Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
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A Study on the Estimation of Character Value in Media Works: Based on Network Centralities and Web-Search Data

미디어 작품 캐릭터 가치 측정 연구: 네트워크 중심성 척도와 검색 데이터를 활용하여

  • 조성현 (한국과학기술원 경영대학) ;
  • 이민형 (한국과학기술원 경영대학) ;
  • 최한별 (한국과학기술원 경영대학) ;
  • 이희석 (한국과학기술원 경영대학)
  • Received : 2021.07.30
  • Accepted : 2021.10.05
  • Published : 2021.12.31
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Abstract

Measuring the intangible asset has been vigorously studied for its importance. Especially, the value of character in media industry is difficult to quantitatively evaluate in spite of the industry's rapid growth. Recently, the Social Network Analysis (i.e., SNA) has been actively applied to understand human usage patterns in a media field. By using SNA methodology, this study attempts to investigate how the character network characteristics of media works are linked to human search behaviors. Our analysis reveals the positive correlation and causality between character network centralities and character search data. This result implies that the character network can be used as a clue for the valuation of character assets.

무형자산의 가치에 대한 중요성이 대두되면서 이를 측정하는 것에 관한 다양한 연구가 진행되었다. 그러나 미디어 산업의 빠른 성장에도 불구하고 해당 산업 내 캐릭터 가치를 정량적으로 평가하는 데 많은 어려움이 존재한다. 최근에는 소셜 네트워크 분석 (Social Network Analysis) 방법론이 미디어 사용자의 행태를 분석하는 데 유용하게 활용되고 있다. 본 연구는 SNS 데이터를 통하여 미디어 작품의 캐릭터 네트워크 특징과 인간의 검색 행위 사이의 상관 관계를 분석하였다. 분석 결과 미디어 작품의 캐릭터 네트워크 중심성 척도와 검색 데이터 간 유의미한 상관 관계 및 인과성이 확인되었다. 본 연구 결과는 캐릭터 네트워크가 캐릭터 자산의 가치평가를 위한 단서로서 활용될 수 있음을 시사한다.

Keywords

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