• Proceedings of The KACE
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• 2018.08a
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• pp.147-149
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• 2018

음성인식, 행동패턴인식, 텍스트마이닝 등 사람의 자연스러운 사회적인 활동을 통해 감성을 분석하려는 연구는 지속적으로 증가하고 있다. 특히 SNS는 현대사회에서 없어서는 안 될 소통의 도구로 자리 잡았기 때문에 SNS의 비정형데이터를 이용한 감성분석은 마케팅 분야에서 중요한 활용도구로 사용되고 있다. 이러한 추세에 따라 한국어에 대한 감성인식 역시 다방면으로 분석, 활용되고 있고 한국어의 어순과 표현방식, 중의성, 방언 등의 몇 가지 특징으로 인해 영어와는 다른 방식으로의 접근방식에 대한 필요성이 많은 연구에서 논의되고 있다. 따라서, 이 연구에서는 이러한 한국어의 특징을 수용하여 분석할 수 있도록 시계열 분석에 유용한 LSTM과 중복단어에 대한 가중치를 적용하여 한국어 감성분석을 진행해보고자 한다.

• International Commerce and Information Review
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• v.19 no.1
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• pp.99-126
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• 2017

The Indonesian e-commerce market has grown significantly due to sustained economic growth, middle class growth, rapid increase in Internet and SNS users, and increase in accessibility of mobile broadband services. In particular, consumers' online shopping through mobile and SNS has been increasing rapidly based on the expansion of the popularity of smart phone devices. This research suggested the strategies for expanding exports of Indonesia through e-commerce platform to the Korean firms, with deep analysis of the current status and features, problems, cases, and implications etc. of Indonesia's e-commerce market. As an export expansion strategy utilizing Indonesia's e-commerce platform, this study showed the Korean firms have to build a local online distribution network, establish a logistics & delivery and payment system, acquire Halal certification for Muslim market, carry out the in-depth market research, actively implement Hanryu marketing strategy, develop a creative product, set up market segmentation strategies, and develop SNS mobile marketing.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.239-244
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• 2015

We can build regular relationships with customers by integrating SNS (Social Networking Service) and internet shopping mall functions. For example of direct dealing of agricultural products, consumers can find news of regular sellers (seeding, farming, harvesting and new products) in the timeline at their SNS home. Then, they can purchase the necessary products by one click motion. The sellers provide news and discount information for building regular customers. Besides these SNS personal connection building, our system provides shopping mall functions to consumer's SNS home pages with auto classified catalog of products. Then, consumes easily find necessary products and these purchase may lead to regular relationships with sellers. Consumers may redistribute recommendations and reviews and it enables direct communications between consumers who are unknown to each other.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.361-372
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• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.

• Design Convergence Study
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• v.15 no.2
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• pp.17-35
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• 2016

Along with popularization of smart phone and routinization of social network service, enterprises are using several social network services as a marketing channel to raise brand awareness and conduct PR. Enterprises have been utilizing an element of 'Gamification' representing a functional aspect and emotional pleasure of a game in order to attract users' attention and increase their voluntary participation since the early social network service marketing. However, social network service system contains functional roles of Gamification components rather than they function separately. Hence, this research intends to examine Gamification elements of social network service and characteristics occurred when enterprise uses several social network services as a marketing channel. Besides, it aims at suggesting a marketing guideline for Gamification based on social network that may induce users' interest and increase an immersion effect. Firstly, this study examined concepts and characteristics of social network service and Gamification centered on literature research. Secondly, it summarized a game mechanics, dynamics and a fun type of Gamification components. Thirdly, based on theoretical research, it collected Gamification marketing cases of 5 enterprises including 'Coca Cola Korea', 'Lotte Mart', 'Canon Korea', "Kolon Sports' and 'Uniqlo Korea' that utilize more than 3 of 4 social network services including 'Kakao Story', 'Band', 'Facebook' and 'Instagram' used the most in our nation, analyzing characteristics of Gamification marketing and deriving a suggestion. Finally, it suggested a guideline for Gamification and social network service to build a foundation for a Gamification marketing plan through social network service.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.5
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• pp.1-7
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• 2020

We can build regular customer relationships combining SNS (social networking service) with shopping mall like offline trade. A customer who once purchased is registered as reaular and the relationship continues afterward. The registered regular customer get sthe information about objective product shipment and besides it, he contacts with a story of frams, growth of vegetables, sows to harvests. Consumer can purchase with one click necessary foods as he looks at timeline. Sellers give information about news. discounts to customers. Besides it, food storages, recipes can be given to consumers. The good point here is that selling and promoting can be performed within one account. This is better than link is provided for selling an promoting separately. Like this, besides personal connections using SNS, categorization function gives consumers on line shopping mall service. Once the consumer purchase, he is registered as regular. Besides, the consumers who do not know each other, can share information, suggest products, spread the news.

• Management & Information Systems Review
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• v.29 no.4
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• pp.143-167
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• 2010

Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

• The Journal of Bigdata
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• v.5 no.1
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• pp.197-208
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• 2020

Lexical ambiguity means that a word can be interpreted as two or more meanings, such as homonym and polysemy, and there are many cases of word sense ambiguation in words expressing emotions. In terms of projecting human psychology, these words convey specific and rich contexts, resulting in lexical ambiguity. In this study, we propose an emotional classification model that disambiguate word sense using bidirectional LSTM. It is based on the assumption that if the information of the surrounding context is fully reflected, the problem of lexical ambiguity can be solved and the emotions that the sentence wants to express can be expressed as one. Bidirectional LSTM is an algorithm that is frequently used in the field of natural language processing research requiring contextual information and is also intended to be used in this study to learn context. GloVe embedding is used as the embedding layer of this research model, and the performance of this model was verified compared to the model applied with LSTM and RNN algorithms. Such a framework could contribute to various fields, including marketing, which could connect the emotions of SNS users to their desire for consumption.

• Journal of Convergence for Information Technology
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• v.9 no.11
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• pp.81-91
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• 2019

Recently, social network service (SNS) is actively used by public. Among them, Twitter has a lot of tweets including sentiment and it is convenient to collect data through open Aplication Programming Interface (API). In this paper, we analyze social issues and suggest the possibility of using them in marketing through sentimental information of users. In this paper, we collect twitter text about social issues and classify as positive or negative by sentiment classifier to provide qualitative analysis. We provide a quantitative analysis by analyzing the correlation between the number of like and retweet of each tweet. As a result of the qualitative analysis, we suggest solutions to attract the interest of the public or consumers. As a result of the quantitative analysis, we conclude that the positive tweet should be brief to attract the users' attention on the Twitter. As future work, we will continue to analyze various social issues.

• Journal of Digital Convergence
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• v.13 no.9
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• pp.115-128
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• 2015

As generation of Web 2.0 comes in, enormous information of corporation from various platform are being produced. However, corporations should understand features of each platform and appropriate strategies in order to attract the public in the midst of such flood of information. Numerous studies have been conducted regarding SNS which has grown rapidly in recent but a study relating a specific medium is relatively in short. So this study analyzed how information of Instagram bulletin board is accepted in perspective of consumer in Korean and America, We examined the relationship between intention of acceptance and Word Of Mouth effect through meditating effect of information usefulness. To answer the research question, we conducted online survey with Korean and USA college students. The result showed that usefulness of the information was shown to the major intermediary variable between the information characteristics of bulletin board and the intention of acceptance intention and Word Of Mouth(WOM).