K-뷰티 인플루언서 네트워크에서 채널 규모와 콘텐츠 장르의 효과 연구: 댓글 기반 ERGM 분석

초록

This study examines how channel subscriber scale and content genre organize audience-participation video networks among K-beauty YouTube influencers. Moving beyond exposure metrics, we operationalize participation via comment-based linkages (commenter overlap) to assess how structural conditions (channel size) and curation choices (genre selection) shape viewer engagement. We analyze 1,382 videos and 88,265 comments posted during March 2025. A multinomial logistic regression reveals statistically significant differences in curation strategies by channel size: mega channels heavily emphasize entertainment, macro and micro channels concentrate on product reviews, and micro and nano channels allocate relatively more to hauls and makeup tutorials. Exponential random graph models show that tutorials and vlogs increase cross-video audience overlap, whereas hauls reduce it; moreover, review homophily intensifies community fragmentation. The findings indicate that genre selection-beyond the structural constraint of channel size-is a key driver of the network topology and operates as a curation mechanism that segments and reorders viewer flows.

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