• International journal of advanced smart convergence
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• v.8 no.2
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• pp.88-93
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• 2019

This study explores one of charity drive contents on YouTube channel. Due to the advance of science and technology, ordinary people come to make their own video content online, usually via YouTube. YouTube becomes number one online video storage/streaming platform, and many people upload their own video and they get attention and fame. This study analyzes various aspects of Shoot for Love, soccer-based charity drive videos shown on YouTube channel created in South Korea. Unlike popular videos in YouTube, Shoot for Love centers on charity by casting popular soccer players and celebrities. Especially, this study researches 1) Components 2) Traits of Components 3) Contents of Components in Shoot for Love. Throughout this, it not only analyzes unique aspects of Shoot for Love that show how and why YouTube content matters, but also suggest plausible methods to drive charity and institution are suggested that appeal to the public.

• Fashion & Textile Research Journal
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• v.26 no.3
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• pp.279-288
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• 2024

Fingernail-related content on YouTube is gaining popularity. This study aimed to present a new direction for nail content marketing and video production by identifying the current status of nail-related content on YouTube and factors affecting views. As for the research method, the study used the YouTube website, and the elements under analysis were classified into YouTuber characteristics (verbal characteristics, age group, gender, professional status, and celebrity status) and content characteristics (nail field, editing elements, and content). The results showed that standard language and terminology were generally used, and the proportion of YouTubers in their 30s was high. All nail-related content creators on YouTube were women, and they were found to be experts who worked as nail artists and nail content creators. As for the content characteristics, the proportion of art videos was high, and the video length was found mostly to be between 10 and 20 minutes. The editing elements included images, videos, and subtitles, and sound effects and background music were used frequently. Finally, it was found that the proportion of videos providing nail tips and know-how, product information, and procedures was high. This study identified factors that influence the number of views for nail videos. As a result, the study was able to present video production ideas for newcomers starting a nail-content YouTube channel, and this will be helpful in the development of nail content.

• Asia pacific journal of information systems
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• v.31 no.3
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• pp.277-295
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• 2021

This paper examines the features that make a YouTube channel attractive to users. Considering that drawing users' attention is challenging on this platform, where voluminous amounts of videos are available, it is crucial to identify the factors that make users intend to subscribe to a YouTube channel. In this study, we used an online survey to collect data from 1125 respondents and an SEM model using Smart PLS 3.2.8 to analyze it. The results show that integrity and familiarity with a YouTube channel are positively correlated with trust in its creator, which leads to subscribing to the YouTube channel; value and accuracy also positively affect intention to subscribe to a YouTube channel via trust in content. This study enriches the field of research about trust in the creator and trust in content.

• The Research Journal of the Costume Culture
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• v.28 no.3
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• pp.389-407
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• 2020

With YouTube's overwhelming share of the market, research on analyzing the types of content on YouTube is essential. An analysis of major global fashion YouTubers that the types of video content could be largely classified into three main categories: Fashion, beauty and daily life. The fashion category was subdivided into styling and fashion product review content type. The beauty category was subdivided into tutorials, beauty product reviews, and beauty tip content types. The daily life category was subdivided into daily sharing, consultation, and Q & A content types. Video content within fashion YouTuber channels is accompanied by expertise in fashion and beauty. At the same time, videos on daily life are uploaded, and through interactive communication with viewers, YouTubers form an intimate bond with subscribers. Content emphasizing entertainment, not just information delivery that introduces fashion products, is attracting growing interest among subscribers. This study analyzed the content of the increasingly popular fashion YouTuber channels and determined its important characteristics. The study makes a significant contribution to academic research by laying a foundation for future studies of YouTube content in the fashion field. Since differences in country of birth and race among YouTubers may influence content production, follow-up research will be conducted on the types and characteristics of domestic fashion YouTubers.

• Design Convergence Study
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• v.16 no.2
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• pp.63-81
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• 2017

Environmental change of consuming contents has led corporates to acknowledge the possibility of social media as being marketing platform. And as the importance of 'contents' is growing bigger at the same time, 'Content Marketing' is getting attention because 'Content' plays the key role in current marketing since it can deliver meaningful values to the companies and the customers both. Many companies are practicing contents marketing employing YouTube by not only creating their own YouTube channels and YouTube contents but also collaborating with YouTube creators. Purpose of this study is to figure out how domestic standalone beauty brands that are actively practicing content marketing, are exploiting the YouTube and to suggest design direction for future YouTube content marketing. 'Etude', 'Innisfree', 'Misha', 'The Face Shop' were selected for analyzing the content marketing cases using YouTube. As a result, this study could conclude that if the brand has inadequate number of subscribers, it is better to collaborate with the creators. Also, clarifying contents' purpose and distinguishing the way of delivering it is important.

