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http://dx.doi.org/10.5392/JKCA.2020.20.12.036

The Dynamics of Online word-of-mouth and Marketing Performance : Exploring Mobile Game Application Reviews  

Kim, In-kiw (오케이금융그룹 미래디지털본부 디지털데이터팀)
Cha, Seong-Soo (을지대학교 식품산업외식학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.12, 2020 , pp. 36-48 More about this Journal
Abstract
App market has continuously been growth since its launch. The market revenues will reach about 1,000 billion US dollars in 2019. App is a core service for smartphone. Currently, there are more than 1.5 million mobile apps in App platform calling out for attention. So, if you are looking at developing a successful app, you need to have a solid marketing and distribution strategy. Online word of mouth(eWOM) is one of the most effective, powerful App marketing method. eWOM affect potential consumers' decision making, and this effect can spread rapidly through online social network. Despite the increasing research on word of mouth, only few studies have focused on content analysis. Most of studies focused on the causes and acceptance of eWOM and eWOM performance measurement. This study aims to content analysis of mobile apps review In 2013, Google researchers announced Word2Vec. This method has overcome the weakness of previous studies. This is faster and more accurate than traditional methods. This study found out the relationship between mobile app reviews and checked for reactions by Word2vec.
Keywords
eWOM; Word2Vec; Mobile Application; Dynamics; Text Mining;
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Times Cited By KSCI : 1  (Citation Analysis)
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