인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
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개인구독
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록·키워드
This study examined how the linguistic styles of K-beauty-related videos produced by Vietnamese YouTubers influence global consumer responses. One hundred and fifty top-viewed videos were selected based on the presence of Korean beauty content, and the corresponding consumer comments were collected. Using Python and LIWC (Linguistic Inquiry and Word Count), this study analyzed video scripts and viewer comments to examine the relationship quality (affiliation), argument quality (causation and insight), and information quality (prepositions and BigWords) in the videos, along with emotional tone (positive and negative) in the videos and comments. In addition, multiple regression analyses showed that content emphasizing affiliation, insight, and a positive tone significantly increased positive consumer reactions. In contrast, content with a negative tone and informational overload, which was characterized by the high usage of prepositions and long, complex words, was associated with more negative consumer responses. Interestingly, although logically persuasive content had a positive effect, excessive informational density tended to overwhelm viewers, prompting critical or negative feedback. These findings suggest that the emotional tone, relatability, and cognitive clarity are key factors in enhancing consumer engagement in global beauty marketing strategies. The study offers practical implications for K-beauty brands seeking to communicate effectively with international audiences through influencer-based content on social media platforms.
본문·목차
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