• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.200-216
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• 2021

This article considers short-form fashion videos as distinguished from fashion films, defines the concept, details the expressive characteristics of short-form fashion video, and reveals the method of producing it. For the methodology, a literature review was conducted to derive the concept and expression techniques. A case study was also performed to define the expressive characteristics. Five short-form fashion videos were also produced based on the results. The final results are as follows. First, short-form fashion video was defined as a fashion medium on the purpose of fashion communication within 60 seconds and classified by three digital image formats. Second, the result of analyzing the expression of the short-form fashion video shows the simplicity and reconstitution, characterization and remediation, borderless and expansion, and synesthesia trigger of the fashion image. Third, five short-form fashion videos were produced based on the theme of the digital garden. It shows that the short-form fashion video intensively expresses the content as a medium whose sensational expression is more prominent than the composition of the story by the short running time that reflects the taste of digital mainstream.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.19 no.5
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• pp.169-183
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• 2024

As digital technology evolves and consumers shift their information processing to online, startups need new strategies to maximize their experience and market effectively. Short-form content, with its low production costs and rapid dissemination, has become a tool for startups to take a greater role in digital marketing. This study focuses on the importance of short-form content in the marketing strategy of startups, analyzes its impact on consumers' purchase intention and recommendation intention, and empirically examines its impact on brand attitude. The study categorized short-form content characteristics into playfulness, credibility, creativity, and interactivity to examine the impact of each characteristic on brand attitude, and further analyzed the impact of brand attitude on consumers' purchase intention and recommendation intention. The data was collected through a survey, and the empirical analysis yielded the following results. First, the playfulness, credibility, and interactivity of short form content positively influenced brand attitude. Creativity had no significant effect on brand attitude. Second, positive brand attitude had a positive effect on both purchase intention and recommendation intention, i.e., the more positive the perception of the brand, the more likely consumers were to purchase the product and recommend it to others. Third, brand attitude was found to mediate the relationship between short-form content characteristics and purchase intention and recommendation intention. This means that short-form content not only directly affects purchase and recommendation intentions, but also strengthens them by creating a positive attitude toward the brand. This suggests that startups can use short-form content marketing to increase brand awareness and build positive consumer attitudes to increase purchase and recommendation intentions.

• International Journal of Computer Science & Network Security
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• v.23 no.3
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• pp.81-93
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• 2023

The popularity of short-form video platforms like TikTok has increased recently. Short-form videos are significantly shorter than traditional videos, and viewers regularly switch between different types of content to watch. Therefore, a successful prefetching strategy is essential for this novel type of video. This study provides a resource-effective prefetching technique for streaming short-form videos. The suggested solution dynamically adjusts the quantity of prefetched video data based on user viewing habits and network traffic conditions. The results of the experiments demonstrate that, in comparison to baseline approaches, our method may reduce data waste by 21% to 83%, start-up latency by 50% to 99%, and the total time of Re-buffering by 90% to 99%.

• Journal of Environmental Science International
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• v.12 no.7
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• pp.763-774
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• 2003

This study was conducted to design long and short forms of reliable and valid Likert-type scales to measure environmental attitudes of Korean junior high school students. 8 tests were applied to the construction of a 32-item long form and 8-item short form of the scale. Two scales were field tested on 469 respondents consisting of male and female students in urban and rural areas and students participating in environmental programs. The 32-item scale was revealed to be highly reliable, content and construct valid. Reliability and homogeneity of this scale were evidenced by 0.92 coefficient alpha and positive interitem correlation values ranging from 0.10 to 0.52. Factor analysis and known-group comparison showed the sufficient validity of long form scale. Reliability and validity of short form scale were also evidenced by good results of 8 test analyses. The long and short forms were strongly correlated, ${\gamma}$-value of 0.90. Consequently, both long form and short form scales were evidenced very reliable and valid in measuring environmental attitudes of junior high school students in Korea. They can be useful for a variety of survey conditions and constraints and testing environmental attitude.

• Journal of Environmental Science International
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• v.11 no.9
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• pp.829-842
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• 2002

The purpose of this study was to design a reliable and valid Likert-type scale to measure nuclear energy attitudes of various groups. 8 tests were applied to the construction of a 26-item long form, a 12-item middle form, and a 6-item short form of the scale. Three scales were field tested on 760 respondents representing a diverse range of subjects. The 26-item scale appeared to be reliable, content valid and construct valid. Scale reliability and homogeneity were evidenced by 0.95 coefficient alpha and positive interitem correlations ranging from 0.18 to 0.74. The results of factor analysis and known-groups comparison revealed that this scale had high validity. Reliability of the middle form and short form were evidenced by coefficient alpha of 0.92 and 0.90 respectively. The long and middle forms were strongly correlated, r-value of 0.98 and the long and short forms were also highly correlated, r-value of 0.93. Consequently, long form, middle form and short form scales were evidenced very reliable and valid in measuring nuclear energy attitudes of various groups in general. They can be used for a variety of purpose of measuring and testing nuclear energy attitude.

