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Estimating Media Environments of Fashion Contents through Semantic Network Analysis from Social Network Service of Global SPA Brands

패션콘텐츠 미디어 환경 예측을 위한 해외 SPA 브랜드의 SNS 언어 네트워크 분석

  • Jun, Yuhsun (Research Institute of Human Ecology, Seoul National University)
  • 전여선 (서울대학교 생활과학연구소)
  • Received : 2019.05.17
  • Accepted : 2019.06.04
  • Published : 2019.06.30

Abstract

This study investigated the semantic network based on the focus of the fashion image and SNS text utilized by global SPA brands on the last seven years in terms of the quantity and quality of data generated by the fast-changing fashion trends and fashion content-based media environment. The research method relocated frequency, density and repetitive key words as well as visualized algorithms using the UCINET 6.347 program and the overall classification of the text related to fashion images on social networks used by global SPA brands. The conclusions of the study are as follows. A common aspect of global SPA brands is that by looking at the basis of text extraction on SNS, exposure through image of products is considered important for sales. The following is a discriminatory aspect of global SPA brands. First, ZARA consistently exposes marketing using a variety of professions and nationalities to SNS. Second, UNIQLO's correlation exposes its collaboration promotion to SNS while steadily exposing basic items. Third, in the case of H&M, some discriminatory results were found with other brands in connectivity with each cluster category that showed remarkably independent results.

Keywords

References

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