• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.523-528
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• 2021

Current YouTube recommends similar contents to users based on the contents they actually consumed. Due to the feature of these algorithms, users are well recommended for contents in similar fields, but it is difficult to be recommended contents in fields that have never been consumed. There is a limit to being widely recommended for videos. I want to solve this problem by utilizing crowd sourcing. I propose a platform that can be recommended for various channels, through direct participation of the public people using youtube. Users can be recommended a variety of channels, communicate with people in the channel discussion room, and at the same time generate revenue by recommending channels. I hope that this platform can be used in various crowd sourcing-based recommendation platforms.

• Journal of Distribution Science
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• v.18 no.6
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• pp.37-46
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• 2020

Purpose: This research aims to explain the influence of social media influencer (SMI), electronic word of mouth (EWOM), and perceived quality (PQ) on purchase intention (PI) of beauty products on YouTube. Youtube as the number 1 social media in Indonesia, has an important role as a promotional strategy media for beauty products. Research design, data and methodology: This study used the online survey to 210 female respondents aged 17-30 years who became a subscriber of an Indonesian beauty influencer. Simple regression and multiple regressions were performed to analyze the independent variables towards the dependent variable. Results: The results show that social media influencer, electronic word of mouth, and perceived quality simultaneously have a significant influence on purchase intention. Nevertheless, only two variables individually have a significant influence on purchase intention, which is social media influencer and perceived quality. Conclusions: Perceived quality and social media influencer could be the best strategies to increase consumers when promoting through the influencer's Youtube channel by utilizing a subscriber. While e-WOM can be influential on other social media platforms rather than on the Youtube platform. Therefore, suggested that digital marketer must use multiple social media platforms to increase consumers' purchase intention.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.138-147
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• 2018

The network analysis is done to explore what kind if issues are diffused about earthquake and the role of social media. The types of disaster information is classified into formal and informal. The role of actor is classified based on the concentrativeness and the diffusion of issue. Youttube is functioned as a formal channel and an informal channel when disaster happened. In case of government's video, issue contractiveness is high but the diffusion is low. In case of media's video, issue contractiveness and the diffusion are all high. In case of individual channel, issue contractiveness is low, but diffusion is high. In disaster, youtube is a tool to respread the disaster issue. Government needs to try diffusion of government's news actively in disaster.

• Management & Information Systems Review
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• v.39 no.3
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• pp.127-140
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• 2020

This study conducted analysis of YouTube channels by domestic companies as the marketing strategies of domestic companies vary due to the rapid growth of the Internet and YouTube channels. The YouTube channel analysis analyzed the number of subscribers, plays, videos and classifications of domestic companies on YouTube channels, the top 100 domestic companies in the YouTube ranking site "Company/Official. The analysis showed that 4.53 million companies had the largest number of subscribers, Samsung mobile, 544.69 million circuit Samsung mobile, and 11,416 League of Legends-Korea channels had the largest number of videos. The most product classification showed that food/dining companies were engaged in a lot of YouTube activities. The use of YouTube, which is rapidly growing in companies through analyzing YouTube channels from the perspective of a company's new marketing strategy, is a new tool for integrated marketing communications. It is expected that the YouTube channel, which enables two-way communication of companies' marketing strategies, will be used as basic data when producing YouTube content in the future.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.652-666
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• 2021

This study explores diffusion of information on Covid-19 relating to China on You Tube. For this, information on Covid-19 relating to China was divided into factual information and disinformation, with factual information being categorized into positive and negative information. According to network analysis, there are lots of negative information and disinformation. On the contrary positive information is rare. There are lots of videos about rumor on the leak of Wuhan institute among disinformation. Rumor on the manipulation of genes has the highest average value of view count and betweenness centrality. Main stream youtube channel has only role of messenger which delivers messages as it is instead of fact-checking on disinformation. The fact which there are much more negative information or disinformation among videos about Covid-19 relating with China shows that Youtube users skewed toward negative information and disinformation than positive ones. In summary, disinformation on youtube brings spreadable effect by making user watch similar contents.

