• Asian Journal for Public Opinion Research
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• v.5 no.4
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• pp.285-301
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• 2018

There have been many studies that applied a data-driven analysis method to social media data, and some have even argued that this method can replace traditional polls. However, some other studies show contradictory results. There seems to be no consensus as to the methodology of data collection and analysis. But as social media-based election research continues and the data collection and analysis methodology keep developing, we need to review the key points of the controversy and to identify ways to go forward. Although some previous studies have reviewed the strengths and weaknesses of the social media-based election studies, they focused on predictive performance and did not adequately address other studies that utilized social media to address other issues related with public opinion during elections, such as public agenda or information diffusion. This paper tries to find out what information we can get by utilizing social media data and what limitations social media data has. Also, we review the various attempts to overcome these limitations. Finally, we suggest how we can best utilize social media data in understanding public opinion during elections.

• East Asian mathematical journal
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• v.40 no.3
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• pp.341-353
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• 2024

This paper aims to provide a general review of Opinion Dynamics (OD) and its related models, along with application examples for special agents. We will discuss special classes of social actors, such as informed actors, opponents, and extremists, in the context of opinion dynamics. Our main objective is to determine the extent to which opinion dynamics, as a mathematical sociology, relates to social reality. To achieve this, we present key elements of mathematical sociology in Opinion Dynamics, which we then apply to real socioeconomic phenomena using modeling assumptions and mathematical formulations.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.346-356
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• 2012

The purpose of this study is to examine the effect of opinion leader behavior on E-learning satisfaction on the mediating role of social intelligence. For the study, opinion leader behavior were defined two groups such as information mediated behavior, influence behavior and e-learning satisfaction were defined two groups such as contents satisfaction, operation satisfaction. On the basis of theoretical linkages between the constructs, a conceptual model and hypotheses were established. Data were collected from 153 graduated students by structured questionnaires. Collected data were analyzed by PLS(Partial Least Square) statistics program and findings are as follows. Empirical results indicate that opinion leader behavior has a positive impact on opinion leader's social intelligence, social intelligence has a positive impact on E-learning satisfaction. Opinion leader's social intelligence has partially mediated effect on the relationship between opinion leader behavior and E-learning satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.67-81
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• 1997

The main purpose of this study was to compare the characteristics of male innovators and of male opinion leaders across product categories in terms of personality, attitudes, social participation, media usage patterns and demographic aspects. Six product categories such as clothing, cosmetics, small electronic appliances, medium-large electronic appliances, interior supplies and sports-leisure goods was used. A valid and reliable self-report scale was used to measure innovativeness and opinion leadership for 423 male adults living in social area Analyses showed that venturesomeness is the most common characteristics between innovators and opinion leaders across product categories. Innovators showed higher tendency of narcissism while opinion leadership showed higher cosmopolitainsm. Common charateristics of innovators and of opininion leaders of both clothing and cosmetics are cosmopolitanism, narcissism, exhibitionism, venturesomeness. The degrees of social participation and media usage patterns were different according to product categories for both innovators and opinion leaders. The implications of these findings for diffusion theory and merchandising were discussed.

• Asian Journal for Public Opinion Research
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• v.1 no.4
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• pp.232-233
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• 2014

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.1
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• pp.391-406
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• 2015

Social media have emerged as new communication channels between consumers and companies that generate a large volume of unstructured text data. This social media content, which contains consumers' opinions and interests, is recognized as valuable material from which businesses can mine useful information; consequently, many researchers have reported on opinion-mining frameworks, methods, techniques, and tools for business intelligence over various industries. These studies sometimes focused on how to use opinion mining in business fields or emphasized methods of analyzing content to achieve results that are more accurate. They also considered how to visualize the results to ensure easier understanding. However, we found that such approaches are often technically complex and insufficiently user-friendly to help with business decisions and planning. Therefore, in this study we attempt to formulate a more comprehensive and practical methodology to conduct social media opinion mining and apply our methodology to a case study of the oldest instant noodle product in Korea. We also present graphical tools and visualized outputs that include volume and sentiment graphs, time-series graphs, a topic word cloud, a heat map, and a valence tree map with a classification. Our resources are from public-domain social media content such as blogs, forum messages, and news articles that we analyze with natural language processing, statistics, and graphics packages in the freeware R project environment. We believe our methodology and visualization outputs can provide a practical and reliable guide for immediate use, not just in the food industry but other industries as well.

