• Cartoon and Animation Studies
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• s.38
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• pp.29-51
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• 2015

With the progress in high speed internet networks, mobile devices and social networking, the eco-system of the media has shifted from that where the flow of content was one-way from the producer to the consumer. A so-called 'prosumer' culture has taken root where the consumer himself produces media content. Along with these trends, various video-sharing platforms such as youtube has a method of allocating advertisement profit to the content producer, offering a win-win platform for content pro-sumers. This allows the channels to attract several tens of millions of subscribers and raise an annual income of over 10 billion Won, marking a revolutionary change in the content industry. This paper seeks to analyze video distribution channels and short-form media content that are showing continuous growth to identify new markets where animated content can make progress in an era of online video media platforms, as well as provide a future direction for small teams of creators of animated films to survive and thrive in this environment.

• International journal of advanced smart convergence
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• v.10 no.4
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• pp.273-277
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• 2021

As society gradually enters a virtual, non-face-to-face society, the use of online content is increasing as well. In particular, as smartphones are thoroughly established in our daily life, the platforms of webtoons, mobile broadcasting, and education are shifting from personal computers to smartphones. Recently, the development of the Over-The-Top media service (OTT service) enabled streaming services of various media contents through the internet and activation of IPTV. Therefore, the rapid increase of popularity of short-form content is a natural phenomenon with smartphone platforms with fast, improvised, and endless communication. Lately, TikTok became the favored platform with prosumers, defined as people who are both producers and consumers. In this study, I studied the experiential response of YouTube and TikTok users as representative examples of a short-form content platform developed after the 2000s, the flourishing years of digital content with a length of 30 seconds.

• Journal of Distribution Science
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• v.22 no.8
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• pp.109-124
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• 2024

Purpose: This study examines short-platform content that is becoming more popular on social media. This study investigates the relationship between short-form content experience, consumer participation behavior, and consideration set. Furthermore, the mediating effect on empathy factors was confirmed during consumers' experience with short-form content. Data and methodology: Prior studies were reviewed, and hypotheses were developed. Consumers who had watched and shared short-form content within the previous three months were targeted to achieve the study's goal. A structured questionnaire was used to conduct the survey. Results: First, users of short-platform content with practical, playful, and emotional value did not confirm a positive effect on consumer participation behavior. However,short-form content with social value positively impacted consumer participation behavior. Second, consumer participation in short-form content was confirmed to positively affect the consideration set. Third, in terms of the mediating effect of empathy factors, short-platform content with practical, social, and emotional values partially mediates consumer participation behavior, whereas short-platform content with playfulness value completely mediates consumer participation behavior. Conclusions: The results of this study have academic and practical implications for the recent marketing field. In particular, research has been conducted in the field of digital marketing, which has recently changed rapidly.

• Smart Media Journal
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• v.12 no.8
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• pp.37-44
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• 2023

This study investigated the influence of travel-related content on the popular short-form platform TikTok in China on users' intentions to visit travel destinations and purchase travel products. Conducted in July 2023, amidst the rising consumption of short-form content through mobile devices due to the COVID-19 pandemic, the research surveyed 337 participants using an online survey platform in China. The findings revealed that the entertainment factor within TikTok's content did not significantly impact the perception of travel destinations, whereas informativeness and trustworthiness had positive effects. Moreover, expertise and interactivity also had positive effects. The study demonstrated that the image of travel destinations formed through short-form content on TikTok positively and significantly influenced visitors' intentions. These results provide valuable insights for crafting effective strategies in the tourism industry and marketing efforts.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.130-137
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• 2019

With the advent of smart media, short and fast-paced video content appeared, and conditions for viewing changed to viewing in environments where the perception is dispersed due to distracting and complicated external situations in a short period of time. Accordingly, smart media videos are quickly delivering meaning while keeping the eyes of viewers who lack patience. Our eyes and brain have a hard time accepting image information that flows through the constraints of a small screen. Our visual perception is limited in terms of acceptable visual information and, in particular, less cognition in moving images, so the production of smart media images should be directed in a way that enhances perceptual understanding. To be able to effectively communicate what you want to talk about while reducing the visual burden, intuitive image comprehension is needed by applying intuitiveness and behavioral induction to the moving images. Close-up shot, stable structure such as frontality and three-division structure, and color have such 'visual affordance' Therefore we need to use that device appropriately.

• International Journal of Contents
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• v.18 no.1
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• pp.27-39
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• 2022

Short videos are becoming more popular in mobile Internet age. Not only people's media consumption patterns have been changed by the rise of this new media form, but also it has posed challenges to public psychological well-being. For many netizens, their entertainment needs have been met by watching short videos. However, many side effects, such as addiction and anxiety, reduce users' subjective well-being instead of satisfying the entertainment motivation after watching short videos. Therefore, it has become a significant research problem in short videos to figure out how to get audiences to watch short videos on a regular basis while avoiding side effects like anxiety and addiction and improving audiences' subjective well-being. Based on the theory of Internet addiction, this study analyzed short video users using the 2×2×2 research method and explored the relationship between the length of use, addiction, anxiety, and subjective well-being of short video users. The results showed that short video users with different usage lengths showed significant differences in addiction, anxiety, subjective well-being, and online social support; innovative different short video users showed significant differences in addiction and anxiety, as well as a triadic relational interaction of short video users' anxiety under the interaction with self-efficacy and online social support. This study contributes to the advancement of internet addiction theory research and application, assisting short video users in avoiding addiction and anxiety, and improving the subjective well-being of short video users, thereby promoting the growth of the short video industry.

• International Journal of Contents
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• v.17 no.4
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• pp.101-118
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• 2021

The prevalence of We-Media short videos has attracted emerging independent fashion designers (EIFD), a new force in the fashion industry directing their brand promotion to We-Media for amassing online followers. However, compared to famous content generators, EIFDs' creative, design-based visual appeal has not provided them with the significant edge. The former's success is admittedly supported by the platform backstage algorithm. Yet, the content is the cornerstone for building relationship between the sender and the reception. The authentic perception of the content is one of the basic appeals for which the audience chooses to follow the source. Therefore, with the EIFD short video as the research content, this study is established from the audience's perspective to understand the different dimensions of their authentic perceptions of EIFDs short video. The study was conducted mainly in the form of the Q method. The collection of 52 Q samples were realized through the Focus Group Interview and literature review on multidimensional authenticity. Thirty-six subjects participated in the sorting of the Q-sets. Finally, four dimensions of audience authenticity perceptions of EIFDs were derived: 'ingenuity', 'relevant', 'transparent', and 'experiential'. The corresponding short video content design strategies are suggested for effective communication of EIFDs and their personal brands.

• 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 the Korea Convergence Society
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• v.13 no.3
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• pp.173-184
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• 2022

Focusing on the TikTok, this paper studies the factors that influence the use intention, flow and addiction of the elderly in short videos from three aspects of media attraction, perceived usefulness and user characteristics through quantitative research methods. In recent years, influenced by various factors, more and more seniors have begun to indulge in short form videos, which will do harm to their physical and mental health. Therefore, the researchers believe it is necessary to identify the behavioral intention of seniors and the path to addiction. According to the research results, the attractiveness of TikTok and the characteristics of seniors have a positive impact on the usefulness of media. In addition, the study confirms that media usefulness has an impact on use intention and use behavior, which may develop into immersion and addiction. This study not only supplements the classical TAM theory, but also provides a reference for helping seniors to use the Internet in a healthy way. The researchers look forward to expanding the research on the various Internet platforms used by seniors in different countries and regions.

• 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.