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http://dx.doi.org/10.15207/JKCS.2020.11.8.099

Development of a Prediction Model for Advertising Effects of Celebrity Models using Big data Analysis  

Kim, Yuna (Department of Creative Advertising, Seoul Institute of the Arts)
Han, Sangpil (Department of Advertising and PR, Hanyang University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.8, 2020 , pp. 99-106 More about this Journal
Abstract
The purpose of this study is to find out whether image similarity between celebrities and brands on social network service be a determinant to predict advertising effectiveness. To this end, an advertising effect prediction model for celebrity endorsed advertising was created and its validity was verified through a machine learning method which is a big data analysis technique. Firstly, the celebrity-brand image similarity, which was used as an independent variable, was quantified by the association network theory with social big data, and secondly a multiple regression model which used data representing advertising effects as a dependent variable was repeatedly conducted to generate an advertising effect prediction model. The accuracy of the prediction model was decided by comparing the prediction results with the survey outcomes. As for a result, it was proved that the validity of the predictive modeling of advertising effects was secured since the classification accuracy of 75%, which is a criterion for judging validity, was shown. This study suggested a new methodological alternative and direction for big data-based modeling research through celebrity-brand image similarity structure based on social network theory, and effect prediction modeling by machine learning.
Keywords
Celebrity-brand image similarity; Advertising effect prediction model; Machine learning; Social big data; Association network theory;
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Times Cited By KSCI : 2  (Citation Analysis)
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