• Journal of the Korea Convergence Society
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• v.11 no.8
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• pp.99-106
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• 2020

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.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.1
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• pp.155-161
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• 2020

In general, optimization problems are difficult to solve simply. The reason is that the given problem is solved as soon as it is simple, but the more complex it is, the very large number of cases. This study is about the optimization of AI neural network. What we are dealing with here is the relief method for constructing AI network. The main topics deal with non-deterministic issues such as the stability and unstability of the overall network state, cost down and energy down. For this one, we discuss associative memory models, that is, a method in which local minimum memory information does not select fake information. The simulated annealing, this is a method of estimating the direction with the lowest possible value and combining it with the previous one to modify it to a lower value. And nonlinear planning problems, it is a method of checking and correcting the input / output by applying the appropriate gradient descent method to minimize the very large number of objective functions. This research suggests a useful approach to relief method as a theoretical approach to solving optimization problems. Therefore, this research will be a good proposal to apply efficiently when constructing a new AI neural network.