• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.513-524
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• 2020

Recently, YouTube's growth started drawing attention. YouTube is not only a content-consumption channel but also provides a space for consumers to express their intention. Consumers share their opinions on YouTube through comments. The study focuses on the text of global entrepreneurs' speeches and the comments in response to those speeches on YouTube. A content analysis was conducted for each speech and comment using the text mining software Leximancer. We analyzed the theme of each entrepreneurial speech and derived topics related to the propensity and characteristics of individual entrepreneurs. In the comments, we found the theme of money, work and need to be common regardless of the content of each speech. Talking into account the different lengths of text, we additionally performed a Prominence Index analysis. We derived time, future, better, best, change, life, business, and need as common keywords for speech contents and viewer comments. Users who watched an entrepreneur's speech on YouTube responded equally to the topics of life, time, future, customer needs, and positive change.

• Smart Media Journal
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• v.11 no.2
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• pp.18-24
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• 2022

Problems caused by malicious comments occur on many social media. In particular, YouTube, which has a strong character as a medium, is getting more and more harmful from malicious comments due to its easy accessibility using mobile devices. In this paper, we designed and implemented a YouTube malicious comment detection system to identify malicious comments in YouTube contents through LSTM-based natural language processing and to visually display the percentage of malicious comments, such commentors' nicknames and their frequency, and we evaluated the performance of the system. By using a dataset of about 50,000 comments, malicious comments could be detected with an accuracy of about 92%. Therefore, it is expected that this system can solve the social problems caused by malicious comments that many YouTubers faced by automatically generating malicious comments statistics.

• Fashion & Textile Research Journal
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• v.22 no.6
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• pp.727-738
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• 2020

This study focused on popular YouTube subculture content and male YouTuber characteristics. We conducted a case study on YouTube videos and viewer's comments of male YouTubers who interacted with subculture or fashion themes within YouTube. Based on Dick Hebdige's subculture theory, we categorized male subculture characteristics of style expression to show how YouTube plays a role in the formation of subculture. The representative types of male subculture were divided into metro sexual, adolescent boys, drag queen, and homosexual. YouTube simultaneously played a role in accumulating video viewing as well as indirect experiences in various communication activities and cultures among viewers. YouTube was used as a space for video producers as well as viewers and subscribers to discover and build identity. Subculture makes people aware of cultural diversity within society, and their doubles and lifestyles serve as important clues to track culture and fashion changes. This research is significant in the field of fashion media and subculture research due to its examination of male subculture phenomenon on YouTube based on an analysis of the video content of culture insiders and viewers' comments as well as immediate responses.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.873-890
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• 2023

This study analyzed users' emotional responses to VI character design through YouTube comments. The researchers applied text-mining to analyze 116,375 comments, focusing on terms related to character design and characteristics of VI. Using the BERT model in sentiment analysis, we classified comments into extremely negative, negative, neutral, positive, or extremely positive sentiments. Next, we conducted a co-occurrence frequency analysis on comments with extremely negative and extremely positive responses to examine the semantic relationships between character design and emotional characteristic terms. We also performed a content analysis of comments about Miquela and Shudu to analyze the perception differences regarding the two character designs. The results indicate that form elements (e.g., voice, face, and skin) and behavioral elements (e.g., speaking, interviewing, and reacting) are vital in eliciting users' emotional responses. Notably, in the negative responses, users focused on the humanization aspect of voice and the authenticity aspect of behavior in speaking, interviewing, and reacting. Furthermore, we found differences in the character design elements and characteristics that users expect based on the VI's field of activity. As a result, this study suggests applications to character design to accommodate these variations.

• Journal of Internet Computing and Services
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• v.24 no.4
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• pp.107-115
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• 2023

This study analyzes the content of YouTube Vlog videos created by patients of Coronavirus disease 2019 ("COVID-19") in South Korea and viewer comments on those videos. As this new infectious disease started to sweep the world in late 2019 and early 2020, the public started facing fear and uncertainty stemming from the lack of sufficient and accurate information about the virus. At the same time, as COVID-19 patients in South Korea were treated in isolation to prevent the spread of the virus, the patients themselves were experiencing anxiety and exclusion from the society. During this period, there was an increase in YouTube Vlog videos created by the patients in which they shared their experiences going through the treatment and recovery processes. To understand how these YouTube Vlog videos were being used by the patients to connect with the society and seek support in a state of isolation and anxiety, this study conducted a qualitative multi-case analysis of three sample YouTube Vlog video channels to analyze their content, as well as a lexicon-based sentiment analysis of viewer comments to understand the experiences and reactions of viewers. The patients' YouTube Vlog videos showed that they shared similar stages of progress, despite each emphasizing a different main theme. Overall, the tone of the viewer comments became increasingly positive over time, although with some variance among different patient cases and stages. The results confirmed that Vlogs of patients played a significant role in reducing the uncertainty around COVID-19 and strengthening social support for the patients. The findings of this study can improve an understanding of the psychological and behavioral aspects of patient experience in isolated treatment and the impact of shared communication among members of society in times of crisis.

