@article{ART002639454},
author={Hyun-Jin Yeo},
title={Mobile Commerce Brand Identity Strategy by SNS Text mining},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2020},
volume={25},
number={10},
pages={255-260},
doi={10.9708/jksci.2020.25.10.255}
TY - JOUR
AU - Hyun-Jin Yeo
TI - Mobile Commerce Brand Identity Strategy by SNS Text mining
JO - Journal of The Korea Society of Computer and Information
PY - 2020
VL - 25
IS - 10
PB - The Korean Society Of Computer And Information
SP - 255
EP - 260
SN - 1598-849X
AB - In this paper, I propose an efficient brand identity strategy by topic modeling the Instagram posts, one of SNS(Social Network Service) having more than 1billion world-wide and 500 million daily users.
Since the 92% age groups of the Instagram is 18~50 years old (59% 18~29y and 33% 30~49), I set research analysis target three mobile commerce sites to dress and cosmetics sales sites that sale apparels cosmetics and gadgets that recently opened and have operated marketing on diverse channel including SNS. By topic modeling SNS posts for 6 months after launching the site that tagged each m-commerce site brand name or company name, I validate companies’ brand identity strategy works effectively and suggest moderation of strategy for brand image. As a result, I found one of three mobile commerce site has different brand image by users and need different identity set up.
KW - Topic modeling;SNS;Text-mining;Brand Identity;M-Commerce
DO - 10.9708/jksci.2020.25.10.255
ER -
Hyun-Jin Yeo. (2020). Mobile Commerce Brand Identity Strategy by SNS Text mining. Journal of The Korea Society of Computer and Information, 25(10), 255-260.
Hyun-Jin Yeo. 2020, "Mobile Commerce Brand Identity Strategy by SNS Text mining", Journal of The Korea Society of Computer and Information, vol.25, no.10 pp.255-260. Available from: doi:10.9708/jksci.2020.25.10.255
Hyun-Jin Yeo "Mobile Commerce Brand Identity Strategy by SNS Text mining" Journal of The Korea Society of Computer and Information 25.10 pp.255-260 (2020) : 255.
Hyun-Jin Yeo. Mobile Commerce Brand Identity Strategy by SNS Text mining. 2020; 25(10), 255-260. Available from: doi:10.9708/jksci.2020.25.10.255
Hyun-Jin Yeo. "Mobile Commerce Brand Identity Strategy by SNS Text mining" Journal of The Korea Society of Computer and Information 25, no.10 (2020) : 255-260.doi: 10.9708/jksci.2020.25.10.255
Hyun-Jin Yeo. Mobile Commerce Brand Identity Strategy by SNS Text mining. Journal of The Korea Society of Computer and Information, 25(10), 255-260. doi: 10.9708/jksci.2020.25.10.255
Hyun-Jin Yeo. Mobile Commerce Brand Identity Strategy by SNS Text mining. Journal of The Korea Society of Computer and Information. 2020; 25(10) 255-260. doi: 10.9708/jksci.2020.25.10.255
Hyun-Jin Yeo. Mobile Commerce Brand Identity Strategy by SNS Text mining. 2020; 25(10), 255-260. Available from: doi:10.9708/jksci.2020.25.10.255
Hyun-Jin Yeo. "Mobile Commerce Brand Identity Strategy by SNS Text mining" Journal of The Korea Society of Computer and Information 25, no.10 (2020) : 255-260.doi: 10.9708/jksci.2020.25.10.255
