• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.750-761
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• 2021

Even though the replying comments on Internet articles have positive effects on discussions and communications, the malicious comments are still the source of problems even driving people to death. Automatic detection of malicious comments is important in this respect. However, the current filtering method of the malicious comments, based on forbidden words, is not so effective, especially for the replying comments written in Korean. This paper proposes a new filtering approach based on morpheme analysis, identifying coarse and polite morphemes. Based on these two groups of morphemes, the soundness of comments can be calculated. Further, this paper proposes various impact measures for comments, based on the soundness. According to the experiments on malicious comments, one of the impact measures is effective for detecting malicious comments. Comparing our method with the clean-bot of a portal site, the recall is enhanced by 37.93% point and F-measure is also enhanced up to 47.66 points. According to this result, it is highly expected that the new filtering method based on morpheme analysis can be a promising alternative to those based on forbidden words.

• Information Systems Review
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• v.23 no.4
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• pp.147-163
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• 2021

We investigate the effect of comment history disclosure on portal news comments. Specifically, based on the scraped news comments from Naver and Daum (two leading Korean news portals), we employ the difference-in-differences estimator to empirically tease out the impact of the comment history disclosure policy implemented in Naver on its news comments. Our result shows that the policy implementation significantly increased the length and the positiveness of online news comments but did not affect their quality.

• The Journal of Society for e-Business Studies
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• v.17 no.1
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• pp.173-187
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• 2012

As newspapers which have been major news media are being replaced by on-line news media in recent years, many researchers are paying attention to "comments(news users' short remarks on an article)", a newly emerged way of forming public opinion. This study is examining how the similarity between political disposition of on-line news visitors and that of news media impacts upon their evaluation on quality of comments from the viewpoint of 'social identity theory.' This study may have academic significance because it inspected the pattern of media usage and the cognition of comments in relation to political disposition for the first time and showed 'comments reading' and the function of comments to form public opinion(comments journalism).

• Knowledge Management Research
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• v.19 no.2
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• pp.91-108
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• 2018

This study mainly focused on measuring the impact of comments for a particular song on the number of streamings and downloads. We modeled multiple regression equations to perform this analysis. We chose digital music market for the object of analysis because of its inherent characteristics, such as experience goods, high bandwagon effect, and so on. We carefully utilized text mining technique in accordance with the algorithm of Naïve Bayes classifier to distinguish whether a comment for a piece of music be regarded as positive or negative. In addition, we used 'size of agency' and 'existence of hit song' as moderating variables. The reason for usage of those variables is that those are assumed to affect users' decision for selecting particular song especially when downloading or streaming via music sites. We found empirical evidences that positive comments for a particular song increase the number of both downloads and streamings. However, positive comments may decrease the number of downloads when the size of agency of the artist is big. As a result, we were able to say that a positive comment for a particular song functioned as 'word-of-mouth' effect, inducing other users' behavioral response. We also found that other features of an artist such as size of the agency that the artist belongs to functioned as an external factor along with feature of the song itself.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.6
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• pp.3023-3036
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• 2019

This study investigated the television (TV) content viewers' behavior influenced by online communication at the choice of new TV series on a terrestrial streaming platform. For exploring the impact of the anchoring effect on the TV content consumption, this study analyzed the correlation between the first episode's TV ratings and the data of online comments or reactions. These data were potential audiences' communication, which were generated on the online article three weeks before the first broadcasting began. To avoid the crucial influence by external factors, such as season and social issue, the test was done with eight (8) TV series which have same genre (drama), similar core audience targeting (20-49's women), similar broadcasting period (Jun-Oct 2016), same scheduling (10.00 to 11.00 pm, weekdays) and aired on terrestrial TV platforms. This research found that not only the amount of comments and reactions, but also the attitude about the comments created before broadcasting, positively influence the audiences' decision-making behavior for new TV content choices. This investigation contributes to the literature on media economics and management by exploring the media content users' consuming behavior with behavioral economics perspectives (anchoring effect) and making a first step for finding a new effect on the media content consumption.