• The Journal of the Korea Contents Association
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• v.22 no.1
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• pp.10-22
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• 2022

This study analyzed the effects of YouTube comments on belated hit in music chart by focusing on VIDITOR's YouTube channel video called 'BraveGirs_Rollin_comment_Collection'. For this, first of all, it investigated how the comments used by the channel master could achieve storytelling. Moreover, the reason for its popularity hit was researched by analyzing the comments made by users on this video through the 'Tipping point' rules. As a result, it was seen that this video created storytelling by connecting Brave Girls to the story of the Korean army. At the 'Tipping point,' besides, it was revealed that 'the law of the few' is the military, and 'the stickiness factor' is the good image left through Korea's island, 'Baengnyeongdo,' performance. Finally, the rule of 'the power of context' was indicated that it is a difficult reality situation because of COVID-19 and the good situation due to direct communication through the comments of Brave Girls' members and the company.

• The Journal of Information Systems
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• v.32 no.4
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• pp.29-50
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• 2023

Purpose The impact of online reviews is widely acknowledged, with extensive research focused on text-based reviews. However, there's a lack of research regarding reviews in video format. To address this gap, this study aims to explore the connection between company-sponsored product review videos and the extent of directive speech within them. This article analyzed viewer sentiments expressed in video comments based on the level of directive speech used by the presenter. Design/methodology/approach This study involved analyzing speech acts in review videos based on sponsorship and examining consumer reactions through sentiment analysis of comments. We used Speech Act theory to perform the analysis. Findings YouTubers who receive company sponsorship for review videos tend to employ more directive speech. Furthermore, this increased use of directive speech is associated with a higher occurrence of negative consumer comments. This study's outcomes are valuable for the realm of user-generated content and natural language processing, offering practical insights for YouTube marketing strategies.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.146-158
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• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• The Journal of Information Systems
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• v.32 no.2
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• pp.177-190
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• 2023

Purpose Recently, as a new business marketing tool, short form content focused on fun and interest has been shared as hashtags. By extracting positive and negative keywords from media audiences through comment analysis of social media news, various stakeholders aim to quickly and easily grasp users' opinions on major news. Design/methodology/approach YouTube videos were searched using the YouTube Data API and the results were collected. Video comments were crawled and implemented as HTML elements, and the collection results were checked on the web page. The collected data consisted of video thumbnails, titles, contents, and comments. Comments were word tokenized with the R program, comparing positive and negative dictionaries, and then quantifying polarity. In addition, social network analysis was conducted using divided positive and negative comments, and the results of centrality analysis and visualization were confirmed. Findings Social media users' opinions on issue news were confirmed by analyzing and visualizing the centrality of keywords through social network analysis by dividing comments into positive and negative. As a result of the analysis, it was found that negative objective reviews had the highest effect on information usefulness. In this way, previous studies have been reaffirmed that online negative information has a strong effect on personal decision-making. Corporate marketers will analyze user comments on social network services (SNS) to detect negative opinions about products or corporate images, which will serve as an opportunity to satisfy customers' needs.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.25 no.3
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• pp.355-360
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• 2021

Recently Youtube has been more popular. As many studies show the comparative deprivation of the Social Medeia, this study looks into whether the comparative deprivation is expressed on the YouTube comments. It focuses on the Luxury Haul contents, videos about huge amounts of luxurious products, of which Youtubers'economic feature are demonstrative. The comments of the videos are analyzed with LDA TF-IDF and Word2Vec. Additionally, the comments were classified into positive and negative groups by the LSTM model as well. As a result of the study, even though many comments turned out positive, the negative keywords were indicated related to comparative deprivation. Also it was found that the viewers compared themselves with Youtubers. In particular, some YouTubers are more criticized if they are younger or does not seem to afford the luxurious products themselves. This study suggests that the users express the comparative deprivation on YouTube as well like on the other Social Media.