How do fashion YouTubers and viewers experience social support?

Abstract

Increasingly many studies have provided practical suggestions for fashion YouTubers as fashion information sources, but no research has yet investigated the resources exchanged in the relationships between fashion YouTubers and viewers. Based on interviews with three Korean fashion YouTubers and ten of their viewers, this study examined social support in their relationships. Viewers acquired information from fashion YouTubers and, therefore, experienced informational support. Subsequently, as a sense of belonging to fandom emerged, established mainly by viewers subscribing to a fashion YouTube channel, network support was experienced by both fashion YouTubers and viewers. Along with constant communication, they shared their values and experienced emotional support through mutual empathy. Therefore, this study verified previous theories according to which both informational and emotional exchanges are possible in online relationships. Furthermore, network support was an important process, which may be connected to emotional support, since these relationships were autonomously established by online users.