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http://dx.doi.org/10.14400/JDC.2019.17.7.035

Application of Social Big Data Analysis for CosMedical Cosmetics Marketing : H Company Case Study  

Hwang, Sin-Hae (School of Business, Yeungnam University)
Ku, Dong-Young (School of Business, Yeungnam University)
Kim, Jeoung-Kun (School of Business, Yeungnam University)
Publication Information
Journal of Digital Convergence / v.17, no.7, 2019 , pp. 35-41 More about this Journal
Abstract
This study aims to analyze the cosmedical cosmetics market and the nature of customer through the social big data analysis. More than 80,000 posts were analyzed using R program. After data cleansing, keyword frequency analysis and association analysis were performed to understand customer needs and competitor positioning, formulated several implications for marketing strategy sophistication and implementation. Analysis results show that "prevention" is a new and essential attribute for appealing target customers. The expansion of the product line for the gift market is also suggested. It has been shown that there is a high correlation with products that can be complementary to each other. In addition to the traditional marketing technique, the social big data analysis based on evidence was useful in deriving the characteristics of the customers and the market that had not been identified before. Word2vec algorithm will be beneficial to find additional.
Keywords
Bigdata Analysis; CosMedical Cosmetics; Linkage Analysis; Keyword Analysis; Cosmetics Marketing;
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