Consumer Behavior

Korean Consumers’ Perception of Fashion YouTube Creators as Informants: Generation Cohort Comparisons

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Abstract

This study aimed to prove that the generation cohort group of YouTube subscribers has a significant influence on their awareness levels. The influence of generation cohort groups was investigated, three group categorization was used (Generation Z, Millennials, Generation X). Accordingly, three female YouTubers were selected (Kim Movie for Gen Z, Fashion Sis-Choi for Millennials, and Milanonna for Gen X). Inter-group differences in awareness levels were analyzed through text mining and semantic network analysis. The results of the study revealed that the composition of keywords differed according to YouTubers’ age. In the case of Gen Z, they were perceived as friends rather than fashion mentors. Millennial YouTubers were perceived as real informants, and the senior YouTubers were recognized as fashion mentors. In this context, this study clearly implies that fashion content consumption motivations differed according to YouTubers’ age. 

Keywords: informants, YouTube creators, generation Z, millennials, generation X

How to Cite:

Choi, Y., Kim, S. & Lee, K., (2022) “Korean Consumers’ Perception of Fashion YouTube Creators as Informants: Generation Cohort Comparisons”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13372