A Correlation Study of Influencer Scale and Product Price in K-beauty Reviews on YouTube

초록

This study examines whether influencer scale is associated with the prices of K-beauty products featured in YouTube review content. Using 1,372 product cases from 126 YouTubers across 19 categories, we analyzed the relationship between subscriber count and product price using Pearson’s r and Spearman’s ρ. No significant association was found in the pooled dataset, suggesting that influencer scale does not systematically correspond to product price when categories are combined. Category-level results, however, were heterogeneous: several skincare/base categories showed positive associations, while select makeup categories showed negative patterns. Overall, the findings indicate that scale-price relationships are category- specific and are better interpreted through market-tier positioning (premium vs. value) rather than a uniform effect of influencer scale.

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