디지털 플랫폼 시대 K-뷰티 브랜드의 문화 정체성 마케팅 전략 연구: 독도 AI 음악 콘텐츠 수용자 반응 분석을 중심으로

Cultural Identity Marketing Strategy for K-Beauty Brands in the Digital Platform Era: Focusing on Audience Response Analysis of Dokdo AI Music Content

This study analyzes audience responses to Dokdo AI music content to derive implications for K-Beauty brands' cultural identity marketing strategies. Using mixed methods research, 2,539 YouTube comments (406,625 characters) were analyzed through keyword frequency analysis, sentiment analysis, and categorization. Additionally, YouTube Studio analytics data were utilized to examine content performance metrics and audience demographic characteristics. Results revealed that the keyword ‘Dokdo’ appeared 2,037 times (80% of comments), with 96.2% positive and 3.8% negative sentiment responses. Notably, message-centered responses appeared 2,660 times while AI technology-centered responses were zero, confirming that audiences focused entirely on content messages rather than technical aspects. Demographic analysis showed that 86.2% of viewers were aged 35-64, with males comprising 66.5%, indicating that cultural identity content transcends generational digital divides. Comparative analysis with K-Beauty brand cases (Round Lab, Sulwhasoo, Nonfiction) confirmed that CSR attribute factors (continuity, relevance, impact, distinctiveness) are essential for successful cultural identity marketing. The study proposes strategic implications including cultural material selection aligned with brand identity, CSR attribute-based execution, message authenticity prioritization, and global market customization strategies.