Niche Analysis of Media Substitution and Complementarity in K-Beauty Advertising in Japan

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Key Points

The study aims to analyze the competitive dynamics and relationships of various media in K-Beauty advertising in Japan.
Applied niche theory to analyze media channels including TV, internet, YouTube, Instagram, and outdoor advertising.
Surveyed 361 Japanese consumers to evaluate media effectiveness based on information, utility, and immersion.
Investigated conditional competition relationships between media platforms concerning consumer behavior and preferences.
TV and YouTube identified as key media, with TV excelling in information, utility, and immersion metrics.
Instagram showed strengths in cognition; outdoor advertising was effective for delivering information to women.
YouTube and Instagram displayed a substitution relationship in information but complemented each other regarding purchase intention.

Analyzes media use in K-Beauty advertising in Japan, suggesting tailored strategies for brands.

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Wada et al. (2026) studied this question.

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