Effects of Customers' Relationship Networks on Organizational Performance: Focusing on Facebook Fan Page (고객 간 관계 네트워크가 조직성과에 미치는 영향: 페이스북 기업 팬페이지를 중심으로)
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- Journal of Intelligence and Information Systems
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- v.22 no.2
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- pp.57-79
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- 2016
It is a rising trend that the number of users using one of the social media channels, the Social Network Service, so called the SNS, is getting increased. As per to this social trend, more companies have interest in this networking platform and start to invest their funds in it. It has received much attention as a tool spreading and expanding the message that a company wants to deliver to its customers and has been recognized as an important channel in terms of the relationship marketing with them. The environment of media that is radically changing these days makes possible for companies to approach their customers in various ways. Particularly, the social network service, which has been developed rapidly, provides the environment that customers can freely talk about products. For companies, it also works as a channel that gives customized information to customers. To succeed in the online environment, companies need to not only build the relationship between companies and customers but focus on the relationship between customers as well. In response to the online environment with the continuous development of technology, companies have tirelessly made the novel marketing strategy. Especially, as the one-to-one marketing to customers become available, it is more important for companies to maintain the relationship marketing with their customers. Among many SNS, Facebook, which many companies use as a communication channel, provides a fan page service for each company that supports its business. Facebook fan page is the platform that the event, information and announcement can be shared with customers using texts, videos, and pictures. Companies open their own fan pages in order to inform their companies and businesses. Such page functions as the websites of companies and has a characteristic of their brand communities such as blogs as well. As Facebook has become the major communication medium with customers, companies recognize its importance as the effective marketing channel, but they still need to investigate their business performances by using Facebook. Although there are infinite potentials in Facebook fan page that even has a function as a community between users, which other platforms do not, it is incomplete to regard companies' Facebook fan pages as communities and analyze them. In this study, it explores the relationship among customers through the network of the Facebook fan page users. The previous studies on a company's Facebook fan page were focused on finding out the effective operational direction by analyzing the use state of the company. However, in this study, it draws out the structural variable of the network, which customer committment can be measured by applying the social network analysis methodology and investigates the influence of the structural characteristics of network on the business performance of companies in an empirical way. Through each company's Facebook fan page, the network of users who engaged in the communication with each company is exploited and it is the one-mode undirected binary network that respectively regards users and the relationship of them in terms of their marketing activities as the node and link. In this network, it draws out the structural variable of network that can explain the customer commitment, who pressed "like," made comments and shared the Facebook marketing message, of each company by calculating density, global clustering coefficient, mean geodesic distance, diameter. By exploiting companies' historical performance such as net income and Tobin's Q indicator as the result variables, this study investigates influence on companies' business performances. For this purpose, it collects the network data on the subjects of 54 companies among KOSPI-listed companies, which have posted more than 100 articles on their Facebook fan pages during the data collection period. Then it draws out the network indicator of each company. The indicator related to companies' performances is calculated, based on the posted value on DART website of the Financial Supervisory Service. From the academic perspective, this study suggests a new approach through the social network analysis methodology to researchers who attempt to study the business-purpose utilization of the social media channel. From the practical perspective, this study proposes the more substantive marketing performance measurements to companies performing marketing activities through the social media and it is expected that it will bring a foundation of establishing smart business strategies by using the network indicators.
