• 지식경영연구
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• 제23권3호
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• pp.285-311
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• 2022

본 연구에서는 S-O-R 프레임워크를 기반으로 개인에 대한 자극(유튜브 채널의 영상 특성, 유튜버 특성, 실시간 방송 특성)이 어떻게 유기체(지각된 유용성, 지각된 즐거움, 사회적 존재감)를 형성하고, 이것이 시청자 반응(지속시청의도, 유료후원의도)에 영향을 미치는지를 유튜브 실시간 방송 환경에서 검증해 보고자 한다. 이를 위해 연구모형 및 가설을 구성하였고, 유튜브 플랫폼의 실시간 방송 채널 서비스 이용자를 대상으로 수집한 369부의 설문자료를 분석하였다. 분석결과, 일부 영상 특성, 유튜버 특성, 실시간 방송 특성이 시청자의 지각된 유용성, 지각된 즐거움, 사회적 존재감에, 더 나아가 지속시청의도, 유료후원의도에 유의한 영향을 미치는 것을 확인하였다. 결론에서 연구결과의 이론적 및 실무적 시사점을 논의하였다.

• 한국콘텐츠학회논문지
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• 제20권10호
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• pp.119-133
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• 2020

최근 유명 유튜버들이 간접광고(PPL)등 협찬, 광고를 받은 영상을 제작, 방영하면서 유료광고라고 밝히지 않은 일명 '뒷광고' 논란이 이어지며 유명 유튜버뿐만 아니라 연예인들까지 논란 속에 속해 있어 진실성에 대한 대중들의 혼란을 야기시키고 있다. 본 연구는 유튜버들의 '뒷광고' 논란의 전과 후의 대중들의 반응을 댓글분석을 통해 알아보고자 한다. 구체적으로 R 프로그램을 활용한 텍스트 분석 중 워드 클라우드, LDA, 딥러닝 기법 word2vec 분석과 같은 다양한 방식으로 분석하고자 한다. 분석 대상은 '뒷광고' 유튜버 논란에 속해 있고 '사과 영상'을 업로드한 3명의 유튜버 채널을 분석해 보기로 했다. 가장 먼저 논란되었던 슈스스 TV의 한혜연 스타일리스트와 콘텐츠 성향이 비슷하면서 100만 명이 넘는 구독자 수를 보유한 먹방 유튜버 문복희와 다양한 콘텐츠를 선보인 유튜버 양팡의 가장 최신 영상 5개(2020년 08월 09일 기준)와 처음에 올린 영상 5개를 기준으로 댓글을 분석하였다. 연구결과 논란 전에는 대부분 긍정적인 반응을 보인 댓글들이 대부분이었으나, 논란 후에는 부정적인 반응이 대부분을 차지하였고, 예전의 논란까지 같이 나타나고 있음을 볼 수 있었다. 따라서 본 연구는 R프로그램을 이용한 다양한 분석을 통해 '뒷광고' 논란 이후에 인플루언서에 대한 대중들의 변화 정도를 댓글을 통해 알아봄과 동시에 앞으로는 인플루언서들의 뒷광고가 발생하지 않도록 다양한 방안을 제시하는데 그 의의가 있다.

• 한국의류산업학회지
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• 제22권6호
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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.

• The Plant Pathology Journal
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• 제40권4호
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• pp.390-398
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• 2024

The Chinese artichoke (Stachys affinis syn. S. sieboldii) is a widely cultivated crop, and its rhizome is used as a medicinal vegetable. To investigate the causes of viral diseases in Chinese artichokes, the infection rates of four virus species infecting Chinese artichoke were investigated. Since the Chinese artichoke propagates through its tuber, this study aimed to determine whether viral transmission to the progeny is possible through the tuber, by identifying the virus present in the tuber and investigating its accumulation. First, reverse transcription polymerase chain reaction analysis was performed to detect viruses using total RNA extracted from the flowers, leaves, and tubers of Chinese artichoke plants. Alfalfa mosaic virus (AMV) and Chinese artichoke mosaic virus (ChAMV) had high infectivity in Chinese artichoke and most plants were simultaneously infected with AMV and ChAMV. These viruses were present in all tissues, but their detection frequency and accumulation rates varied across different tissues of the Chinese artichoke. Also, we sequenced the coat protein (CP) genes of AMV and ChAMV to investigate genetic variations of virus between the leaf and tuber. It provides information on CP gene sequences and genetic diversity of isolates identified from new hosts of AMV and ChAMV. This study offers valuable insights into the distribution and spread of the ChAMV and AMV within Chinese artichoke plants, which have implications for the management and control of viral infections in crops.

• International Journal of Internet, Broadcasting and Communication
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• 제14권4호
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• pp.64-79
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• 2022

The concept of Virtual Character has been developed for a long time with people's demand for cultural and entertainment products such as games, animations, and movies. In recent years, with the rapid development of concepts and industries such as social media, self-media, web3.0, artificial intelligence, virtual reality, and Metaverse, Virtual Character has also expanded new derivative concepts such as Virtual Idol, Virtual YouTuber, and Virtual Digital Human. With the development of technology, people's life is gradually moving towards digitalization and virtualization. At the same time, under the global environment of the new crown epidemic, human social activities are rapidly developing in the direction of network society and online society. From the perspective of digital media content, this paper studies the production technology of Virtual Character related products in the Chinese market, and analyzes the future development direction and possibility of the Virtual Character industry in combination with new media development directions and technical production methods. Consider and provide reference for the development of combined applications of digital media content industry, Virtual Character and Metaverse industry.

