Social and Psychological Aspects

The Authenticity of Fashion YouTuber’s Apology Videos for a Paid Advertisement and Viewer’s Reaction

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Abstract

“Paid advertisement controversy,” which is not disclosing the paid advertisements while producing content with sponsorship, has become a recent issue. Controversy arose in various YouTube content such as hauls and mukbangs, and many YouTubers tried to calm the controversy down by posting apology videos. This apology strategy is the best action a company or organization can take in a crisis situation (Benoit, 1995), and today’s famous celebrities or influencers are also taking an apology strategy in order to overcome the situation. On the other hand, viewers’ reaction to YouTuber's apology for “paid advertisement controversy” is somewhat negative. The purpose of this study was to analyze the contents of the post by studying the content of fashion YouTuber's apology videos, examine the response of emotions expressed in the comments of the video, and examine what authentic apology posts viewers have accepted.

How to Cite:

Her, Y. & Chun, J., (2022) “The Authenticity of Fashion YouTuber’s Apology Videos for a Paid Advertisement and Viewer’s Reaction”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13369