Many scholars have paid attention to direct communication with fans using SNS
as a reason for the success of BTS, and one of airline''s Youtube in-flight
safety video was played 14 million times worldwide. Youtube, where producers
and consumers can communicate through comments section, can create
co-creation value in all processes from the moment the video is produced. As
such, the co-creation value created by producers and consumers based on
communication has recently attracted attention in many areas.
The purpose of this study is to verify that the platform Youtube is used as a
communication tool for marketing and as a co-creation value factor for
companies and consumers. From this perspective, the study validated the
relationship between attitude toward Youtube comments and their impact on
co-creation value and customer citizenship behavior. To this end, this study
presented a theoretical framework utilizing self-determination factors(autonomy, competence, and relatedness), Youtube comment quality factors(source credibility
and argument quality), attitude toward Youtube comment, co-creation
value(interaction and knowledge sharing), and customer citizenship behavior.
To this end, this research conducted an online survey using Youtube, Naver
cafe, Facebook page, and Instagram for 510 people who had visited A airline''s
Youtube from September 1, 2020 to September 15, 2020. 471 of the 510 collected
samples(92.3%) were used for final analysis, excluding 39 samples that were
unfaithful. The collected data were analyzed with SPSS(v.23) and Smart
PLS(v.3) to perform frequency analysis and PLS-based structural equation
modeling for the relationships between constructs and their hypotheses and
mediating effects.
The results of this study showed that the relatedness among self-determination
factors positively influenced the attitude toward Youtube comment and argument
quality and source credibility had positive and significant impacts on attitude
toward Youtube comment. Attitude toward Youtube comment had a significant
impact on knowledge sharing, interaction and customer citizenship behavior, and
knowledge sharing. Interaction had a significant impact on customer citizenship
behavior. Moreover, knowledge sharing and interaction played a mediating role
in the relationship between attitude toward Youtube comment and customer
citizenship behavior.
The theoretical implications of this study were as follows: First, this study
presented a new research frame utilizing self-determination factors and
elaboration likelihood model. Second, this study presented a new perspective on
the airline''s use of Youtube. Third, co-creation value was verified to be a factor
that influenced customer citizenship behavior. Fourth, this study proved that the
argument quality and source credibility affected the change in attitude toward
Youtube comment. Fifth, this study identified the mediating rolesof knowledge sharing and interaction in the relationship between attitude toward Youtube
comments and customer citizenship behavior.
The practical implications of this study were as follows: First, from a marketing
perspective, airlines need to identify the interests of viewers looking for the
channel and provide the issues they want. Second, airlines should enhance their
relationship with viewers through sincere videos on Youtube channels. To this
end, airlines must provide information related to sincere services or products
through Youtube and communicate with viewers with videos. Third, airlines
should analyze Youtube comments and make customer citizenship behavior based
on communication with viewers. Fourth, when utilizing Youtube marketing,
airlines should take advantage of the fact that the argument quality has a
greater impact on viewers than the source credibility. Fifth, airlines need to
recognize that promotion should be made through Youtube channels and
communicate with customers at the same time. Sixth, airlines should reinforce
customer citizenship behavior by emphasizing knowledge sharing on Youtube
channels.