• Journal of the Korean Institute of Intelligent Systems
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• v.22 no.5
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• pp.563-569
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• 2012

The studies of opinion mining or sentiment analysis have been the focus with social web proliferation. Sentiment analysis requires sentiment resources to decide its polarity. In the existing sentiment analysis, they have been built resources designed with intensity of sentiment polarity and decided polarity of opinion using the ones. In this paper, I will present sentiment categories for not only polarity of opinion but also the basis of positive/negative opinion. I will define psychological emotions to primary sentiments for the reasonable classification. And I will extract the informations of sentiment from social web texts for the actual distribution of sentiments in social web. Re-classifying primary sentiments based on extracted sentiment information, I will organize sentiment categories for the social web. In this paper, I will present 23 categories of sentiment by using proposed method.

• Journal of the Korean Home Economics Association
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• v.49 no.10
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• pp.71-79
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• 2011

When adolescents undergo the period of transition, they need to promote self-confidence from social support by parents, teachers or friends. It was believed that boosting subjective perception on their main areas of interest such as academic performance, appearance and fashion will result in happiness. The main purpose of this study was to investigate the influence of social support including family support, teacher support and friend support on self management, appearance satisfaction and fashion opinion leadership. A total of 412 questionnaires from the middle and high school students living in or near Seoul were collected and analyzed. The results indicated that teacher support and family support had a positive effect on self-management and family support had a positive effect on appearance satisfaction. Furthermore, friend support had a positive effect on fashion opinion leadership. In conclusion, implications for promoting self-confidence related to self-management, appearance satisfaction and fashion opinion leadership with the help of social support are suggested.

• International Journal of Contents
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• v.14 no.4
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• pp.10-17
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• 2018

China media environment has drastically changed leading to the an inevitable change of public opinion ecology. Empirical studies have focused less on public opinion guidance, which forms an important component of the government officials' media literacy. This study applied quantitative method in the investigation of media literacy in China. Ideally, media literacy is measured from media cognition, media contact, media usage under the view of public opinion guidance. The findings reveal that the existing problem on 1) incorrect media cognition and public opinion guidance; 2) insufficient contact of personal social media 3) improper tendencies in the use of media to guide the public opinion, especially, on confidential information. Consequently, in order to improve media literacy in China government officials, enhancement of their basic knowledge on news diffusion and public opinion is necessary. Secondly, to effectively deal with "agenda settings", it is important for the government to consider the provision of valuable information and platforms to effectively spread information. So they need to learn how to personally and officially use social media platforms such as Weiboa and Wechat. This ensures they have maximized their potential to acquire valuable information and spread them on valuable platforms. Thirdly, government officials should be able to analyze and understand public opinion trends for official and personal use. Finally, they should understand the development of public opinion and the how online public opinion laws are formed and the target group.

• Asian Journal for Public Opinion Research
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• v.1 no.2
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• pp.73-89
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• 2014

Everyone has a voice and can broadcast it to the world. We hear about the old maxim of media do not tell people what to think but what to think about. Under this theory or approach, a key function of political communication is to make the public think about an issue in a way that is favorable to the sender of the message. In a democracy, political communication is seen as crucial for the building of a society where the state and its people feel they are connected. Thus, this is a study on how social media (e.g., Facebook, blogs, and YouTube) were used in the domain of Malaysian politics during the 13th general election campaigning period in order to set the agenda to form public opinion. The study found that Facebook was the most popular social media tool that political parties actively engaged with during the 13th general election campaign period. Apart from that, issues pertaining to the election were significantly highlighted by the political parties in social media, especially Facebook. However, other issues that were also important to the people such as the economy, crime, and education were not sufficiently highlighted during the election campaign period. This indicates that the political parties influence the public on what to think about using social media.