Abstract
With the convergence of various media in the digital era, the influence of Korean fashion/beauty on popular culture is growing rapidly. This study examines the sustainable relationship between the content and community characteristics of Korean fashion/beauty creator media, the associated social exchange relationships, and the effectiveness of the network among international consumers. In total, 614 international consumers who had made Korean fashion product purchases, viewed Korean fashion creator media, and shared information related to Korean fashion at least once were selected as a sample. Frequency analysis, reliability and validity analysis, measurement model analysis, and path analysis were conducted using SPSS and AMOS. The results showed that, first, content uniqueness had a significant effect on perceived similarity, although content continuity did not. In addition, content uniqueness and content continuity both had a significant effect on emotional expectations. Second, community scalability and community cohesion both had a significant effect on perceived similarity, and community scalability and community cohesion had a significant effect on emotional expectations. Third, perceived similarity had a significant effect on both emotional expectation consciousness and parasocial interaction, and emotional expectation consciousness had a significant effect on parasocial interaction. Finally, parasocial interaction had a significant effect on fad-like behavior. Through this, this study expanded the scope of academic research by linking the contents and community characteristics of Korean fashion/beauty creator media with research problems in the field of social exchange from the perspective of network effectiveness. Integrating this with the existing studies on consumer acceptance of Hallyu culture is expected to lead to the development of a more descriptive theoretical model for the formation of attitudes and purchase intentions toward Korean fashion/beauty products.
Highlights
With the development of the Internet and the global popularity of devices such as smartphones, users are increasingly finding information through media such as portal sites and social networking sites (SNS) rather than traditional media
In terms of marketing, the issue of how international consumers, marketers, and creators should collaborate through content and community use is becoming more important in the activities of creator media
We presented the content and community characteristics of Korean fashion/beauty creator media as factors for each dimension and evaluated the characteristics of these creator media in the cognitive, emotional, and behavioral stages to assess media communication effects. This process offers a theoretical framework for hierarchical audience responses and formation roles as important antecedent variables and process approaches in relational marketing and media acceptance research with international consumers
Summary
With the development of the Internet and the global popularity of devices such as smartphones, users are increasingly finding information through media such as portal sites and social networking sites (SNS) rather than traditional media. Creator media content, which centers around the participatory consumer, is widely replicated, produced, and consumed, playing a significant role in allowing new cultural content to be delivered to the global public in the digital era [1]. This creator media represents a new social media commerce format that connects to sustainable commerce through video content such as product introductions, user guides, and reviews via individual creative broadcasting platforms such as YouTube and multi-channel networks (MCNs). The same cultural code, formed in this way, is the basis for social integration through smooth communication
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