• 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.

• Journal of Fashion Business
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• v.26 no.1
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• pp.119-139
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• 2022

This study analyzed characteristics of domestic male fashion YouTubers and fashion contents in accordance with the need to analyze various content demands and testes of male consumers in the fashion industry. Using literature research and fashion expert evaluation, characteristic factors of fashion YouTubers were derived and the popular content of fashion YouTubers was classified by subject to analyze contents according to characteristics of YouTubers. Based on literature research, ten representative male fashion YouTubers were evaluated by fashion experts. Characteristics of male fashion contents in Korea were derived from attractiveness-friendliness, friendliness, professionalism-friendliness, and expertise. Contents of male fashion YouTubers were mainly composed of styling contents that could feed back daily looks, fashion-related information contents, and Vlogs. They mainly dealt with daily fashion coordination evaluation made by YouTubers. Based on the proportion of fashion information easily accessed by ordinary men through single fashion item's recommendations, shopping know-how or styling tip was mainly dealt with. This study was significant in that it analyzed characteristics and contents of male fashion YouTubers according to the need to analyze various content demands and tastes of male consumers who have recently emerged as an important consumer group in the fashion industry.

• Fashion & Textile Research Journal
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• v.23 no.2
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• pp.212-225
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• 2021

With the recognition of YouTube as an information search tool, YouTube creators have subsequently become sources of information to consumers. Accordingly, this study aims to analyze the consumers' response of famous fashion YouTubers in Korea, and to identify differences in consumer response based on the gender and generation of YouTubers. During the period from the opening of fashion creators' YouTube channels, we collected postings on blogs and Internet cafes using textom. As a result of preliminary investigation, six fashion YouTubers were selected. First, all the selected fashion YouTubers were well recognized by consumers as fashion informants. However, Milanonna has been shown to act as a life advisor and as an informant for luxury brands at the same time. Second, female fashion YouTubers were perceived with themes related to daily life, beauty, emotions, and mood rather than fashion itself; whereas, male fashion YouTubers appeared to be more interested in fashion accessories, especially with respect to the basic style. Third, Generation Z fashion YouTubers used the most non-fashion keywords, and their Millennial counterparts used keywords related to fashion items and product purchase properties. However, consumer response to OPAL fashion YouTubers have emerged with items such as life experiences, wisdom, and advice. Moreover, OPAL fashion YouTubers showed a variety of consumer assessments and the YouTuber's personal background. This study's analysis of the differences in the consumer response to fashion YouTubers based on gender and age enables the establishment of an appropriate strategy to attract target consumers and identify their appeal points.

• Fashion & Textile Research Journal
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• v.23 no.1
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• pp.44-56
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• 2021

This study analyzes the fashion video content of vegan YouTubers in order to understand how the vegan message is being conveyed in media. This study collected data with NoxInfluencer and conducted a case study of the vegan fashion YouTube content. We collected 143 videos for analysis as follows. The characteristics of vegan fashion content were divided into six categories. First, fashion know-how consisted of YouTubers' explanation on vegan fashion, from styling to where to buy vegan and fair trade products. Second, fashion haul content showed second hand products as well as certified vegan fashion products. Third, fashion daily life focused on a day in the life of a vegan YouTuber, casually showcasing fashion in real life. Fourth, fashion products reviews were about vegan YouTubers' thoughts and concerns about various vegan fashion brands and products. Fifth, fashion coordination category consisted of Lookbooks according to seasons. Last, the fashion entertainment category showed YouTubers challenging themselves to dress outside of their comfort zone. The content of the message was distinguished by consumption methods and aesthetic interaction. Also, vegan YouTubers were always anticipating the possibility of appealing to a wider demographic. This study differs from existing studies because it analyzed fashion YouTube content in order to understand the spread of a vegan message in the media environment. This study has its significance in suggesting the direction that the vegan community should take in delivering vegan messages in the future.

• Fashion & Textile Research Journal
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• v.22 no.6
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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.

• Fashion & Textile Research Journal
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• v.26 no.2
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• pp.198-207
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• 2024

As men's interest in grooming increases, YouTube videos teaching men about natural makeup that could help them look more presentable are becoming popular. An increasing amount of beauty content on YouTube now targets men. Therefore, this study aimed to identify the features of male-targeted beauty videos with the highest number of views and likes in order to help beauty influencers understand what subscribers want and apply effective marketing strategies. The research method set criteria for YouTuber characteristics, editing elements, and content through prior research, and analyzed through the YouTube website. The video upload date range was set from January 1, 2022 to January 1, 2024. The search keywords "male beauty YouTuber" and "male makeup" were used to find the 10 most viewed videos. The results showed that technical terms, standard words, and loanwords were generally used, and the age group was in their 30s, and the proportion of famous experts was high. The video duration of 10-15 minutes was most common, and the ratio of sound effects, background music, and subtitles was high. Makeup tips and product reviews or recommendations was the most common type of content. Especially, demonstrations of make-up application and product reviews had higher number of views. The findings of this study could provide new ideas and references to YouTubers who aspire to specialize in male beauty content, and help them produce videos that sufficiently satisfy the needs and desires of subscribers.

• Journal of Fashion Business
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• v.28 no.3
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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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.

• Fashion & Textile Research Journal
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• v.26 no.3
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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.

• The Journal of Information Systems
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• v.30 no.4
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• pp.1-20
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• 2021

Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.