소셜 빅데이터를 활용한 올림픽 · 월드컵 화제성에 관한 연구 (A Study on Topicality of Olympic Games and FIFA World Cup Using Social Big Data)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 62호 / 25 ~ 39페이지
· 저자명 : 최영환

초록

The purpose of this research is to understand the degree of cocnern about the Olympic Games and FIFA World Cup and to suggest basic data for establishment of markientg strategies through collecting search vo-l ume in the venue of those two events and finding its decisiona cftors and the difference in search volume b y country, region, season, and venue.
For the purpose of the study, we collected data from 4 countrsie, Canada, the UK, Brazil, and South Kore a –for comparison with domestic data- where Olympics and World Cup were held from 2010 to 2014, and 5 events were selected as the subjects of the study (the Vancouver 2010 Olympic Winter Games, 2010 FIFA World Cup South Africa, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, and 2014 FIFA World Cup Brazil). Oneway ANOVA and DecisionTree were use dfor statistical processing. The conclusion of this study are as follows.
1. Is there difference between the search volume between the Olympic Games and FIFA World Cup? The search volume was different between the Olympic Games and FIFA World Cup: it was greater in FIFA World Cup in all events and duration between 2010 and 2014. In the UK and Brazil which top soccer countries, the search volume for FIFA World Cup was greater than that of the Olympics.
2. Is there difference by countries regarding the degree of concern about the (summer/winter) Olympics and FIFA World Cup? 1) The search volume for the Olympics was different by countries. In particular, throughout the target period (2010-2014), the greatest was found in Brazil, while low in South Korea and the UK. No difference was found during the events.
2) There was no difference by countries in search volume for FIFA World Cup.
3. Is there difference in the degree of concern by season (off-season, Winter Olympics, Summer Olympics, FIFA World Cup, before and after Winter Olympics, before and taefr Summer Olympics, and before and afte r FIFA World Cup)? 1) The search volume for the Olympics was different by seasonI.t reached its peak during the events, wit h the highest for the Summer Olympics.
2) The search volume for the FIFA World Cup was different by season. It reached its peak during the events, with the highest just before the events.
4. Is there difference according to hosting experience (current venue, previous venue, next venue, no hosting experience)? 1) The search volume for the Olympics was different by hosting experience. It was the highest in the current venue while the lowest in the countries with no hosting experience.
2) The search volume for FIFA World Cup was not different by hosting experience.
5. Is there difference by event (the Vancouver 2010 Olympic Win ter Games, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil)? The search volume was different by event. It was high for the oLndon 2012 Olympics Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil while wlo for the Winter Olympics (the Vancouve r 2010 Olympic Winter Games and the Sochi 2014 Olympic Winter Games).
6. What are the decision factors in the search volume for the Olympics and FIFA World Cup? The most important decision factor of the search volume was ‘Season’ for the Olympics, ‘Country’ for the Summer Olympics , and ‘Hosting Experience’ and ‘Event’ for other seasons (Winter Olympics, before and after Summer Olympics, before and after Winter Olympics, and of-fseason) The greatest search volume was found in Brazil during the London Olympics, which is followed yb Canada, the venue of the event, during th e Winter Olympics. The third was taken by London and South Korea, which showed high search volume during the London Summer Olympics. The fourth was given to Canada during the Sochi Winter Olympics.
In regards of FIFA World Cup, Canada’s seacrh volume was the greatest durnig the FIFA World Cup Brazil, the second was Brazil’s during the FIFA World Cup South Africa, and the third was in the UK’s during the FIFA World Cup Brazil, which precedes Brazil’s during the FIFA World Cup Brazil.

영어초록

The purpose of this research is to understand the degree of cocnern about the Olympic Games and FIFA World Cup and to suggest basic data for establishment of markientg strategies through collecting search vo-l ume in the venue of those two events and finding its decisiona cftors and the difference in search volume b y country, region, season, and venue.
For the purpose of the study, we collected data from 4 countrsie, Canada, the UK, Brazil, and South Kore a –for comparison with domestic data- where Olympics and World Cup were held from 2010 to 2014, and 5 events were selected as the subjects of the study (the Vancouver 2010 Olympic Winter Games, 2010 FIFA World Cup South Africa, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, and 2014 FIFA World Cup Brazil). Oneway ANOVA and DecisionTree were use dfor statistical processing. The conclusion of this study are as follows.
1. Is there difference between the search volume between the Olympic Games and FIFA World Cup? The search volume was different between the Olympic Games and FIFA World Cup: it was greater in FIFA World Cup in all events and duration between 2010 and 2014. In the UK and Brazil which top soccer countries, the search volume for FIFA World Cup was greater than that of the Olympics.
2. Is there difference by countries regarding the degree of concern about the (summer/winter) Olympics and FIFA World Cup? 1) The search volume for the Olympics was different by countries. In particular, throughout the target period (2010-2014), the greatest was found in Brazil, while low in South Korea and the UK. No difference was found during the events.
2) There was no difference by countries in search volume for FIFA World Cup.
3. Is there difference in the degree of concern by season (off-season, Winter Olympics, Summer Olympics, FIFA World Cup, before and after Winter Olympics, before and taefr Summer Olympics, and before and afte r FIFA World Cup)? 1) The search volume for the Olympics was different by seasonI.t reached its peak during the events, wit h the highest for the Summer Olympics.
2) The search volume for the FIFA World Cup was different by season. It reached its peak during the events, with the highest just before the events.
4. Is there difference according to hosting experience (current venue, previous venue, next venue, no hosting experience)? 1) The search volume for the Olympics was different by hosting experience. It was the highest in the current venue while the lowest in the countries with no hosting experience.
2) The search volume for FIFA World Cup was not different by hosting experience.
5. Is there difference by event (the Vancouver 2010 Olympic Win ter Games, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil)? The search volume was different by event. It was high for the oLndon 2012 Olympics Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil while wlo for the Winter Olympics (the Vancouve r 2010 Olympic Winter Games and the Sochi 2014 Olympic Winter Games).
6. What are the decision factors in the search volume for the Olympics and FIFA World Cup? The most important decision factor of the search volume was ‘Season’ for the Olympics, ‘Country’ for the Summer Olympics , and ‘Hosting Experience’ and ‘Event’ for other seasons (Winter Olympics, before and after Summer Olympics, before and after Winter Olympics, and of-fseason) The greatest search volume was found in Brazil during the London Olympics, which is followed yb Canada, the venue of the event, during th e Winter Olympics. The third was taken by London and South Korea, which showed high search volume during the London Summer Olympics. The fourth was given to Canada during the Sochi Winter Olympics.
In regards of FIFA World Cup, Canada’s seacrh volume was the greatest durnig the FIFA World Cup Brazil, the second was Brazil’s during the FIFA World Cup South Africa, and the third was in the UK’s during the FIFA World Cup Brazil, which precedes Brazil’s during the FIFA World Cup Brazil.

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