• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.206-212
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• 2020

The purpose of this study is to analyze the structural relationship among information attitude, brand attitude, usage satisfaction, brand image and brand loyalty of YouTube sports Contents. The survey subjects to achieve the purpose of this study were selected the 490 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, it is more effective to increase the attitude toward the brand itself rather than information attitude to use satisfaction Second, both information attitude and brand attitude were found to have a positive effect on enhancing brand image. In relation to attitude and image, it was possible to achieve research accumulation for YouTube users. Third, it was found that both the use satisfaction and the brand image presented in the previous study had a positive effect on brand loyalty.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.28-35
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• 2020

YouTube has been gaining popularity all around the world. A lot of companies have created their own YouTube channels to leverage them in diverse ways; they upload commercial videos, show people user reviews, and conduct promotions with their products. Sports clubs are no exception; they upload diverse videos to gain popularity and to interact with their fans. This study analyzes how the English Premier League (EPL) clubs leverage their YouTube channel as soccer (football in European nations) players. YouTube activities of 20 clubs during the 2019/2020 Season are investigated. After careful consideration, we decide to examine two factors of the respective channel of the YouTube: 1) Popularity (the number of views and subscribers) 2) Contents of videos (e.g. interviews and highlight scenes). The study followingly inspects the benefits of utilizing YouTube channels and of direct communication between sports clubs and fans in online settings.

• International journal of advanced smart convergence
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• v.9 no.3
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• pp.215-220
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• 2020

The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.

• Journal of the Korea Convergence Society
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• v.11 no.12
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• pp.343-351
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• 2020

This study was to find out the actual state of sports activities in the COVID-19 era and ways of improving of sports activities of 697 people ranging from 10s to 60s in Seoul and Gyeonggi-do area. The data were analyzed using SPSS 12.0 program. First, as a results, it was found that 61.4% of the current COVID-19 are playing sports. Second, participants in sports are found to enjoy contactless sports such as YouTube training contents, and video PT the most. Third, the COVID-19 situation has been identified as the most influential factor in sports activities. Fourth, the opinion that it would be best to prepare a countermeasure plan for infectious diseases such as COVID-19 as an alternative to revitalize sports activities in the future was the most common. Last, It was reported that institutional and technical efforts were needed to improve sports activities.