• Title/Summary/Keyword: sentiments

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Conveyed Message in YouTube Product Review Videos: The discrepancy between sponsored and non-sponsored product review videos

  • Kim, Do Hun;Suh, Ji Hae
    • 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.

Development of Beauty Experience Pattern Map Based on Consumer Emotions: Focusing on Cosmetics (소비자 감성 기반 뷰티 경험 패턴 맵 개발: 화장품을 중심으로)

  • Seo, Bong-Goon;Kim, Keon-Woo;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.25 no.1
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    • pp.179-196
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    • 2019
  • Recently, the "Smart Consumer" has been emerging. He or she is increasingly inclined to search for and purchase products by taking into account personal judgment or expert reviews rather than by relying on information delivered through manufacturers' advertising. This is especially true when purchasing cosmetics. Because cosmetics act directly on the skin, consumers respond seriously to dangerous chemical elements they contain or to skin problems they may cause. Above all, cosmetics should fit well with the purchaser's skin type. In addition, changes in global cosmetics consumer trends make it necessary to study this field. The desire to find one's own individualized cosmetics is being revealed to consumers around the world and is known as "Finding the Holy Grail." Many consumers show a deep interest in customized cosmetics with the cultural boom known as "K-Beauty" (an aspect of "Han-Ryu"), the growth of personal grooming, and the emergence of "self-culture" that includes "self-beauty" and "self-interior." These trends have led to the explosive popularity of cosmetics made in Korea in the Chinese and Southeast Asian markets. In order to meet the customized cosmetics needs of consumers, cosmetics manufacturers and related companies are responding by concentrating on delivering premium services through the convergence of ICT(Information, Communication and Technology). Despite the evolution of companies' responses regarding market trends toward customized cosmetics, there is no "Intelligent Data Platform" that deals holistically with consumers' skin condition experience and thus attaches emotions to products and services. To find the Holy Grail of customized cosmetics, it is important to acquire and analyze consumer data on what they want in order to address their experiences and emotions. The emotions consumers are addressing when purchasing cosmetics varies by their age, sex, skin type, and specific skin issues and influences what price is considered reasonable. Therefore, it is necessary to classify emotions regarding cosmetics by individual consumer. Because of its importance, consumer emotion analysis has been used for both services and products. Given the trends identified above, we judge that consumer emotion analysis can be used in our study. Therefore, we collected and indexed data on consumers' emotions regarding their cosmetics experiences focusing on consumers' language. We crawled the cosmetics emotion data from SNS (blog and Twitter) according to sales ranking ($1^{st}$ to $99^{th}$), focusing on the ample/serum category. A total of 357 emotional adjectives were collected, and we combined and abstracted similar or duplicate emotional adjectives. We conducted a "Consumer Sentiment Journey" workshop to build a "Consumer Sentiment Dictionary," and this resulted in a total of 76 emotional adjectives regarding cosmetics consumer experience. Using these 76 emotional adjectives, we performed clustering with the Self-Organizing Map (SOM) method. As a result of the analysis, we derived eight final clusters of cosmetics consumer sentiments. Using the vector values of each node for each cluster, the characteristics of each cluster were derived based on the top ten most frequently appearing consumer sentiments. Different characteristics were found in consumer sentiments in each cluster. We also developed a cosmetics experience pattern map. The study results confirmed that recommendation and classification systems that consider consumer emotions and sentiments are needed because each consumer differs in what he or she pursues and prefers. Furthermore, this study reaffirms that the application of emotion and sentiment analysis can be extended to various fields other than cosmetics, and it implies that consumer insights can be derived using these methods. They can be used not only to build a specialized sentiment dictionary using scientific processes and "Design Thinking Methodology," but we also expect that these methods can help us to understand consumers' psychological reactions and cognitive behaviors. If this study is further developed, we believe that it will be able to provide solutions based on consumer experience, and therefore that it can be developed as an aspect of marketing intelligence.

