Hitting the right notes: Exploring the relationship between youtube music videos and digital user engagement

Raharjo, Johnny Hadi; Budiharseno, Rianmahardhika Sahid; Tran Minh Quy Article Hitting the right notes: Exploring the relationship between youtube music videos and digital user engagement Global Business & Finance Review (GBFR) Provided in Cooperation with: People & Global Business Association (P&GBA), Seoul Suggested Citation: Raharjo, Johnny Hadi; Budiharseno, Rianmahardhika Sahid; Tran Minh Quy (2024) : Hitting the right notes: Exploring the relationship between youtube music videos and digital user engagement, Global Business & Finance Review (GBFR), ISSN 2384-1648, People & Global Business Association (P&GBA), Seoul, Vol. 29, Iss. 1, pp. 44-56, https://doi.org/10.17549/gbfr.2024.29.1.44 This Version is available at: https://hdl.handle.net/10419/305948 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public. If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by-nc/4.0/ Received: Aug. 16, 2023; Revised: Oct. 17, 2023; Accepted: Nov. 2, 2023 † Corresponding author: Rianmahardhika Sahid Budiharseno E-mail: [email protected] I. Introduction A. Background Music industry marketing paradigms have been GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 1 (FEBRUARY 2024), 44-56 pISSN 1088-6931 / eISSN 2384-1648∣Https://doi.org/10.17549/gbfr.2024.29.1.44 ⓒ 2024 People and Global Business Association GLOBAL BUSINESS & FINANCE REVIEW www.gbfrjournal.org for financial sustainability and people-centered global business1) Hitting the Right Notes: Exploring the Relationship between Y ouTub e Music Videos and Digital User Engagement Raden Johnny Hadi Raharjoa, Rianmahardhika Sahid Budiharsenob,c†, Tran Minh Quyd aDepartment of Management, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran Jawa Timur, Surabaya 60294, Indonesia bDepartment of Integrated Business Management, Dong-A University, Busan 49236, Korea cSchool of Global Studies, Department of Global Business Administration, Kyungsung University, Busan 48434, Korea dDepartment of Korean Language Studies, Faculty of Foreign Languages, Ho Chi Minh City Open University, Ho Chi Minh City 700000, Vietnam A B S T R A C T Purpose: This study meticulously explored the complexities of online fan engagement, placing a spotlight on the transformative influence of YouTube content produced by the renowned K-pop group, Aespa, and its subsequent impact on user interactions and the group's prevailing image. Design/methodology/approach: Utilizing a robust text mining methodology, a comprehensive analysis was conducted on 11,039 comments extracted from a specific Aespa YouTube video. This analysis involved the extraction of frequently occurring words, the deployment of a semantic network analysis, and the strategic use of the Co-occurrence network analysis, which collectively provided a profound understanding of fan perceptions and sentiments. Findings: Central to the findings was the revelation of Aespa's groundbreaking concept, which emerged as a cornerstone in captivating and retaining fan engagement. The data illuminated the depth of fans' interest in Aespa's narrative approach, with many expressing admiration for the group's commitment to delivering high-quality productions. Research limitations/implications: Their unique blend of music, narrative, and visual aesthetics resonated deeply with the audience, fostering a sense of loyalty and admiration. However, it's imperative to note that the research's purview was limited, focusing solely on comments from one video. This limitation underscores the potential and need for more expansive datasets in subsequent studies, which could provide a more holistic view of fan engagement across multiple content pieces. Additionally, considering the dynamic nature of the K-pop industry and the rapid shifts in public sentiment, there's an evident need for continuous monitoring and analysis. Originality/value: This investigation not only offers a renewed perspective on the role of digital influence within the vibrant world of K-pop but also accentuates the paramount importance of innovative and distinctive content in amplifying user engagement. It serves as a testament to the evolving landscape of digital influence in the entertainment sector, where content, creativity, and audience engagement intersect in profound ways. Keywords: Aespa, Digital Influence, K-pop, Fan Engagement, Text Mining, Online Interaction ⓒ Copyright: The Author(s). This is an Open Access journal distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution , and reproduction in any