• International Journal of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.1-13
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• 2023

YouTube has become a popular platform for vlogs. Among various forms of vlogs, office worker vlogs, in which a person engaged in a specific job shows his/her work environment and daily routine, are gaining popularity. Thus, focusing on office worker vlogs, the present research investigates the effects of office worker vlogs' characteristics (i.e., vlog content characteristics, vlogger characteristics) on the YouTube viewers' educational value of the vlog and their job engagement. Specifically, this research examines whether(1) vlog content characteristics (i.e., usefulness, accessibility, and vividness) and (2) vlogger characteristics (i.e., job similarity, credibility, and expertise) influence the YouTube viewers' educational value of the vlog. Moreover, this research examines how the YouTube viewers' educational value of the vlog affects their job engagement. With a sample of YouTube viewers of office worker vlogs (N = 215), structural equation modelling was implemented to investigate the relationships in the proposed model. The results indicate that (1) perceived usefulness of the office worker vlog is positively associated with the educational value of the vlog; (2) perceived accessibility of the office worker vlog is positively associated with the educational value of the vlog, albeit marginally significant; (3) perceived vividness of the office worker vlog is positively associated with the educational value of the vlog; (4) perceived job similarity to the office worker vlogger is positively associated with the educational value of the vlog; (5) perceived credibility of the office worker vlogger is positively associated with the educational value of the vlog; (6) perceived expertise of the office worker vlogger is positively associated with the educational value of the vlog; and (7) the educational value of the office worker vlog is positively associated with the YouTube viewers' job engagement. The findings provide important implications for the production and use of office worker vlog contents.

• Journal of Digital Convergence
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• v.17 no.12
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• pp.445-450
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• 2019

lock in effect This study aims to examine the viewing pattern of travel vlog on video-sharing platform YouTube. Preliminary survey was conducted with in-depth interviews on the usability and sensibility aspects of creating pleasurable interfaces model. As a result, first, viewers obtains general information on travel using travel vlog. Second, there were difficulties from the informational quantity. Third, the contents marketing using travel vlog could have limitation when it comes to the consistency of product's exposure which common mass media advertisement format have. Improvements driven from this study may provide insight in contents marketing strategy to travel-related companies and provide practical help to creators in contents production.

• International Journal of Contents
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• v.16 no.2
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• pp.65-77
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• 2020

The purpose of this study was to examine the impacts of the audience and vlog creator's self-disclosure, media synchronicity (immediacy of feedback, variety of symbol set), as well as content authenticity on the intimacy between the vlogger and the audience and continuance intention of the audience. The participants of the online survey were young Chinese females, instructed to practice their routine of watching vlog and the fixed vlog channels. By the interpersonal process of intimacy model and media synchronicity theory, the results of the structural equation modeling revealed that self-disclosure (audience's disclosure) and partner responsiveness (vlogger's disclosure) form the experience of intimacy in interactions. Also, the quick immediacy of feedback, rich symbol set, and content authenticity positively impacted intimacy development. Meanwhile, intimacy enables the audience to form a continuous viewing behavior. We expect the results of this study will provide more insight into the relationship between the audience and the producer in online video content. In terms of the personal media influencers and MCN companies, this study is also suggests strategic implications.

• Journal of Internet Computing and Services
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• v.24 no.4
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• pp.107-115
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• 2023

This study analyzes the content of YouTube Vlog videos created by patients of Coronavirus disease 2019 ("COVID-19") in South Korea and viewer comments on those videos. As this new infectious disease started to sweep the world in late 2019 and early 2020, the public started facing fear and uncertainty stemming from the lack of sufficient and accurate information about the virus. At the same time, as COVID-19 patients in South Korea were treated in isolation to prevent the spread of the virus, the patients themselves were experiencing anxiety and exclusion from the society. During this period, there was an increase in YouTube Vlog videos created by the patients in which they shared their experiences going through the treatment and recovery processes. To understand how these YouTube Vlog videos were being used by the patients to connect with the society and seek support in a state of isolation and anxiety, this study conducted a qualitative multi-case analysis of three sample YouTube Vlog video channels to analyze their content, as well as a lexicon-based sentiment analysis of viewer comments to understand the experiences and reactions of viewers. The patients' YouTube Vlog videos showed that they shared similar stages of progress, despite each emphasizing a different main theme. Overall, the tone of the viewer comments became increasingly positive over time, although with some variance among different patient cases and stages. The results confirmed that Vlogs of patients played a significant role in reducing the uncertainty around COVID-19 and strengthening social support for the patients. The findings of this study can improve an understanding of the psychological and behavioral aspects of patient experience in isolated treatment and the impact of shared communication among members of society in times of crisis.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.73-98
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• 2020

