IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i16p8758-d609027.html
   My bibliography  Save this article

A Study on the Network Effectiveness of Sustainable K-Fashion and Beauty Creator Media (Social Media) in the Digital Era

Author

Listed:
  • Younkue Na

    (Department of Art & Culture Research Institute, Chung-Ang University, 84 Heukseok-ro, Dongjak-gu, Seoul 06974, Korea)

  • Sungmin Kang

    (College of Business and Economics, Chung-Ang University, 84 Heukseok-ro, Dongjak-gu, Seoul 06974, Korea)

  • Hyeyeon Jeong

    (Department of Fashion Business Management, Fashion Institute of Technology (FIT), State University of New York (SUNY) Korea, 119 Songdo Moonhwa-ro, Yeonsu-gu, Incheon 21985, Korea)

Abstract

With the convergence of various media in the digital era, the influence of Korean fashion/beauty on popular culture is growing rapidly. This study examines the sustainable relationship between the content and community characteristics of Korean fashion/beauty creator media, the associated social exchange relationships, and the effectiveness of the network among international consumers. In total, 614 international consumers who had made Korean fashion product purchases, viewed Korean fashion creator media, and shared information related to Korean fashion at least once were selected as a sample. Frequency analysis, reliability and validity analysis, measurement model analysis, and path analysis were conducted using SPSS and AMOS. The results showed that, first, content uniqueness had a significant effect on perceived similarity, although content continuity did not. In addition, content uniqueness and content continuity both had a significant effect on emotional expectations. Second, community scalability and community cohesion both had a significant effect on perceived similarity, and community scalability and community cohesion had a significant effect on emotional expectations. Third, perceived similarity had a significant effect on both emotional expectation consciousness and parasocial interaction, and emotional expectation consciousness had a significant effect on parasocial interaction. Finally, parasocial interaction had a significant effect on fad-like behavior. Through this, this study expanded the scope of academic research by linking the contents and community characteristics of Korean fashion/beauty creator media with research problems in the field of social exchange from the perspective of network effectiveness. Integrating this with the existing studies on consumer acceptance of Hallyu culture is expected to lead to the development of a more descriptive theoretical model for the formation of attitudes and purchase intentions toward Korean fashion/beauty products.

Suggested Citation

  • Younkue Na & Sungmin Kang & Hyeyeon Jeong, 2021. "A Study on the Network Effectiveness of Sustainable K-Fashion and Beauty Creator Media (Social Media) in the Digital Era," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8758-:d:609027
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/16/8758/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/16/8758/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. David Hirshleifer & Siew Hong Teoh, 2003. "Herd Behaviour and Cascading in Capital Markets: a Review and Synthesis," European Financial Management, European Financial Management Association, vol. 9(1), pages 25-66, March.
    2. Goldenberg, Jacob & Libai, Barak & Muller, Eitan, 2010. "The chilling effects of network externalities," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 4-15.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Youn Kue Na & Sungmin Kang, 2018. "Sustainable Diffusion of Fashion Information on Mobile Friends-Based Social Network Service," Sustainability, MDPI, vol. 10(5), pages 1-23, May.
    2. Youn Kue Na & Sungmin Kang & Hye Yeon Jeong, 2019. "Sub-Network Structure and Information Diffusion Behaviors in a Sustainable Fashion Sharing Economy Platform," Sustainability, MDPI, vol. 11(12), pages 1-21, June.
    3. Pegah Dehghani & Ros Zam Zam Sapian, 2014. "Sectoral herding behavior in the aftermarket of Malaysian IPOs," Venture Capital, Taylor & Francis Journals, vol. 16(3), pages 227-246, July.
    4. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    5. Feri, Francesco & Meléndez-Jiménez, Miguel A. & Ponti, Giovanni & Vega-Redondo, Fernando, 2011. "Error cascades in observational learning: An experiment on the Chinos game," Games and Economic Behavior, Elsevier, vol. 73(1), pages 136-146, September.
    6. Leković Milјan, 2020. "Cognitive Biases as an Integral Part of Behavioral Finance," Economic Themes, Sciendo, vol. 58(1), pages 75-96, March.
    7. Jonathan E. Alevy & Michael S. Haigh & John List, 2006. "Information Cascades: Evidence from An Experiment with Financial Market Professionals," NBER Working Papers 12767, National Bureau of Economic Research, Inc.
    8. Marco Cipriani & Antonio Guarino, 2009. "Herd Behavior in Financial Markets: An Experiment with Financial Market Professionals," Journal of the European Economic Association, MIT Press, vol. 7(1), pages 206-233, March.
    9. Ebrahimi Kahou, Mahdi & Lehar, Alfred, 2017. "Macroprudential policy: A review," Journal of Financial Stability, Elsevier, vol. 29(C), pages 92-105.
    10. Yu Zhang & Xiaosong Zheng, 2016. "A Study of Herd Behavior Based on the Chinese Stock Market," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 5(2), pages 131-135, May.
    11. Stephanie Kremer & Dieter Nautz, 2013. "Short†term Herding of Institutional Traders: New Evidence from the German Stock Market," European Financial Management, European Financial Management Association, vol. 19(4), pages 730-746, September.
    12. Mathias Drehmann & Jörg Oechssler & Andreas Roider, 2005. "Herding and Contrarian Behavior in Financial Markets: An Internet Experiment," American Economic Review, American Economic Association, vol. 95(5), pages 1403-1426, December.
    13. Sinha, Rajesh Kumar & Adhikari, Atanu, 2018. "Buyer-seller amount-price equilibrium for prepaid services: Implication for promotional pricing," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 285-292.
    14. Charles Ka Yui Leung & Patrick Wai Yin Cheung & Edward Chi Ho Tang, 2013. "Financial Crisis and the Co-movements of Housing Sub-markets: Do relationships change after a crisis?," International Real Estate Review, Global Social Science Institute, vol. 16(1), pages 68-118.
    15. Xiong, Hang & Payne, Diane & Kinsella, Stephen, 2016. "Peer effects in the diffusion of innovations: Theory and simulation," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 63(C), pages 1-13.
    16. Meade, Nigel & Driver, Ciaran, 2023. "Differing behaviours of forecasters of UK GDP growth," International Journal of Forecasting, Elsevier, vol. 39(2), pages 772-790.
    17. Surya Pathak & P. V. Sundar Balakrishnan, 2025. "The paradox of product scarcity: Catalyzing the speed of innovation diffusion," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 804-824, May.
    18. Huisheng Wang & H. Vicky Zhao, 2024. "Optimal Investment with Herd Behaviour Using Rational Decision Decomposition," Papers 2401.07183, arXiv.org, revised Jul 2024.
    19. Poornima Gupta & Preeti Goyal, 2024. "Herding the influencers for investment decisions: millennials bust the gender stereotype," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 229-241, June.
    20. Cornelis A. Los & Rossitsa M. Yalamova, 2004. "Multi-Fractal Spectral Analysis of the 1987 Stock Market Crash," Finance 0409050, University Library of Munich, Germany.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8758-:d:609027. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.