medium, provided the original work is properly cited. Raden Johnny Hadi Raharjo, Rianmahardhika Sahid Budiharseno, Tran Minh Quy 45 impacted significantly by the digital landscape. One of the most notable shifts has been the rise of music videos. In Kotler et al. (2016), marketing strategies encompass conception, pricing, promotion, and distribution of various offerings to meet consumers' needs and desires. In order to achieve this, marketing strategies must be developed and consumer relationships nurtured. Research by Schemer et al. (2008) and Wang et al. (2020) accentuates the pivotal role of music videos in marketing. Their findings underscore the escalating significance of visual content in seizing the audience's attention and catalyzing fan interactions. In today's digital epoch, platforms such as Twitter, Instagram, and YouTube have become quintessential for music promotion and fan engagement. Boujena et al. (2021) argues that fan interactions can be tangibly measured through metrics like comments, likes, and retweets on these platforms. Aespa's formidable presence and consistent performance on these platforms make them an intriguing subject for an in-depth exploration of contemporary music marketing dynamics. From a strategic vantage point, this study promises to furnish invaluable insights that could guide the music industry in sculpting potent marketing and promotional blueprints for Southeast Asia. Based on Giertz et al. (2022), have spotlighted the instrumental role of social media in amplifying fan interactions and consolidating music branding. This is especially true given that fan interactions can sway music product acquisitions and digital consumption patterns, as indicated by (Giertz et al., 2022; Sandi & Triastuti, 2020). To navigate this intricate terrain, it conduct the Fan Engagement Theory, which elucidates the manner in which fans engage with brands or artists within the music realm. As articulated by (Pradhan et al., 2020; Rodgers & Thorson, 2018), fan engagement encompasses the emotional and cognitive interactions between fans and artists or brands, manifesting in activities such as sharing, commenting, and recommending musical content. According to Nobre et al. (2019), delineates brand management as encompassing brand development, identity, and strategy, and this concept will inform the examination of the management and promotion of the Aespa brand within the Southeast Asian music industry. Emerging from this rich tapestry of background information, this research is poised to unravel several pertinent queries: How does Aespa's music video modulate fan interactions in Southeast Asia, especially among YouTube aficionados? What sentiments do users harbor towards the Aespa music video? And crucially, what are the cardinal determinants influencing fan interactions with the Aespa music video in the Southeast Asian? The selection of a female idol, particularly the Korean female idol group Aespa, as the focal point of this study was influenced by a confluence of factors. Historically, female idols have been at the nexus of global cultural trends, often setting the tone for broader industry shifts (An, 2022). Their unique blend of musicality, performance, and visual aesthetics offers a rich tapestry for understanding fan engagement and digital influence. Furthermore, the Korean Wave, or Hallyu, has propelled K-pop to unprecedented global prominence, with Korean female idol groups often being at the forefront of this phenomenon (Jin & Yi, 2020). Among these groups, Aespa stands out due to their innovative fusion of music, narrative storytelling, and visual appeal. Their rapid ascent to global stardom, coupled with a distinct digital engagement strategy, makes them a prime candidate for a study aimed at understanding the intricacies of online fan interactions. In addressing the significance of YouTube content, especially of renowned K-pop groups, it's essential to decipher the underlying properties that resonate with the vast audience these videos attract (Burgess & Green, 2018; Kim et al., 2021). In this study, text mining analysis was used to identify the specific attributes or features of the content that evoke strong reactions, sentiments, and discussions among the audience. Comment analysis provides insights into the content elements that stood out, evoked emotions, or sparked discussion by directly contacting the engaged viewers (Nimesh et al., 2019). It is extremely valuable to receive such direct feedback from the audience on YouTube, where the GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 1 (FEBRUARY 2024), 44-56 46 content is