Recently, the amount of unstructured data being generated through a variety of social media has been increasing rapidly, resulting in the increasing need to collect, store, search for, analyze, and visualize this data. This kind of data cannot be handled appropriately by using the traditional methodologies usually used for analyzing structured data because of its vast volume and unstructured nature. In this situation, many attempts are being made to analyze unstructured data such as text files and log files through various commercial or noncommercial analytical tools. Among the various contemporary issues dealt with in the literature of unstructured text data analysis, the concepts and techniques of opinion mining have been attracting much attention from pioneer researchers and business practitioners. Opinion mining or sentiment analysis refers to a series of processes that analyze participants' opinions, sentiments, evaluations, attitudes, and emotions about selected products, services, organizations, social issues, and so on. In other words, many attempts based on various opinion mining techniques are being made to resolve complicated issues that could not have otherwise been solved by existing traditional approaches. One of the most representative attempts using the opinion mining technique may be the recent research that proposed an intelligent model for predicting the direction of the stock index. This model works mainly on the basis of opinions extracted from an overwhelming number of economic news repots. News content published on various media is obviously a traditional example of unstructured text data. Every day, a large volume of new content is created, digitalized, and subsequently distributed to us via online or offline channels. Many studies have revealed that we make better decisions on political, economic, and social issues by analyzing news and other related information. In this sense, we expect to predict the fluctuation of stock markets partly by analyzing the relationship between economic news reports and the pattern of stock prices. So far, in the literature on opinion mining, most studies including ours have utilized a sentiment dictionary to elicit sentiment polarity or sentiment value from a large number of documents. A sentiment dictionary consists of pairs of selected words and their sentiment values. Sentiment classifiers refer to the dictionary to formulate the sentiment polarity of words, sentences in a document, and the whole document. However, most traditional approaches have common limitations in that they do not consider the flexibility of sentiment polarity, that is, the sentiment polarity or sentiment value of a word is fixed and cannot be changed in a traditional sentiment dictionary. In the real world, however, the sentiment polarity of a word can vary depending on the time, situation, and purpose of the analysis. It can also be contradictory in nature. The flexibility of sentiment polarity motivated us to conduct this study. In this paper, we have stated that sentiment polarity should be assigned, not merely on the basis of the inherent meaning of a word but on the basis of its ad hoc meaning within a particular context. To implement our idea, we presented an intelligent investment decision-support model based on opinion mining that performs the scrapping and parsing of massive volumes of economic news on the web, tags sentiment words, classifies sentiment polarity of the news, and finally predicts the direction of the next day's stock index. In addition, we applied a domain-specific sentiment dictionary instead of a general purpose one to classify each piece of news as either positive or negative. For the purpose of performance evaluation, we performed intensive experiments and investigated the prediction accuracy of our model. For the experiments to predict the direction of the stock index, we gathered and analyzed 1,072 articles about stock markets published by "M" and "E" media between July 2011 and September 2011.
In this paper, we propose a methodology to extract answer information about queries from various types of unstructured documents collected from multi-sources existing on web in order to expand knowledge base. The proposed methodology is divided into the following steps. 1) Collect relevant documents from Wikipedia, Naver encyclopedia, and Naver news sources for "subject-predicate" separated queries and classify the proper documents. 2) Determine whether the sentence is suitable for extracting information and derive the confidence. 3) Based on the predicate feature, extract the information in the proper sentence and derive the overall confidence of the information extraction result. In order to evaluate the performance of the information extraction system, we selected 400 queries from the artificial intelligence speaker of SK-Telecom. Compared with the baseline model, it is confirmed that it shows higher performance index than the existing model. The contribution of this study is that we develop a sequence tagging model based on bi-directional LSTM-CRF using the predicate feature of the query, with this we developed a robust model that can maintain high recall performance even in various types of unstructured documents collected from multiple sources. The problem of information extraction for knowledge base extension should take into account heterogeneous characteristics of source-specific document types. The proposed methodology proved to extract information effectively from various types of unstructured documents compared to the baseline model. There is a limitation in previous research that the performance is poor when extracting information about the document type that is different from the training data. In addition, this study can prevent unnecessary information extraction attempts from the documents that do not include the answer information through the process for predicting the suitability of information extraction of documents and sentences before the information extraction step. It is meaningful that we provided a method that precision performance can be maintained even in actual web environment. The information extraction problem for the knowledge base expansion has the characteristic that it can not guarantee whether the document includes the correct answer because it is aimed at the unstructured document existing in the real web. When the question answering is performed on a real web, previous machine reading comprehension studies has a limitation that it shows a low level of precision because it frequently attempts to extract an answer even in a document in which there is no correct answer. The policy that predicts the suitability of document and sentence information extraction is meaningful in that it contributes to maintaining the performance of information extraction even in real web environment. The limitations of this study and future research directions are as follows. First, it is a problem related to data preprocessing. In this study, the unit of knowledge extraction is classified through the morphological analysis based on the open source Konlpy python package, and the information extraction result can be improperly performed because morphological analysis is not performed properly. To enhance the performance of information extraction results, it is necessary to develop an advanced morpheme analyzer. Second, it is a problem of entity ambiguity. The information extraction system of this study can not distinguish the same name that has different intention. If several people with the same name appear in the news, the system may not extract information about the intended query. In future research, it is necessary to take measures to identify the person with the same name. Third, it is a problem of evaluation query data. In this study, we selected 400 of user queries collected from SK Telecom 's interactive artificial intelligent speaker to evaluate the performance of the information extraction system. n this study, we developed evaluation data set using 800 documents (400 questions * 7 articles per question (1 Wikipedia, 3 Naver encyclopedia, 3 Naver news) by judging whether a correct answer is included or not. To ensure the external validity of the study, it is desirable to use more queries to determine the performance of the system. This is a costly activity that must be done manually. Future research needs to evaluate the system for more queries. It is also necessary to develop a Korean benchmark data set of information extraction system for queries from multi-source web documents to build an environment that can evaluate the results more objectively.
