Profile

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I am studying the characteristics of new media and users’ attitudes and behavioral intentions. Throughout the master’s course, I studied the characteristics perceived by users on short video platforms in additions to social viewing phenomena in OTT services. I am currently exploring the social media communication of virtual influencer and the consumption of virtual items on the metaverse platform.

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Publications

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1. Youn, S., Song, Y., & Choi, S. M. (2021). Understanding the Factors Influencing the Attitude toward and Continued Use Intention of TikTok. Journal of Internet Electronic Commerce Research, 21(3), 105-125.