Target-Aspect-Sentiment Joint Detection with CNN Auxiliary Loss for Aspect-Based Sentiment Analysis (CNN 보조 손실을 이용한 차원 기반 감성 분석)

  • Jeon, Min Jin;Hwang, Ji Won;Kim, Jong Woo
    • Journal of Intelligence and Information Systems
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    • v.27 no.4
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    • pp.1-22
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    • 2021
  • Aspect Based Sentiment Analysis (ABSA), which analyzes sentiment based on aspects that appear in the text, is drawing attention because it can be used in various business industries. ABSA is a study that analyzes sentiment by aspects for multiple aspects that a text has. It is being studied in various forms depending on the purpose, such as analyzing all targets or just aspects and sentiments. Here, the aspect refers to the property of a target, and the target refers to the text that causes the sentiment. For example, for restaurant reviews, you could set the aspect into food taste, food price, quality of service, mood of the restaurant, etc. Also, if there is a review that says, "The pasta was delicious, but the salad was not," the words "steak" and "salad," which are directly mentioned in the sentence, become the "target." So far, in ABSA, most studies have analyzed sentiment only based on aspects or targets. However, even with the same aspects or targets, sentiment analysis may be inaccurate. Instances would be when aspects or sentiment are divided or when sentiment exists without a target. For example, sentences like, "Pizza and the salad were good, but the steak was disappointing." Although the aspect of this sentence is limited to "food," conflicting sentiments coexist. In addition, in the case of sentences such as "Shrimp was delicious, but the price was extravagant," although the target here is "shrimp," there are opposite sentiments coexisting that are dependent on the aspect. Finally, in sentences like "The food arrived too late and is cold now." there is no target (NULL), but it transmits a negative sentiment toward the aspect "service." Like this, failure to consider both aspects and targets - when sentiment or aspect is divided or when sentiment exists without a target - creates a dual dependency problem. To address this problem, this research analyzes sentiment by considering both aspects and targets (Target-Aspect-Sentiment Detection, hereby TASD). This study detected the limitations of existing research in the field of TASD: local contexts are not fully captured, and the number of epochs and batch size dramatically lowers the F1-score. The current model excels in spotting overall context and relations between each word. However, it struggles with phrases in the local context and is relatively slow when learning. Therefore, this study tries to improve the model's performance. To achieve the objective of this research, we additionally used auxiliary loss in aspect-sentiment classification by constructing CNN(Convolutional Neural Network) layers parallel to existing models. If existing models have analyzed aspect-sentiment through BERT encoding, Pooler, and Linear layers, this research added CNN layer-adaptive average pooling to existing models, and learning was progressed by adding additional loss values for aspect-sentiment to existing loss. In other words, when learning, the auxiliary loss, computed through CNN layers, allowed the local context to be captured more fitted. After learning, the model is designed to do aspect-sentiment analysis through the existing method. To evaluate the performance of this model, two datasets, SemEval-2015 task 12 and SemEval-2016 task 5, were used and the f1-score increased compared to the existing models. When the batch was 8 and epoch was 5, the difference was largest between the F1-score of existing models and this study with 29 and 45, respectively. Even when batch and epoch were adjusted, the F1-scores were higher than the existing models. It can be said that even when the batch and epoch numbers were small, they can be learned effectively compared to the existing models. Therefore, it can be useful in situations where resources are limited. Through this study, aspect-based sentiments can be more accurately analyzed. Through various uses in business, such as development or establishing marketing strategies, both consumers and sellers will be able to make efficient decisions. In addition, it is believed that the model can be fully learned and utilized by small businesses, those that do not have much data, given that they use a pre-training model and recorded a relatively high F1-score even with limited resources.

A Study about the Correlation between Information on Stock Message Boards and Stock Market Activity (온라인 주식게시판 정보와 주식시장 활동에 관한 상관관계 연구)

