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린스타트업 기법을 활용한 유튜브 인플루언서의 창업전략Youtube Influencer's Startup Strategy Using Lean Startup Technique

Other Titles
Youtube Influencer's Startup Strategy Using Lean Startup Technique
Authors
박정선박상혁김영락
Issue Date
2022
Publisher
한국정보시스템학회
Keywords
Youtube-Influencer; Lean Start-up; Netnography Methodology; Interview Research; Youtube-Influencer; Lean Start-up; Netnography Methodology; Interview Research.
Citation
정보시스템연구, v.31, no.1, pp.147 - 173
Indexed
KCI
Journal Title
정보시스템연구
Volume
31
Number
1
Start Page
147
End Page
173
URI
https://scholarworks.bwise.kr/gnu/handle/sw.gnu/2447
ISSN
1229-8476
Abstract
Purpose As the use of social network services has become common, it has become possible to freely communicate and establish relationships with other people anytime, anywhere for communication and information sharing. Influencers who have a strong influence on consumers' perceptions and attitudes through their own opinions and stories have appeared on various social media channels such as YouTube. Recently, companies utilize influencers with a large number of followers to check interactions with customers to understand customer attitudes and opinions about products in real time. Start-ups with insufficient resources need to quickly examine customer responses to reduce the probability of failure after product planning. The Lean process of creating an MVP and quickly confirming and learning the market response should be repeated over and over again. Findings In this paper, we try to suggest that the YouTube platform can play a sufficient role as a customer experiment space through examples. The case company is a company that has successfully commercialized products by continuously interacting with customers through the YouTube platform for the first four months of its founding. This paper is expected to be helpful in the experimental process for prospective founders and early founders to examine customer responses to reduce the probability of market failure before commercialization. Design/methodology/approach This paper analyzed the YouTube channel data of case companies based on the netnography methodology and presented the contents of the lean process management carried out in the experimental stage and the post-production stage through interview research.
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