한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제23권3호
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  • Pages.307-322
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  • 2021
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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중국, 태국, 인도네시아의 소셜미디어 뷰티 콘텐츠 분석

An Analysis of Beauty-Related Contents in Social Media in China, Thailand, and Indonesia

  • 허유선 (서울대학교 의류학과) ;
  • 전재훈 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Her, Yusun (Dept. of Textile, Merchandising and Fashion Design, Seoul National University) ;
  • Chun, Jaehoon (Dept. of Textile, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 투고 : 2021.04.12
  • 심사 : 2021.05.21
  • 발행 : 2021.06.30
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⟨ 이전 논문 다음 논문 ⟩

초록

This study examined the influence of social media on the beauty industry and analyzed beauty-related content on social media in China, Thailand, and Indonesia. The existing literature was reviewed and four social media platforms that display the active sharing of beauty-related content in the three stated countries were selected. Five information sources were then chosen from each social media platform and 115 top posts from these sources analyzed. Beauty-related material was shared on discrete social media platforms in the three countries. Differences were found in the presentation types, themes, and message strategies of the content depending on the type of product and services provided by each social media platform. The content on Xiao Hongshu in China consisted of images showcasing product specifications along with a focus on honest and detailed empirical product review messages from its general users. From Taobao Zibo, Wang Hong conveyed powerful and influential information that communicated instantly with viewers and delivered entertaining and sensory messages. In Thailand earnest reviews of beauty products were offered, along with firsthand testimonials through traditional content uploaded on YouTube. In Indonesia, beauty influencers posted creative and sensational photographs of makeup products on image-centered Instagram. This study expands the current scholarship on social media platforms and extends the scope of the extant research on beauty-related content in Asian countries. The practical implications of this study include useful indications on how beauty brands can use social media to promote their products.

키워드

과제정보

본 논문은 2020년도 SNU-COSMAX TIC(Technology Incubation Center) 뷰티 신기술 진흥사업의 지원을 받아 수행되었습니다(#0543-20190030).

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