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Exploring direct and indirect cultural experiences: a study of global consumers’ Hanbok experience and engagement mediated via YouTube

Author

이정순, 이하경

Journal Title

Fashion and Textiles

Publication Year

2024

Topics

#Advertising

Summary

This study investigated global consumers’ Hanbok experience and engagement mediated via YouTube, analyzing both direct and indirect cultural experiences. Utilizing YouTube content analysis and viewer reaction data, topics related to Hanbok experiences were derived, and the relationship between direct and indirect experiences was examined. The results categorized Hanbok experiences into seven topics – novelty, sensory, daily, cultural, trial, pleasing, and intellectual – and revealed that cultural and affective experiences significantly impacted consumer engagement.

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