vast and diverse. The visual and auditory appeal of K-pop videos is not the only factor contributing to their popularity; the narrative, themes, messages, and nuances also play an important role (Kim et al., 2021). The purpose of our text mining analysis is to unravel these layers, thereby shedding light on the true impact of the content on its digital audience. II. Literature Review A. Music Videos as Entertainment Media A music video is defined as a visual representation of a song, seamlessly blending imagery and song to narrate a story or express a message (Pandeya & Lee, 2021). With the digital renaissance, music videos have become an integral part of the entertainment industry. Advancements in technology, complemented by the rise of platforms like YouTube, Instagram, and TikTok, have democratized access to these videos. A report from IFPI (2021) reveals a staggering growth in the global music video audience, from 1.99 billion in 2015 to 3.81 billion in 2021. This growth can be exemplified by global phenomena like BTS, Ariana Grande, and the South Korean girl group, Aespa. Aespa, in particular, gained significant traction with their innovative virtual avatar concept and the "Next Level" music video. Their journey elucidates the potential of music videos in reaching and engaging massive global audiences, a point supported by Taylor (2017) who emphasized the pivotal role of visual media in today's digitized music ecosystem. B. Digital Consumer Engagement Digital Consumer Engagement (DCE) encapsulates the myriad ways consumers engage with brands in a digital milieu, intensifying their commitment to the brand (Gavilanes et al., 2018). Gavilanes et al. (2018) were pioneers in defining this concept, which has since evolved. Contemporary studies have sculpted a model that delineates DCE on social networks as a continuum. This spectrum captures the evolution from rudimentary engagements, like merely consuming content, to intricate interactions like commenting, underscoring the depth and breadth of a consumer's brand relationship (Gavilanes et al., 2018; Swani & Labrecque, 2020; Yoon et al., 2018). Morgan-Thomas et al. (2020) emphasize the paramount importance of understanding these nuances to shape digital marketing strategies effectively. Source: Customer Marketing Alliance Figure 1. Digital consumer engagement touchpoints (DCE) Raden Johnny Hadi Raharjo, Rianmahardhika Sahid Budiharseno, Tran Minh Quy 47 C. Music Videos and Their Influence on Marketing Corporate behemoths like Big Hit Entertainment and Universal Music Group harness this potential, catapulting their artists into global stardom through meticulously crafted music videos. Icons like Taylor Swift and Ed Sheeran leverage music videos not just as promotional tools, but as storytelling mechanisms, fostering profound connections with fans. Marone & Rodriguez (2019) have empirically shown a direct and positive relationship between the calibre of music videos and favorable consumer perceptions towards the artist and their endorsements. Collins in "The Power of Music Video Marketing" (2016), postulated that the fusion of auditory and visual elements creates a potent brand resonance, driving consumer loyalty and advocacy (Van Reijmersdal et al., 2022). D. Online Text Review Online Text Review (OTR) refers to feedback given by consumers or users about a product or service via online media, such as websites or social media platforms. OTR has become an essential tool for companies to gain insights about customer opinions and preferences (Budiharseno et al., 2023; Chen et al., 2020; Handani et al., 2022). Several theories and studies, including communication theories like Media Effects Theory and Uses and Gratifications Theory, support the concept of OTR. The Media Effects Theory posits that mass media can impact its audience positively or negatively at various levels, from changes in attitudes, values, to behaviors. In the context of this research, the Media Effects Theory is used to assess the impact of the Aespa music video on the level of social engagement in the form of comments and responses to the music video. The Uses and Gratifications Theory proposes that the audience actively selects and uses media based on their needs and desires, gaining gratification or satisfaction from using such media. In the context of this research, this theory is relevant in explaining why someone provides comments or responses to the Aespa music video. OTR has been widely used in various fields, including tourism, hospitality, and health, to understand customer opinions and improve their services (Borghouts et al., 