• The Journal of Information Systems
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• v.32 no.4
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• pp.29-50
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• 2023

Purpose The impact of online reviews is widely acknowledged, with extensive research focused on text-based reviews. However, there's a lack of research regarding reviews in video format. To address this gap, this study aims to explore the connection between company-sponsored product review videos and the extent of directive speech within them. This article analyzed viewer sentiments expressed in video comments based on the level of directive speech used by the presenter. Design/methodology/approach This study involved analyzing speech acts in review videos based on sponsorship and examining consumer reactions through sentiment analysis of comments. We used Speech Act theory to perform the analysis. Findings YouTubers who receive company sponsorship for review videos tend to employ more directive speech. Furthermore, this increased use of directive speech is associated with a higher occurrence of negative consumer comments. This study's outcomes are valuable for the realm of user-generated content and natural language processing, offering practical insights for YouTube marketing strategies.

• Asia pacific journal of information systems
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• v.25 no.1
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• pp.119-141
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• 2015

With the rapid spread of social media, video-sharing social media like YouTube has emerged as a consumption and distribution channel for entertainment goods such as music videos and movie trailers. In tourism research, there has been a lot of research of how the visual media such as movies and soap operas induced tourism. However, no studies have attempted to examine the role of social media as a music consumption channel and its impact on tourism. Expanding a body of media-induced tourism, we analysed the impact of video-sharing social media on music-induced tourism with a case of Korean pop music and inbound tourism to Korea. Developing a Web-crawler, we collected YouTube users' comments data on 166 Korean pop music video clips which were released from 2009 to 2012 with over 1 million view counts. Controlling many of the determinants of tourism and analysing country-by-country impact of YouTube comments with the panel data, we found that engagement of Korean pop music video clips on YouTube is a significant predictor for the flow of inbound tourists to Korea.

• Journal of Information Technology Applications and Management
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• v.21 no.4
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• pp.157-171
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• 2014

As electronic word of mouth plays an important role in purchase behavior among consumers, the number of studies on the impact of electronic word of mouth is rapidly increasing. Nevertheless, it is difficult to discover comparative studies on the mass media which had a great impact on consumer's purchase behavior before the impact of electronic word of mouth becomes greater versus the social media where electronic words of mouth are created and distributed. It is considered that it seems to be necessary to find an appropriate mutual supplement point between the media designed for a successful marketing by comparing and analyzing the existing mass media versus the social media, major media for electronic word of mouth. Therefore, this study aims to compare and analyze the impact of comments on movie revenue in the representative forms of mass media such as online news and social media blogs. In particular, this study also considers an appropriate media for promoting movies by period by comparing and analyzing the two media before and after film release. For analysis, this study collects the information on the number of comments on online news and blogs in 70 Korean movies released in 2011 and 2012 from five weeks before film release to eight weeks after film release on a daily basis via Naver. This study also collects the information on the movie revenue using the statistical data of movie industry from Korean Film Commission. As a result of empirical data analysis, it is found that the two media showed no difference in movie revenue before film release, but after film release, the impact of blogs was more significant than that of online news.

• Asia Marketing Journal
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• v.22 no.4
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• pp.27-45
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• 2021

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers' responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers' responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers' attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.

• Journal of Service Research and Studies
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• v.11 no.3
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• pp.1-16
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• 2021

Recently, crowdfunding has been receiving increased attention due to the variety of novel ways it provides for connecting funders and fundraisers. Concurrently, however, it has been criticized on the grounds of information asymmetry. We are interested in whether information collected from an asymmetric information source significantly influences crowdfunding success. Through this study, we would like to establish a social field of convergence pursued by Serve Science and to conduct practical research and practice together. First, we investigated the importance of interaction between funders and fundraisers within the crowdfunding platform. In the "comments" section, communication between funders and fundraisers reduces the degree of asymmetric information. In the aspect of presumable funders, they should make the best of the "comments" section to collect more solid information without losing return on their investment. Second, we analyze sentiment-based optimistic and pessimistic information from the "story" (asymmetric source) and "comments" sections. In conclusion, it shows that the optimistic and pessimistic information of the "comments" section has a great impact on crowdfunding success and that the influence of the "story" section is limited to pessimistic information under certain conditions. The crowdfunding platform is an innovative and productive way for startups and entrepreneurs to start a business, and since information an important role in the success of crowdfunding, It can be seen that it is essential to focus on establishing the best communication methods.