The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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A Study on Interest Issues Using Social Media New

소셜미디어 뉴스를 이용한 관심 이슈 연구

  • Received : 2023.05.28
  • Accepted : 2023.06.23
  • Published : 2023.06.30
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Abstract

Purpose Recently, as a new business marketing tool, short form content focused on fun and interest has been shared as hashtags. By extracting positive and negative keywords from media audiences through comment analysis of social media news, various stakeholders aim to quickly and easily grasp users' opinions on major news. Design/methodology/approach YouTube videos were searched using the YouTube Data API and the results were collected. Video comments were crawled and implemented as HTML elements, and the collection results were checked on the web page. The collected data consisted of video thumbnails, titles, contents, and comments. Comments were word tokenized with the R program, comparing positive and negative dictionaries, and then quantifying polarity. In addition, social network analysis was conducted using divided positive and negative comments, and the results of centrality analysis and visualization were confirmed. Findings Social media users' opinions on issue news were confirmed by analyzing and visualizing the centrality of keywords through social network analysis by dividing comments into positive and negative. As a result of the analysis, it was found that negative objective reviews had the highest effect on information usefulness. In this way, previous studies have been reaffirmed that online negative information has a strong effect on personal decision-making. Corporate marketers will analyze user comments on social network services (SNS) to detect negative opinions about products or corporate images, which will serve as an opportunity to satisfy customers' needs.

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References

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