Impact of Linguistic Styles in K-Beauty YouTube Content on Global Consumers’ Emotional Responses: Focusing on Vietnamese Influencers

This study examined how the linguistic styles of K-beauty-related videos produced by Vietnamese YouTubers influence global consumer responses. One hundred and fifty top-viewed videos were selected based on the presence of Korean beauty content, and the corresponding consumer comments were collected. Using Python and LIWC (Linguistic Inquiry and Word Count), this study analyzed video scripts and viewer comments to examine the relationship quality (affiliation), argument quality (causation and insight), and information quality (prepositions and BigWords) in the videos, along with emotional tone (positive and negative) in the videos and comments. In addition, multiple regression analyses showed that content emphasizing affiliation, insight, and a positive tone significantly increased positive consumer reactions. In contrast, content with a negative tone and informational overload, which was characterized by the high usage of prepositions and long, complex words, was associated with more negative consumer responses. Interestingly, although logically persuasive content had a positive effect, excessive informational density tended to overwhelm viewers, prompting critical or negative feedback. These findings suggest that the emotional tone, relatability, and cognitive clarity are key factors in enhancing consumer engagement in global beauty marketing strategies. The study offers practical implications for K-beauty brands seeking to communicate effectively with international audiences through influencer-based content on social media platforms.