Abstract
YouTube is a tool that can effectively communicate with customers and corporates. However, people are still paying attention to the promotional aspect rather than the communicative aspect of YouTube. This research is a study on the altruism of subscribers through YouTube comments. In particular, the effect of the altruism of subscribers visiting YouTube on knowledge sharing, innovation, and customer citizenship behavior was analyzed. To this end, online surveys via Naver cafe and Kakao talk open chatting were conducted for 337 respondents who already had visited “A” airline’s YouTube channel. Of the total respondents, responses of 310 were used in this study, excluding insincere responses of 27. Smart PLS and SPSS were used to analyze PLS-based structural equation modeling. As a result of the analysis, altruism had a significantly positive effect on knowledge sharing, innovation, and customer citizenship behavior, and knowledge sharing had a significantly positive effect on innovation and customer citizenship behavior. And innovation had a significantly positive effect on customer citizenship behavior. This study presented academic and practical implications based on these research results.
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