유튜브 동영상 패션 콘텐츠의 유형과 댓글 분석

Abstract

The purpose of this study is to identify the characteristics of fashion contents and the expanded consumers’ responses by analyzing the types of fashion contents and comments on YouTube, an emerging communication medium in the fashion industry. For the study, standards for analysis target were set according to the standards of key performance indicators. Using search keywords related to fashion YouTube during a specific period, channels of the top 10 female fashion‐related YouTubers with 100,000 subscribers and influence were selected. A total of 100 video contents and 10,000 comments were analyzed. As a result of the study, types of fashion content were classified into fashion styling, introduction to fashion products and haul, fashion brand stores, useful fashion information, and experience in fashion image. Types of comments were classified into positive, negative, question, request, and other. 1) Fashion styling included responses such as usefulness of information for styling tips according to the season and body type, and favorable impression and admiration for YouTubers. 2) Introduction to fashion products and haul included responses on YouTubers’ expert knowledge, and detailed questions. 3) Fashion brand stores showed a high level of interest in introduction of site‐oriented brands and products, whereas a sense of relative deprivation on high‐priced brands. 4) Useful fashion information had responses to its usefulness, whereas disagreement on the forced wearing method. 5) Experience in fashion image included the playful satisfaction with the character’s image production, as well as a negative evaluation on appearance‐centered contents. It is considered that the results of analyzing the types of fashion YouTube contents and their comments will be a useful exploratory data in fashion product planning and promotion strategies of rapidly changing and diversifying fashion products.