• International journal of advanced smart convergence
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• v.9 no.2
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• pp.84-89
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• 2020

This study multilaterally explores South Korean YouTuber Winter Library's book-related contents uploaded on one's channel. As science and technology have developed, now the ordinary people can produce their videos and share them online. YouTube has been the most popular video storage service, and many Koreans use and enjoy it as well. This study investigates book-related contents produced by YouTuber user Winter Library, often called BookTuber (Book plus YouTuber). More specifically, it analyzes Winter Library's various contents by 1) Components of YouTube Channel 2) Contents of Components 3) Components that help to increase reading rates. This study is contributing as it focuses on book, which is not so common topic in YouTube. As a result, the study discovers unique aspects of YouTube contents, and also explores the book-related industry in South Korea. This YouTube channel could be functional for increasing reading rates, especially among adults.

• Journal of the Korea Safety Management & Science
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• v.26 no.2
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• pp.93-105
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• 2024

In this study, based on previous research on personal broadcasting, we indirectly measured content quality, YouTuber attributes, user satisfaction, and behavioral intention, which are latent variables that cannot be directly measured, as measurement variables, and then measured theoretically between the latent variables. In order to analyze the causal relationship, we used a structural equation model to determine to what extent the content quality of the YouTube mukbang channel and the YouTuber's attributes influence behavioral intentions such as purchase, recommendation, and continued use according to viewers' satisfaction with use. We intend to analyze and verify the relationship between related variables. The research results are as follows. First, the value, relevance, timeliness, completeness, and data quantity of content quality were found to have no significant impact on user satisfaction. Second, the trustworthiness, expertise, attractiveness, and intimacy of YouTuber attributes were found to have a significant impact on user satisfaction, but the similarity of YouTuber attributes did not have a significant impact on usage. Third, user satisfaction was found to have a significant impact on behavioral intentions and purchase intentions. However, user satisfaction was not found to have a direct significant impact on recommendation intentions or continued usage intentions.

• 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.

• 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.

• Journal of the Korea Society of Computer and Information
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• v.25 no.6
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• pp.131-141
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• 2020

In this paper, we propose a model that explains how the quality of YouTube clip and the credibility in YouTuber affect the usefulness of information and attitude of adapting information, based on 'Information Adoption Model' proposed by Sussman and Siegal. Additionally, we investigate the moderating role of YouTube genre in this model. Empirical analysis has shown that both the quality of YouTube clip and the credibility in YouTuber in the entire genre have a significant impact on the usefulness of information, which in turn significantly affects the attitude of information adoption. But only the quality in YouTube clip is found to have a significant impact in the 'information-oriented' genre, whereas, in the 'entertainment-oriented' genre, only the credibility in YouTuber is found to have a significant impact. The findings of our study provide various implications for building a business strategy for using YouTube as an information providing tool.

• Fashion & Textile Research Journal
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• v.26 no.2
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• pp.198-207
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• 2024

As men's interest in grooming increases, YouTube videos teaching men about natural makeup that could help them look more presentable are becoming popular. An increasing amount of beauty content on YouTube now targets men. Therefore, this study aimed to identify the features of male-targeted beauty videos with the highest number of views and likes in order to help beauty influencers understand what subscribers want and apply effective marketing strategies. The research method set criteria for YouTuber characteristics, editing elements, and content through prior research, and analyzed through the YouTube website. The video upload date range was set from January 1, 2022 to January 1, 2024. The search keywords "male beauty YouTuber" and "male makeup" were used to find the 10 most viewed videos. The results showed that technical terms, standard words, and loanwords were generally used, and the age group was in their 30s, and the proportion of famous experts was high. The video duration of 10-15 minutes was most common, and the ratio of sound effects, background music, and subtitles was high. Makeup tips and product reviews or recommendations was the most common type of content. Especially, demonstrations of make-up application and product reviews had higher number of views. The findings of this study could provide new ideas and references to YouTubers who aspire to specialize in male beauty content, and help them produce videos that sufficiently satisfy the needs and desires of subscribers.