• International Journal of Contents
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• v.17 no.4
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• pp.101-118
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• 2021

The prevalence of We-Media short videos has attracted emerging independent fashion designers (EIFD), a new force in the fashion industry directing their brand promotion to We-Media for amassing online followers. However, compared to famous content generators, EIFDs' creative, design-based visual appeal has not provided them with the significant edge. The former's success is admittedly supported by the platform backstage algorithm. Yet, the content is the cornerstone for building relationship between the sender and the reception. The authentic perception of the content is one of the basic appeals for which the audience chooses to follow the source. Therefore, with the EIFD short video as the research content, this study is established from the audience's perspective to understand the different dimensions of their authentic perceptions of EIFDs short video. The study was conducted mainly in the form of the Q method. The collection of 52 Q samples were realized through the Focus Group Interview and literature review on multidimensional authenticity. Thirty-six subjects participated in the sorting of the Q-sets. Finally, four dimensions of audience authenticity perceptions of EIFDs were derived: 'ingenuity', 'relevant', 'transparent', and 'experiential'. The corresponding short video content design strategies are suggested for effective communication of EIFDs and their personal brands.

• Stress
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• v.26 no.4
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• pp.277-289
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• 2018

Background: The purpose of this study is to develop a short form of the normal depression scale for individual use in the school, health, industry, organization, and counseling settings, based on the original normal depression scale (17 items). Methods: To achieve this purpose, we selected five items from the original test and analyzed data using Mplus 7.4 and SPSS 21.0. Results: The normal depression scale-short form consists of 5 items. The reliability of the short form (test-retest reliability) was good. The content validity and internal structure validity (1 factor model) were verified. The cut score between normal and dysfunctional depression was determined to be 18. Conclusions: The normal depression scale-short form for individual screening is verified to have good reliability and validity, so it is expected to be useful to perform quick screening of normal depression in the practical settings.

• International journal of advanced smart convergence
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• v.13 no.3
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• pp.199-204
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• 2024

In the context of exploring how Artificial Intelligence(AI) can revolutionize the entertainment industry, more and more film and television productions have begun to try to intervene AI technology in various aspects of content creation. However, despite the fact that AI can generate a large amount of textual content and dynamic visual effects, it still faces challenges in terms of plot expression and delivery. This thesis explores the strengths and weaknesses, innovations, and future developments of AI technology in plot production by analyzing existing film and television productions and production practices generated using AI technology. The study proves that as AI technology continues to improve, its use in short-form production will become more and more prevalent in the future, helping human creators become more efficient and even able to produce Short Dramas in full flow.

• Informatization Policy
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• v.29 no.3
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• pp.82-104
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• 2022

One of the interesting social phenomena in short-form video platforms is the hashtag challenge wherein ordinary users are encouraged to create by imitating short viral videos on a particular theme. Despite the increasing popularity of hashtag challenges, theoretical discussion on related user behavior is still very insufficient. In this study, we attempted to examine the impact of micro-influencers in order to understand users' willingness to participate in hashtag challenges. For this purpose, the para-social interaction theory and imitation behavior literature were adopted as key theoretical basis. In an empirical investigation using 243 survey data from TikTok users, our study found that a user's illusion of intimacy with a micro-influencer (i.e., para-social interaction) had significant positive impact on the intention to participate in a hashtag challenge. This study also showed that the degree of para-social interaction in a short-form video platform was determined by both media content-related factors and media character-related factors (i.e., content attractiveness, physical attractiveness, and attitude homophily). Our work in this study provided significant theoretical and practical implications on how to leverage micro-influencers for the success of hashtag challenges in a short-form video platform.

• Journal of the Korea Convergence Society
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• v.12 no.2
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• pp.35-44
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• 2021

Previous studies have studied short videos, short form content, snack culture and so on, but few studies have been conducted on the form of summary content that compressing and summarizing the original content. This study aims to contribute to the revitalization of the summary content market by exploring ways to enhance user satisfaction through analysis of the YouTube summary content features and the credibility of content providers that bring about flow and satisfaction of YouTube summary content users. The survey was conducted on 202 people who have watched YouTube summary contents for finding out the effects of YouTube summary contents features and content provider credibility on the details of flow. As a result, only entertainment had a significant impact on all flow details. This study is of academic significance in that it defines the features of YouTube summary contents, and has practical significance in that it suggests what direction the summary content should have in order to arouse user satisfaction in future.