  • Kim, Hyun Mo;Yoon, Ho Young;Soh, Ry;Park, Jae Hong
    • Asia pacific journal of information systems
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    • v.24 no.4
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    • pp.559-575
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    • 2014
  • Individual investors are increasingly flocking to message boards to seek, clarify, and exchange information. Businesses like Seekingalpha.com and business magazines like Fortune are evaluating, synthesizing, and reporting the comments made on message boards or blogs. In March of 2012, Yahoo! Finance Message Boards recorded 45 million unique visitors per month followed by AOL Money and Finance (19.8 million), and Google Finance (1.6 million) [McIntyre, 2012]. Previous studies in the finance literature suggest that online communities often provide more accurate information than analyst forecasts [Bagnoli et al., 1999; Clarkson et al., 2006]. Some studies empirically show that the volume of posts in online communities have a positive relationship with market activities (e.g., trading volumes) [Antweiler and Frank, 2004; Bagnoli et al., 1999; Das and Chen, 2007; Tumarkin and Whitelaw, 2001]. The findings indicate that information in online communities does impact investors' investment decisions and trading behaviors. However, research explicating the correlation between information on online communities and stock market activities (e.g., trading volume) is still evolving. Thus, it is important to ask whether a volume of posts on online communities influences trading volumes and whether trading volumes also influence these communities. Online stock message boards offer two different types of information, which can be explained using an economic and a psychological perspective. From a purely economic perspective, one would expect that stock message boards would have a beneficial effect, since they provide timely information at a much lower cost [Bagnoli et al., 1999; Clarkson et al., 2006; Birchler and Butler, 2007]. This indicates that information in stock message boards may provide valuable information investors can use to predict stock market activities and thus may use to make better investment decisions. On the other hand, psychological studies have shown that stock message boards may not necessarily make investors more informed. The related literature argues that confirmation bias causes investors to seek other investors with the same opinions on these stock message boards [Chen and Gu, 2009; Park et al., 2013]. For example, investors may want to share their painful investment experiences with others on stock message boards and are relieved to find they are not alone. In this case, the information on these stock message boards mainly reflects past experience or past information and not valuable and predictable information for market activities. This study thus investigates the two roles of stock message boards-providing valuable information to make future investment decisions or sharing past experiences that reflect mainly investors' painful or boastful stories. If stock message boards do provide valuable information for stock investment decisions, then investors will use this information and thereby influence stock market activities (e.g., trading volume). On the contrary, if investors made investment decisions and visit stock message boards later, they will mainly share their past experiences with others. In this case, past activities in the stock market will influence the stock message boards. These arguments indicate that there is a correlation between information posted on stock message boards and stock market activities. The previous literature has examined the impact of stock sentiments or the number of posts on stock market activities (e.g., trading volume, volatility, stock prices). However, the studies related to stock sentiments found it difficult to obtain significant results. It is not easy to identify useful information among the millions of posts, many of which can be just noise. As a result, the overall sentiments of stock message boards often carry little information for future stock movements [Das and Chen, 2001; Antweiler and Frank, 2004]. This study notes that as a dependent variable, trading volume is more reliable for capturing the effect of stock message board activities. The finance literature argues that trading volume is an indicator of stock price movements [Das et al., 2005; Das and Chen, 2007]. In this regard, this study investigates the correlation between a number of posts (information on stock message boards) and trading volume (stock market activity). We collected about 100,000 messages of 40 companies at KOSPI (Korea Composite Stock Price Index) from Paxnet, the most popular Korean online stock message board. The messages we collected were divided into in-trading and after-trading hours to examine the correlation between the numbers of posts and trading volumes in detail. Also we collected the volume of the stock of the 40 companies. The vector regression analysis and the granger causality test, 3SLS analysis were performed on our panel data sets. We found that the number of posts on online stock message boards is positively related to prior stock trade volume. Also, we found that the impact of the number of posts on stock trading volumes is not statistically significant. Also, we empirically showed the correlation between stock trading volumes and the number of posts on stock message boards. The results of this study contribute to the IS and finance literature in that we identified online stock message board's two roles. Also, this study suggests that stock trading managers should carefully monitor information on stock message boards to understand stock market activities in advance.