• The Research Journal of the Costume Culture
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• v.30 no.5
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• pp.656-674
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• 2022

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z's journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M's journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

• Journal of Popular Narrative
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• v.27 no.2
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• pp.107-142
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• 2021

Emergence of new media platform had changed relationship between the broadcaster and the viewer, which used to form 'performer-audience' structure. This research has focused on the transition of 'streamer-viewer' role in single-media broadcasting, such as Youtube or Twitch, and identify how they progress group storytelling as a team. Walter Benjam and Leslie Marmon Silko's notion of 'story and storyteller' and Erving Goffman's 'social role theory' was used to define participants' role in new media broadcasting. channel, on Youtube, was selected and analyzed as example case. The domain of 'front stage' was broadened in recorded contents comparing to live streaming. The audience of live streaming is included to the front stage during the expansion. The role of streamer, game participant, and live stream contents viewer is also adjusted during the change, which leads to group-creation of the contents. Streamer plays a role of main-storyteller and suggest identity of the community. Game participants work as sub-storyteller, filling in the blank space in game storytelling and making it sophisticated. They also perform based on community's identity, which streamer has built in advance. Lastly, live steam viewers are intermittent sub-storyteller, which seldom add up the narrative. Though, their main role is to preserve identity of game broadcasting community by reacting according to community's identity. As a result, the game broadcasting narrative is developed by combining and adding up pieces of story made in different level and role of participants. The research redefine the role of viewer and storytelling method in new media, especially in single-person broadcasting. Considering the rapid shift in recent media and contents, a new approach to the streamer-veiwer role and group storytelling of this research can be one of the new method to analyze contents produced in new media, such as Youtube.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.23 no.7
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• pp.757-763
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• 2019

Youtube has become so popular that it is called the age of YouTube. As the number of users and contents increase, the choice of information increases. However, it is difficult to select information that meets the needs of users. YouTube provides recommendations based on their watch list. Therefore, in this study, we want to analyze the channel of user's subject in various angles and provide the proposed scheme based on the crawled channels, measurement of the perception of channels and channel videos through quantitative data and hidden qualitative data analysis. Based on the above two data analysis, it is possible to know the recognition of the channel and the recognition of the channel video, thereby providing a ranking of the channels that deal with the topic. Finally, as a case study, we recommend English learning channels to users based on numerical data statistics and emotional analysis results to maximize flipped learning effect regardless of time and space.

• The Journal of Information Systems
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• v.31 no.1
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• pp.147-173
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• 2022

Purpose As the use of social network services has become common, it has become possible to freely communicate and establish relationships with other people anytime, anywhere for communication and information sharing. Influencers who have a strong influence on consumers' perceptions and attitudes through their own opinions and stories have appeared on various social media channels such as YouTube. Recently, companies utilize influencers with a large number of followers to check interactions with customers to understand customer attitudes and opinions about products in real time. Start-ups with insufficient resources need to quickly examine customer responses to reduce the probability of failure after product planning. The Lean process of creating an MVP and quickly confirming and learning the market response should be repeated over and over again. Findings In this paper, we try to suggest that the YouTube platform can play a sufficient role as a customer experiment space through examples. The case company is a company that has successfully commercialized products by continuously interacting with customers through the YouTube platform for the first four months of its founding. This paper is expected to be helpful in the experimental process for prospective founders and early founders to examine customer responses to reduce the probability of market failure before commercialization. Design/methodology/approach This paper analyzed the YouTube channel data of case companies based on the netnography methodology and presented the contents of the lean process management carried out in the experimental stage and the post-production stage through interview research.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.479-487
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• 2022

This study divided video content of current representative YouTube channels on Chinese language education into internal and external elements for analysis. By examining these channels, this study found that they have various external and internal elements. In addition, YouTube classes also have certain distinct characteristics that are non-existent in traditional classroom or face-to-face classes, and show potential to serve as a new educational medium that can fill the gaps in existing classroom classes. However, a large number of these channels still have problems with their internal and external elements, which seem to require not only the effort and attention of the instructors creating the videos, but also considerable time and human and material resources.