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- W4295532236 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. " @default.
- W4295532236 created "2022-09-14" @default.
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- W4295532236 date "2022-09-15" @default.
- W4295532236 modified "2023-10-18" @default.
- W4295532236 title "Korean Consumers’ Perception of Fashion YouTube Creators as Informants: Generation Cohort Comparisons" @default.
- W4295532236 doi "https://doi.org/10.31274/itaa.13372" @default.
- W4295532236 hasPublicationYear "2022" @default.
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