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http://dx.doi.org/10.14400/JDC.2018.16.8.161

How do advertisements spread on social networks?  

Kim, Yuna (Department of Advertising and Public Relations, Hanyang University)
Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
Publication Information
Journal of Digital Convergence / v.16, no.8, 2018 , pp. 161-167 More about this Journal
Abstract
The purpose of this study is to investigate how the advertising campaign is spreading in social networks, and how the advertising model plays an important role in advertisement diffusion. In order to grasp the diffusion patterns of advertising, a text mining and social network analysis were conducted using the beer brand 'Kloud' as a collection keyword. After analyzing the social data for two months since the on-air of 'Good Body' advertisement, which was the first ad that "Sulhyun" appeared in. After the launch of the ad, Kloud has been mainly associated with keywords such as 'yavis & trendy style', 'beer brand', 'beer matching food', 'luxury beer drinking place', 'leisure trend', and 'SNS activity', etc. In addition, "Sul Hyun" also showed that an advertising model contributes to the spread of advertisement on social media in terms of image transition as well as brand's name and unique selling point.
Keywords
Advertisement diffusion; Advertising model; Text-mining; Social network analysis; Semantic network analysis;
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Times Cited By KSCI : 3  (Citation Analysis)
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