explore the impressive experiences of university students on YouTube media and to find ways to improve personal media as useful consumer information. 44 university students were selected, and data on the experience of using YouTube were collected and analyzed by applying the critical incident technique. As a result, the positive responses to personal media were derived from 'enhancing C2C information capabilities', 'consumer-centric usability', 'attractive information creators', 'a sense of the sameness', and 'fresh and entertaining information'. Negative responses were derived from 'spreading of harmful information', 'distrust in information creators', 'inducing excessive advertising and impulse buying', 'media addiction' and 'relative deprivation'. In addition, improvement of the personal media has been suggested. This study has differentiation and significance as a qualitative data for understanding consumer's perception and experience of personal media.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.113-128
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• 2022

The objective of this study is to pay attention to the personal media environment that is in the center of rapid changes in the media industry, to especially explore the activity area of one-person or minority media creators who lead the mobile media environment that could be connected, watched, and produced anywhere, and to closely examine the mutual ecosystem between creators and viewers. Especially, paying attention to the recommendation service YouTube provides, for example, based on the big data algorithm related to users' habitual use, when users' data used are provided more, the users face the advanced service, this study aimed to examine the effects of recommendation service on the formation of trust between user and producer, user flow, and subscription intention, and also to demonstrate the process of forming this mutual relation through concrete data. In the conclusion, implications that can be inferred based on the research results and suggestions for further research in the future were presented.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.62-72
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• 2018

This study conducted a survey the creators of less than 100,000 subscribers about the motivation of choosing MCN, dissatisfaction factors, and the need for public supports. The results show that the motivation to select MCN is that they were satisfied with content distribution and distribution support. However, the creators who distrusted the MCN or were able to operate independently were working independently. Creators were aware of the difficulties of entering overseas market. Creators who were not affiliated with MCN recognized content marketing and distribution. Creators affiliated with MCN recognized that it's the most difficult to enter overseas markets. And regardless of affiliation, satisfaction with profitability was low. In terms of gender, female creators were found to be less satisfied with video production excellence and ease of use of the video platform. Early creators commonly required infrastructure such as production support and production facilities, and particularly demanded public support for marketing and overseas expansion.

• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.55-72
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• 2021

This study aims to research the influences of the discrimination of internet media and one-person media environment, especially, the one-person media creators leading the mobile media that could be accessed and viewed anywhere, on the user attitude and continuous subscription intention. Especially, this study aimed to understand the current situation of one-person media market represented as YouTube, to explore the relationship and ecology between each subject and elements composing the media market, and also to understand the mediating effects of the characteristics of YouTube creators on the relation between contents involvement and user attitude, and the relation between user attitude and subscription intention, and the mediating effects of contents involvement on the relation between characteristics of creators and user attitude. As research methods, first, for the theoretical establishment, this study collected, conducted, and organized the published domestic/foreign theses/journal papers. For the objective validity and verification of the established research model, a survey was conducted targeting adult men and women currently watching YouTube, and then the empirical analysis was performed through the final effective samples. And the results of this study are as follows. First, the playfulness and reliability on the relation between characteristics of creators and contents involvement were not significant while the professionalism was significant. Second, the professionalism on the relation between characteristics of creators and user attitude was not significant while the playfulness and reliability were significant. Third, the relation between contents involvement and user attitude was significant. Fourth, the relation between user attitude and subscription intention was also significant. Also, in the results of verifying the mediating effects of contents involvement, the contents involvement completely mediated the relation between characteristics(playfulness, reliability, and professionalism) of creators and user attitude. And in the conclusion, this study presented the implications and suggestions for further researches in the future.

• Journal of Internet of Things and Convergence
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• v.6 no.2
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• pp.51-56
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• 2020

In this paper, we developed a mobile new media solution that enables e-commerce shopping mall operators, band operators, and YouTube creators to create synergies in online and offline promotion by posting related video contents on the media in addition to their own videos. By providing videos in the field of the platform without directly searching for them, it is possible to provide users with a new type of marketing means that can promote their platform while providing interest and information. Prospective creators at home and abroad who produce video can upload their own video in addition to YouTube and afreeca TV, such as the open market for video, and use independent and free charging systems to manage independent customer relationship management(CRM), self-branding, and content management. It will be possible to utilize mobile-based new media equipped with a system.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.91-107
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• 2020

The purpose of this study is to explore quantitatively the success factors of YouTube's music cover channel. Along the process, constructing and testing the measurement for music cover channel's characteristics. The research constructed the measurement items based on results of qualitative studies. To perform the purposes the study suggest a research model which integrated the Post Acceptance Model with five music cover channel's characteristics based on the recent case studies. The five characteristics were contents, video, creator, interactivity, and publicity. The characteristics were integrated with Post Acceptance Model. After testing reliability and validity the research model was revised then, the research hypothesis was tested. The research results show: first, it was found that the content characteristics did not meet the expected value of users. Second, among the five factors of channel characteristics presented in creator's characteristics have the largest effect on user's value perception Third, in the factor analysis process, the content factor and the video were loaded on the same factor thus integrated as one factor. Fourth, satisfaction and intention for continual usage were also loaded on the same factor thus integrated as one factor. The research results suggest that music cover channel operators need to enhance the creator's attraction, communication with user, and publicity in various ways.

• The Journal of the Convergence on Culture Technology
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• v.9 no.3
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• pp.221-237
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• 2023

This study was conducted as part of a phased study aimed at closely examining the mutual ecosystem between creators and viewers through paying attention to the personal media environment that is in the center of rapid changes in the media industry and particularly exploring the areas of activity of the single-person or minority media creators who lead the mobile media environment that could be accessed, viewed and produced anywhere. In particular, this study aimed to not only pay attention to the situation in which the potential to expand professional YouTuber areas encounters the changing desire and demand of content service users who continue to become more evolved as time passes, but also examine the influence of the reputation of professional YouTubers on users' loyalty and subscription intention, examine the moderating effect of sincerity on the relationship between YouTubers and users, and demonstrate such relationship formation process based on concrete data. In the conclusion section, implications that can be drawn from the study results and suggestions for further studies in the future were proposed.

• Fashion & Textile Research Journal
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• v.23 no.2
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• pp.212-225
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• 2021

With the recognition of YouTube as an information search tool, YouTube creators have subsequently become sources of information to consumers. Accordingly, this study aims to analyze the consumers' response of famous fashion YouTubers in Korea, and to identify differences in consumer response based on the gender and generation of YouTubers. During the period from the opening of fashion creators' YouTube channels, we collected postings on blogs and Internet cafes using textom. As a result of preliminary investigation, six fashion YouTubers were selected. First, all the selected fashion YouTubers were well recognized by consumers as fashion informants. However, Milanonna has been shown to act as a life advisor and as an informant for luxury brands at the same time. Second, female fashion YouTubers were perceived with themes related to daily life, beauty, emotions, and mood rather than fashion itself; whereas, male fashion YouTubers appeared to be more interested in fashion accessories, especially with respect to the basic style. Third, Generation Z fashion YouTubers used the most non-fashion keywords, and their Millennial counterparts used keywords related to fashion items and product purchase properties. However, consumer response to OPAL fashion YouTubers have emerged with items such as life experiences, wisdom, and advice. Moreover, OPAL fashion YouTubers showed a variety of consumer assessments and the YouTuber's personal background. This study's analysis of the differences in the consumer response to fashion YouTubers based on gender and age enables the establishment of an appropriate strategy to attract target consumers and identify their appeal points.