온라인 유통 채널에서 컨텐츠의 성과는 사회적 거리에 의해 항상 증가하는가? YouTube의 문화별컨텐츠를 중심으로

Does Social Distance Always Increase Content Performance in Online Distribution Channels?

Purpose - This study examines the positive impact of the so-cial distance between producers and users of online content, in-vestigating and analyzing the most popular Web content. In ad-dition, it tries to elicit the matching effect that appears when the individuals'cultural background is consistent with social distance. Research design, data, and methodology - We collected and analyzed actual data about 4,981 videos clips on YouTube, looking at six countries in order to verify the content of this study. Based on the results of the data analysis, the study con-ducted behavioral measurements on popularity, social distance, culture, and user engagement. The unit of analysis was the content and we collected information about the content pro-ducers and the content records. We controlled the views, com-ments, likes, calendar dates, and ages in the empirical models. The data was collected in 2011, with the records coming from South Korea, Japan, China, U.S., German, and France. A total of 4,980 elements were analyzed in the model. The empirical model estimated is the bivariate negative binomial distribution (NBD) model. Results - It turns out that there is a possibility that the matching effect can be diminished by variables that reflect the psychological involvement of user engagement. This study pro-poses academic and practical implications based on these re-search results. This research shows the positive effect of social distance between users and producers on the increased per-formance of the online content. We find the effect of social dis-tance to be a stronger tendency in collectivism. The collectivists follow their sense of friendship and intimacy in their culture and, the social congruence effect can be found there as well. The effect, however, could erode in a social case where users are motivated by strong intrinsic and psychological factors. In addi-tion, user engagement complicates the process of user decision making regarding the information. Conclusions