An Exploratory Study on Popular Fashion YouTube Channels: Focusing on User Responses, Video and YouTuber Characteristics, Usage Motivations, and Emotional Fatigue

This study attempted to analyze user reactions, video content and YouTuber characteristics, usage motivations, and emotional fatigue factors, focusing on the most popular fashion YouTube channels, which are assumed to have high user satisfaction and continuous usage intentions. To this end, the study employed frequency analysis and topic modeling using Python and conducted in-depth interviews as a qualitative method. This study`s results are as follows. First, the frequency analysis revealed an overwhelming predominance of words expressing positive sentiments, such as “good,” “pretty,” “beautiful,” “thankful,” “recommend,” “suit,” and “curious,” along with a high occurrence of terms related to fashion products, including “bag,” “product,” “jacket,” “size,” “pants,” “shoes,” and “shirt.” Second, topic modeling identified eight core themes: 1. “size and discount reviews,” 2. “color and outfit coordination,” 3. “bag brands and practicality,” 4. “fan reactions to YouTubers,” 5. “summer and fall wearability,” 6. “evaluations of winter outerwear,” 7. “perceptions of brands,” and 8. “critical views on luxury goods.” Third, despite the popularity of YouTube channels, factors leading to continued usage intention were associated with the strengths of videos and YouTubers, whereas negative factors that contributed to emotional fatigue were linked to the weaknesses of videos and YouTubers.