퍼스널컬러 콘텐츠 유형에 따른 시청자 인게이지먼트 - 유튜브 영상 사례분석을 중심으로 - (Exploring Viewer Engagement with Personal Color-Related Content on YouTube: A Case Study of YouTube Videos)

서지정보

· 발행기관 : 한국복식학회
· 수록지 정보 : 복식 / 73권 / 4호 / 78 ~ 95페이지
· 저자명 : 홍진주, 이하경

초록

This research endeavors to delve into the diverse categories of video content pertaining to personal color that find prominence on the YouTube platform, along with assessing the extent of viewer interaction and engagement these contents elicit. The procedure for procuring video content centered around personal color from YouTube encompassed a meticulous process of querying the platform using the keyword "personal color," subsequently handpicking the top 100 videos based on their accrued view counts. The outcome of the comprehensive analysis unveiled three distinct genres of video content associated with personal color: first, accounts of personal color diagnosis experiences; second, dissemination of information concerning personal color analysis; and finally, endorsements and recommendations for fashion and beauty products aligned with an individual's personal color palette. Concurrently, the quantification of viewer engagement was undertaken through the scrutiny of metrics such as view counts, likes, and comments on these videos. To empirically corroborate the influence of personal color-centric content on YouTube in driving viewer engagement, a one-way analysis of variance was executed. The ensuing findings conclusively highlighted that viewer engagement exhibited a pronounced upswing in instances where personal color diagnosis experiences took precedence, in comparison to other categories of personal color-related content. By affording a comprehensive categorization of consumer behaviors revolving around personal color consumption into three discernible archetypes, this study makes a valuable contribution to the theoretical underpinnings of this domain. This typology not only offers a conceptual framework but also paves the way for subsequent investigations aimed at probing the distinct impact and efficacy inherent within each delineated category of content. The discernment that experiential content engenders heightened viewer engagement underscores the strategic opportunity for beauty and fashion brands to strategically channel their efforts towards curating immersive, emotionally resonant encounters for their discerning consumer base.

영어초록

This research endeavors to delve into the diverse categories of video content pertaining to personal color that find prominence on the YouTube platform, along with assessing the extent of viewer interaction and engagement these contents elicit. The procedure for procuring video content centered around personal color from YouTube encompassed a meticulous process of querying the platform using the keyword "personal color," subsequently handpicking the top 100 videos based on their accrued view counts. The outcome of the comprehensive analysis unveiled three distinct genres of video content associated with personal color: first, accounts of personal color diagnosis experiences; second, dissemination of information concerning personal color analysis; and finally, endorsements and recommendations for fashion and beauty products aligned with an individual's personal color palette. Concurrently, the quantification of viewer engagement was undertaken through the scrutiny of metrics such as view counts, likes, and comments on these videos. To empirically corroborate the influence of personal color-centric content on YouTube in driving viewer engagement, a one-way analysis of variance was executed. The ensuing findings conclusively highlighted that viewer engagement exhibited a pronounced upswing in instances where personal color diagnosis experiences took precedence, in comparison to other categories of personal color-related content. By affording a comprehensive categorization of consumer behaviors revolving around personal color consumption into three discernible archetypes, this study makes a valuable contribution to the theoretical underpinnings of this domain. This typology not only offers a conceptual framework but also paves the way for subsequent investigations aimed at probing the distinct impact and efficacy inherent within each delineated category of content. The discernment that experiential content engenders heightened viewer engagement underscores the strategic opportunity for beauty and fashion brands to strategically channel their efforts towards curating immersive, emotionally resonant encounters for their discerning consumer base.

참고자료

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