로컬크리에이터의 디지털 플랫폼 활용 연구 - 로컬크리에이터 유형에 따른 차이를 중심으로 - = Local Creators’ Strategies for Digital Platform Use Focusing on The Difference between Types of Local Creators

다국어 초록 (Multilingual Abstract)

This study examined the concepts and traits of local creators and split their digital platform use techniques into five categories to compare and analyze differences by type. These are the key findings. First, new arrivals were high, and corporate makers outnumbered individuals.
They promoted and sold through digital channels due of their innovation. Live and social commerce, which are new, were used less. Second, unlike expected, current creators used the digital platform more than newcomers. Third, corporations used digital platforms more than individuals. Fourth, business sectors used digital platforms for different reasons. The analysis suggested a tailored digital platform support approach for each local creator.