2021; Chen et al., 2020). Similarly, Tufekci (2014) and Park et al. (2021) found that social media platforms, such as Twitter and Facebook, have become vital channels for OTR, enabling users to express their opinions and experiences about various products and services. III. Research Methodology A. Data Collection There has been a large amount of research devoted to the concept of influencers within the realm of influencer marketing, but there has been little exploration of the relationship between content and influence in the literature (Francalanci & Hussain, 2017). This data was extracted using a custom web scraping tool that was developed and applied according to the methodology of web scraping for data extraction in order to extract this data. As a result of the use of this tool, approximately 12,869 comments have been collected spanning from the time the video was originally posted until June 2023, when the video was finally taken down. Due to this timeframe, it was able to acquire a broad spectrum of reactions and sentiments from a wide range of individuals, which allowed us to gain an understanding of the public's reactions and sentiments over time to Aespa music and concept. Due to the dual nature of data contained in the comments section of YouTube, it has been deemed an extremely valuable source of information. In addition to providing text-based comments, it also offers people the possibility of weighing in with their likes and dislikes through a system of likes and dislikes that can be quantified. In order to gain a better GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 1 (FEBRUARY 2024), 44-56 48 understanding of the public's opinion and reaction, it is essential to analyze this section in detail (X. Wang et al., 2020). The data collected have been subjected to a rigorous data cleaning process in order to enhance the quality of the collected data. As part of this process, it was necessary to eliminate spam comments, comments that were less than five words long, and comments that were deemed irrelevant or unconstructive to the study's purpose. It is also important to note that comments that were inappropriate, lacked vital information, or consisted heavily of emojis were also discarded. As a result of this meticulous cleaning process, 11,039 comments were collected that were deemed significant and suitable to be analyzed as part of the ensuing analysis. B. Data Analysis A total of 12,869 reviews were gathered through data extraction in the first stage. Secondly, we refined the extracted data by selecting 80-100 of the most relevant and significant words. A frequency calculation was performed on each of these words to determine the most frequently used words, focusing on the top 100. Video titles and descriptions, as well as user comments, were used to analyze the public discourse surrounding the group as a whole. There was also a semantic network analysis conducted for the topfrequency words as part of the third phase. A selection of these words was made based on their relevance to the topic of the study (Jang, 2022; Lee & Choi, 2015). In order to gain a better understanding of how customers perceive and understand Aespa music videos, this study was conducted a co-occurrence network analysis as a crucial component of this study. In addition to semantic analysis, Co-occurrence network analysis was also conducted to helping identify patterns, themes, and trends in the discourse about the band, this study also provided insights into the sentiment of viewers and fans regarding the band (Jang, 2022). In the fourth stage, co-occurrence analysis of certain words was applied, providing alternative insights into what the users who provided online reviews liked or disliked in the product or service. As part of the fifth stage, word frequencies were calculated and the calculated words were categorize into a matrix in order to conduct a semantic network analysis. KH Coder was utilized in order to analyze network centrality and analyzed the results of a statistical analysis, the results were then used to illustrate the words that had the highest frequency, as explained in (Higuchi, 2016). With the help of step-by-step approach, as depicted in Figure 2, this study seeks to offer a deeper insight into fan perspective by using a step-by-step approach. Moreover, researchers are able to use this data analysis method to assess whether there is a correlation between the keywords in a given research topic and their broader context within that topic. Figure 2. Research flows Raden Johnny Hadi Raharjo, Rianmahardhika Sahid Budiharseno, Tran Minh Quy 49 