패션 유튜브 콘텐츠 유형별 이용자 인식과 커뮤니케이션

Abstract

Background/Objectives: This research has analyzed comments on YouTube channels on fashion to understand the most appeared topics that emerged from the channel users' communications.
 Methods: 24,560 comments were analyzed using the Python 3.9 program. Unstructured text was processed for language detection using the KoNLPy library to extract nouns, verbs, and adjective forms of most and frequently used words. The study has categorized high-frequency vocabulary and conducted topic modeling analysis on comments on “Fashion styling,” Fashion know-how,” and “Fashion hauls” content types. The contents of comments that received a significant number of “likes” were analyzed based on different content types and the communication between the commenters and the YouTubers.
 Results: The topic modeling results unveiled distinct themes within each type of fashion content. For Fashion styling,” 12 topics were identified, including expressions of gratitude, styling based on body types, purchasing fashion items, and dressing for occasions.“Fashion know-how” brought out ten topics, encompassing the ideas surrounding appreciation, color coordination, information about fashion items, and valuable tips regarding body types. In the “Fashion Haul,” content type, 8 topics were prominent: luxury proxy satisfaction, luxury style, and discussions about luxury items. Analysis of heavily engaged conunents predominantly revealed familiarity between the commenters and the YouTubers. The study have identified and examined a large number of interactions, consisting of one- way and both way communication between the fashion channel commenters and the channel content owners.
 Conclusion/Implications: These YouTube channels are good platforms for engagmg communication, which more often sparks friendly vibes, fondness, and warmth between everyone engaged with these channels, including the channel content owners. In the texts surrounding “fashion styling,” specific and personalized information was found as most visible, while in “fashion know-how,” addressing channel user s' concerns and issues took precedence. For “fashion hauls,” aspects of proxy satisfaction and value-driven consumption were notable.