• Journal of Korea Multimedia Society
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• v.25 no.10
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• pp.1468-1474
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• 2022

This is an empirical study to find out whether subtitles and infographics can affect the recognition and recall memory of YouTube users. In this study, a total of 104 university students were divided into 4 groups and exposed to 4 types of contents according to the presence or absence of subtitles and infographics. After the subjects watched YouTube content, they responded to the level of their memory through a survey. As a result of the analysis, the subtitles used in YouTube contents did not affect the recall memory of the audience, and the infographic did not affect the recognition memory of the audience. However, when subtitles were used for YouTube content, the audience's recognition memory was found to be high at a statistically significant level, and when infographics were used for YouTube content, the audience's recall memory was found to be high at a statistically significant level. The significance of this study can be found in that the effects of subtitles and infographics that appeared in the audience effect of legacy media such as newspapers and broadcasting were also found in YouTube, a new video content media.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.3
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• pp.33-39
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• 2019

This study analyzes the content of YouTube channel "Cream Heroes" dealing pet(cat) produced in South Korea currently. Due to the advance of science and technology in the 21 century, the commons are able to independently upload their own content after filming videos, and it is called One Person Media. Unlike existing One Person Media that contains provocative and violent factors, "Cream Heroes" is sound content that shows various features of cats. Specifically, this study explores how and why "Cream Heroes" is popular via content analysis. Throughout this, it studies not only the trait of popular YouTube channel, but also proposes the proper environment of One Person Media.

• Asia-Pacific Journal of Business
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• v.14 no.2
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• pp.141-151
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• 2023

Purpose - This study aims to determine whether four characteristics of tourism content on YouTube (i.e., entertainment; credibility; diversity; and informativeness) influence tourists' destination choices. Design/methodology/approach - A total of 201 Koreans and Mongolians who use YouTube were surveyed in the research. Validity and reliability, correlation, and regression analyze were performed in SPSS 29.0. Findings - As a result of the study, it was found that the features of YouTube tourism content, such as entertainment, credibility, and diversity, have a positive effect on tourists' choice of destination. Also, it was found that there is no difference in the perception of tourism content features between Korean and Mongolian YouTube users and it is not statistically significant. Research implications or Originality - Tourists' YouTube content shows that YouTube features such as entertainment, variety, and trustworthiness, influencing tourists' travel destination choices. The limitations of this study and suggestions for future research were discussed.

• Journal of the Korean Society for information Management
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• v.40 no.1
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• pp.73-93
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• 2023

This study conducted a comprehensive analysis and evaluation of library services using YouTube through content analysis of YouTube content and emotional response analysis of user comments. This study analyzed 2,169 YouTube contents and 6,487 comments of users from 61 university libraries. The results showed that the number of 'data' content was the largest among 4 categories, followed by 'communication' and 'education' content, and 'promotion' content. Among the sub-classifications, the number of 'information services' contents was the largest. In the analysis of users' emotional responses to YouTube content, the major categories of users' emotional responses were 'data' content and 'communication' content. Most of the user's emotional responses were positive in all categories of content, and the most frequent user emotional expression was 'good'. In addition, the vocabulary used in the user's emotional response was more about the person appearing in the video than the expression of the content of YouTube contents.

• The Journal of Information Systems
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• v.30 no.4
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• pp.173-202
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• 2021

Purpose This study explored overall phenomena in context such as YouTube channel operation, strategy, and profit generation through interviews with two research participants who started their own businesses and are recognized as influencer on YouTube and analysis of viewer responses to uploaded contents. With the explosive growth of YouTube content provision and use, previous studies on YouTube are only being conducted individually on YouTube's content, influence, and content providers, so it is need to explore YouTube channel operations and the effect of revenue generation in context from an integrated perspective. Therefore, the purpose of this study is to present an integrated model that provides a specific process by contextually linking the factors and results influencing YouTube channel operation and revenue generation phenomena to individuals and companies who are trying to operate YouTube channels for the first time. Design/methodology/approach This study systematized and structured the overall phenomena in context such as YouTube channel operation, communication strategy, effect on revenue generation, and YouTube channel operation results by selecting interview subjects and collecting data through interviews, and analyzing viewer reactions (likes, comments, etc.). Due to the lack of previous studies exploring integrated phenomena, research analysis used Strauss & Corbin (1998)'s grounded theory approach, which presented inductive research methods to discover new theories by structuring concepts and categories based on detailed observations and information provided by interviewees. Findings The academic implication of this study is that while previous studies are conducted as individual studies on YouTube's content, influence, and content providers in the current situation where YouTube content provision and use are exploding, it integrally explores and presents an integrated model throughout the process. In addition, taking into account the lack of previous studies, it can be found in the aspect of using the grounded theory approach, an inductive theory approach that establishes a new theory. The practical implications can be found in that it presented practical directions to beginners who want to start operating YouTube channels by identifying operational preparations, communication strategies with viewers, and response management strategies.