Another representative example of i

Another representative example of influencer marketing is MCN(Multi―Channel Networks). Online, especially mobile, video market is expanding in an unprecedented rate with 100% YoY increase in mobile video consumption between Q1 2014 and Q1 2015. To highlight this development, individual video content creators who express themselves through various subjects such as beauty, game, cooking and so on are establishing a new video contents ecosystem. MCN organizes the works of these creators by managing networks of video channels on social platforms such as YouTube (for detailed information on MCN, please refer to YDM Week@nd No. 5). Since YouTube stars are more popular than mainstream celebrities especially for younger generations, engaging these influencers to promote branded contents have undeniable impact on building brand awareness and relationship with consumers.