Analysis of Viewer Attitudes Based on the Emphasis of Visual Elements in YouTube Thumbnails: Focusing on Characters, Products, and Typography

Abstract

This study analyzed whether the emphasis on visual expression elements (characters, products, typography) in thumbnails of Mukbang YouTube videos brings about any difference in viewer attention, likeability, interest, and intention to watch. For this purpose, participants aged 20 to 50, who have had experience watching Mukbang content on YouTube, were divided into three groups, and a total of 161 samples were extracted. Data were collected through an online survey conducted on these participants. The collected data were analyzed through frequency analysis, factor analysis, reliability analysis, and one-way ANOVA using SPSS. The results of the analysis showed that there was no statistically significant difference in viewer attention, likeability, interest, and viewing intention depending on the degree of emphasis on visual expression elements. These findings bear significant importance to this study as they analytically confirm through experimentation that emphasizing visual elements in thumbnails of Mukbang YouTube videos does not affect the attitudes of viewers. For future meaningful research, it will be necessary to utilize universal foods in experiments to ensure differentiation, and to control for influencer influence and the edibility and psychological state of the viewer.