Reliability Analysis of VOC Data for Opinion Mining (오피니언 마이닝을 위한 VOC 데이타의 신뢰성 분석)

  • Kim, Dongwon;Yu, Song Jin
    • Journal of Intelligence and Information Systems
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    • v.22 no.4
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    • pp.217-245
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    • 2016
  • The purpose of this study is to verify how 7 sentiment domains extracted through sentiment analysis from social media have an influence on business performance. It consists of three phases. In phase I, we constructed the sentiment lexicon after crawling 45,447 pieces of VOC (Voice of the Customer) on 26 auto companies from the car community and extracting the POS information and built a seven-sensitive domains. In phase II, in order to retain the reliability of experimental data, we examined auto-correlation analysis and PCA. In phase III, we investigated how 7 domains impact on the market share of three major (GM, FCA, and VOLKSWAGEN) auto companies by using linear regression analysis. The findings from the auto-correlation analysis proved auto-correlation and the sequence of the sentiments, and the results from PCA reported the 7 sentiments connected with positivity, negativity and neutrality. As a result of linear regression analysis on model 1, we indentified that the sentimental factors have a significant influence on the actual market share. In particular, not only posotive and negative sentiment domains, but neutral sentiment had significantly impacted on auto market share. As we apply the availability of data to the market, and take advantage of auto-correlation of the market-related information and the sentiment, the findings will be a huge contribution to other researches on sentiment analysis as well as actual business performances in various ways.

Assessment of Public Awareness on Invasive Alien Species of Freshwater Ecosystem Using Conservation Culturomics (보전문화체학 접근방식을 통한 생태계교란 생물인 담수 외래종의 대중인식 평가)

  • Park, Woong-Bae;Do, Yuno
    • Journal of Wetlands Research
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    • v.23 no.4
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    • pp.364-371
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    • 2021
  • Public awareness of alien species can vary by generation, period, or specific events associated with these species. An understanding of public awareness is important for the management of alien species because differences in public awareness can affect the establishment and implementation of management plans. We analyzed digital texts on social media platforms, news articles, and internet search volumes used in conservation culturomics to understand public interest and sentiment regarding alien freshwater species. The number of tweets, number of news articles, and relative search volume to 11 freshwater alien species were extracted to determine public interest. Additionally, the trend over time, seasonal variability, and repetition period of these data were confirmed. We also calculated the sentiment score and analyzed public sentiment in the collected data using sentiment analysis based on text mining techniques. The American bullfrog, nutria, bluegill, and largemouth bass drew relatively more public interest than other species. Some species showed repeated patterns in the number of Twitter posts, media coverage, and internet searches found according to the specified periods. The text mining analysis results showed negative sentiments from most people regarding alien freshwater species. Particularly, negative sentiments increased over the years after alien species were designated as ecologically disturbing species.

The Role of Sympathy and Moral Nomativity in Moral Sentimentalism of Hutcheson, Hume, and Adam Smith (허치슨, 흄, 아담 스미스의 도덕감정론에 나타난 공감의 역할과 도덕의 규범성)

  • Yang, Sunny
    • Journal of Korean Philosophical Society
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    • no.114
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    • pp.305-335
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    • 2016
  • In the eighteenth century, the scottish philosophers Francis Hutcheson, David Hume and Adam Smith share the idea that morality comes from moral sense, which is a feeling of approval or disapproval of agent's motive and action. However, they have the different views in explaining the mechanism that generates the moral sentiments. Hutcheson takes a moral sense to be a unique mental faculty that is innate to all humans, and regards it as being guaranteed by supernatural apparatus like divine Providence. Hume and Smith reject Hutcheson's concept of internal moral sense and take a stage further Hutcheson's projects of internalisation by naturalizing morality in terms of the principle of sympathy. It is widely held that Hume's moral sentimentalism is essentially similar to Adam Smith's. Though there are important points of contact between Smith's account of sympathy and Hume's, the differences are considerable. The chief of them lies in the fact that Hume grounds our approval of virtue on our recognition of its utility and convention, and Smith does not. Smith grounds our approval of virtue on the impartial spectator's judgment, i.e., conscience. Hence for Smith, the impartial spectator is the one that bridges the gap between particularity and universality and works the vehicle of practical reason. Given this, in this paper, first, I will clarify the difference between Hume's and Adam Smith's understandings of sympathy. Second, I will elucidate how they explain the process to produce the moral sentiments based on their understandings of sympathy. I shall finally explicate in what way Hume's and Smith's theories on sympathy work as moral normativity.

