[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.7583/JKGS.2021.21.6.75

A Study on Brand Image Analysis of Gaming Business Corporation using KoBERT and Twitter Data

Kim, Hyunji (Dankook University)

Publication Information

Journal of Korea Game Society / v.21, no.6, 2021 , pp. 75-86 More about this Journal

Abstract

Brand image refers to how customers, stakeholders and the market see and recognize the brand. A positive brand image leads to continuous purchases, but a negative brand image is directly linked to consumers' buying behavior, such as stopping purchases, so from the corporate perspective, it needs to be quickly and accurately identified. Currently, methods of investigating brand images include surveys and SNS surveys, which have limited number of samples and are time-consuming and costly. Therefore, in this study, we are going to conduct an emotional analysis of text data on social media by utilizing the machine learning based KoBERT model, and then suggest how to use it for game corporate brand image analysis and verify its performance. The result has proved some degree of usability showing the same ranking within five brands when compared with the BRI Korea's brand reputation ranking.

Keywords

Brand Image; Machine Learning; Social Media; Transfer Learning; Sentiment Analysis; Natural Language Processing;

Citations & Related Records

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