IV. Result and Discussion A. Frequency Word In the first step, it has been conducted a frequency word analysis. The text mining analysis performed on 11,039 comments gathered from the Aespa video titled "ep.3 Girls (Don't you know I'm a Savage?)" , ranging from its premiere until the end of June 2023, offered crucial insights into viewers' experiences and perspectives about the K-Pop group's musical and narrative output. The top 150 words that frequently appeared in the comment section, shown in Table 1, represent the terms commonly employed by the audience to describe their engagement with the music video, as identified through frequency analysis. By employing text software KH Coder, the study successfully extracted words that epitomize critical aspects of the viewers' perspectives from a comprehensive dataset of comments. In the endeavor to understand viewers' sentiments and interpretations, the words 'good,' 'real,' and 'concept' surfaced prominently in our text mining results. It is essential to contextualize these words within the comments from which they were extracted to derive a more comprehensive understanding of their significance. For instance, comments such as "It's a bit good, although it is a bit too, but it feels like watching movies" and "I like this concept, so I'm so good. I'm looking forward to the comeback in the future" indicate a positive reception of the video, suggesting that viewers appreciate its quality and the unique narrative or theme being portrayed. These sentiments echo an appreciation for the group's craftsmanship and attention to detail in their production. Further, comments like "Karina is not awkward at all in real graphics and mixes well," "If you are one of the real artist supporters, you will know. This is Masterpiece," and "Their unique and modern concepts bring me back to the old high-tech vibe" emphasize authenticity and genuineness. The use of the word 'real' in this context reflects viewers' acknowledgment of the group's genuine talent and artistry. This is opposed than mere digital enhancement or superficiality. Lastly, remarks such as "Aespa's concept is really amazing" directly highlight the group's unique and innovative approach. In the world of K-pop, where concepts can set groups apart, such a comment underscores the group's distinct creative vision that resonates with viewers. By delving into these comments, it employs bridge the gap between individual words and the broader sentiments they represent. This paints a clearer picture of viewer engagement and appreciation. The prominence of words such as 'black,' 'girl,' 'movie,' 'amazing,' and 'villain' indicate viewers' engagement with the visual and narrative elements of Aespa's content. 'Black' could be related to the group's aesthetic or specific music videos, while 'girl' emphasizes the group's identity as a girl band. The frequent usage of 'movie,' 'amazing,' and 'villain' suggests that fans appreciate Aespa's cinematic music videos, which often contain storyline elements featuring good vs. evil dynamics. Interestingly, words like 'game,' 'anime,' 'voice,' 'human,' and 'art' are also used frequently. This might suggest viewers' interest in the multifaceted nature of Aespa's work, which merges music, visual art, virtual reality, and narrative elements reminiscent of gaming and anime culture. The variety of words, ranging from very specific 'naevi,' 'mamba' to broadly descriptive 'cool,' 'good', underscores the depth and breadth of engagement between Aespa and their audience. The use of these words indicates the viewers appreciation of both the individual elements - members, songs, visual elements - and the larger conceptual framework of Aespa. In conclusion, the analysis of these frequency words offers valuable insights into what aspects of Aespa content resonate with viewers. Their positive adjectives and engagement with the group unique concept and narrative reflect a strong connection between the group and its audience, offering the group valuable guidance for future content creation and engagement strategies. The dataset offers a glimpse into the salient terms GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 1 (FEBRUARY 2024), 44-56 50 Words TF TF-IDF Words TF TF-IDF Words TF TF-IDF cool 1024 3381.418 action 80 212.2257 oath 48 143.343 aespa 999 30.93787 sm 79 198.583 same 48 145.3859 boa 771 183.0669 thanks 79 199.6157 theory 48 144.3536 good 565 316.6287 awesome 76 193.042 person 47 142.357 world 473 372.1452 idol 73 191.5088 universe 46 141.3729 real 470 382.9942 word 73 192.5745 series 45 140.393 concept 463 380.6011 artist 72 196.5873 view 