Changes in Public Consciousness and Policy Suggestions on Korean Forest Policy (우리나라 산림정책에 대한 국민의식 변화와 정책적 제언)

  • Sang Taek Sim;Bomi Kim;Duckha Jeon;Joowon Park
    • Journal of Korean Society of Forest Science
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    • v.112 no.4
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    • pp.530-543
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    • 2023
  • Societal value of the benefits forests provide has grown significantly, given their pivotal role in mitigating climate change and fostering the shift toward a carbon-neutral society. Due to the economic and public value of forests, which extends far beyond landowners and foresters, the forestry sector mutually interacts with society as a whole. Thus, understanding public perceptions and preferences concerning forests and forest policies from the societal viewpoint is vital for shaping future forest policy decisions. This research delved into evolving perceptions over the past 32 years, using a time-series analysis of data gathered from the 'Public awareness survey on forests'. This survey, conducted seven times between 1991 and 2023 by opinion poll agents, provides insights into changing sentiments. The findings reveal a notable increase in public satisfaction with overall forest policies. Specifically, positive sentiments were observed regarding forest rehabilitation, forest trails, education initiatives, and the establishment and functioning of forest recreation facilities. Conversely, the study highlights areas where public satisfaction remained relatively low, notably in matters concerning the use and conversion of mountainous regions, forest disaster prevention, and international forest cooperation. Additionally, the respondents emphasized the need for heightened attention to forest management, the development of forest roads, and increased efforts in overseas afforestation compared to current initiatives.

Overseas adoption in Korea (국외 입양아들의 특성과 변화)

  • Kim, Jae Yoon
    • Clinical and Experimental Pediatrics
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    • v.52 no.4
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    • pp.410-416
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    • 2009
  • In Korea, overseas adoption has been practiced for more than 50 years. Initially, overseas adoption began with the objective to provide permanent homes for Korean war orphans, including mixed-blood children. From 1953 to 2007, about 160,000 Korean children were placed worldwide through overseas adoption and approximately 70,000 children were adopted in Korea. During that period, Korea developed into one of leading industrial countries in the world and the family norms changed dramatically. Since 1989, the Korean government has made diverse efforts to increase domestic adoptions and to support adopted families through the revisions to Korea's Child Welfare Law. However, it is not enough to reduce overseas adoptions rapidly because the Korean government's economic support for adopted families is not adequate and Korean sentiments regarding adoption have not changed. Being an international adoptee is a unique experience, involving dissimilarities of race, ethnicity, and culture. Clearly, it is very important for us to focus on placing Korean children in the best possible environment. Therefore, Korea must make diverse efforts to reduce overseas adoptions and to encourage domestic adoption. First, Korean society has to try to reduce the number of children who need out-of-home care. Second, the Korean government and people should make an effort to increase domestic adoptions, including adoptions of disabled and older children. Finally, the Korean government and adoption agencies have to provide professional pre-adoption and post-adoption services for international adoptees and adoptive parents.

A study on developments of fashion and culture products using Jeonju Hanok Village image - Centered on digital printing neckties - (전주 한옥마을의 이미지를 활용한 패션문화상품 디자인 개발 - 디지털 프린팅 넥타이를 중심으로 -)

  • Kim, Kihoon;Mun, Mira
    • The Research Journal of the Costume Culture
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    • v.21 no.3
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    • pp.348-360
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    • 2013
  • This research is implemented to shed new light on the essence of Korean sentiments, aesthetic sense and restructure it in modern ways. In particular, applying the current images of traditional Korean village in Jeonju to neckties is focused on the purpose of globalizing the industrialization of Korean traditional sceneries and Korean image products. Adobe Photoshop CS program was used to develop necktie designs containing the images of the traditional Korean village. To make artworks, the Digital Textile Printing System that is an environment-friendly printing method was used. Moreover, Hanji yarn fabric was adopted for them so as to use Korean materials. The total number of developed designs is eight and neckties for men were made by altering images of the traditional Korean village in modern ways. According to the research results, required are more investment and self-development for proper understandings on our traditional cultural images and their development from now on. Moreover, in my view, customers' desires must be met by comprehending public consciousness, trends and environments to meet customer's desires. Furthermore, higher value-added products must be created by using Hanji yarn and images of traditional Korean villages by distributing high quality designs that will satisfy customers' desires and psychology, producing small quantities of products with various designs and colors.