Exploring the issues for the success of multichannel network businesses in Korea

Yoon Jin Choi, Hee Woong Kim

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


With the increasing popularity of online video content like YouTube carries, multichannel network (MCN) businesses have appeared. MCNs are organizations that partner with individual creators. They support production, promotion, copyright management, monetization, and share a portion of the revenue. The activation of the MCN industry is indispensable for the growth of a rich content environment. Despite the diverse stakeholder relationships that characterize the MCN industry (e.g., the MCN, creator, brand, advertising agency, platform, and users) most previous studies focused only on the perspectives of the creators and MCN participants. This study aims to identify each stakeholder’s viewpoint. Using an interview-based systems approach, we interviewed 40 stakeholders in the MCN industry. After using a Causal Loop Diagram (CLD) to analyze the key factors and interactions among the diverse stakeholders, we suggest activation propositions. This study offers theoretical and practical implications through comprehensive understanding of six different perspectives within this industry.

Original languageEnglish
Pages (from-to)90-110
Number of pages21
JournalJournal of Global Information Management
Issue number2
Publication statusPublished - 2020 Apr 1

Bibliographical note

Publisher Copyright:
© 2020, IGI Global.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Computer Science Applications
  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management


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