45 141.4774 next 368 369.9547 goosebump 72 186.8281 anime 44 137.2732 black 315 370.8626 omg 71 185.2403 child 44 142.8502 girl 309 376.7203 hacker 70 195.795 epic 44 135.2263 movie 297 357.8924 kpop 70 183.6385 film 44 136.2378 amazing 288 350.0948 much 70 182.6313 minute 44 138.3334 villain 275 352.4304 game 69 183.0447 different 43 133.1415 mamba 272 361.2391 first 66 177.0864 production 42 131.0335 best 254 351.8518 way 65 175.411 actress 41 130.952 end 225 330.3995 fan 64 179.0125 sense 41 128.9016 new 224 339.4003 many 64 181.2584 voice 41 134.2338 episode 222 333.206 music 64 183.5859 life 40 130.9598 member 218 343.1997 naevis 64 172.7124 unique 40 127.7581 time 208 338.2923 plot 64 172.7124 æspa 40 127.7581 naevi 195 318.1946 everyone 63 173.0383 human 39 128.7845 story 193 320.1903 one 63 173.0383 job 39 124.5641 group 181 317.0339 power 63 174.0797 money 39 126.6172 debut 172 295.1263 part 62 171.3165 comment 38 123.3707 crazy 160 293.3814 year 62 173.4184 kid 38 124.4118 more 151 287.1547 thing 61 167.5451 man 38 122.3573 season 141 282.7732 bad 59 168.1607 name 38 122.3573 fun 137 270.5336 worldview 59 166.0533 art 37 120.1241 great 137 275.8258 incredible 58 163.2388 day 36 118.878 scene 134 277.383 lot 58 162.2301 expression 36 120.9962 video 134 270.8451 city 57 164.5717 karina 36 120.9962 guy 121 252.5064 curious 56 162.7511 long 36 118.878 beautiful 116 258.9748 proud 56 159.6101 queen 36 118.878 staff 112 244.6847 wilderness 56 161.6844 cool 35 115.5758 animation 108 240.0608 team 55 158.7972 datum 35 115.5758 everything 104 236.3448 espa 54 155.91 little 35 117.6352 other 98 232.15 perfect 54 159.0565 nice 35 115.5758 people 98 228.9011 snake 54 171.1063 wait 35 115.5758 last 95 219.8508 ae 53 158.2746 better 93 229.065 character 53 158.2746 wow 93 222.4194 twist 53 153.0228 Table 1. W ord frequency TF-IDF analysis Raden Johnny Hadi Raharjo, Rianmahardhika Sahid Budiharseno, Tran Minh Quy 51 that dominate the reviews, with the term "cool" leading the list with a remarkable TF-IDF score. This term's prominence is indicative of the audience's perception of the content as trendy, stylish, or perhaps cuttingedge. Such a sentiment might highlight the content's contemporary appeal or its alignment with current popular culture. The presence of terms like "real," "concept," "girl," and "world" within the top five further elucidates the multifaceted nature of the discussions. "Real" and "concept" might underscore discussions around authenticity, originality, and the unique thematic elements of the content. On the other hand, "girl" and "world" might be indicative of discussions centered around specific group members, their roles, or perhaps the global appeal and reach of the content. B. Word Cloud An examination of the top 50 of words cloud extracted from the comments of Aespa music video, offers significant insights into the audience's responses and sentiments as shown in Figure 3. The big picture of these words indicates strong associations with their interpretation and appreciation of the content provided by the K-pop group Aespa (Turki & Roy, 2022). One of the highest frequency words, 'cool,' suggests a broad positive response from viewers, pointing to the effective use of visual and musical elements in the video. The word 'aespa' highlights the strong branding and recognition Aespa has achieved, reflected in the audience's conversations. Words like 'good,' 'amazing,' 'great,' and 'best' affirm the positive reception of Aespa work. The recurrence of 'real' and 'concept' could be indicative of the audience's interest in the group's unique and innovative storytelling approach, often weaving a narrative across multiple songs and videos. Finally, words like 'fun,' 'love,' and 'wow' embody emotional responses to the video, further emphasizing the overall positive reception. In summary, this analysis provides a snapshot of the viewers' engagement and their appreciation for various aspects of Aespa work, from their unique concept to high-quality production and the group members themselves. The strong positive sentiment and anticipation for more content highlight Aespa successful establishment in the K-pop industry. Figure 3. Word cloud analysis Words TF TF-IDF Words TF TF-IDF Words TF TF-IDF love 92 215.8922 exciting 52 152.1358 work 92 222.4194 lore 51 152.302 quality 91 217.6361 something 51 150.22 song 90 218.4028 storyline 51 153.3757 ep 88 215.6699 whole 51 151.2504 comeback 86 208.696 interesting 50 147.2746 level 85 207.2872 such 50 151.4436 masterpiece 83 204.4344 winter 50 149.3157 hard 81 203.6104 fight 48 145.3859 Table 1. Continued