This study aims to redefine Vlog, ASMR, and Muk-bang contents as 'Need Fulfillment Video Contents,' which are emerging as major genres among the video contents. And this study explores the relationships between consumers' motives, viewing satisfaction, and consumers' characteristics such as demographic characteristics, big five personality traits, and individualism-collectivism tendencies in terms of uses and gratifications theory. Statistical analysis techniques such as factor analysis and hierarchical regression analysis were used to analyze 441 samples. As a result, age, income level, and collectivism were found to influence consumers' choice of Need Fulfillment Video Content genre. It was also found that the motivation of using Need Fulfillment Video Contents consisted of five factors: self-assessment and improvement, sensory stimulation and relaxation, entertainment, escapism and passing time, and following trends. Also, each usage motive influenced the viewing satisfaction in various ways. Based on the results of the analyses, the study concludes with discussion of the academic significance and practical implications for Need Fulfillment Video Contents industry development.

• 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 Korea Contents Association
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• v.21 no.8
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• pp.32-48
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• 2021

This study attends to the phenomenon of major domestic corporations advertising their respective brands on official YouTube channels, reflecting the increasing importance of YouTube as a medium for marketing communication. One hundred vlogs of corporations with an official YouTube channel were content analyzed and their banded content attributes, advertising model's characteristics, advertising appeals, creative strategy, and consumer responses were investigated. Results show that the vlogs of employees were generally formulated with information on their colleagues' tasks and interviews. Findings also demonstrate that the characteristics of the model featured in vlogs had the most significant effects on consumer responses. Amongst the creative strategies, the user image had positive effects. However, branded content characteristics and advertising appeal types were found to have relatively weak effects. This research offers a theoretical understanding of the factors that influence consumer responses to the new type of advertising, corporate vlogs, in terms of branded content characteristics and advertising strategies. From a strategic point, it is anticipated that the reinforcement of user image and the utilization of an attractive model will produce positive responses from consumers.

• International journal of advanced smart convergence
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• v.12 no.2
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• pp.127-134
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• 2023

Existing studies on this topic have focused on the effect of online content quality on consumer attitudes and behavior, with very few illustrating the effect of influencer image on consumer attitudes and behavior. The purpose of this study intents to reveal how influencer image affect consumer behavior. We have developed an image transfer theory-based research model to reveal how influencers transfer their image to endorsed products to influence consumer behavior. The results show that influencer image positively affects satisfaction, which in turn affects the product's cognitive and affective images in the vlog. Moreover, it was found that a product's cognitive image and affective image influence consumer behavior intention. Furthermore, purchase experience exhibits significant differences in its path. Based on these results, the social media-related research theoretical implication will be offered, and managerial implications will be provided for foreign brand promotion strategies

• Journal of the Korean Society of Floral Art and Design
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• no.41
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• pp.93-114
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• 2019

The purpose of this study is to analyze the characteristics and problems of the content of flower design education videos on YouTube and to search for improvement direction. The subjects of analysis were 129 pieces of videos uploaded in the last one year including 'craftman floral design' as a search term. The result shows that contents covered were practical lectures, theory lectures, test related tips, job and character introduction, test work, educational guidance and publicity. The production format could be divided into studio lecture, classroom lecture, video feature, interview, Vlog, and television program. The hub-type programming strategy that periodically uploads the videos satisfying the target audiences' interests is mostly applied. The type of lecture covered 'practical skill test' got a good response from the users. Overall, content diversity, interaction between creators and users, and harmonious programming strategies are lacking. In order to improve this, it is necessary for emotional and expressive creators to pioneer differentiated fields and practice based on actual field. The introduction of interactive elements such as games and quizzes and the application of new media technologies such as VR and AR are worth trying. Three strategic types of 'hero', 'hub', and 'how to' should be applied complementary. As the demand for education content related to flower design is expected to expand in the future, it is required to develop content that can be used in various platforms, foster professional creators, and develop associated business models.