The Effects of YouTube Corporate Channel Subscription Motivation on Corporate Image: Focusing on the Mediating Effect of Social Presence

Purpose – Nowadays, many enterprises are expanding communication with customers by opening their own YouTube channels. This intensive medium exceeds the effect of Legacy Media in corporate marketing. Based on the background seen above, this study proceeded to investigate a social presence’s mediating effect in relationship between subscription motivation for YouTube corporate channels and corporate image. This is because social presence has been known as an important variable that mediates the communication process between information providers and consumers in today's social viewing environment. Design/Methodology/Approach – An online survey was conducted, and data from 435 individuals subscribing to corporate YouTube channels were used for analysis. Findings – According to the research hypothesis verification result through SPSS Process Macro, a playful subscription motivation for YouTube corporate channels in relation with corporate image was verified, social presence showed a fully mediating effect, and professionalism and recency subscription motivation showed partial mediation. Research Implications – The following results imply that taking notice of the importance of user subscription motivations and social presences is important to corporations that operate corporate channels on YouTube to improve corporate image.