• International Journal of Advanced Culture Technology
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• 제12권1호
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• pp.1-10
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• 2024

While technologies such as the 4th revolution and artificial intelligence (AI), which create new value through the convergence of intelligent information technology, are becoming hot topics, the beauty industry is rapidly developing and combining information and communication technology to produce beauty items based on smartphones among mobile technologies. As the area of expands, YouTube is forming a network through various means of information. In particular, beauty-related YouTube videos are a field of great interest and popularity among the public. By classifying the makeup characteristics according to the emotional images shown in domestic YouTube videos by emotional image and identifying the characteristics of makeup, the needs for watching YouTube makeup videos are identified. We aim to build trust in the delivery of information about makeup. The emotional images were divided into four types: 'modern', 'natural', 'gorgeous', and cute. Among the domestic makeup YouTubers, Pony, Isabe and Shinnim, Lamuque were selected. By organizing more diverse makeup-related content systematically and creatively, we expect to have a positive influence on k-makeup not only domestically but also overseas. We aim to provide basic data for follow-up research on makeup YouTuber videos in the field of cosmetology and contribute to marketing plans for the development of the beauty content industry and establishment of promotional strategies.

• 패션비즈니스
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• 제28권3호
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• pp.16-33
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• 2024

This study investigated the role of YouTube in providing fashion information and explored how fashion companies and individual YouTubers used this platform to communicate with consumers and disseminate fashion contents. This research identified two main types of YouTube information providers: fashion companies and fashion YouTubers. It focused on characteristics of YouTube fashion information (such as informativity, novelty, usefulness, authenticity, and enjoyment) and their impact on consumer needs satisfaction, information satisfaction, and information acceptance. An online survey was conducted with female consumers aged 20 to 39 years, analyzing responses to assess how YouTube fashion information affected consumer behavior and decision-making. Using SPSS for statistical analysis, results indicated that usefulness and enjoyment significantly influenced information acceptance, particularly with fashion companies showing a stronger impact from usefulness, while authenticity and enjoyment were more influential for fashion YouTubers. Moreover, mediating effects of consumer needs satisfaction and information satisfaction on the relationship between fashion information characteristics and information acceptance were examined. Findings revealed that various characteristics had different mediating effects based on whether the information provider was a fashion company or a fashion YouTuber. Notably, enjoyment and authenticity played crucial roles in mediating consumer needs satisfaction. Overall, this study provides insights into how YouTube serves as a vital channel for fashion information, influencing consumer satisfaction and behavior. It also offers practical implications for fashion marketers on how to leverage YouTube effectively to meet consumer needs and enhance information acceptance, thereby proposing strategic marketing recommendations for fashion companies and YouTubers.

• 한국의류산업학회지
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• 제26권3호
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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.

• 한국콘텐츠학회논문지
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• 제21권11호
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• pp.100-111
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• 2021

본 연구는 이용자의 유튜브 구독에 대한 학술적 논의가 부족한 상황에서 구독 채널 수와 구독 만족도에 영향을 미치는 변인을 살펴봄으로써 새로운 논의의 장을 이끌고자 하였다. 이를 위해 유튜브 이용자들의 구독 채널수와 구독 만족도에 영향을 미치는 요인을 유튜브 이용 요인, 구독 동기 요인, 유튜브 채널 평가 요인으로 구분하고, 각 요인의 상대적 영향력을 살펴보기 위해 위계적 회귀분석을 실시하였다. 분석 결과는 다음과 같다. 첫째, 구독 채널 수에는 유튜브의 이용량과 편의성 구독 동기가 정적 영향을 미쳤다. 둘째, 구독 만족도에 영향을 미치는 요인은 편의성 구독 동기와 유튜버와의 소통 동기, 그리고 유튜브의 지각된 유용성으로 나타났다. 본 연구의 실무적 의의는 변화하는 뉴미디어 환경의 플랫폼과 채널 운영자에게 도움이 될 수 있다는 점과 뉴미디어 환경에서의 상호작용 연구의 외연을 확장했다는 점이다.

• 한국의류학회지
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• 제46권1호
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• pp.99-115
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• 2022

The purpose of this study is to explore the benefits of social capital obtained through the use of social media from the perspective of fashion. The study conducted in-depth interviews with 10 women in their 20s who utilized Instagram and YouTube for fashion-related activities. The results show that bonding social capital was related to Instagram and led increasingly to narrow and deep relationships with acquaintances who had already established offline relationships. The study also finds that informational benefit was derived from people who use Instagram image information for smart fashion consumption; in addition, positive feedback on their posts brought the emotional benefit of psychological satisfaction. On the other hand, bridge social capital developed from YouTube users and subscribers. The study discovers that YouTuber public communication or the exchange of opinions leads to an increase in bridge social capital, which is a wide and shallow relationship. Video-based YouTube brought informational benefits as a specific product description, and there were emotional benefits in terms of entertainment while watching videos that combined fashion and entertainment. This report sheds light on individual fashion activities on social media, which is discussed from the perspective of social capital.