Metadata is well recognized as one of the foundational factors in archiving and long-term preservation of digital resources. There are several metadata standards for records management, archives and preservation, e.g. ISAD(G), EAD, AGRkMs, PREMIS, and OAIS. Consideration is important in selecting appropriate metadata standards in order to design metadata schema that meet the requirements of a particular archival system. Interoperability of metadata with other systems should be considered in schema design. In our previous research, we have presented a feature analysis of metadata standards by identifying the primary resource lifecycle stages where each standard is applied. We have clarified that any single metadata standard cannot cover the whole records lifecycle for archiving and preservation. Through this feature analysis, we analyzed the features of metadata in the whole records lifecycle, and we clarified the relationships between the metadata standards and the stages of the lifecycle. In the previous study, more detailed analysis was left for future study. This paper proposes to analyze the metadata schemas from the viewpoint of tasks performed in the lifecycle. Metadata schemas are primarily defined to describe properties of a resource in accordance with the purposes of description, e.g. finding aids, records management, preservation and so forth. In other words, the metadata standards are resource- and purpose-centric, and the resource lifecycle is not explicitly reflected in the standards. There are no systematic methods for mapping between different metadata standards in accordance with the lifecycle. This paper proposes a method for mapping between metadata standards based on the tasks contained in the resource lifecycle. We first propose a Task Model to clarify tasks applied to resources in each stage of the lifecycle. This model is created as a task-centric model to identify features of metadata standards and to create mappings among elements of those standards. It is important to categorize the elements in order to limit the semantic scope of mapping among elements and decrease the number of combinations of elements for mapping. This paper proposes to use 5W1H (Who, What, Why, When, Where, How) model to categorize the elements. 5W1H categories are generally used for describing events, e.g. news articles. As performing a task on a resource causes an event and metadata elements are used in the event, we consider that the 5W1H categories are adequate to categorize the elements. By using these categories, we determine the features of every element of metadata standards which are AGLS, AGRkMS, PREMIS, EAD, OAIS and an attribute set extracted from DPC decision flow. Then, we perform the element mapping between the standards, and find the relationships between the standards. In this study, we defined a set of terms for each of 5W1H categories, which typically appear in the definition of an element, and used those terms to categorize the elements. For example, if the definition of an element includes the terms such as person and organization that mean a subject which contribute to create, modify a resource the element is categorized into the Who category. A single element can be categorized into one or more 5W1H categories. Thus, we categorized every element of the metadata standards using the 5W1H model, and then, we carried out mapping among the elements in each category. We conclude that the Task Model provides a new viewpoint for metadata schemas and is useful to help us understand the features of metadata standards for records management and archives. The 5W1H model, which is defined based on the Task Model, provides us a core set of categories to semantically classify metadata elements from the viewpoint of an event caused by a task.
From January 2020 to October 2021, more than 500,000 academic studies related to COVID-19 (Coronavirus-2, a fatal respiratory syndrome) have been published. The rapid increase in the number of papers related to COVID-19 is putting time and technical constraints on healthcare professionals and policy makers to quickly find important research. Therefore, in this study, we propose a method of extracting useful information from text data of extensive literature using LDA and Word2vec algorithm. Papers related to keywords to be searched were extracted from papers related to COVID-19, and detailed topics were identified. The data used the CORD-19 data set on Kaggle, a free academic resource prepared by major research groups and the White House to respond to the COVID-19 pandemic, updated weekly. The research methods are divided into two main categories. First, 41,062 articles were collected through data filtering and pre-processing of the abstracts of 47,110 academic papers including full text. For this purpose, the number of publications related to COVID-19 by year was analyzed through exploratory data analysis using a Python program, and the top 10 journals under active research were identified. LDA and Word2vec algorithm were used to derive research topics related to COVID-19, and after analyzing related words, similarity was measured. Second, papers containing 'vaccine' and 'treatment' were extracted from among the topics derived from all papers, and a total of 4,555 papers related to 'vaccine' and 5,971 papers related to 'treatment' were extracted. did For each collected paper, detailed topics were analyzed using LDA and Word2vec algorithms, and a clustering method through PCA dimension reduction was applied to visualize groups of papers with similar themes using the t-SNE algorithm. A noteworthy point from the results of this study is that the topics that were not derived from the topics derived for all papers being researched in relation to COVID-19 (