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- 저자 : ( Yusun Her ) (검색결과 2 건)
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A Study of Viewers' Responses to Luxury Haul Videos on YouTube
( Yusun Her ),( Jaehoon Chun ) 한국의류학회 2020 한국의류학회지 Vol.44 No.4
This study examined how viewers perceived luxury haul videos, what factors made them experience vicarious pleasure and gain relative deprivation when watching them. This study conducted an interview with 20 viewers of luxury haul videos. The content obtained from the interview was analyzed by classifying it into academic terms. Cases of vicarious pleasure arose when viewers had sufficient empathy when watching videos, which was intensified by YouTubers' behavior and visual stimulation in videos. A person's relative deprivation due to her financial capabilities or appearance occurred when she compared herself with YouTubers. The more viewers perceived luxury haul as a source of information, the more they felt relative deprivation; in addition, the more they perceived it as entertainment, the more they felt vicarious pleasure. Viewers who had a high level of involvement in luxury goods tended to feel vicarious pleasure; however, viewers with a high level of involvement in YouTubers tended to feel relative deprivation. This study helps luxury brands and YouTubers understand viewers' perception of their products and programs as well as helps in the development of fashion haul videos that are beneficial to viewers.
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중국, 태국, 인도네시아의 소셜미디어 뷰티 콘텐츠 분석
허유선 ( Yusun Her ),전재훈 ( Jaehoon Chun ) 한국의류산업학회 2021 한국의류산업학회지 Vol.23 No.3
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 pre sentation 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 spec ifications along with a focus on honest and detailed empirical product review messages from its general users. From Tao bao 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 schol arship on social media platforms and extends the scope of the extant research on beauty-related content in Asian coun tries. The practical implications of this study include useful indications on how beauty brands can use social media to promote their products.
ScienceON
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