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An Exploratory Study on the Virtual YouTuber Features : Focusing on the user reaction using text-mining analysis
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버츄얼 유튜버 특성에 대한 탐색적 연구 : 텍스트마이닝을 통한 이용자 반응 분석을 중심으로

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Type
Academic journal
Author
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.24 No.1 KCI Accredited Journals
Published
2024.1
Pages
45 - 57 (13page)
DOI
10.5392/JKCA.2024.24.01.045

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An Exploratory Study on the Virtual YouTuber Features : Focusing on the user reaction using text-mining analysis
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Abstract· Keywords

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Along with the development of individual media, the spread of untact culture through COVID-19 has heightened interest in virtual worlds, leading to the emergence of virtual YouTubers. This study aims to analyze user responses to virtual YouTubers, a growing new content industry, to identify unique features of virtual YouTubers and provide empirical implications for industry advancement. To achieve this, text mining techniques were applied to analyze YouTube comments from users. The analysis revealed that current users are focused on the content provided by virtual YouTubers and the relationships among them. Additionally, eleven key features(Attractiveness, Relationality, Playfulness, Cooperativeness, Entertainment, Identity, Expertise, Connectivity, Creativity, Innovation, Star-Appeal) that users focus on in virtual YouTubers were identified, and differences in these characteristics were found depending on user engagement levels. These findings offer foundational data for understanding the virtual YouTube environment and provide opportunities for developing content strategies for sustained growth.
#1인미디어 #버츄얼 유튜버 #특성 #이용자반응 #텍스트마이닝 #One-Person Media #Virtual YouTuber #Feature #User Reaction #Text-Mining

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 선행연구 및 연구문제
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
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