포털사이트, SNS의 빅데이터를 이용한 신화소재의 브랜드 캐릭터와 연관어, 연관도 분석 (A Study on analyzing brand character of myth material, relevant keyword and relevance with big data of portal site and SNS)

서지정보

· 발행기관 : (사)디지털산업정보학회
· 수록지 정보 : (사)디지털산업정보학회 논문지 / 11권 / 1호 / 157 ~ 169페이지
· 저자명 : 오세종, 두일철

초록

In digital marketing, means of public relations and marketing of enterprises are changing into marketing techniques of predictive analytics. A significant study can be carried out by an analysis of 'the patterns of customers' uses' using big data on major portal sites and SNSs and their correlation with related keywords.
This study analyzes the origins of mythological characters in major brands such as Nike, Hermes, Versace, Canon and Starbucks. Also, it extracts related keywords and relevance using big data on portal sites and SNS and their correlation. Nike marketing that reminds people of ‘the goddess of victory, Nike’ formed a good combination of the brand with relevance. Most of them are based on Greek mythology and have rich materials for storytelling and artistic values in common.
Hopefully, this case analysis of foreign brands would become a starting point of discovering the materials of the domestic mythological characters.

영어초록

In digital marketing, means of public relations and marketing of enterprises are changing into marketing techniques of predictive analytics. A significant study can be carried out by an analysis of 'the patterns of customers' uses' using big data on major portal sites and SNSs and their correlation with related keywords.
This study analyzes the origins of mythological characters in major brands such as Nike, Hermes, Versace, Canon and Starbucks. Also, it extracts related keywords and relevance using big data on portal sites and SNS and their correlation. Nike marketing that reminds people of ‘the goddess of victory, Nike’ formed a good combination of the brand with relevance. Most of them are based on Greek mythology and have rich materials for storytelling and artistic values in common.
Hopefully, this case analysis of foreign brands would become a starting point of discovering the materials of the domestic mythological characters.

참고자료

· 없음