The Journal of the Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회논문지)

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

Design and Implementation of Marketing Advisement System through the Concern Degree Analysis of Customers Based on Twitter

트위터 기반 고객의 관심도 분석을 통한 마케팅 조언 시스템의 설계 및 구현

  • Lee, Ki-Young (Dept. of Medical IT and Marketing, Eulji University) ;
  • Kim, Hye-Young (Dept. of Medical IT and Marketing, Eulji University) ;
  • Kim, Aluem (Dept. of Medical IT and Marketing, Eulji University) ;
  • Kim, Sung-Bae (Dept. of Medical IT and Marketing, Eulji University)
  • 이기영 (을지대학교 의료IT마케팅학과) ;
  • 김혜영 (을지대학교 의료IT마케팅학과) ;
  • 김아름 (을지대학교 의료IT마케팅학과) ;
  • 김성배 (을지대학교 의료IT마케팅학과)
  • Received : 2014.04.25
  • Accepted : 2014.06.13
  • Published : 2014.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

With the fast increment of smart phone users and extension of wireless internet the number of SNS user is also increasing. Twitter among lots of SNS takes the lead in SNS market. Twiter users express their thinking and feelings. In this paper, by analyzing twitts near the distribution enterprise using opinion mining. And by analyzing concern degree using the number of twitts and positive, neutral, negative degree we deliver marketing message to marketer. As the result, we propose that marketing and management of this distribution enterprise can reflect the demand of customer who is near there.

최근 급속한 스마트폰 이용자의 증가와 무선인터넷 서비스의 확장과 함께 SNS 이용자도 급증하고 있다. 많은 SNS 중에서도 트위터(Twitter)는 대한민국 내 SNS 시장을 주도하고 있다. 트위터 이용자들은 트위터를 통해 자신의 생각과 감정을 표현한다. 본 논문에서는 유통업체 인근의 트윗을 오피니언 마이닝을 통해 분석하고 긍정, 중립, 부정의 정도와 트윗의 개수를 이용한 관심도의 분석을 통해 마케터에게 마케팅 메시지를 전달한다. 그 결과, 우리는 해당 유통업체의 마케팅과 운영에 인근 고객의 요구를 반영하는 시스템을 제안한다.

Keywords

References

  1. http://www.mt.co.kr/view/mtview.php?type=1&no=2012011816300582344&outlink=1
  2. Wikipedia(Social Network Service)
  3. Sang-Hee Huri, Kyu-Soo Choi, "A Study on Characteristics and Typed of Tweet in Twitter," Journal of Hanminjok Emunhak, Vol. 61, pp. 455-494, August 2012.
  4. Kyoung-Mi Park, Ho-Kun Park, Hyuong-Gon Kim, Hyee-Dong Go, "Research of Opinion Mining in SNS", The Journal of the Korean Institute of Information Scientists and Engineers, Vol. 23, No. 11, pp.54-60, November 2011.
  5. Chang-Woo Choi, "The Process of Development and Main Cases of SNS", The Journal of ie Magazine, Vol. 18, No. 1, pp.20-23, March 2011.
  6. Bumsuk Lee, Seokjung Kim, Eyung-Yeon Hwang, "Analyzing the Credibility of the Location Information Provided by Twitter Users", Journal of Korea Multimedia Society, Vol. 15, No. 7, pp. 910-919, July 2012. https://doi.org/10.9717/kmms.2012.15.7.910
  7. Jae-Young Chang, "Automatic Retrieval SNS Opinion Document Using Machine Learning Technique", The Journal of the Institute of Internet, Broadcasting and Communication(JIIBC) , Vol. 13, No. 5, October 2013. https://doi.org/10.7236/JIIBC.2013.13.5.27
  8. Jaeyong Choi, Sanghyun Kim, Jusang Kim, YongCheol Hwang, "Study on the Patterns of Social Media Marketing in Inbound Retail Componies", The Proceeding of Korea Distribution Association in Fall, pp.229-253, October 2012.
  9. Yoo-Jung Kim, Jae-Young Kim, Jae-Min Han, "The structural relationships among user citizenship behavior, aberrant user behavior, social connectedness, privacy concern, and user satisfaction", Journal of the Korea Academia-Industrial cooperation Society(JKAIS), Vol. 13, No. 11, pp.4994-5004, 2012. https://doi.org/10.5762/KAIS.2012.13.11.4994