기업 오너 일가의 유튜버 활동이 기업 평판에 미치는 영향: 빅데이터 분석을 통한 미디어 시각을 중심으로

Social media has become an essential element in companies' marketing strategies and communication with the public. Recently, a trend has emerged where company owners or their families operate YouTube channels directly, highlighting the company's image from a more human and personal perspective. However, research analyzing this phenomenon remains scarce. This study analyzes data from BigKinds, covering the period from June 2, 2020, when the owner family of Company A began releasing YouTube videos, to December 14, 2023, spanning approximately three years. The analysis, which includes language network analysis and topic modeling, revealed themes such as media activities through the owner family's public display of daily life, the formation of the owner family's personal brand and media activities, the owner's media exposure and corporate promotion, the development of relational storytelling by the owner family, and the owner family's lifestyle and succession within the conglomerate. This study is significant in systematically analyzing and presenting the impact of YouTuber activities by company owners or their families on corporate perception and reputation. The findings of this study have great academic value in expanding the research areas of corporate reputation management and social media communication by exploring the impact of YouTube creator activities on corporate reputation.