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http://dx.doi.org/10.9708/jksci.2020.25.10.255

Mobile Commerce Brand Identity Strategy by SNS Text mining  

Yeo, Hyun-Jin (International College, Dongseo University)
Publication Information
Journal of the Korea Society of Computer and Information / v.25, no.10, 2020 , pp. 255-260 More about this Journal
Abstract
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.
Keywords
Topic modeling; SNS; Text-mining; Brand Identity; M-Commerce;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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