• Journal of Fashion Business
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• v.26 no.1
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• pp.119-139
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• 2022

This study analyzed characteristics of domestic male fashion YouTubers and fashion contents in accordance with the need to analyze various content demands and testes of male consumers in the fashion industry. Using literature research and fashion expert evaluation, characteristic factors of fashion YouTubers were derived and the popular content of fashion YouTubers was classified by subject to analyze contents according to characteristics of YouTubers. Based on literature research, ten representative male fashion YouTubers were evaluated by fashion experts. Characteristics of male fashion contents in Korea were derived from attractiveness-friendliness, friendliness, professionalism-friendliness, and expertise. Contents of male fashion YouTubers were mainly composed of styling contents that could feed back daily looks, fashion-related information contents, and Vlogs. They mainly dealt with daily fashion coordination evaluation made by YouTubers. Based on the proportion of fashion information easily accessed by ordinary men through single fashion item's recommendations, shopping know-how or styling tip was mainly dealt with. This study was significant in that it analyzed characteristics and contents of male fashion YouTubers according to the need to analyze various content demands and tastes of male consumers who have recently emerged as an important consumer group in the fashion industry.

• 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.

• Fashion & Textile Research Journal
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• v.23 no.1
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• pp.44-56
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• 2021

This study analyzes the fashion video content of vegan YouTubers in order to understand how the vegan message is being conveyed in media. This study collected data with NoxInfluencer and conducted a case study of the vegan fashion YouTube content. We collected 143 videos for analysis as follows. The characteristics of vegan fashion content were divided into six categories. First, fashion know-how consisted of YouTubers' explanation on vegan fashion, from styling to where to buy vegan and fair trade products. Second, fashion haul content showed second hand products as well as certified vegan fashion products. Third, fashion daily life focused on a day in the life of a vegan YouTuber, casually showcasing fashion in real life. Fourth, fashion products reviews were about vegan YouTubers' thoughts and concerns about various vegan fashion brands and products. Fifth, fashion coordination category consisted of Lookbooks according to seasons. Last, the fashion entertainment category showed YouTubers challenging themselves to dress outside of their comfort zone. The content of the message was distinguished by consumption methods and aesthetic interaction. Also, vegan YouTubers were always anticipating the possibility of appealing to a wider demographic. This study differs from existing studies because it analyzed fashion YouTube content in order to understand the spread of a vegan message in the media environment. This study has its significance in suggesting the direction that the vegan community should take in delivering vegan messages in the future.

• Journal of The Korean Association For Science Education
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• v.42 no.6
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• pp.579-595
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• 2022

This study is a qualitative case study of secondary science teachers who are doing educational activities in YouTube. In particular, this study attempts to interpret this case based on Foucault's concept of 'Heterotopia', which means a space that allows for private freedom or deviance by reflecting various utopias without the norms and constraints from every day or real space. Five secondary science teachers who voluntarily opened a personal channel on the YouTube platform and actively uploaded their own videos related to science education participated in the study. In order to understand the experiences of five secondary science teachers, data were individually collected through semi-structured in-depth interviews, and the collected data were analyzed using qualitative case study method. For valid interpretation of the study, we also referred to the video contents, teacher training materials, and teaching and learning materials produced by the participants. As a result of the study, seven themes were revealed: 'Desire for one's own unique educational activities,' 'Youtube as an extended classroom space,' 'Expanded network of relationships beyond the classroom barrier,' 'Satisfaction of desire for recognition and experience of identity as a YouTuber,' 'Tension between the educational space and the YouTube,' 'Space to be reborn as a craftsman,' and 'Finding one's own direction as a Teacher-YouTuber.' Given those findings, we found that the identity and desire of secondary science teachers, which were limited in the existing secondary schools and classrooms, was expanded in a new space called YouTube. In addition, we suggested that YouTube could be a space where science teachers can realize their own ideals and feel the joy. And simple regulating teacher's behavior in Youtube space only based on norms and standards shared in traditional educational space would rather hinder their healthy construction of identity and growth.